The fact that Internet celebrity Mao Beipi, who has millions of fans, was banned from multiple platforms proves that fraud cannot stand the test of time and will eventually be exposed. In February this year, the incident of "Qin Lang lost his winter vacation homework in Paris" re

According to the Jiangsu police report: After investigation, on February 17, after the "winter vacation homework was left in Paris" incident, Yang from Nantong, Jiangsu Province, in order to gain attention and attract followers, posted a short video on an online platform "Elementary school students left their winter vacation homework in the toilet in Paris" In the video, rumors were spread about a certain school, and he went to the bookstore to buy new homework for his nephew, posing and live broadcasting it as the uncle of the "owner". Yang has been administratively punished by the public security organ for causing adverse effects on relevant schools and disrupting public order.

The chaos continues, and Internet celebrities frequently overturn

At present, the issue of "Qin Lang losing his winter vacation homework" has finally come to an end. The "overturn" of Mao Beiwan shows that Internet celebrities are excessively pursuing traffic popularity. It is worth noting that the mcn organization behind Mao Beiwan is also involved in posing for photos.

Generally speaking, mcn company is the incubation and operating organization of "Internet celebrities", acting as the agent of Internet celebrities, responsible for content planning, operation and promotion, etc. The popularity of the internet celebrity economy has given rise to a large number of mcn organizations. However, in the process of rapid development, mcn organizations have also exposed many problems.

For example, some mcn organizations will not hesitate to fabricate false information and artificially create hot spots to deceive netizens in order to attract attention and gain traffic . The rumor-mongering incident of Mao Beiwan was indispensable without the fueling of the mcn organization behind it.

In fact, there are countless examples of Internet celebrities and MCN organizations doing whatever it takes to gain traffic.

"BBK reading machine, you can't click anywhere." At the end of February this year, the news that Gao Junyu, the "point reading machine girl", suffered from brain cancer was on the hot search, attracting market attention. Subsequently, Gao Junyu's account released a video to update the treatment progress, but netizens questioned it because the clothing of the characters in the video did not match the season. The series of videos posted by Gao Junyu's account were previous stock videos, and they were suspected of being fake videos, which caused a storm of public opinion.

As the matter continues to heat up, Gao Junyu's mother said through Gao Junyu's official Weibo that the relevant content was released by the contracted company mcn, and apologized to the public for the misunderstanding caused. Subsequently, Gao Junyu's mcn organization Hangzhou Huorang Kailang Technology Co., Ltd. issued an apology statement. The statement stated that the original intention of posting the video was to let everyone see Gao Junyu's positive and optimistic mentality in fighting the disease, and to give more people encouragement and strength.

On March 12, the Hangzhou Yuhang Internet Illegal and Bad Information Reporting Center reported that after verification, the relevant video was shot in September 2023, and the editing and production began in February 2024. It was published by the mcn agency with a text description of the recent incident. network.

The truth has emerged. The Gao Junyu incident is essentially another marketing and hype behavior by mcn company in pursuit of traffic.

In March this year, the incident of Liangshan Mengyang, an Internet celebrity with millions of fans, is also a clear example of . Liangshan Meng Yang relied on "selling misery" to create a poor character and win the sympathy of netizens. He quickly became popular online and later started a live broadcast to sell goods.

However, the truth is that Liangshan Mengyang was staged for photos and created a false persona. In addition, she made false publicity during the live broadcast and was suspected of committing a crime. In the end, Liangshan Mengyang was sentenced to 11 months in prison and fined 80,000 yuan. Liangshan Mengyang’s staged scripts and false characters are inseparable from the packaging of the mcn company, and the false promotion of live broadcast products is also inseparable from the mcn company behind it.

However, these are just the tip of the iceberg. It can be said that there is a long way to go to control the chaos of Internet celebrities.

It is imperative to rectify the chaos of Internet celebrities

The world is bustling with people, all for profit and gain. Whether it’s Mao Beiwan or the netizen who calls himself “Uncle Qin Lang”, the purpose of directing, acting and posing is to attract traffic and fans and realize traffic monetization . However, the Internet is not a place outside the law, and no behavior can violate legal red lines.

It is imperative to rectify the chaos of Internet celebrities, and the country and platforms have already taken measures. Last year, the Central Cyberspace Administration of China issued the "Notice on Strengthening the Management of "Self-Media"", which specifically mentioned this phenomenon - "self-media" publishes content containing fictional plots and plot interpretations, and website platforms should require them to display it in a conspicuous manner. Mark fictional or deductive tags. Website platforms are encouraged to mark controversial information with dispute labels and limit the flow of relevant information.

For the platform, the behavior of Internet celebrities posing for pictures without a bottom line to attract traffic will definitely have a negative impact on the content ecology of the platform. This year, the new "health points" penalty for Douyin live broadcast officially came into effect, which can be called the strictest new rules for online anchors in history.