Under the new circumstances, what minefields must self-media stay away from?

This afternoon, the industry broke the news:

In order to curb the vulgar and kitsch trend of star-chasing hype, websites such as Weibo, Toutiao , Tencent, Yidian Zixun , Youku, NetEase, and Baidu have closed a number of illegal accounts. These include: the Weibo account @中国第一狗帕朱伟with 6.76 million followers, as well as the more famous entertainment gossip accounts @名探偵赵五儿, @长春國贸 and @娱乐圈揭秘.

It is also understood that illegal accounts such as "National Star Scout" and "China's No. 1 Paparazzi Zhuo Wei " have been closed on multiple platforms across the entire network, including Weibo and WeChat public platforms .

Many self-media people asked Bangmei: What do these two pieces of news mean? What minefields should you avoid when running your own media?

On May 26, Xinbang tweeted "The strictest new regulations + the strictest rectification. If you don’t want your account to be blocked, don’t cross these red lines!" ”, which interpreted the relevant regulations from multiple angles and in all aspects, reminded self-media people that “if you don’t want to violate the rules and get your account blocked, don’t cross these red lines.”

Today, Xinbang once again issued a reminder based on the latest cases and recent regulations.

Beijing's Cyberspace Administration summoned multiple platforms and a number of accounts were closed due to vulgar star-chasing

The above picture is the list of illegal accounts that were closed by various platforms this afternoon. What regulations did they violate?

According to an article pushed by "Beijing Internet Information Office" this evening: On the afternoon of June 7, the Beijing Internet Information Office summoned Weibo, Toutiao, Tencent, Yidian Zixun, Youku, NetEase, Baidu and other websites in accordance with the law, and ordered the websites to truly fulfill their principal responsibilities, strengthen user account management, actively spread the core socialist values, create a healthy and positive mainstream public opinion environment, and take effective measures to curb the exaggeration of entertainment star scandals and privacy, hype stars' ostentatious wealth and enjoyment, and vulgar and kitsch trends.

The Beijing Municipal Cyberspace Administration pointed out that in accordance with the "Cybersecurity Law of the People's Republic of China" implemented on June 1 this year, and the "Internet News Information Service Management Regulations" (State Internet Information Office Order No. 1), websites must earnestly fulfill their main responsibilities, strengthen platform account management, curb the vulgar trend of star chasing and hype, and create a clear cyberspace. (Click here for details)

According to an announcement released by @微博维护 at 4:57 pm, Weibo has closed 19 vulgar star-chasing accounts that were involved in seriously fabricating and spreading rumors and defaming the reputation of others in accordance with legal documents and community rules such as the "Weibo User Service Agreement" and the "Weibo Community Convention."

The announcement said: "The production and existence of vulgar star-chasing content is largely the result of fierce competition between different platforms. The model of "there must be brave men under great rewards" has obviously deviated in the field of entertainment information."

Weibo also mentioned two major demands in the announcement: "Different platforms need to assume their respective main responsibilities" and "We hope to strengthen the policy of managing the Internet with differentiated policies and solve problems such as vulgar star-chasing in a prioritized manner."

Among them, regarding the "main responsibility" part, readers can refer to the "Cyberspace Administration of China puts forward eight requirements for websites to fulfill their main responsibilities" on August 17 last year.

We-media should keep in mind the red line and stay away from minefields

1. Self-media must comply with laws and regulations when publishing news information

According to the "Internet News Information Service Management Regulations" and "Internet News Information Service License Management Implementation Rules" which officially came into effect on June 1, those who provide Internet news information services to the public through Internet sites, applications, forums, blogs, microblogs, public accounts, instant messaging tools , live broadcasts , etc. must obtain a license. It is prohibited to carry out Internet news information service activities without permission or beyond the scope of the license.

News information refers to reports and comments on social public affairs such as politics, economy, military, diplomacy, etc., as well as reports and comments on social emergencies.

Authoritative legal experts believe that if the WeChat public accounts and Weibo accounts opened by individuals are not specifically used to publish news, they do not fall within the scope of direct management in principle; when individuals post casual photos on WeChat and Weibo, they are not directly managed by relevant regulations, but are managed by service platforms such as Tencent and Sina .

It should be pointed out that: although individual self-media do not need to obtain prior permission to publish news information, the content they publish must not be illegal (such as content that violates the "nine prohibitions" or the "seven bottom lines"), nor can it violate platform regulations.

"Seven Bottom Lines" and "Nine Prohibitions"

Simply put: Although individual self-media do not seem to need permission to publish news information, in actual management and implementation, the platform will only be more stringent in its management of these self-media.

2. Self-media cannot change the title of news information when reprinting it

According to relevant regulations, unlicensed self-media (such as WeChat public accounts ) are not only not allowed to publish news information, but also not allowed to reprint and disseminate news information (the definition of news information is as mentioned in 1 above).

According to cases investigated and dealt with in the past, if individual self-media want to reprint news information, they must pay attention to at least three points: they must not arbitrarily change the title of the original news information; they must not arbitrarily delete or piece together the content; and they must not resend old news as new news information.

