Xinhua Commentary: Deceptive “Pity‑Playing” Tactics That Exploit Farmers Must Be Severely Punished

Release Date:

2024-03-28

　In the livestream room, a “motivational girl who has lost both parents yet lives with resilience” was revealed to have both parents still alive, and she herself frequently frequents upscale venues. Meanwhile, under the guise of “agricultural‑supporting livestreams,” she falsely marketed low‑priced agricultural products sourced from other regions as “authentic, eco‑friendly produce from the Greater Liangshan Mountains.” Recently, the internet celebrity “Liangshan Mengyang,” along with eight members of her affiliated company, were convicted of false advertising.

　　Similar to the previously law‑enforced internet celebrities “Zhao Ling’er” and “Liangshan Qubu,” the videos produced by “Liangshan Mengyang” and its affiliated corporate team all follow a predictable script: remote mountainous regions, dilapidated houses, and kind‑hearted young people… With the script memorized and the formulaic approach firmly in place, once the livestream begins, profits are virtually guaranteed. This staged “pity‑playing” not only disrupts the online ecosystem and violates public order and good morals, but also masquerades as agricultural support while actually exploiting farmers; moreover, passing off inferior goods as superior ones may constitute false advertising and cross the red line of criminal law.

　　In recent years, as smartphones have become the “new farming tool” and livestreaming e‑commerce has turned into the “new rural occupation,” agricultural‑support livestreams have injected fresh vitality into rural revitalization. However, some internet celebrities and the companies behind them have turned this effort into a money‑making ploy, employing “poverty‑porn” tactics to market “visual poverty.” By dramatizing hardship, amplifying misery, and even fabricating false tragic backstories, they exploit the goodwill of online audiences and harm the interests of farmers. While carefully staged influencer livestreams buzz with activity, the very hosts who genuinely need to help open up markets for agricultural products find their voices drowned out.

　　Restoring a clean and healthy online environment requires making the regulation of the influencer economy an essential priority. Genuine farmer‑supporting livestreams should be encouraged, while those “victim‑playing” sales tactics that fabricate stories to exploit farmers, undermine social norms, and tarnish local reputations must be firmly punished. By closing regulatory gaps across the entire lifecycle—covering entry thresholds, eligibility criteria, ongoing oversight, and post‑event accountability—and establishing effective industry standards, we can prevent schemes that masquerade as farmer support but actually harm them, ensuring that the benefits of the digital economy are more widely shared in rural areas.

[Editor-in-charge: Wu Jingze]

Source: Xinhua Net

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