Jimu News commentator Qu Jing
Recently, the much-watched online drama "Apocalypse Strange News" was broadcast. In the minds of many viewers, this online drama is adapted from Ma Boyong's work. However, Ma Boyong refuted the rumor on Weibo and said that this was not a novel written by him, which surprised many viewers and netizens: "After a long time of fuss, this drama is not actually Ma Boyong's work!" (According to the Yangtze Evening News on January 3)
Ma Boyong's refutation of the rumor , originated from a netizenâs negative review of the series. After the episode aired, the blogger angrily posted on Weibo @銏boyong, saying, "Ma Boyong, just sell your IP and just ignore it? Who will buy your novels after you ruin your reputation?" Later, Ma Boyong himself replied innocently: "This is not my novel?" The blogger and many other netizens were shocked, saying that they saw a lot of promotional content related to the show, and they all called it Ma Boyong's novel. His works, can this matter still be ignored?
Weibo screenshots related to Ma Boyong's refutation of the rumor
Facts have proved that it is indeed a big mistake. The information released on the official Weibo of the show never mentions Ma Boyong, and Ma Boyong has never mentioned this show before. The poster of "Apocalypse" has the signatures of three screenwriters, but does not mention any information about the original work. If it is a well-known The writer's IP adaptation will definitely not do this. But until now, if you search for "Apocalypse" on the Internet, you will still find a large number of film and television entertainment marketing accounts, calling it "an adaptation of Ma Boqian's work". It is precisely because of this overwhelming misinformation that it has caused great harm to the audience. Misled.
Many viewers watched the show because of Ma Boyong's name, and even became members for it. Then they found out that the real owner came out to refute the rumors, and felt "scammed"; some viewers felt that the show was not good after watching the show, and they criticized Ma Boyong, and found out that " I scolded the wrong person." Very embarrassing. The showrunners are definitely too lazy to take the initiative to correct it. After all, the IP that can be misunderstood as a popular author is beneficial to the popularity of the show and can also bring considerable traffic. In the whole thing, the most speechless people are actually the audience who were deceived into watching the show with real feelings and real money.
This kind of "nonsense" marketing is actually very common in recent years, and it can be said that it has become a disaster. Irrelevant writers, actors who did not appear, fabricated "original scripts", and all kinds of unconfirmed news can be made up without restraint in the name of "eating melon". In the name of film and television drama commentary, some marketing accounts intercept scenes of popular film and television dramas, add subtitles or commentary, and start to randomly script the plot.
Poster of "Apocalypse" (Source: Weibo)
These marketing accounts often select more violent, terrifying, and male-female relationship clips from film and television dramas for processing. They can be either scary or outrageous. Many times they are similar to the original film and television dramas. The plots are unrelated. The exchange of greetings between the ex-boyfriend and the boyfriend is said to be an affair between the brother-in-law and the sister-in-law. The adoptive mother who slapped her adopted daughter because of a quarrel is said to be a vicious stepmother who beat her stepdaughter to intracranial hemorrhage... It is obviously a normal plot, but if you insist on adding more fuel, making it up, and using all kinds of vulgar and kitsch elements to grab traffic, it not only infringes on the copyright of the original work, but also insults the audience's IQ.
Whether it is conveying wrong information about the original author or distorting and tampering with the original plot, it is an infringement of the intellectual property rights of film and television dramas. If it causes damage to the reputation of the original work, it is also suspected of infringing the right holder's right to integrity of the work, like Ma Boyong "was " In a situation like "original work", these lies marketing accounts are not only suspected of infringing on the play, but also suspected of infringing on Ma Boyong's right of reputation. Both parties can hold them responsible for infringement and require them to delete the wrong information and eliminate the negative impact.
Especially the drama staff should not have the mentality of "just make mistakes". On the surface, it may seem that tricking the audience into watching it may create a short-term topic, but once the audience discovers that "the goods are not right", it may cause the drama's reputation to decline. Collapse, and even lose the audience that originally came for the show itself.
This kind of "nonsense" and "porcelain-style" marketing plays a big role in "edging the edges" and deceiving the audience. It can also easily cause resentment among netizens. It should be included in the scope of platform content regulation. The platform should establish a database and automatically review and screen. Technical means, supplemented by manual inspections and reviews, will be used to rectify these marketing accounts that seek profits, attract attention, hype hot topics, and spread false information, purify the online community environment, and effectively maintain the order of online communication.
(Source: Jimu News)
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