网络直播行业下对名人主播的名誉权侵害及其保护研究

Research on the Infringement and Protection of Celebrity Anchorage’s Reputation Rights under the Webcast Industry

摘要: 随着数字经济的快速发展，网络直播行业已逐步成为消费增长与社会文化塑造的重要力量。名人主播作为网络直播行业中一个重要的职业群体，凭借其个人影响力与专业能力，吸引了海量粉丝，构建了以个人声誉为核心资产的直播商业模式，成为平台经济中不可或缺的重要角色。然而，名人主播在网络直播行业中面临着日益严峻的网络暴力风险。在直播这一特定场域下，对名人主播名誉权的侵害表现出明显特征，如侵害主体的匿名性与群体性；侵害行为的即时性与扩散性；侵害内容的复合性与商业关联性；侵害后果的难以量化性。面对这一紧迫的现实问题，现行的法律保护体系在对名人主播的名誉权保护上存在着以下困境：名人主播作为公众人物的容忍义务边界难以确定；平台治理时效性滞后与权限边界模糊；举证困难与维权成本高。针对上述问题，并结合网络直播场域中名誉侵权的特殊性，提出保护建议：明晰公众人物容忍义务的合理界限；完善平台管理机制，明确平台治理权限；推广适用技术存证，降低权利人举证难度，旨在提升对名人主播的名誉权保护力度与效用，促进网络直播行业健康发展。

Abstract: With the rapid development of the digital economy, the online live streaming industry has gradually become an important force for consumption growth and the shaping of social culture. Celebrity live-streamers, as an important professional group in the online live-streaming industry, have attracted a huge number of fans with their personal influence and professional capabilities, and have built a live-streaming business model with personal reputation as the core asset, becoming an indispensable and important role in the platform economy. However, celebrity live-streamers are facing increasingly severe risks of cyber violence in the online live-streaming industry. In the specific field of live streaming, the infringement of its right to reputation shows obvious characteristics, such as the anonymity and group nature of the infringing subjects. The immediacy and diffusivity of the infringement act; The complexity and commercial relevance of the infringing content; The difficulty in quantifying the consequences of infringement. In the face of this urgent practical issue, the current legal protection system is confronted with the following predicaments in safeguarding the reputation rights of celebrity streamers: it is difficult to determine the boundaries of the tolerance obligations of celebrity streamers as public figures; the timeliness of platform governance lags behind and the boundaries of permissions are blurred. The difficulty in providing evidence and the high cost of rights protection. In response to the above issues and in light of the particularity of defamation infringement in the online live streaming field, protection suggestions are put forward: clarify the reasonable boundaries of the tolerance obligations of public figures; improve the platform management mechanism and clarify the governance authority of the platform; promoting the application of technology for evidence preservation and reducing the difficulty for rights holders to provide evidence aims to enhance the protection and effectiveness of the reputation rights of celebrity live-streamers and promote the healthy development of the online live-streaming industry.