微信公众平台信息传播失范行为及其协同治理路径

摘要

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 a-buse 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.Combi-ning 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 behav-ior needs comprehensive goverance in WeChat's public platform.There are mainly three ways of compre-hensive governance,namely,the ways to integrate governance,coordination with autonomy.