本文選題：博客主體 + 廣告商業(yè)模式�。� 參考：《中國(guó)政法大學(xué)》2007年碩士論文

【摘要】： 博客以其張揚(yáng)個(gè)性的時(shí)代特點(diǎn),在世界范圍內(nèi)得到了迅速普及。博客不僅給人們提供了網(wǎng)上互動(dòng)交流的自由空間,也因其潛在的巨大商機(jī)為商家所推崇。現(xiàn)在,每天瀏覽博客,已經(jīng)成為筆者網(wǎng)上生活不可缺少的一部分,同時(shí),筆者發(fā)現(xiàn),在博客繁榮的外表下面,也帶來(lái)了一系列的法律問(wèn)題。本文以博客主體為線索,針對(duì)博客中主要涉及的民事法律問(wèn)題進(jìn)行研究。 第一部分是“博客的起源以及博客的主體”�！癇log”一詞原意為網(wǎng)絡(luò)日志,2002年其被方興東和王俊秀等人翻譯成為“博客”,并被引入中國(guó)。在此后的幾年時(shí)間里,博客蓬勃發(fā)展起來(lái)。它是繼Email、BBS、ICQ之后出現(xiàn)的第四種網(wǎng)絡(luò)交流方式。根據(jù)博客系統(tǒng)、空間提供者的不同,博客可以分為三種:1、專門性網(wǎng)站下屬的博客。2、綜合性網(wǎng)站下屬的博客。3、獨(dú)立的博客。筆者在下文中主要針對(duì)前兩種博客展開研究。筆者認(rèn)為,在筆者研究的博客范圍內(nèi),博客的主體主要有:博客服務(wù)提供商、博客作者和博客利用者。下文中,以此為主線,對(duì)其涉及的主要民事法律問(wèn)題展開研究。 第二部分是“博客的技術(shù)特征、法律屬性和相關(guān)規(guī)定”。博客其本身是一個(gè)信息發(fā)布和傳遞的工具,博客在中國(guó)的發(fā)展,是以技術(shù)先行的。從網(wǎng)絡(luò)技術(shù)上來(lái)看,博客具有鏈接性、即時(shí)性、個(gè)人性、開放性、交互性的技術(shù)特征。從其法律屬性上來(lái)看,筆者認(rèn)為它是言論自由的渠道和網(wǎng)絡(luò)出版物。筆者以“老沙的博客”和2006年全國(guó)兩會(huì)代表開博為例,博客極大地滿足了公眾希望通過(guò)各種途徑和形式表達(dá)意見(jiàn)和利益的訴求。同時(shí),當(dāng)作者在博客上發(fā)表白己的觀點(diǎn)、表達(dá)自己的思想、使得“人人都能當(dāng)記者”和“人人都能當(dāng)作家”的目標(biāo)可以實(shí)現(xiàn),就與在傳統(tǒng)媒體上發(fā)表上述內(nèi)容并無(wú)本質(zhì)區(qū)別。因此博客作者必須遵守相關(guān)規(guī)定。筆者認(rèn)為,博客作者的基礎(chǔ)權(quán)利是信息網(wǎng)絡(luò)傳播權(quán)。我國(guó)在管制博客的法律上不是空白,但實(shí)踐中仍然會(huì)有一些博客民事法律問(wèn)題處理起來(lái)有很大的難度。 第三部分是“博客作者與博客服務(wù)提供商之間的法律問(wèn)題分析”。他們之間屬于“博客服務(wù)合同”關(guān)系,申請(qǐng)博客的過(guò)程就是“博客服務(wù)合同”的訂立過(guò)程。博客作者在其空間完成原創(chuàng)作品并上傳發(fā)表,是完全符合《著作權(quán)法》及其實(shí)施條例關(guān)于作品的創(chuàng)作、發(fā)表權(quán),合法享有著作權(quán),受法律保護(hù)。筆者主要圍繞博客服務(wù)提供商針對(duì)權(quán)利通知和書面說(shuō)明的處理問(wèn)題上提出,因其不具有司法機(jī)關(guān)的專業(yè)法律知識(shí)和裁判的權(quán)威性,它做出的侵權(quán)認(rèn)定不一定正確,也往往缺乏公信力,使其被動(dòng)地承擔(dān)連帶侵權(quán)責(zé)任。對(duì)于博客服務(wù)提供商聚合編排行為、博客作品著作權(quán)的歸屬、博客頁(yè)面的版權(quán)問(wèn)題等角度進(jìn)行了詳細(xì)的討論。博客商業(yè)化模式是時(shí)下熱門話題,可分為兩種:第一種是博客服務(wù)提供商把博客當(dāng)工具看待,通過(guò)出售服務(wù)或技術(shù)營(yíng)利,第二種是博客服務(wù)提供商把博客當(dāng)作媒體,通過(guò)在博客頁(yè)面上懸掛廣告,獲取廣告收益后與博客作者進(jìn)行再分配,此種稱為“廣告商業(yè)模式”。筆者重點(diǎn)分析第二種模式中的雙方廣告收益歸屬問(wèn)題、發(fā)布廣告合法性問(wèn)題,設(shè)計(jì)出符合現(xiàn)有法律規(guī)定的模式:(1)由博客服務(wù)提供商網(wǎng)站負(fù)責(zé)發(fā)布廣告,對(duì)廣告的真實(shí)性進(jìn)行審查,對(duì)廣告形式進(jìn)行設(shè)計(jì)、收取廣告費(fèi),并根據(jù)博客的點(diǎn)擊率和訪問(wèn)人次給予博客作者回報(bào)。(2)拋開網(wǎng)站,不具有發(fā)布廣告資格的博客作者將其空間的廣告發(fā)布全部委托給具有資格的廣告經(jīng)營(yíng)機(jī)構(gòu),由廣告經(jīng)營(yíng)機(jī)構(gòu)代理博客作者運(yùn)作廣告事宜,事后再進(jìn)行分配。 第四部分是“博客作者與博客利用者之間的法律問(wèn)題分析”。筆者從著作權(quán)糾紛和人格權(quán)利侵權(quán)兩個(gè)方面進(jìn)行分析。對(duì)于著作權(quán)糾紛,主要討論了三個(gè)問(wèn)題:轉(zhuǎn)載、博客作品的權(quán)利人身份確認(rèn)和合理報(bào)酬數(shù)額難以確認(rèn)。通過(guò)對(duì)“合理使用”制度的研究,指出必須將不支付報(bào)酬的博客之間轉(zhuǎn)載行為從“合理使用”中刪除。司法實(shí)踐中博客作品的權(quán)利人身份難以確認(rèn)。網(wǎng)絡(luò)作品稿酬支付標(biāo)準(zhǔn)的缺失、侵犯著作財(cái)產(chǎn)權(quán)賠償數(shù)額已成為難題。以陶女士訴胡女士“博客名譽(yù)侵權(quán)案”為例,分析了博客人格侵權(quán)方面的諸多現(xiàn)實(shí)困難。再者,對(duì)于博客“評(píng)論”之中的侵犯人格權(quán)也是不容忽視的。 第五部分是“博客民事法律問(wèn)題的解決方案”。為保護(hù)博客作者和相關(guān)主體的民事權(quán)利,促進(jìn)博客健康發(fā)展,筆者提出推廣技術(shù)保護(hù)措施、立法規(guī)定“博客注冊(cè)信息實(shí)名制”和建立“博客作品著作權(quán)集體管理”制度。
