"In addition to the house, car and time deposit, I still have several million yuan of working capital in my hand, and I can spend it casually." "I have a villa in Guangdong, a villa in Hainan, a villa of 700 square meters in Jilin, and seven or eight luxury cars. If I win, will my son marry your daughter? If it is not enough, I will add another 10 million yuan as a bride price "… …
On the short video platform, the anchors are staged one after another to show off their wealth. In the message, some people are disgusted with this kind of show-off behavior; Some people are openly envious and hope that they can become such "rich people".
The reporter of "Rule of Law Daily" recently found on the short video platform that there are quite a few bloggers who show off their wealth. They take luxury life as their selling point, some for pure show-off, while others seek benefits by showing off their wealth and implanting advertisements.
Experts interviewed by reporters believe that some bloggers preach money worship and hedonism in order to attract traffic, causing teenagers to imitate consumption and show off, seriously endangering the network ecology, and it is urgent to strengthen governance.
Short video shows off wealth and floods.
Three views on the influence of corrupt atmosphere
"Do you have 5000 yuan? Do you have 30 thousand yuan? 130 thousand yuan. Have you seen it? Have you seen more than 2 million yuan? 40 million yuan, optimistic, I am 40 million yuan. " A female anchor blocked the account balance of a payment software with her finger and moved to the left bit by bit to show off to the audience.
For such a show-off video, Li Jie from Yibin, Sichuan, bluntly said that he was very disgusted. "These show-off anchors are either nouveau riche psychology, for fear that others don’t know that they have money, or they deliberately cause others’ jealousy, hype and fame, or rely on showing off their wealth to satisfy their vanity." Li Jie said.
The reporter interviewed dozens of people in Beijing, Tianjin, Sichuan and other places at random. Except for a few people who think that online showing off wealth is just a way for successful people to show their private lives, most people are opposed to online showing off wealth.
According to Zeng Zhi, a researcher at the Center for Journalism and Social Development of Renmin University of China, sharing your life on the Internet belongs to freedom of speech in a broad sense, which is naturally legal. But showing off and sharing are two different behaviors. "Sharing is based on the partnership between us. I give you what I have, and showing off is a hierarchical emotion that you can only see, but not have, and even envy and attach to me."
It was once believed that young viewers lack critical knowledge of wealth, and are easy to envy the superior situation of those who show off their wealth, resulting in a comparison psychology that does not conform to their age, family situation and due virtues; Adult audiences tend to form jealousy and resentment.
According to Li Nan, a middle school teacher in Suzhou, Anhui Province, some students in his class are addicted to watching videos showing off their wealth and fantasizing about "making big money and spending a lot of money like an anchor". "Showing off wealth on the Internet will have a huge impact on the values of young people, and it is easy for young people to form a mercenary wrong mentality and shape a superficial and unconfident personality psychology." Li Nan said.
Packaging marketing may not be really rich.
Harvest flow for profit
It is worth noting that the reporter’s investigation found that although some bloggers improperly display luxury life as a selling point, their experience of high-end consumer goods is true; There are also some bloggers who package themselves as rich people through marketing hype, hoping to make profits by showing off their wealth.
Industry insiders told reporters that some bloggers’ initial video content was mainly to visit cheap restaurants such as barbecues, snacks and hot pots, and the traffic was tepid. After occasionally posting a "300 yuan One or Two Steaks" experience, the number of single likes soared to hundreds of thousands of times. Later, the blogger began to focus on making videos of high-end restaurants and hotels, "75,000 yuan for one night in the hotel", "1.99 million yuan for confinement" and "10,000 yuan for haircut" … … The flow rate has increased dramatically.
The reporter noticed that after the traffic increases, the above bloggers will implant advertisements such as selling cars, selling houses or selling watches in the video. This situation is not a case. Many bloggers have adopted this strategy, making showing off wealth a traffic password, and then implanting advertisements. A number of short video bloggers revealed that their quotations for advertising and promotion ranged from several thousand yuan to tens of thousands of yuan, and some deeper cooperation fees were "not capped".
According to some insiders, some bloggers develop offline projects in the video of showing off wealth, attracting people who want to buy luxury cars and become rich, and attracting many people to borrow money to participate in so-called money-making projects.
There are also bloggers who seize the audience’s desire to get rich, claiming in the video that they can "teach you how to explode powder and realize cash" and absorb students to collect training fees.
Zhang Xiaoyi from Zhanjiang, Guangdong Province, was attracted by this video not long ago — — A blogger told users in the live broadcast that he earned a lot of income on the short video platform, and together with the students who have returned from their studies, he showed screenshots of income, ranging from several hundred thousand yuan to several million yuan, and constantly showed off his luxury car and mansion, claiming that every meal would cost tens of thousands of yuan.
