China Youth Daily: Why Did Delivery Guy Become the "protagonist" of Short Video Bitterness Marketing Script

Tech 2023-10-19 15:04:26 Source: Network

Recently, some media have discovered that some businesses sell so-called takeaway jockey work clothes online, with product patterns highly similar to real-life jockey clothes. It is understood that the work clothes of the delivery platform riders come from official channels and are not authorized to be sold through other channels

Recently, some media have discovered that some businesses sell so-called takeaway jockey work clothes online, with product patterns highly similar to real-life jockey clothes. It is understood that the work clothes of the delivery platform riders come from official channels and are not authorized to be sold through other channels. For the whereabouts of these non official website takeaway servers, some merchants have bluntly stated that "customers buy them to shoot short videos".

To be frank, this situation is not surprising. In recent times, flexible employment groups such as delivery riders and ride hailing drivers seem to have become the hardest hit areas for fake short videos. These fake short videos may focus on dark aspects such as "selling poorly" or fabricating social insecurity, and some may even use pornography as a sideline... as long as they can attract attention, there is no need to go to extremes. Selling so-called rider clothing online is just one example.

Why do flexible employment groups such as delivery riders become the "protagonists" of fake short videos? An intuitive possible reason is the large number of people. At present, there are over 200 million flexible employment personnel in China, including a large scale of delivery riders. These riders are deeply integrated into people's daily lives and are one of the groups with the highest public attention. They are being targeted by fake short videos due to objective factors.

In addition, for the public, flexible employment groups such as delivery riders are standard 'familiar strangers'. People may seem familiar with them, but in fact, they are far from understanding the real life of this group. The public often subjectively places impressions of hard work, hardship, and low status on them, without discrimination, and thus generates empathy. This is of course a manifestation of people's kindness, and it is often exploited by false short videos with ulterior motives.

This is the significant harm of such fake short videos. They consume, play with, and even humiliate people's kindness, artificially creating professional biases. The flexible employment group, or practitioners of new formats, has become an important occupational form in today's society, and its importance and necessity need not be overstated. However, the real dilemma lies in the fact that this group and the professions they engage in have not yet gained true social recognition. Many public members are still accustomed to looking down at this group, which invisibly promotes the arrogance of false short videos and distorts the social understanding of industries and professions to a certain extent. Those flexible employment personnel such as delivery riders and ride hailing drivers certainly have many difficulties, but to be fair, what they truly need is not necessarily the sympathy that rises from the public at all times, but equal and normal interaction and treatment between people.

Fake tragedies cannot yield true sympathy, let alone those fake short videos that are simply exploiting people's kindness for personal gain. For such short videos, strict regulations and crackdowns must be implemented. It is reported that a short video platform disposed of nearly 27000 fake accounts in the second quarter. The national network information department has also successively introduced relevant measures to focus on cleaning and rectifying short videos with information content oriented issues such as difficulty in distinguishing true from false, indistinguishable between good and evil, and unclear right and wrong. Require self media to publish content containing fictional plots and deductive storylines, and website platforms should require them to prominently label them with fictional or deductive labels.

The rectification of false information lies not only in establishing institutional norms, but also in responding quickly and persistently for a long time. For the general public, treating new professional groups such as delivery riders and ride hailing drivers with an equal and respectful attitude will be more conducive to their professional and personal development, while also avoiding being exploited by distressed marketing.

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