[Abstract]:Blog, with its characteristics of individuality, has been popularized in the world. Blogs not only provide people with free space for online interaction and exchange, but also because of their great potential business opportunities. Now, browsing blogs every day has become an indispensable part of the author's online life. At the same time, I found that The appearance of the blogger's prosperity has also brought a series of legal problems. This article takes the blog subject as a clue to study the civil legal issues that are mainly involved in the blog.
The first part is "the origin of blogs and the main body of blogs". The word "Blog" is originally intended to be a web log. In 2002, it was translated by Fang Xingdong and Wang Junxiu as "blogs" and was introduced into China. In the next few years, blogs flourished. It is the fourth network communication after Email, BBS, and ICQ. According to the blog system and the difference of space provider, the blog can be divided into three kinds: 1, the blog.2 subordinate to the special website, the blog.3 of the comprehensive website, and the independent blog. In the following, the author mainly studies the first two kinds of blogs. The author believes that the main body of the blog is the blog service in the scope of the author's blog. Providers, bloggers and bloggers. In this context, we will focus on the main civil legal issues involved.
The second part is "the technical features, the legal attributes and the relevant regulations of the blog". The blog itself is a tool for publishing and transmitting information. The development of the blog in China is advanced by technology. From the network technology, the blog has the technical features of links, immediacy, individuality, openness and interactivity. The author thinks that it is the channel of freedom of speech and the network publication. The author takes the "Lao Sha's blog" and the 2006 national two conferences as an example. The blog has greatly satisfied the public's desire to express their opinions and interests through various ways and forms. At the same time, the author expresses his own ideas on the blogger's views and expresses his thoughts. There is no essential difference between the goal of "everyone can be a journalist" and "everyone can be a writer". There is no essential difference between publishing the above content in the traditional media. Therefore, bloggers must abide by the relevant regulations. The author believes that the basic rights of the bloggers are the right of information network communication. However, there are still some difficulties in handling blog civil legal issues in practice.
The third part is "the analysis of legal issues between bloggers and blog service providers". They belong to the "blog service contract" relationship. The process of applying for the blog is the process of concluding the "blog service contract". The blogger has completed the original works and uploaded the publication in his space. It is completely in conformity with the copyright law and the fact. The regulations concerning the creation and publication of the works, the right to publish the works, the legal rights of copyright, and the protection of the law. The author mainly focuses on the issue of the treatment of the blog service providers on the notice of rights and written instructions. Because they do not have the professional legal knowledge of the judiciary and the authority of the referees, the infringement is not necessarily correct and often lacks. There