PR-Case Study

虚拟遗产案例5:

柏林2018年7月12日德国联邦最高法院就一名母亲申请继承已故女儿脸书账号一案作出裁决。法官认为，死者与脸书的合同是其遗产的一部分，因而应由其母亲继承。

此案中的这个女儿2012年在柏林地铁站跌落站台被撞身亡，之后她的父母一直在争取获准进入女儿的脸书账号，以期找到女儿可能死于自杀的答案。但脸书锁定了该账号，并将死者的账号页面变为悼念页面。

脸书公司认为，电子通讯中的隐私受德国宪法保护，因而死者及此前与其互动的其他人的隐私不应被泄露。但联邦最高法院裁定，既然自然人死亡后日记和信件等可由家人继承，脸书社交平台的内容也应受到同理对待。

Virtual heritage case 5:

On July 12, 2018, the German Federal Supreme Court ruled on a case in which a mother applied to inherit the Facebook account of her deceased daughter. The judge believed that the contract between the deceased and Facebook was part of his estate and should be inherited by his mother.

The daughter in this case was killed when she jumped off the platform of a Berlin subway station in 2012. Since then, her parents have been fighting for permission to access their daughter's Facebook account, hoping to find out the answer to her daughter's possible suicide. But Facebook locked the account and turned the deceased's account page into a memorial page.

Facebook believes that the privacy of electronic communications is protected by the German Constitution, so the privacy of the deceased and other people who interacted with it should not be leaked. However, the Federal Supreme Court ruled that since diaries and letters of natural persons can be inherited by family members after death, the content of Facebook social platforms should be treated in the same way.

虚拟遗产案例6:

2020年7月10日，科比·布莱恩特的ins就被转为了「Remembering」状态的「悼念账户」。虽不会再更新，但科比生前在ins上留下的所有痕迹都会被永久保留，想他的球迷和朋友亲人都能来他的主页浏览，在以前的帖子下留言追思。

根据「Instagram」的规定，已故用户的家属可通过向官方递交申请表格，将离世亲人的ins账号转为「悼念账户」。当ins账户的缅怀功能开启，原账号将无法再进行登录、发帖、删除内容等任何修改操作。不仅是对已故用户社交账户安全和隐私的保护，也是对逝者生前虚拟财产的尊重。虽然「悼念账户」的内容将不会再被推荐到信息流上，但想追思的用户仍能手动搜索对方账号，并在过去的帖子中留言评论。

Virtual heritage case 6:

On July 10, 2020, Kobe Bryant's ins was transferred to a "memorial account" in the "Remembering" state. Although it will not be updated again, all traces of Kobe Bryant left on the ins during his lifetime will be permanently retained. Fans and friends and relatives who miss him can visit his homepage and leave a message under the previous post to remember.

According to the regulations of "Instagram", the family members of the deceased user can convert the ins account of the deceased relative to a "memorial account" by submitting an application form to the official. When the memory function of the ins account is turned on, the original account will no longer be able to log in, post, delete content, and other modifications. It is not only the protection of the security and privacy of the deceased user's social accounts, but also the respect for the virtual property of the deceased. Although the content of the "memorial account" will no longer be recommended to the information stream, users who want to remember can still manually search for the other party's account and leave comments in past posts.

虚拟遗产案例7:

微博原博主“晨小晨”去年因癌症不幸去世。但在今年3月7日，她的微博突然更新，微博上写道，“她以另外一种方式回来了”，令人大为不解。随后，该账号开始发布大量明星肖战的内容，经网友调查后发现，原来是人手几十个微博账号的肖战粉丝占去了该去世女孩的微博。有细心的网友指出，这位已故女孩的微博私信原本有一句温暖的自动回复，为了鼓励其他人勇敢生活，但这个自动回复也被取消了。

Virtual heritage case 7:

The original Weibo blogger "Chen Xiaochen" unfortunately died of cancer last year. But on March 7 this year, her Weibo was suddenly updated, and the Weibo wrote, "She came back in another way", which is very puzzling. Subsequently, the account began to publish a large number of content about the star Xiao Zhan. After investigation by netizens, it was discovered that Xiao Zhan fans with dozens of Weibo accounts had taken up the Weibo of the deceased girl. A careful netizen pointed out that the deceased girl's Weibo private message originally had a warm automatic reply, in order to encourage others to live bravely, but this automatic reply was also cancelled.