Photo source: Tu Chong
Our reporter Xie Ruolin
On November 26, it was a cultural collision.
On November 23, book editor Betta Jian wrote on Douban that his editor’s first new book, memory and memory, was “watered” by some star fans as soon as it was put on the shelves, so as to “raise the number” with a lot of comments, so as to score the works that the star will release later. The producers of the re published “what we’re talking about when we talk about love” also said: “suddenly there’s a huge influx of small, zero powder water reviews.”.
The next night, Douban Book responded that it had received a complaint recently, and some books had abnormal ratings. After investigation, with some accounts trying to “raise the number” behavior related. After receiving the complaints, Douban increased the manual audit efforts, and combined with technical means, successively dealt with these abnormal users. When the spam data is cleared, these users will also be permanently marked, and future rating comments will be treated as invalid content.
“This work will continue to advance as part of Douban’s anti water army mechanism. “Yanghao” is not only unable to separate itself, but also seriously violates the guiding principles of Douban community and runs counter to the common concept of Douban community. We will severely crack down on any “foster account” and organizational behavior. Once found, illegal accounts will be punished. ” Douban said.
But in fact, about the Douban account number “raise”, “sell number” already formed “black production”. “Securities Daily” reporter spent 50 yuan to buy a Douban account four years ago and found that Douban is not strictly controlled in terms of account login.
Six steps for new accounts
The criticism of book editors has opened a corner of the industry chain of Douban.
“I’ll send you a guide to the breeding of Douban.” After the reporter mentioned the topic of “raising the number of fans”, a CEO of an entertainment consulting company familiar with the culture of “rice circle” (fan group) said that Douban is a platform for discussion and rating of film and television works. Most of the time, people will take the rating of Douban as an important criterion for the quality of a film. In order to prevent brush points, Douban has a series of prevention and control systems. For example, the initial weight of the newly registered Douban number is zero, so it is necessary to accumulate the weight by writing long-term film reviews, speaking in groups, and participating in activities organized by Douban. When the effective weight is reached, the film reviews will not be folded by the system.
In this context, if you want to artificially intervene in scoring and commenting, you must first “raise the number”, that is, make the account behavior “look” like the common users of Douban. “As a matter of fact, the behavior of” raising the number “has long existed. In the past, it was just a batch of mechanical and automatic” raising numbers “in the Navy. In recent years, after the popularity of the” rice circle “culture, fans began to join the army of” Yang Hao. ” The CEO disclosed to reporters that three months before the release of his favorite star’s works, fans’ groups would organize fans to be well-trained and active on Douban, and casually find some new books and new reviews, so as to enhance the account weight and prepare for the control and review of the star’s works when they go online in the future. ”
The reporter found from the “Douban No. breeding guide” that a newly registered account needs to do six things to “grow up”: one is to register an account with a picture and nickname that is not related to the star; the second is to pay more attention to users and actively pay attention to each other; the third is to join several Douban groups and ensure a certain degree of activity in the group; the fourth is to randomly find works to complete 30 short reviews and 3 long reviews The fifth is to grade other works in the range of 2-4 stars, neither too high nor too low; and the sixth is not to evaluate films / books that have not been released. The above behavior will last about two months before an account is mature.
A senior film critic told the Securities Daily that “the behavior of the” rice circle “has seriously affected the ecology of Douban. Douban used to be a cultural front for a small number of literary and artistic youth to share their hearts. Now, it has been confused by the capital flow of the entertainment industry. Literary and artistic youth are losing it, or Douban is losing its aborigines. ”
“The main thing is to hope that my brother (a star) will get a higher score.” A fan who once participated in the review of “yanghao” told reporters that only with high scores can more plays be received, which is valuable in the eyes of the capital side. In her opinion, the fans “raise the number” behind are all human operation, in fact, it increases the activity of Douban monthly users and platform.
An old account can sell for 80 yuan
If it is said that “raising the number” is the behavior of fans, then there is “account trading” in Douban. “Securities Daily” reporter found in the investigation process, as long as search for relevant keywords, you will find that the post about buying and selling Douban account is everywhere, and even in some Douban groups, there are netizens selling Douban account publicly.
What’s more, there are websites that specialize in account trading, such as “heihao”, “Youhao” and “Douban”. An account sales told the Securities Daily that the weight of the newly registered Douban account is very low, and it is easy to be abnormal. Therefore, all the “quality accounts” that have been registered for a long time are purchased in batches by the Navy. The selling price of a Douban account registered from 2015 to 2016 is up to 80 yuan, and that of a Douban account registered from 2017 to 2018 can also be sold for 70 yuan.
“A large quantity is preferred.” “If you don’t have a mobile phone number, we can also provide a phone number binding,” the sales introduction said. (Douban account needs to be bound with mobile phone number) our accounts are very active old users. After many experiments and tests, login is not restricted by IP. ”
“This is a” black industry “in the gray area, which is already the default situation in the industry.” The CEO of the above consulting company told the Securities Daily that many account sales are actually fraudulent information, but there are also real transactions. In the past, Navy companies have hoarded a large number of registered accounts to guide public opinion and sell them.
After some bargaining, “Securities Daily” reporter spent 50 yuan to buy an account registered in 2016, and the landing process was very smooth. However, the reporter found that this is an account registered in the mailbox.
“In the past, you can use email to register your account. Now Douban no longer supports email registration. You can only register with your mobile phone number and third-party account (wechat and microblog). However, in the past, users who registered with email can still log in normally. ” The above sales remind reporters, in order to deal with the platform audit, a mobile phone should not log in more than three accounts.