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网络直播更要关注播什么、怎么播、给谁看

2017-09-04 08:45:57   央广网

原标题:网络直播更要关注播什么、怎么播、给谁看

网络直播要从一个“社会现象”变成一个“正规职业”,可能还需要经历一个对价值边界不断厘清的过程:在社会价值上竭尽所能做加法,在削除“娱乐至死”的劣根性上,大刀阔斧做减法。

据媒体报道,作为全村唯一留守的年轻人,四川泸州90后农民刘金银每天早上6点起床,简单洗漱后便开始直播:扫地、做饭、喂猪、下田、捉黄鳝……从今年2月起直播,半年内收获近10万粉丝,打赏8万多元。但父母和亲友乡邻都觉得他“不务正业”。

生活在都市的人,对农村生活充满新鲜感。刘金银直播农村的淳朴生活,收获了不少粉丝,也赚到了比种地、打工更多的钱,从经济收入看“很成功”。但不论赚不赚钱、赚到多少钱,他仍不能被乡土社会所理解。说年轻人做直播有多么“不正经”,很多人可能不会接受;把问题都归因为农村人的“老土”和“顽固不化”,恐怕也未必站得住脚。

泛媒介时代,相当多的年轻人乐于做直播、看直播,唱歌、游戏、逛街、撸串等各种内容的直播无以计数,异常火爆。这种“火”有一定的时代性,但也存在边界不清的问题。一者,直播的法律和道德边界尚未明确。“全民直播”近一两年才兴起,迅猛发展背后,也一度藏污纳垢、良莠不齐。为了吸粉、赚钱,“老虎”“馒头”“蜜直播”等直播平台相继涉黄,更多主播靠发嗲索要礼物……要说这样的直播是“正业”,不论乡土社会还是城市文明恐怕都不会接受。

二者,直播的价值边界也需要明晰。经过有关部门的数轮整治规范,直播生态有很大改观,这是第一步。直播的社会价值在哪里都是不容回避的深层次问题。时下有些直播满足的是公众的知情权、精神文化需求,或是学习新知识的渴望,但也有相当一部分直播不具备任何功能。它忸怩作态、插科打诨、游戏人生,更多的是一种猎奇或者漫无目的的消遣,是一个空洞的、苍白的存在,是对做直播和看直播者时间的一种巨大浪费。少了社会价值这个“灵魂”,它又如何能够算得上是一个正规职业,获得社会的普遍承认呢?

运行得好,直播能够创造社会价值,甚至成为一个职业。很多新兴行业、职业都是从不被理解转而获得公众认可的。但也有很多新兴业态昙花一现,最终被时间过滤,消失在时代的潮起潮落里。网络直播要从一个“社会现象”变成一个“正规职业”,可能还需要经历一个对价值边界不断厘清的过程:在社会价值上竭尽所能做加法,在削除“娱乐至死”的劣根性上,大刀阔斧做减法。

美国文化学者尼尔·波兹曼曾在《娱乐至死》一书中忧心地写道:“一切文化内容都心甘情愿地成为娱乐的附庸,而且毫无怨言,甚至无声无息,其结果是我们成了一个娱乐至死的物种。”直播也好,其他新兴业态也罢,都不能陷入娱乐至死的死胡同,否则可不就是一种“不务正业”么?由此说来,四川乡下老农对儿子的耳提面命,何尝不是一种传统价值观对新兴业态的善意敲打。

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