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随着互联网的广泛普及,媒介信息传播日益呈现快速和放大的特质。与此同时,由于互联网的纠正功能天然不足,致使一些居心不良者利用这个平台谋取不正当利益。2016年底的“罗尔事件”最终以带血营销的面目在媒介市场落下帷幕,但整个事件中自媒体所呈现出的公信力缺失问题也日渐凸现。如何在“流量变现”的逻辑下找到可持续发展的路径,是当下微信自媒体想要持续发展亟待重新考虑和解决的问题。
With the widespread popularization of the Internet, the dissemination of media information is becoming more and more rapid and magnified. At the same time, due to the inherent lack of corrective functions on the Internet, some inattentive persons use this platform to seek improper benefits. At the end of 2016, “Rolle Incident” finally came to a bloody marketing curtain in the media market, but the issue of lack of credibility from the media throughout the incident also became increasingly prominent. How to find the path of sustainable development under the logic of “liquidity realization” is a problem which we must reconsider and resolve urgently.