is a lack of public credibility, which makes it passively undertake joint and several tort liability. This paper makes a detailed discussion on the aggregation behavior of the blog service provider, the ownership of the copyright of the blog works, the copyright of the blog page and so on. The blog commercialization model is a hot topic at present, which can be divided into two kinds: the first is the blog service provider to work the blog as a worker. By selling service or technology for profit, the second is the blog service provider taking the blog as the media, which is called "advertising business model" by hanging advertisements on the blog page and getting the benefits of advertising. This is called "advertising business model". The author focuses on the analysis of the attribution of advertising revenue in the second modes. The problem of advertising legitimacy of cloth is designed to conform to the existing laws: (1) the blog service provider website is responsible for publishing advertisements, reviewing the authenticity of the advertisement, designing the form of the advertisement, charging the advertising fee, and giving the bloggers the reward according to the click rate of the blog and the visiting person. (2) it is not widely distributed. The qualified blogger delegated all the advertising in its space to the qualified advertising agency, and the advertising agency acted as an agent for the bloggers to operate the advertisements afterwards.
The fourth part is "the analysis of legal issues between bloggers and bloggers". The author analyzes the two aspects of copyright disputes and the infringement of personality rights. For copyright disputes, the author mainly discusses three issues: reprint, the identity confirmation of the rights holders of the blog works and the difficult confirmation of the amount of the reasonable remuneration. With the study of the system, it is pointed out that the reprint between bloggers who are not paid must be deleted from the "reasonable use". In judicial practice, the identity of the owner of the blog works is difficult to confirm. The loss of the payment standard for the work of the network works has become a difficult problem. As an example, it analyzes many practical difficulties in the infringement of blog personality. Moreover, the infringement of personality rights in blog comments can not be ignored.
The fifth part is the "solution to the civil legal issues of blogs". In order to protect the civil rights of bloggers and related subjects and promote the healthy development of blogs, the author puts forward the measures to promote the protection of the blog, the legislation stipulates "the real name system of the blog registration information" and the establishment of the system of "collective management of the right to work of the blog works".
【學(xué)位授予單位】：中國(guó)政法大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：D923

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 孔維明;博客上的名譽(yù)侵權(quán)問(wèn)題研究[D];華中科技大學(xué);2010年

2 譚小艷;博客侵權(quán)的民法規(guī)制[D];南昌大學(xué);2012年

3 蘇麗娟;學(xué)術(shù)博客作品的著作權(quán)保護(hù)研究[D];鄭州大學(xué);2013年

4 周業(yè)海;博客侵權(quán)責(zé)任問(wèn)題研究[D];黑龍江大學(xué);2013年

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本文編號(hào)：2096954