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QQ看點為騰訊廣告收入增長源卻充斥低俗自媒體內容
2020-01-11 17:54  www.rockfishriot.com

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  中证网讯(记者吴科任)中国证券报记者近日发现,腾讯旗下通讯工具QQ中内置的一款功能——QQ看点,充斥着一些低俗、猎奇的自媒体内容。分析人士表示担忧,这对青少年价值观养成无疑会带来或多或少的负面影响。

China Securities News (Reporter Wu Ke Ren) China Securities News reporter recently found that Tencent's communications tool QQ built-in a function - QQ point, full of some vulgar, curious self-media content. Analysts have expressed concern that this will undoubtedly have more or less negative effects on the development of adolescent values.

  值得一提的是,在2019年的全国“两会”上,全国人大代表、腾讯董事会主席兼首席执行官马化腾连续第三年就青少年成长议题建言献策,带来的七个书面建议中包括《关于多措并举加强未成年人网络保护的建议》。马化腾提到:建议由内容主管部门牵头,结合不同年龄段未成年人的特点,就可能影响未成年人身心健康的不良信息和适宜未成年人接触的具有正向价值的信息的内容种类、范围等,加快制定相应判断标准,建立内容风险识别的“适龄提示”制度,避免违法信息、不良信息继续危害未成年人。

It is worth mentioning that in 2019, at the national \"two sessions \", the national people's congress deputy, tencent board chairman and ceo ma huateng on the issue of youth growth for the third consecutive year, resulting in seven written recommendations including the\" multi-measures to strengthen the network protection of minors \". Ma Huateng said: it is suggested that the department in charge of content should take the lead and combine the characteristics of minors of different ages to speed up the formulation of relevant judgment standards and establish a system of \"appropriate-age prompts\" for identifying risks in order to avoid illegal information and bad information continuing to endanger minors on the basis of the types and scope of information that may affect the physical and mental health of minors and information that is of positive value that is suitable for contact with minors.

  据了解,QQ看点除了常规的信息流推荐服务,还全量开放了话题功能,用户的UGC内容(用户原创内容)可以通过话题顺着不同社交关系得到更大范围的传播。这使得QQ看点成为了一种介于微信、微博这样的社交媒体平台,和今日头条、新浪新闻这样的信息流内容分发平台之间的中间形态。与一般的信息流产品不同,QQ看点一方面通过信息流产品,向众多用户推荐资讯;另一方面,则依托QQ的社交功能,让一些低劣内容通过社交关系链实现更为隐秘的“黑箱式”传播。

It is understood that in addition to the regular information flow recommendation service, QQ also fully open the topic function, the user's UGC content (user original content) can get a wider spread through the topic along with different social relationships. This makes QQ a social media platform, such as WeChat, Weibo, and today's headlines, Sina news such as the information flow content distribution platform between the intermediate form. Different from the general information flow products, QQ looks at the information flow products on the one hand, to recommend information to many users; on the other hand, relying on the social function of QQ, let some inferior content through the social relationship chain to achieve a more hidden \"black box\" dissemination.

  QQ看点被腾讯看作广告营收增长的重要助推力量,多次在财报中提及。以2019年中报为例,“本集团网络广告业务2019年第二季的收入同比增长16%至人民币亿元;社交及其他广告收入增长28%至人民币亿元,主要受惠于微信朋友圈及QQ看点的广告收入贡献的增加。”

QQ is seen by Tencent as an important boost to the growth of advertising revenue, repeatedly mentioned in the earnings report. Taking the mid-2019 report as an example,\" the group's online advertising business's revenue rose 16% to rmb 100 million in the second quarter of 2019 year-on-year; social and other advertising revenue rose 28% to rmb 100 million, mainly benefiting from the increase in the advertising revenue contribution of wechat's circle of friends and qq spots.\"

  实际上,QQ看点只是QQ的一个功能,一直不做独立应用,没有网页端的网站,也没有在PC版QQ里设置入口,只在手机版QQ中重点推广。用户下载手机版QQ后,QQ看点的默认入口就位于手机版QQ底部导航栏的中间位置,而需要点击头像,进入“设置”中的“辅助功能”才能让它不显示在导航栏。

In fact, QQ point of view is only a function of QQ, has not been done independent application, there is no web end of the website, nor in the PC version of QQ set the entry, only in the mobile version of QQ focus on promotion. After the user downloads the mobile version QQ, the default entry of the QQ view point is located in the middle of the bottom navigation bar of the mobile version QQ, and needs to click on the head image to enter the \"auxiliary function\" in \"Settings\" to make it not appear in the navigation bar.

  分析人士认为,一方面90%的青少年用户首次触网的渠道是手机,在手机QQ中设置这一功能有助于获得青少年用户;另一方面,如果没有独立应用和网站,就可以不用单独为QQ看点备案、接受监管。

Analysts believe that on the one hand,90% of young users first access to the network channel is mobile phone, in the phone QQ set up this function to help get young users; on the other hand, if there is no independent application and website, you can do not have to stand alone for QQ watch record, accept supervision.