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网络直播飙车:靠“尺度流量”能走多远
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Topic: 网络直播飙车:靠“尺度流量”能走多远 (Read 112 times)
oooka
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网络直播飙车:靠“尺度流量”能走多远
December 28, 2017, 03:08:49 AM
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夜幕之下,十几辆跑车在公共道路上狂飙,与此同时,网络上正在同步直播,数百人在线观看,相关视频被转发后,短短几小时内,围观的网友就超过了10万人——这是发生在陕西西安的真实事件。
眼下的景象,很容易让人联想到电影《头文字D》中的火爆场景,只不过,现实的街头飙车远不像影视作品中那么酷炫浪漫,与速度激情相伴的,常常是死亡和鲜血,但这种游走在生死边缘的冒险,却是赚取流量的“利器”,于是成了网络直播的新宠,巨大的围观效应又进一步刺激和助推了飙车行为,在一些地方,深夜飙车竞赛甚至长期以半公开的方式存在。
也同网络直播有关,这些天,自称“中国无保护高空挑战第一人”的吴咏宁失手坠楼身亡事件受到广泛关注。某种意义上,网络直播是导致吴咏宁一步步走向死亡的重要推手之一。
许多人将2016年称为“中国网络直播元年”,这一全新的技术形态,吸引了大量资金和从业者,有数据显示,早在2016年上半年,网络直播用户就已达到3.25亿,并呈现出爆发式增长。而与此同时,网络直播的泛娱乐化、暧昧经济以及群体性孤独等等也逐步显现出来。
2016年,有4000多个涉嫌严重违规的表演房间被关停,此后,包括《互联网直播服务管理规定》等政策相继出台,管理部门开始从制度上对网络直播进行规范,一些色情、低俗、秀下限的直播少了,但网络直播背后依然暗流涌动。
经过初期的野蛮生长,网络直播行业目前正处于阵痛和整合阶段,一些直播平台和网络主播的日子其实并不好过。数据显示,直播行业的前五名中,已有4家出现了活跃用户的持续下滑,与此同时,大量貌似光鲜的网络主播的收入连维持生计都难,许多人甚至加入了讨薪大军。在这种情况下,眼球和流量决定着直播平台的生死存亡,诸如高空无保护攀爬、街头飙车等直播开始粉墨登场,不断撩拨公众神经,一些自身就面临生存危机的平台,则试图用“死亡元素”令自己起死回生。
如果说网络直播是传播媒介的一种,那么眼下的乱象,则同传统媒体发展之初的情形有不少相似的地方:新闻报道充斥着色情、暴力和大量未经证实、有违公序良俗的内容,于是后来才有了“把关人”制度和一套严密的媒体运作规范。眼下包括网络直播在内的新兴媒体似乎有着极强的技术优越感,也似乎可以在一夜之间将传统媒体击打得溃不成军,但事实上,许多新兴媒体眼下的火爆,同传统媒体兴盛之初的情形并没有太多差别,传统媒体走过的路,新兴媒体同样绕不开。一个社会有一个社会的运行秩序与逻辑,媒体也一样,总是靠着“尺度流量”和“无底线传播”左冲右突,终究难以行稳致远。
我们有幸身处于一个网络科技大爆发的时代,而且这种爆发仍在持续进行之中。但我们也常常会隐隐有种网络走得太快,有点跟不上的感觉:网络管理、规范滞后,个体的时间支配、情绪心理紊乱,而诸如攀楼、飙车这样的“死亡直播”也一再引发全社会的关注和大讨论。在这种情形之下,我们所要做的是勇于直面和解决问题,尽量地让自己不那么被动,类似攀楼、飙车这样的“死亡直播”长时间存在、直到闹出大动静才去关注,这样的情况就显得有些后知后觉了。
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