网络视听作品的水军控评现象及其治理研究  

Research on the Phenomenon of Paid Posters Shaping Public Opinion on Audiovisual Works by Manipulating Comments and Its Governance

作　　者：邹举[1,2] 丁湘柠 Zou Ju;Ding Xiangning

机构地区：[1]南京师范大学新闻与传播学院 [2]江苏省习近平新时代中国特色社会主义思想研究中心 [3]复旦大学新闻学院

出　　处：《中国新闻传播研究》2024年第2期203-213,共11页China Journalism and Communication Journal

基　　金：江苏省习近平新时代中国特色社会主义思想研究中心项目“互联网信息服务的算法治理研究”(项目编号:23ZXZB036)的阶段性研究成果

摘　　要：网络水军的异军突起为社会公共秩序带来了新的风险。在网络视听领域,评分网站作为公众了解影视作品的重要渠道,本应尽可能客观、公正地通过用户评价来反映作品的艺术水平。然而,在赋予用户评价权利的同时,趣味的迥异、利益的纷争也相伴而生,网络水军恶意操控评论、评分的现象在各个评分网站层出不穷,从而造成了影响观众观影选择、消解网站公信力、扰乱影视市场秩序的问题。因此,亟须针对水军的特点,通过完善相关法律规范、加强行政监管、改进网站过滤技术以及健全评价机制等措施,改善影视评论环境,维护风清气朗的网络生态。The sudden rise of the paid posters has brought new risks to social public order.In the field of film and television,rating websites,as an important channel for the public to understand film and television works,should objectively and fairly reflect the artistic level of works through user evaluations as much as possible.However,while granting users the right to evaluate,diverse interests and conflicts of interest also arise.The phenomenon of malicious manipulation of comments and ratings by the paid posters has emerged on various rating websites,resulting in problems that affect audience viewing choices,undermine website credibility,and disrupt the market order of audiovisual works.Therefore,it is urgent to improve the audiovisual commentary environment and maintain a clean and vibrant online ecosystem by improving relevant legal norms,strengthening administrative supervision,improving website filtering technology,and improving evaluation mechanisms.

关 键 词：影视评论 网络水军 控评 治理 

分 类 号：D922.16[政治法律—宪法学与行政法学] D922.294[政治法律—法学] G206[文化科学—传播学]