商务传媒学院知识库

摘  要

   技术赋能，一种新的媒介形态诞生了。从报刊出现至今，媒介已走过了纸媒时代、门户时代和社交时代等三个阶段。时间与空间的改变，片段与场景的改变，都显示出受众的新需求。简洁的文字，简短的声音或图像不再吸引受众，他们更喜欢沉浸式在场景之中，短视频应运而生。随着社会压力的增加，大众娱乐消遣的需求也随之增加。由于短视频具有低门槛、猎奇性和陪伴性等优势，在“直播+短视频”的多渠道推广的基础上，它将越来越多的网络用户都吸引到吃播短视频这场狂欢的盛宴中来。但是，伴随吃播类短视频的快速发展，由于其准入门槛低、用户媒介素养层次不齐、主播对流量收入的盲目追求、平台控制薄弱等因素，在传播过程中忽视了应遵循的伦理道德，许多吃播类短视频伦理失范现象正以各种各样的方式展现出来。

   本文结合典型且具体的案例，对吃播类短视频传播中常见的伦理失范现象进行了分类，主要分为：内容媚俗引偏价值导向；审丑异化催生猎奇狂欢；虚拟狂欢引发消费异化；假吃催吐致使粮食浪费；小孩吃播丧失人文关怀等五大类。基于对上述现象的分析，本文从社会、技术、个人等三个层面，综合运用了传播学、社会学和法律等多个学科知识，探讨了与吃播相关的短视频中伦理失范行为的原因，主要表现为用户缺乏个人媒介素养和利己主义的心理、平台缺乏技术和把关、法律滞后与监管薄弱，以及社会中经济与文化等各方面的因素。基于对原因的分析，本文从宏观、中观和微观的三个维度提出了相应的解决方案，并反思了优化平台机制、提高主播和用户对道德责任的认识、完善法律法规建设、支持高质量内容生产等方面的问题。

                        Abstract

       Technology has created a new form of media. Since the emergence of newspapers and periodicals, media has gone through three stages: paper media, portal media, and social media. Changes in time and space, as well as changes in segments and scenes, all show new demands from the audience. Concise text, concise sound, or images no longer attract viewers. They prefer to immerse themselves in the scene, and short videos emerged as the times require. With the increase of social pressure, the demand for entertainment among the public has also increased. Based on its advantages such as low threshold, novelty hunting, and companionship, and based on the multi-channel promotion of "live streaming+short video", short video for eating and broadcasting has attracted more Internet users to join this carnival. However, with the rapid development of food and broadcast short videos, due to factors such as low entry barriers, uneven levels of user media literacy, blind pursuit of traffic revenue by anchors, and weak platform control, ethics that should be followed have been ignored in the dissemination process. Many ethical irregularities in food and broadcast short videos are emerging in various ways.

        Based on typical and specific cases, this article classifies the common ethical anomies in short video communication such as food broadcasting, which are mainly divided into: content kitsch and value orientation; Appreciation of ugliness and alienation leads to a carnival of novelty hunting; Virtual carnival leads to consumption alienation; Food waste caused by fake eating and emesis; There are five categories of pet eating and losing humanistic care. Based on the analysis of the above phenomena, this article comprehensively utilizes the knowledge of multiple disciplines such as communication, sociology, and law from three levels, namely, society, technology, and individuals, to explore the reasons for ethical misconduct in short videos related to eating and broadcasting, mainly due to the lack of personal media education and egoism among users, the lack of technology and controls on the platform, legal lag, and weak supervision, And various aspects of society, including economic and cultural factors. Based on the analysis of the reasons, this article proposes corresponding solutions from three dimensions: macro, meso, and micro. It also reflects on optimizing the platform mechanism, improving the awareness of ethical responsibility among anchors and users, regulatory binding policies, and supporting high-quality content.