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热搜产业链如何才能不成槽点
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Topic: 热搜产业链如何才能不成槽点 (Read 88 times)
Jasmine9
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热搜产业链如何才能不成槽点
January 11, 2018, 09:41:11 AM
#1
微博热搜榜上的“紫光阁地沟油”正在演变成一场全民狂欢。不过,微博运营体系中的“热搜生意”也在这场闹剧中浮出水面。根据媒体的调查,助推“紫光阁地沟油”上热搜,可能只需要不到6万的成本。
在沸沸扬扬中,先是“微博热搜榜”通过微博试图澄清,“紫光阁地沟油”并未上过热搜榜,并极力强调“只有大量真实用户共同关注的热点才能上热搜”。很快,新浪微博方面给出了另一种说法,坦率地承认了热搜榜存在推广和广告,并强调会对内容进行审核,还会加上“荐”字标注。
于此,“紫光阁地沟油”上热搜到底是不是用钱推上去的,其实已经不重要了,舆论更关注的是,热搜是不是可以竞价?如今,显然已经坐实了。
从用户的角度来说,热搜榜一定是不能有商业逻辑的,但是,如果考虑到新浪微博的商业属性,显然又不能苛求热搜榜的绝对纯粹。而从市场逻辑来说,承认并尊重热搜榜的商业属性,也是市场经济大背景下全民应有的姿态。
而舆论之所以对热搜产业链有如此强烈的警惕甚至不安,是源于一种被商业资本所绑架的担忧。这不得不令人联想到曾经遭遇质疑的百度“竞价排名”,作为一款以公信力为基础的搜索软件,太过注重竞价,必然让排名有失客观、科学,进而给用户带来直接的利益受损。
然而客观来说,微博热搜榜与百度的竞价排名在逻辑上是完全不同的,与百度直接竞价不同,热搜榜的走偏,更多是折射资本的无序介入对舆论场的影响。在资本的介入下,所谓的大V失去了最基本的自我审核能力,一些所谓的公关公司也成了热点事件的制造者,借机煽风点火。而网络上弥漫的盲从心理,助长了热搜榜的变异。
大V、公关公司、网民,成为热搜榜的直接参与者,作为热搜榜的管理主体,微博平台当然也是重要的力量。当我们承认了热搜产业链存在合理性,作为平台方和管理方的微博,显然也希望这样的产业链能被认可。那么,要让热搜产业链不至于成为槽点,便只能从大V、公关公司、网民三个主体对象去寻找路径的突破口。
在互联网时代,对网民的盲从进行纠偏恐非一日之功,也不应是由一家商业主体承担责任和义务。但是,对于大V、公关公司,作为管理主体的微博可以通过相应的规范,来进行有效的规制,防止出现热搜榜被商业资本绑架。
当然,互联网时代,网路空间的风清气正,显然也不是靠一家公司就能实现的,它还需要通过公共治理的介入,从更大层面对各方面的行为给予规范管理。让大V、公关公司,在合理合法的路径内,实现自身的市场价值,如此,才可能让热搜产业链不至于成为槽点。
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