Simply put: " clickbait " and "rumors" in the self-media circle are violations of regulations. They are even more dangerous when it comes to news information. There are many precedents for this.

3. Self-media should consider the platform’s feelings and make the platform feel safe

Previously, authoritative experts explained the new Internet management regulations and pointed out that the impact of the new regulations on self-media is not very direct and will not cause a catastrophic disaster.

However, it will definitely have an indirect impact on self-media and will force the platforms to strengthen information control. Self-media should consider the needs of the platforms and make the platforms feel safe, because the platforms will be held responsible if self-media post anything indiscriminately.

The new regulations do not directly restrict self-media or individuals. This responsibility is mainly imposed on the platform. Whoever provides platform services is responsible for the content on the platform.

For example, today, multiple platforms were summoned by the Beijing Cyberspace Administration, and the platforms subsequently closed a number of vulgar star-chasing accounts. This clearly demonstrates this point: the competent authorities are responsible for managing and punishing the platforms, and the platforms are responsible for managing and punishing self-media accounts.

Simply put: self-media people need to abide by laws and regulations and cannot make life difficult for the platform, otherwise they will be blocked soon.

4. We-media should pay close attention to policy trends and stay away from minefields

In order to better serve content entrepreneurs , Xinbang (public account ID: newrankcn) collects and organizes various latest policies and industry intelligence almost every day, and pushes them out in a timely manner for everyone's reference.

Before the Internet curbed the vulgar trend of star-chasing hype and closed a number of illegal accounts on June 7, Xinbang had conveyed policy trends and issued various warnings, such as:

On May 24, the Ministry of Culture announced the results of random inspections and punishments on online performance platforms. The red line revealed in this news is that live streaming platforms are not allowed to provide online performances with prohibited content, such as pornography, spreading rumors, disturbing social order, etc.

Also on May 24, the National Office against Pornography and Illegal Publications announced the results of the "Clean Internet 2017" special operation. The red line revealed in this news is that online live broadcast platforms that spread obscene and pornographic information will be severely cracked down and criminally investigated.

(Don’t think this is just for live broadcasts and video programs. You should know that the minefields faced by different types of content are almost the same.)

On May 25, the State Administration of Radio, Film and Television ordered Tencent to make in-depth rectifications to its audiovisual programs, saying that Tencent violated national regulations by broadcasting self-produced and self-produced political and social audiovisual programs, live news programs, and a large number of vulgar programs, as well as various other problems in the management of audiovisual programs broadcast by Tencent WeChat public accounts and mobile clients; the State Administration of Radio, Film and Television has interviewed relevant persons in charge of Tencent four times...

(Please review the third point: "We media should consider the platform's feelings and make the platform feel safe")

On June 1, the website of the State Administration of Press, Publication, Radio, Film and Television revealed that it had recently issued a "Notice on Further Strengthening the Management of the Creation and Broadcasting of Online Audiovisual Programs", which put forward further requirements for the creation and broadcasting of online audiovisual programs.

Network pictures

This "Notice" mentioned: In recent years, some online audio-visual programs have problems such as distorted values, entertainment supremacy, vulgar content, poor quality, low taste, and deviant language, which urgently need to be strengthened and rectified in a timely manner.

The "Notice" also emphasizes that all types of online audio-visual programs must adhere to the bottom line of civilized and healthy aesthetics. We must consciously stay away from vulgar tastes, resolutely abandon cheap laughter, bottomless entertainment and unscrupulous garbage, ruthlessly criticize behaviors that challenge the moral bottom line and trample on social conscience, consciously resist excessive commercialization, excessive entertainment and vulgar tendencies, and never become slaves to the market. Entertainment reporting should uphold morality and the arts, and must never hype up gossip, scandals, privacy and misdeeds to gain clicks . We must insist on putting social benefits first and must never create vulgar gimmicks, showcase ugly behavior, present dark and obscure content, or exaggerate pornography and violence. We must resolutely put an end to the phenomenon of packaging and hyping up celebrity children and infringing on the rights and interests of minors.

In terms of specific program content, the Notice also puts forward a series of detailed requirements, including:

●All types of online audio-visual programs must use the national common language and characters in a standardized manner. ●Online audio-visual programs must adhere to the same standards and criteria as radio and television programs, strictly control politics, values, and aesthetics, and implement unified management. ●TV series and movies that have not passed the review may not be broadcast online as web series or web movies. Television variety shows with incorrect guidance must not be broadcast on the Internet, IPTV, or Internet TV under the name of online variety shows. ●Programs that are not allowed to be broadcast on radio and television are also not allowed to be broadcast on the Internet (including mobile Internet ). ●Programs that are prohibited from being disseminated on the Internet (including mobile Internet ) are also prohibited from being broadcast on radio and television. ● The so-called “complete version”, “unabridged version”, “unedited version” and “deleted fragments” and other programs (including footage) must not be disseminated in any form on any platform such as the Internet (including mobile Internet), radio and television. …

Today, many major entertainment gossip accounts were shut down by various platforms due to their vulgar and kitsch celebrity-chasing hype, which once again sounded the alarm: If self-media do not want to violate regulations and be blocked, they must be familiar with policies, grasp trends, stay away from minefields, and don't cross red lines!

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