網絡直播新規(guī)：“打賞”實行實名制 設置最高限額

Livestreaming shows and hosts should be clearly classified, based on their content, as music, dance, singing, fitness or games, among other categories, according to the circular.

通知明確，網絡秀場直播平臺要對節(jié)目內容和對應主播實行標簽分類管理，按“音樂”“舞蹈”“唱歌”“健身”“游戲”等進行分類標注。

【單詞講解】

Livestreaming是live(讀作 /la?v/)和streaming兩個詞的合成形式，這里的live是形容詞，表示“現場的”，比如我們看春節(jié)晚會的時候，主持人就會說，這里是春晚直播現場，We are here at the live broadcast of the Spring Festival Gala;streaming最初被翻譯成“流媒體”，其實就是在網絡上播放音頻或者視頻文件，比如在線平臺網飛(Netflix)就是一個TV and movie streaming platform(影視劇在線播放平臺)，而stream用作動詞的時候，也可以用來表達“在線播放”，比如：Millions of videos are streamed every day on Youtube.(油管上每天播放的視頻有數百萬個)。那么把live和streaming結合在一起，就是在線播放現場的音頻或視頻，簡而言之就是“直播”。

“打賞”用戶實行實名制管理

According to the circular, online show and livestreaming platforms should implement real-name management for their hosts and users keen on rewarding hosts. In addition, underage users and those who don't register with their real names should not be allowed to reward hosts.

網絡秀場直播平臺要對網絡主播和“打賞”用戶實行實名制管理。未實名制注冊的用戶不能打賞，未成年用戶不能打賞。

【單詞講解】

在關于“打賞”的英文報道中，我們經?？吹降谋硎鍪莟ip和reward。Tip的用法很多，之所以會被用來表示“打賞”，是因為tip用作動詞和名詞的時候，有一個意思是“(pay) a small amount of money to someone who has provided you with a service, in addition to the official payment and for their personal use”(在正常支付賬單之外，給為你提供服務的人員支付的一小筆額外費用，供其個人使用)，即“(付)小費”，比如：He gave the porter a tip/He tipped the porter(他給行李員付了小費)。而reward通常指“something (as money) given or offered in return for a service, good behavior, excellent work, etc.”(對接受的服務、良好的表現或者出色的工作等行為做出的獎賞、回報)，也可以直接用作動詞來表示“獎賞(某人)”，比如：The company rewarded him for his years of service with a grand farewell party and several presents(公司用一個盛大的派對和很多禮物回饋他多年的工作付出);Salespeople who are willing to work longer hours will receive significant rewards(主動加班的銷售員會拿到豐厚的回報)。

在看直播的過程中，用戶打賞行為多是因為主播的表現好、內容吸引人等因素，而不是主播為用戶提供了什么具體的服務，因此，個人以為這里的“打賞”用reward更合適。

The platforms should also put a cap on rewards given to hosts.

平臺應對最高打賞金額進行限制。

When a user's daily or monthly amount of reward reaches half the limit, the platform should send an alert. Users will be allowed to reward hosts after they confirm through a short messaging service, the circular said.The reward feature will be suspended for users whose daily or monthly limit is reached, it added.

在用戶每日或每月累計“打賞”達到限額一半時，平臺應有消費提醒，經短信驗證等方式確認后，才能進行下一步消費，達到“打賞”每日或每月限額，應暫停相關用戶的“打賞”功能。

It stated that the platforms should set a delayed arrival period for the reward, and if a host commits an illegal act, the platform should return the reward to the users.

平臺應對“打賞”設置延時到賬期，如主播出現違法行為，平臺應將“打賞”返還用戶。

【相關詞匯】

直播經濟 livestreaming economy

直播答題 livestreaming quiz

網紅 online celebrity/influencer

粉絲經濟 fan economy

網紅帶貨 influencer marketing