Xu Junzuo (Xinhua News Agency)
Recently, more and more accounts with the main content of "Meng Wa" have appeared on some short video and live broadcast platforms. Many parents have turned their children into "online celebrity" and realized the flow through business cooperation. Recently, the General Office of the Ministry of Culture and Tourism issued the Opinions on Strengthening the Protection of Minors in the Network Culture Market, which prohibits the use of "online celebrity children" for profit and protects the legitimate rights and interests of minors in cyberspace.
Some "sunbathing babies" are deformed.
On a short video platform, there is an account that focuses on "A Little Play Girl". The video content is a conversation between a seven-or eight-year-old girl and a boy of similar age, and it has more than 2 million fans on the platform. In the video thumbnail of this account, words such as "it’s like quarreling with my girlfriend", "overbearing small president", "Don’t guess the girl’s mind" and "the pain of the rich" are not uncommon.
In another short video platform, a 4-year-old and 2-year-old female baby attracted the attention of more than 37 million netizens. The video account takes two sisters as the main appearances, showing the funny daily life of "Meng Wa Keng Dad" and mother and daughter fighting wits. In the message area, many netizens said that "the baby is so cute" and "the little expression is in place and I like this child too much".
On some live broadcast and short video platforms, there are many "online celebrity Children" accounts like this, with fans ranging from tens of thousands to tens of millions. Among them, most of them mainly record children’s daily life. However, with the increase of homogeneous content, many accounts have begun to "find another way", and there have been modes such as eating and broadcasting, wearing beauty, and deducing plot paragraphs: eating and broadcasting blogger "Paiqi" was fed by her parents at the age of 3; The little girl who just finished her fifth birthday skillfully picked up foundation and eye shadow and introduced how to make up for the camera. Some parents deliberately feed their babies with pungent food and film their babies’ expressions to please the audience … … Immature children are doing actions that are not in line with their age, and some of them are gradually deformed.
"Eating small" is harmful.
When the child made trouble at home, the mother said helplessly, "What can I do with this holiday?" My father then read an advertisement for a certain brand of TV and replied, "With this, she will stop."
Similar advertisements exist in a large number of "online celebrity Children" accounts, which has become the main way to realize traffic realization of such accounts. When you open the homepage of these accounts, most of them can see the signs of "good things recommendation", "live news" and "find my official cooperation" Parents who operate children’s short video accounts said that they can earn 150,000 yuan a month by relying on the baby.
According to insiders, there may be an "interest chain" behind the explosion of "online celebrity children". Some parent-child accounts simply share their daily lives in the early stage. After the sudden explosion of traffic, some institutions will take the initiative to sign contracts with them, and after signing, they will get more business opportunities, which also leads some parents to use their children to create accounts as business operations. The reporter also saw on a short video data analysis platform that many accounts that have exploded have signed up for MCN (online celebrity Incubator).
Experts said that in order to make a profit, it is actually a "pit baby". On the one hand, pushing children to the front of the camera, "selling cute" according to the script, over-overdrawing their physical strength and over-exposing their privacy, can easily cause psychological anxiety. On the other hand, children’s premature participation in commercial activities through live short videos will also lead to distorted values and form utilitarian thinking and impetuous mentality.
Some experts pointed out that there are many legal risks in hyping "online celebrity children". According to the relevant provisions of the Law on the Protection of Minors, no organization or individual may organize minors to perform activities that endanger their physical and mental health. The Law on the Protection of Minors, which came into effect on June 1 this year, has clearly stipulated that webcasting service providers shall not provide webcasting publisher account registration services for minors under the age of 16.
Prevent excessive consumption
In view of some unhealthy phenomena and problems such as using "online celebrity children" to make profits on some online cultural platforms, the Opinions on Strengthening the Protection of Minors in the online cultural market proposes that minors’ participation in online performances should be strictly controlled, and accounts that appear in the live broadcast room or short video account that minors appear alone or are carried by adults for more than a certain period of time and are approved to accumulate popularity and seek profits by minors, or use children’s models to pose indecent poses and make sexual hints to attract traffic and make profits with goods should be severely punished according to law.
For the platform, we must also consciously fulfill the main responsibility. Experts pointed out that the network platform should be strictly controlled. On the one hand, it should strictly implement the anchor access conditions and age restrictions; on the other hand, it should strictly review the live broadcast information and video content involving minors, and take measures such as banning the accounts that excessively consume "online celebrity children". The person in charge of a short video platform said that at present, video accounts featuring children have been identified through machine algorithms and manual labeling, and the management of such accounts has been strengthened.
It is understood that many registrants of "Mengwa" accounts are adults, which makes it difficult for the platform to directly supervise through registered identity. The key to curb the hype of "online celebrity children" lies in parents. Sun Yunxiao, chief expert of family education in China Youth Research Center, believes that parents should take a long-term view and create a safe and clean environment for their children, and should not let their children enter the adult world prematurely for their own selfish interests.
Experts said that schools and society should strengthen the guidance and education for parents and supervise them to fulfill their guardianship responsibilities. For those parents who completely regard their children as cash cows, relevant departments should play a role in effectively protecting the legitimate rights and interests of minors.
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