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    人民日報海外版:資訊平臺切莫自傷“公信力”
    作者:葉子 來源:人民日報海外版 時間:2019-5-29 16:15:19 點擊數:(0)0

    “突發!”“最新!”有時候,人們會發現自己手機里安裝的大量資訊類應用,齊刷刷地推送了一則內容相似的彈窗新聞,吸引眼球的標題和廣受關注的話題讓該新聞很快成為網上熱點。而不久后又迎來反轉,大家發現這則新聞是個假消息,再點進去時相關內容已被刪除。這些年來,資訊平臺把自己的失誤“炒”成新聞事件的情況并不少見,多家資訊平臺集體“中招”也不是第一次出現。

    以上的一些案例中,可能不乏某些客觀原因,但作為一種屢次出現的事實,網絡平臺推送烏龍新聞,無論如何都是自傷公信力。反思其中原因,無外乎因為時效性而犧牲了對真實性的追求,或者因為把關環節缺失造成內容質量不過關,這再次說明資訊平臺內容審核的重要性。

    傳媒經濟的本質是注意力經濟,即用優質內容吸引受眾注意力,再將受眾的注意力進行二次售賣,這就導致爭獨家、搶首發向來成為媒體的“兵家必爭之地”,平臺同樣如此。資訊平臺的優勢主要體現在速度快和集納廣。以往,新聞的發布需要經過較長的編輯流程;現在,移動互聯網和資訊類應用,省略了排版、美編等環節,使得新聞能更快、更廣地到達受眾。甚至,許多資訊平臺走得更遠,已經實現了基于技術的自動分發和推送。不可否認,時效性確實是大大提升了,而這樣的流程簡化,恰恰也造成了把關弱化。

    另外,有一種觀點認為,資訊平臺就是個內容池,為每一位用戶提供符合個人興趣愛好的資訊,不負有審核內容的責任。但實際問題是,當流量大到一定程度,影響力隨之而來,平臺媒體就無法免責,而必須承擔起審核內容的社會責任。曾經有段時間,關于算法有沒有感情的討論非常火熱。人工智能、大數據等互聯網技術,無論怎么廣泛應用、取代多少人力勞動,終究還是反映人的意志,體現一家媒體的價值觀。除了社會責任,對內容的嚴格把關也是資訊平臺對自身負責的表現。畢竟,沒有人會為一個充斥著假新聞的平臺付費或者付出持續的關注。

    保持平臺的公信力、尊重受眾的知情權、打造有序的公共信息環境,需要資訊平臺內部的流程再造,需要專業的事實核查和及時的辟謠澄清,更需要打造良性的傳播生態。在這方面,除了人工審核的加強,技術同樣可以發揮更多作用。

    媒體曾被譽為“航船上的瞭望員”,移動互聯網時代,資訊平臺也應該接過這光榮的一棒,在追求更快、更多、更深入、更個性化時,不忘真實性這個立身之本。如此,人們的公共信息環境才會健康有序。

     

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