Clickbait rankings cloud the internet

By Wang Anyu Source:Global Times Published: 2019/8/4 18:26:21

Photo: IC



The current internet platform has been full of various index rankings, search rankings and popularity rankings. While garnering public attention and a huge number of clicks, they have sparked controversy and led to speculation over standards, data fraud and traffic hijacking. There are various problems that need to be reflected on. 

To begin with, do we need lists and data to endorse popularity? Take popularity rankings of stars. Why do fans viciously compete to click to keep their stars high in rankings? It's because the current lists leave much room for fraud. If hard-core indicators for rankings are followed, including the quality of works, sales volumes, view counts, the stars' influencing power, commercial value and social impact, fans will have to pay a lot to put their stars on top of the lists. The stricter the indicators, the costlier the fabrication, and more convincing the evaluation results. 

Second, what should we do to avoid being hijacked by ranking lists and data? Nowadays fans, advertisers and platforms pay too much attention to data. They care more about rankings rather than problems behind the results. However, be it big data or index rankings, they are initially aimed at helping us improve our insight and the ability to identify problems and risks. 

Why can a university or enterprise top rankings? Is it because of its strength, the great works it produces, or the large number of users? Or should it contribute to the activity of its die-hard fans and strong publicity? Digging into the reasons behind the rankings, one will find their value and significance. But if there is fabrication, the rankings will be meaningless. 

Third, how does one guarantee access to real digital data? We need transparent standards to assure the credibility of data and various rankings lists. 

What is real digital data that many people appeal for? First, real digital data should be proven to be generated by operations of real users rather than bots. This demands persistent observation mechanism and a complete testing model. Second, the data should be complete, original and unmodified. There will be bias if people can get access only to selected data. Last but not least, the data should be evaluated with the help of credible standards. If the evaluation standard is biased, even though real data is listed, the ranking is not correct. 

Every platform needs to stick to a hard-core indicator, real data, and transparent evaluation for each ranking. Digital data should not be the sole pursuit of internet platforms. Digital data can show something but people need to change their attitude toward it by acknowledging its importance. 

What we should do is promote publicity of data, making more data accessible to people by not violating citizens' privacy, and form a Chinese system of data evaluation that enjoys international credibility. 

To reach the goal, we should start by encouraging third parties to participate in data evaluation, severely punishing fabrications, working out more reliable measurement, and upgrading data algorithm. 

The author is an expert on internet. opinion@globaltimes.com.cn

Posted in: VIEWPOINT

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