商务传媒学院知识库

随着新媒体技术的革新，传播技术的不断升级，以抖音为代表的一系列移动短视频平台逐渐兴起并且热度持续上涨。未成年网红直播成为一个现象级的问题，这种现状值得引起我们关注。在这样的背景之下，本文从“抖音”平台入手，通过飞瓜数据、卡思数据等第三方平台选取未成年网红领域总榜前40，分析整体发展现状。内部发展现状是从中选取最具代表性的三位未成年网红账号，在现有的文献资料的基础上，应用Nvivo软件，辅之，以内容分析与案例研究的调查方法，对其进行分析。从未成年网红代表的传播内容和商业化策略入手，研究发现现今抖音未成年网红短视频存在表达内容形象化，视频作品突出未成年网红创作的主体性，主题定位迎合年轻群体需求等特征。同时，发现未成年网红在短视频中暴露出存在成人化倾向、视频主体隐私安全存在风险，未成年网红“营业”刻意化，创作门槛偏低等问题，并且在一定程度上挤压了未成年网红日常的生活和学习空余时间，影响身体和心理的健康发展，产生不恰当的价值导向等诸多影响。

本文在梳理并分析未成年网红类短视频平台目前已采取的规制方法的同时，从监管层面提出规制准入门槛与传播内容的建议，从媒体平台层面建议做出相关规定，营造向上向善的网络空间，最后从社会教育层面提倡加强媒介宣传与教育，从以上三个层面为今后未成年网红类短视频发展方面提供了具体的引导规范方法和路径参考，力求推动未成年网红行业健康持续发展。

With the innovation of new media technology and the continuous upgrading of communication technology, a series of mobile short video platforms, represented by Jieyin, have gradually emerged and continue to rise in popularity. The live streaming of underage netizens has become a phenomenal issue, and this situation deserves our attention. Against this backdrop, this article starts with the "Jieyin" platform and analyzes the overall development status by selecting the top 40 underage weblebrities from third-party platforms such as Feigua Data and CASS Data. The internal development status is based on the three most representative underage weblebrity accounts, which are selected from the existing literature and supplemented by Nvivo software, and analyzed by content analysis and case study investigation methods. Starting from the communication content and commercialisation strategies of the underage weblebrities' representatives, the study found that today's ShakeYin underage weblebrities' short videos have characteristics such as expressing content figuratively, video works highlighting the subjectivity of underage weblebrities' creations, and thematic positioning catering to the needs of younger groups. At the same time, it was found that the short videos of underage weblebrities reveal problems such as the tendency of adultization, risks to the privacy and safety of the video subjects, the deliberate "business" of underage weblebrities, and the low threshold for creation. It also affects the healthy physical and psychological development, and creates inappropriate value orientation, among other effects.

In this paper, while sorting out and analyzing the regulation methods currently adopted by the underage Netflix platforms, we suggest regulating the access threshold and the content of dissemination from the regulatory level, suggesting relevant regulations from the media platform level to create an upward and benevolent cyberspace, and finally advocating strengthening media publicity and education from the social education level, providing specific guidance and reference for the future development of underage Netflix from the above three levels. The above three levels provide specific guidance methods and paths for the future development of underage weblebrity videos, and aim to promote the healthy and sustainable development of the underage weblebrity industry.