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/></p><p>近日，國家廣播電視總局就《廣播電視和網絡視聽節目制作經營管理規定（征求意見稿）》公開征求意見。其中明確，不得對節目的內容主題、制作成本、收視率點擊率等進行虛假或引人誤解的宣傳和欺騙。</p><p>隨著互聯網快速發展，受眾視聽觀看習慣從傳統的電視機、收音機等媒介，轉向了各類大小屏等新媒體終端。這同步帶來了視聽作品評判方式的變化。受眾對作品影響力、覆蓋力的認知，更多依據網絡媒介的點擊量和播放量。</p><p>網絡流量數據的高低，不僅直接影響受眾對作品的關注度和觀看欲，更影響到制作方、發行方的經濟收益。投資方、廣告商、多方對賭協議等與經濟收益直接相關的主體和合約，均對播放量高度看重。</p><p>在這一背景下，某些網絡視聽作品的制作方、發行方等主體開始在播放量等網絡流量上動起了“歪腦筋”，通過技術手段和人工手段，大幅增加視聽作品的點擊量、播放量等。這種人為提升的數據是一種“流量造假”，不代表觀眾真實的觀看情況。</p><p>流量造假將對視聽作品本應該進行的思想評判、藝術評判，變成了一種“技術游戲”，播放量背后體現的不是觀眾對作品的好惡評判，而是在比拼制作方、發行方誰在流量造假上資金投入高，誰能夠找到技術更先進的“刷流量”機構。如此一來，對視聽作品創作本該有的藝術追求被忽視。</p><p>現在對相關問題進行規范，恰逢其時。征求意見稿明確提出，將網絡劇片、經紀機構、網絡視聽節目服務機構等納入管理范疇，“網上網下一個標準、一體管理”；不得對節目的內容主題、制作成本、收視率點擊率等進行虛假或引人誤解的宣傳和欺騙。這些措施如果執行得當，將有效遏制流量造假之風，極大推動清朗網絡空間的建設進程。</p><p>整治流量造假，不僅要有法可依，而且要執法必嚴。在法律責任方面，明確對具體違法行為的處罰措施，同時應該讓這些規定、措施和處罰具有高度的示范效應。</p><p>應盡快建立多元化的視聽評價體系，不唯流量、不唯熱度、不唯評分、不唯資本，而是將其綜合起來加以賦權評定，同時加大對作品的社會效益、思想價值、藝術品質、創新創意的評判權重，持續性地打造“綠色點擊量”“綠色收視率”，并使其成為行業通用規則。</p><p>加強行業自律，不僅讓全行業逐漸認識到流量造假是一種“竭澤而漁”的短視行為，同時也應盡快發揮行業協會、行業規范作用，在資源分配、獎項評定、業內口碑、人員流動、激勵機制等方面對流量造假者形成壓力。</p><p>發揮網絡視聽評論功能，釋放評論界、知識界、智庫界的觀點引領、價值引導的功能，以提升觀眾影視素養、從業者行業素養，在全社會形成一種“流量造假羞恥”的強有力的正向氛圍。</p><p>還需要說明的是，流量問題不僅僅是內容問題、媒介問題、藝術問題、技術問題，同時也是消費問題、經濟問題、文化問題，只有多部門、多領域的聯動整治，才能動搖流量造假不良風氣的根基。</p><p>（文章發布于《經濟日報》2022年8月13日第6版“關注”版，作者系中國傳媒大學教授）</p></div></article> 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