Illegal and illegal problems such as spreading vulgar content, spreading false information, inducing irrational consumption and large reward, hype showing off wealth and worshiping money, tax evasion, and harming the physical and mental health of minors occur from time to time, seriously disturbing the order of the industry and polluting the social ethos. The people have a strong reaction, and there is an urgent need to standardize and strengthen supervision on the behavior of network anchors.
In order to strengthen standardized management, the State Administration of Radio, Television and Television has drafted the Code of Conduct jointly with the Ministry of Culture and Tourism on the basis of extensive special research. ” A person in charge of the personnel Department of the State Administration of Radio and Television said that the purpose of the “Code of Conduct” is to guide network anchors to standardize their business behavior, strengthen social responsibility, and establish a good image, which will help to improve the overall quality of network anchors, control industry chaos, standardize industry order, and further promote the sustained and healthy development of network performance and network audio-visual industry through standardized management.
Put forward a number of specific requirements for network anchors.
According to reports, the “Code of Conduct” stipulates the positive norms and requirements that network anchors should adhere to. Specifically include: abide by the Constitution and laws and regulations, safeguard national interests, public interests and the legitimate rights and interests of others; abide by the relevant provisions of the network real-name system to register accounts, register and standardize the use of account names; adhere to the correct political direction, public opinion orientation and value orientation, establish a correct world outlook, outlook on life, values, and actively practice socialist core values Adhere to the people-centered creative orientation, reflect the new atmosphere of the times, eulogize the people’s new creation, adhere to the healthy style and taste, consciously abandon vulgarity and kitsch, and resist the bad behavior that destroys the network performance and the network audio-visual ecology; guide users to interact with each other in civilization, express rationally and consume rationally Maintain a good sound screen image, performance, clothing, makeup, language, behavior, body movements and picture display should be in line with the aesthetic taste and appreciation habits of the public; respect the legitimate rights and interests of citizens and legal persons; abide by laws and regulations related to intellectual property rights; fulfill tax obligations in accordance with the law; standardize the use of national spoken and written languages Learn to master the necessary knowledge and skills for anchors, and network anchors who need a high professional level for live broadcasting, such as health care, finance and economics, law, education, etc., should obtain corresponding professional qualifications.
Draw a red line for the behavior of network anchors
In view of the outstanding problems existing in the process of network performance and audio-visual program service, the Code of Conduct also lists the behaviors that network anchors are not allowed to appear in the process of providing network performance and audio-visual program services. it draws a bottom line and a red line for the behavior of network anchors.
“these requirements are the basic norms that network anchors should follow, which are conducive to the network anchors to establish their own good image and to the healthy development of the industry.” The person in charge said.
In view of the widespread concern of the society about the legitimate rights and interests of minors and the protection of their physical and mental health, Article 14 of the Code of Conduct has been strengthened in many ways to actively create a healthier network environment for the growth of minors. First, it is not allowed to introduce or display suicide, self-harm, violent and bloody, high-risk actions and other dangerous behaviors that can easily lead to minors’ imitation, such as smoking, alcoholism and other contents that induce minors’ bad habits; second, minors or their roles should not be used for non-advertising commercial publicity, performances or to obtain commercial or illegitimate interests as a gimmick to guide the contents of wrong values, outlook on life and morality. Third, by means of organized hype, hiring a water army to brush gifts, and publicizing the “gift lottery”, users should not be hinted, seduced, or encouraged to “reward” a large amount of money, or to induce underage users to “reward” or “reward” with false identity information.
In order to implement the arrangement of comprehensive management in the field of entertainment and rectify the mess of “rice circle”, Article 6 of the Code of Conduct clearly requires that network anchors should adhere to a healthy style and taste, and consciously abandon vulgar, vulgar, vulgar and other low tastes. Consciously oppose the flow supremacy, abnormal aesthetic, “rice circle” chaos, money worship and other bad phenomena Article 7 of the Code of Conduct clearly requires that network anchors should guide users to interact with each other in civilization, express rationally, consume reasonably, and jointly build a civilized and healthy network performance and network audio-visual ecological environment. In addition, Article 14 of the Code of Conduct also clearly stipulates that network anchors shall not guide users to interact with each other in vulgar ways, organize and incite fans to abuse each other, trample on lead wars, spread rumors, and carry out cyber violence.
Clearly standardize the behavior of live broadcast delivery by network anchors
At present, network anchors violate laws and regulations from time to time in live broadcasting. Article 14 of the Code of Conduct is clear in view of the strong false publicity reflected by the public, the sale of fake and shoddy commodities, data fraud and other problems that harm the rights and interests of consumers.
First, it is not allowed to market fake and shoddy goods, infringe intellectual property rights or do not meet the requirements for personal and property safety, and fabricate or tamper with data flows such as transactions, attention, views, likes, etc.; second, it is not allowed to exaggerate propaganda to mislead consumers, to deceive consumers through false promises, to use absolute language, and to violate relevant laws and regulations on advertising to sell franchises and articles without permission. Third, it is not allowed to spread false or harassing advertisements through “on-screen comments”, studio names, announcements, voice, etc.
What is worth paying attention to is that with regard to the phenomenon of tax evasion of individual network anchors concerned by the society, Article 11 of the Code of Conduct clearly requires that network anchors should truthfully declare their income and fulfill their tax obligations in accordance with the law.
Stipulate the punishment for network anchors’ violations.
The Code of Conduct makes it clear that network performances, network audio-visual platforms, and brokerage institutions should strictly implement the main responsibility for the management of network anchors. establish and improve the internal systems and norms of network anchors, such as stationing, training, daily management, business scoring files, and “red and yellow card” management. Warnings and restrictions should be strengthened for network anchors who have violations; for network anchors with serious problems and repeated problems, accounts should be blocked and relevant network anchors should be included in the “blacklist” or “warning list”. Re-broadcasting in the form of changing accounts or platforms is not allowed. Internet anchors who constitute crimes shall be investigated for criminal responsibility in accordance with the law. Illegal and immoral artists shall not be provided with the opportunity to perform in public and make a sound, so as to prevent the resurgence of the transferred position.
The relevant industry associations should regularly announce the network anchors who violate the law and regulations, immoral anomie, and cause adverse social impact, and guide various platforms to boycott and seriously punish them. At the same time, network anchors who are good and exemplary in abiding by the code of conduct should be encouraged to give positive incentives to network performances, network audio-visual platforms and brokerage institutions.