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优酷向章子怡道歉 因“标题党”刷新下限

2018-05-28 08:15:20   腾讯科技

“北京日报”微信公号消息,5月26日,@优酷在微博发布了一条致歉声明,为其对电影《无问西东》推送中使用的不当词汇向网友和章子怡道歉。此前,网友爆料称自己收到优酷APP上线电影《无问西东》推送中,对章子怡进行了“围殴致死”、“陈尸荒野”等描述,引发关注。

而优酷的“标题党”前科就发生在不久前。新旧媒体中“标题党”现象层出不穷,为博眼球博点击不断刷低下限。被伤害的用户不该再为此埋单。

优酷为标题词汇不当道歉

5月26日,优酷官方微博在微博发布了一条致歉声明,为其APP对电影《无问西东》推送中使用的不当词汇向网友和章子怡作出道歉。

原文:

致歉此前优酷APP《无问西东》的推送文案,我们犯了一个非常严重的错误。对这个错误我们不做任何辩解,昨天已在技术上尽最大努力撤回相关推送,在此向章子怡女士、《无问西东》剧组及广大用户深深致歉,优酷承诺对涉事员工及相关主管从严从重处理,避免此类事件再次发生。

低俗惊悚的文字

原来,优酷APP为电影《无问西东》网络平台播出做宣传推广,期间优酷的推送不但做了标题党,还采用了低俗惊悚的文字描述:

如,推送的标题为“章子怡遭凌虐致死”,摘要则为“章子怡被众人批斗,仅因作了一个表情,遭围殴致死陈尸广场,竟无人收尸;黄晓明含泪夜葬女友。”

但是点开文章,推送内容则是对电影《无问西东》的宣传。

两位网友晒出自己收到的优酷App推送的截图——

同时,此次事件的标题党不仅仅只有优酷一家,其他几家大的视频平台也拿电影剧情套演员的名字来进行宣传。

上面几条对《无问西东》的推送,几个视频网站的推文与优酷的推文相比,内容稍显友善。

优酷APP推文截图一经曝出就引起了网友们的广泛关注,网友对这种恶意的标题党行为进行了批判并呼吁优酷道歉。

网友在“优酷致歉”下的评论也是毫不客气!

就向上边一位网友说的,因做标题党,优酷现在是“天天道歉”。这句评论虽然有所夸张,但优酷确实不是第一次因此道歉。

优酷标题党“前科”

回想这半年,可以发现,优酷似乎频频在为自己的不当标题道歉。

优酷的新综艺《这就是铁甲》虽然目前口碑还算不错,但是在节目播出前的宣传上也是做过妖滴:

用“郑爽是谁?铁甲选手不识郑爽”这种带有引导向的标题博关注↓

使得节目还没有开播,官博就先出来道歉:

标题党越来越没有下限

网络在不停发展,新媒体平台越来越多,如何在如此多的信息中让自己的信息获得更高的关注与点击率?一个醒目又吸引人的标题显得极为重要。

所以,标题党的出现就不是什么奇怪的事情了。

为了博取眼球,博取阅读量标题党频频刷新下限。

有一条标题是:“著名LOL玩家和DOTA玩家互斥对方不算男人,现场数万人围观”,点进去一看原来是周杰伦和林俊杰合唱《算什么男人》,而周杰伦和林俊杰正好都是游戏玩家,不得不佩服标题党的联想力。

血腥、暴力、色情,标题党“高手”无处不在

《可怕!一个七岁孩子竟对成年人做出这种事!》《他没车没房,凭什么获得美少女疯狂垂青!》……当下,这些惊悚猎奇的标题经常出现在朋友圈中,动辄上万的阅读量和转发量也显示着这些“信息垃圾”巨大的市场潜力。

打开《凌晨6点发生重大血案,一家34口被残忍杀害,其中一名有孕在身》,看到的却是30多只死老鼠的照片;

打开《福建宁德幼儿园起火多名幼儿被从2楼扔下》,看到的却是火灾时教师将孩子抛到逃生气垫上、无一伤亡的视频……不少普通读者屡屡上当受骗,对媒体甚至社会失去了信任和信心。

咪蒙的一篇推送,一开头是“我想买凶杀人”

某电影公号,带有明显的色情暗示的标题

“标题党”是移动互联网时代的一颗毒瘤,成为信息时代藏污纳垢的重灾区。大量的虚假信息、违法信息、垃圾信息都隐藏在“标题党”的名义下,传播速度惊人、社会影响恶劣。

标题原本是一门艺术,但“标题党”却让艺术变了味。


“标题党”到底侵犯了哪些权利?

中国政法大学传播法研究中心副主任朱巍认为,“标题党”首先伤害了公民的知情权。

最高人民法院知识产权庭法官马秀荣则指出,“标题党”的行为可能构成对著作权的侵害,《著作权法》规定了保护作品完整权,即保护作品不受歪曲、篡改的权利;

其次,“标题党”的歪曲诽谤等行为,也可能损害原作者或新闻当事人的名誉权。

"标题党"注意了:广电总局对新媒体采编立"规矩"

2017年,国家新闻出版广电总局发布《关于规范报刊单位及其所办新媒体采编管理的通知》(以下简称《通知》),要求加强报刊单位及其所办新媒体采编管理工作,审慎使用网络语言,不得使用"网曝""网传"等不确定性词汇,严防各类"标题党"行为。

《通知》指出,近年来,一些报刊出版单位疏于管理,特别是所办的网站、微博、微信、客户端等新媒体,违背有关转载网络信息的管理规定,屡屡出现虚假新闻、"标题党"和"三俗"等问题,扰乱新闻传播秩序,损害新闻媒体权威性和公信力。

针对新媒体采编所存在的问题,《通知》提出六点要求:坚持正确舆论导向、统一管理要求、严格审核内容、规范新闻标题制作、加强网络活动管理、完善问责机制。

其中,《通知》重点指出,制作新闻标题应遵循国家通用语言文字使用的基本规范,遵守文题相符的基本要求,审慎使用网络语言,不得使用不合逻辑、不合规范的网络语言,不得使用"网曝""网传"等不确定性词汇,确保新闻标题客观、准确地表达新闻事实,传达正确的立场、观点、态度,严防扭曲事实、虚假夸大、无中生有、迎合低级趣味的各类"标题党"行为。严禁将网站及网站频道的新闻采编业务对外承包、出租或转让。新闻从业人员以职务身份开设微博、微信、客户端等,或在其他媒体上发布职务行为信息的,须事先经本单位同意。

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