热搜榜不是生意场，平台要当好“看门人”

Core Viewpoint - The article discusses the recent actions taken by the National Internet Information Office (NIIO) against the Xiaohongshu platform for failing to manage harmful content effectively, particularly regarding celebrity gossip and personal dynamics that disrupt the online ecosystem [3][4]. Group 1: Regulatory Actions - The NIIO has imposed measures on Xiaohongshu, including discussions, deadlines for corrections, warnings, and stricter penalties for responsible parties due to the platform's failure to fulfill its content management responsibilities [3]. - Xiaohongshu has acknowledged the NIIO's guidance and has established a special task force to improve the management of its trending topics and to enhance its content management capabilities [3][4]. Group 2: Impact on Online Ecosystem - The prevalence of celebrity gossip on trending lists can cater to audience curiosity but ultimately harms the online environment, leading to misinformation and a lack of clarity for users [4]. - The article highlights that the ability to trend is a significant indicator of a celebrity's popularity, which can lead to increased traffic, higher collaboration fees, and inflated personal brand values [3][4]. Group 3: Industry Implications - The article points out that some celebrities engage in both positive and negative publicity to gain attention, indicating a problematic cycle where trending topics become a business, leading to a chaotic online environment [4]. - The NIIO emphasizes the importance of maintaining a clean and healthy online space that aligns with public interests, urging platforms to prioritize responsible content management over mere traffic and profit [4].