微信公众平台信息传播失范行为及其协同治理路径

The Anomie Behavior of Information Dissemination in WeChat Public Platform and its Governance Path

伴随微信公众平台快速成长,平台中的失范行为频生。失范行为的存在干扰正常信息传播,如使用非法外挂刷粉行为、煽动诱导用户,滥用原创声明及赞赏功能、营销异化、传播失衡与网络欺诈等现象,影响着微信公众平台的生命周期。结合目前我国互联网络的发展与管理现状,根据互联网治理的四个权威特征,提出微信公众平台失范行为需要协同治理,主要有三条路径,即治理、协调与自治互相结合的协同治理路径。

With the rapid growth of WeChat public platform,anomie behavior frequently occurs in the platform.The anomie behaviors are interfering with the dissemination of normal information,such as the use of plug-in to increase the number of fans;the use of seditious remarks,writings to incite users;the abuse of original statement and bounties;the alienation of marketing;the unbalance of communication and online fraud,etc.All kinds of negative phenomena affect the lifecycle of WeChat public platform.Combining with the current development and management status of China’s Internet,simultaneously,according to the four authoritative characteristics of Internet governance,this research proposes that the anomie behavior needs comprehensive goverance in WeChat’s public platform.There are mainly three ways of comprehensive governance,namely,the ways to integrate governance,coordination with autonomy.