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购物网站雇写手炮制用后感 媒体:或会触犯刑律

2017-09-17 07:41:41   中国青年网

法制日报9月17日报道,据媒体报道,近年来,不少购物平台、网站都推出用户“用后感”笔记分享功能。随着“测评笔记”越来越受网购者欢迎,媒体记者调查发现,有部分人利用多个购物、生活玩乐平台中的产品体验功能成为职业写手,通过“用后感”制造“网红”商品,而很多“商品”这些写手都不曾用过。

上述手法与网红店雇人排队有几分相似,都属于炒作。炒作商品,古今中外概莫能免,含蓄点看起来像是广告,激进些又像是骗局,总而言之,有些商家为了推销自家商品,让商品卖得更多更快,可谓是无所不用其极。随着科技的发展,如今某些网络商品或者说“网红”商品更是大炒特炒,炒得不亦说乎,乃至发展到了雇人排队以及写一些子虚乌有的“用后感”这种程度,实在令人有些诧异,需要及时予以警惕。

网络炒作最大的特点就是事件营销,通过人为制造一些事件或者话题,在短时间内迅速吸引眼球,从而达到捧红某个商品或者某个人的目的。事件营销过去有些企业也在用,是一种比较常见的营销手法,但是在网络时代有被滥用之嫌。很多时候人们之所以会通过网络关注某种商品,不是因为真正了解或者使用过这一商品,而是因为之前听到与这个商品有关的一个或多个故事;人们之所以会通过网络关注某个人,也是因为网络上流传着与这个人有关的很多传闻(通常都是负面的)。无孔不入的事件营销让人们头脑里最终剩下的是一堆故事,而被推广的商品或者人,则被抽象成类似于符号般的某种东西。

事件营销被滥用的后果十分严重,不仅会突破道德底线,而且可能会触犯刑律。在全面推进依法治国的大背景下,随着相关法律法规的完善、实施以及相关案件的查办、宣判,那种公然违背法律法规和社会主义核心价值观的网络事件营销已经基本绝迹,但是对事件营销仍需要不断加以规范。

事件营销通常都是靠软文来推动。网络写手炮制的“用后感”,从本质上来说也是关于消费商品的故事,只不过这样的故事比较粗糙,然而大量的“用后感”堆积在一起,对于消费者产生的影响也不容小觑。随着社交媒体的兴起和依法治网的深入实施,“用后感”这种碎片化、隐蔽的事件营销方式可能会有所增多。对此,有关部门和网络平台要突破自身利益瓶颈联手治理,全力打造公开透明的网络消费环境和评价机制。

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