电商直播中实时性网络暴力的治理机制研究

Research on the Governance Mechanism of Real-Time Cyber Violence in E-Commerce Live Streaming

摘要: 随着电商直播业态的迅猛发展，其即时互动、高沉浸感的特性在促进消费的同时，也催生了以实时评论、弹幕为载体的新型网络暴力问题。此类“实时性网络暴力”具有发生瞬时性、传播裂变性、危害直接性等特征，严重侵害了公民的名誉权、隐私权等合法权益，对网络空间秩序构成挑战。研究首先解构了实时性网络暴力的核心特征与表现形式，如恶意辱骂、人身攻击、谣言诽谤、群体起哄等。进而从技术赋权、情境刺激、主体互动和心理动因四个维度，构建其生成机理模型。针对上述机理，本研究提出“事前预警–事中阻断–事后修复”的全流程协同治理框架。事前依托大数据与AI技术建立智能风险预警模型，事中采取基于规则与AI的实时弹幕过滤、直播间熔断机制及管理员即时介入等快速响应措施，事后完善平台封禁惩戒、受害者心理援助与舆情疏导等长效修复机制。最终，研究倡导建立涵盖平台企业、监管部门、行业组织、用户群体在内的“多元共治”生态体系，明确各方责任，从根本上遏制电商直播中的网络暴力，营造清朗、健康、安全的网络交易与社交环境。

Abstract: With the rapid development of the e-commerce live-streaming industry, its features of real-time interaction and high immersion, while promoting consumption, have also given rise to a new type of cyber violence problem carried by real-time comments and bullet screens. This kind of “real-time cyber violence” features instantaneous occurrence, explosive spread and direct harm, seriously infringing upon citizens’ legitimate rights and interests such as reputation and privacy, and posing a challenge to the order of cyberspace. The research first deconstructed the core characteristics and manifestations of real-time cyber violence, such as malicious abuse, personal attacks, rumors and defamation, and group disturbances. Furthermore, a generation mechanism model is constructed from four dimensions: technological empowerment, situational stimulation, subject interaction, and psychological motivation. In response to the above mechanism, this study proposes a full-process collaborative governance framework of “pre-event warning - in-event blocking - post-event repair”. In advance, an intelligent risk early warning model is established by relying on big data and AI technology. During the event, rapid response measures such as real-time bullet screen filtering based on rules and AI, live-streaming room circuit breaker mechanism, and immediate intervention by administrators are adopted. After the event, long-term repair mechanisms such as platform ban and punishment, psychological assistance to victims, and public opinion guidance are improved. Ultimately, the research advocates the establishment of a “multi-party co-governance” ecosystem that encompasses platform enterprises, regulatory authorities, industry organizations, and user groups, clarifying the responsibilities of all parties to fundamentally curb cyber violence in e-commerce live streaming and create a clear, healthy, and safe online transaction and social environment.