51吃瓜 No Further a Mystery

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南京师范大学新闻与传播学院网络新媒体系副教授王少磊认为,“吃瓜”虽然符合人性,但公众不仅有对娱乐内容的需求,也有对严肃内容的需求,也就是对权威声音、真实信息的需求,“争夺公众注意力,不能只靠压抑前者,更要做强后者”。

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另一方面,要增强事实信息和严肃内容曝光度。有网民指出,平台的热搜榜题目设定往往似是而非,点开看时整个话题下都看不到完整的事件关联,只有骂声一片。能够提供准确清晰新闻事实的媒体往往不在前排展示,网民能够看到的大多是营销号和各类大V的调侃、指责和发泄。“谣言止于公开,这是全世界基本的定律。”中山大学传播与设计学院教授张志安认为,事实供给不足和难以查找是“吃瓜”文化大行其道的重要原因。平台应该给予事实信息更多曝光权重和置顶资源,让公众在真相的基础上思考问题。

从正向意义来看,“吃瓜群众”所形成的参与式网络围观通过新媒体渠道对事件的还原,在一定程度上起到了舆论监督的作用。但负面效应是,一些媒体和个人为了追逐相关的流量红利,变相生产次生话题,随着商业逻辑的带入,公共议题的讨论不免会走向极端。

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一位艺人经纪人告诉半月谈记者一套“种瓜”流程——豆瓣“养蛊”(即刻意放出似是而非的假消息吊起网民胃口),再借微博、今日头条等平台发酵,然后在知乎、B站等输出讨论观点。连环套路下,公众注意力的流量密码就被“拿捏”了。

吃瓜网的应用场景十分广泛,几乎涵盖了所有对网络热点感兴趣的群体。对于普通网民来说,这里是获取最新资讯的第一站;对于自媒体从业者,这里是寻找创作灵感的宝库;对于市场营销人员,这里则是了解消费者兴趣的风向标。

南京市民王女士是个文艺青年,也是最早一批的豆瓣用户。因为喜欢一名艺人而沉迷在微博、豆瓣等社交媒体上看营销号“爆料”,跟着自媒体“吃瓜”。她告诉半月谈记者:“我也知道浪费时间,但就是一个接着一个停不下来,跟追真人秀、电视剧一样欲罢不能。我提醒自己太耽误事了,但很难戒断。”

网络热词“吃瓜”,用来比喻以事不关己的态度讨论八卦丑闻、围观个人隐私的行为。客观来看,社交网络时代的“吃瓜”既是娱乐方式,也是社交方式,某种程度上有助于引发公共讨论、带来意见表达的多元化。

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但一段时间以来,“吃瓜”跑偏,谣言滋生,大量低俗、虚假信息占据公众注意力,“吃瓜”变“吃人”,“围观”变“围攻”,给网络空间治理、社会治理带来新困扰。YouTube
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