A Study On The Harm And Its Countermeasures Of Chinese Paid Internet Trolls To The Film Industry

The network paid internet trolls is the "crux" in the quantitative index system under the market economy,which exists widely in various industries,but has never been effectively regulated.In particular,the film and television industry,film box office,the rating on Douban.com,broadcast volume and other digital indicators will become the film and television paid internet trolls most easily controlled object(only discuss the film and television industry paid internet trolls,so use film and television paid internet trolls).If there is a long lack of effective supervision and control,the film and television paid internet trolls will inevitably destroy the marketing environment and production environment of the film industry,and the phenomenon of "Bad money drives out good ones" will not be conducive to the development of the film and television industry in a better direction.Through the case study method,the paper discusses how the film and television paid internet trolls can control the score through the huge "communication base ",whether the fraud of the scoring data will have a certain impact on the final box office of the film,and how does the paid internet trolls make use of film and television comments to create public opinion and influence the decision of netizens to watch the film,as well as the harm brought by the film and television paid internet trolls to the promotion and marketing of the film.First of all,through the literature review of network paid internet trolls at home and abroad,through the comparative analysis method,the algorithm logic of mainstream film scoring website is compared,and it is determined that the film and television paid internet trolls takes advantage of the imperfection of film and television art evaluation index and the incompleteness of film scoring mechanism to make "control score" operation and "control evaluation" public opinion manufacturing for films and television programs.Its existence not only disturbs the marketing order of film and television publicity and public relations,but also dispels the credibility of film and television public relations."Flow-only theory" also triggered the film industry to "flow as the king" blind investment trend,and changed the film’s normal selection and production process.It has a serious impact on the film industry.Film and television paid internet trolls uses the form of "flood post" to destroy the ecological environment of film and television comments,and by making use of the discourse power and communication influence of film and television giants who have "compromised" to the capital,and exert public opinion on the tendency of ordinary viewers.By collecting the film score and box office sample data of the 2010-2020 film box office TOP10,the relationship between the box office and the score is verified,and it is found that there is a certain correlation between the box office and the score.The relationship between the box office and the number of people evaluated is more close,which proves that the film and television paid internet trolls can change the final score after "flooding the stars and quantity ",and then have a certain impact on the box office of the film.At present,there are still many shortcomings in the regulation of film and television paid internet trolls in China.Through the content analysis method,it is found that it is difficult to determine the illegal subject in the process of judicial regulation.It is difficult to make specific quantitative punishment through its illegal behavior.In the film and television publicity industry,it is difficult to accurately judge the unfair competition behavior.In the construction of the paid internet trolls identification system of the media platform,it is easy to hurt the real film and television comments.It is impossible to make a plan to improve the mass media literacy as a whole.In the face of these difficulties,it is necessary to put forward effective regulation countermeasures to provide certain practical value for improving the ecological environment of film and television industry.