"I bring, one-on-one, official platform certification, 28 places in a week, and you can be like us in a month." The blogger shouted loudly. Zhang Xiaoyi was moved and spent 3990 yuan to sign up. A week after signing up, the other party sent some materials and video editing courses. From beginning to end, he didn’t see any "famous teacher" to help guide the creation of a million fan accounts, and the other party didn’t ask him about it, or even know his account. "Isn’t this a deception to draw a pie in the live broadcast room?" Zhang Xiaoyi said indignantly after she found herself being pitted.
In fact, the reporter’s investigation found that on the e-commerce platform, you can buy a large number of materials for making high-end friends, such as luxury goods, luxury cars, balance bills, travel and leisure and even helicopter purchase records, for only 10 yuan. Only to prove personal assets, there are stock income charts, sales records, and bank transfer screenshots of tens of thousands, hundreds of thousands or even millions of yuan. Some stores also provide editing tutorials and copywriting, and if the buyer doesn’t know how to operate it, he can also pay the seller to operate it on his behalf.
In addition to virtual materials, it is also convenient to fake physical luxury goods. Also on the e-commerce platform, you can buy the car keys of various luxury cars for tens of yuan; Spend tens of dollars to thousands of dollars, and you can rent famous bags, famous cars and luxury houses of various brands to take pictures.
False advertising is illegal.
Regulatory identification and timely follow-up
"Many bloggers who show off their wealth actually take advertising fees and do business promotion and advertising marketing, such as jewelry and buffets." Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, said that according to the advertising law and other regulations, advertisements should be identifiable and enable consumers to identify them as advertisements. However, most videos showing off wealth are not marked as advertisements, and people do not know which ones are commercial propaganda and which ones are real life. "It is a typical illegal act to mix and talk like this."
He suggested that showing off wealth can make bloggers pay more attention and expand their satisfaction, so this shortcut to fame is constantly copied and imitated. For short video platforms to show off their wealth and chaos, relevant departments should promptly and vigorously rectify and purify cyberspace.
The reporter noted that the State Administration of Radio, Film and Television and the Ministry of Culture, Tourism and Tourism recently jointly issued the Code of Conduct for Network Anchors, which explicitly prohibits 31 kinds of behaviors, including inducing rewards, overeating, showing off wealth and worshipping money. Since April this year, the Central Network Information Office, together with relevant departments, has launched a three-month special campaign to "clear and rectify chaos in the field of webcasting and short video", focusing on rectifying illegal and illegal content such as "color, ugliness, strangeness, falsehood, vulgarity and gambling".
Some short video platforms are also in action. On July 19th, Tik Tok announced that it had dealt with a number of contents and accounts suspected of deliberately showing off wealth, promoting high consumption, keeping up with the joneses and enjoying themselves. From July 1 to 18 this year alone, the platform cleaned up 3911 related illegal videos and punished 5 illegal accounts.
From April 25th to May 8th this year, Xiaohongshu platform handled more than 1,100 illegal contents related to showing off wealth. When users of Little Red Book search for keywords such as Ferrari, Bugatti and Mansion, the page will display the prompt of "Sincerely share and rationally consume".
A number of short video platforms have announced that they will continue to crack down on the content and accounts of bad values such as worshipping money and showing off wealth, comparing and enjoying themselves, and continue to monitor and dispose of related variants in time.
In Zeng Zhi’s view, the platform is in the front line of Internet governance, that is, it should screen and limit the video of showing off wealth, and educate and warn users who frequently publish relevant content.
"Last year’s ‘ Clear action ’ In China, the Internet Information Office has expressed its willingness to control videos showing off wealth, and its "Regulations on the Management of Internet Audio and Video Information Services" also stipulates that ‘ Providers and users of network audio and video information services should … … Carry forward the socialist core values and promote the formation of an active, healthy and upward-oriented network culture ’ . At present, the relevant rules and regulations are relatively sound. The key is that the platform needs to abandon the view of traffic first and do its job of supervision. " Zeng Zhi said.
Zhu Wei suggested that to control the short video to show off the rich chaos, the regulatory authorities need to continue to supervise and guide, and the short video platform should improve the institutional mechanism. For example, it can introduce an algorithm mechanism, use AI to identify whether it is a show-off video, do not give traffic to the show-off video, and prevent vulgar live broadcast and video content from becoming social topics.
□ Our trainee reporter Zhang Shoukun
□ Our reporter Zhao Li
