The rise of the "her economy" boosts reading consumption trends, and online literature has deployed the "her content" market
High sweetness and counterattack become standard? It's time to "hypoglycemia" for popular female topics
Our reporter Xu Yang
From the increasing number of female online articles to the current double-female lead drama "The Golden Years", with the rise of "her economy", many popular online novels or adapted film and television dramas focus on women's independence and self-reliance, and even counterattack The subject of growth is gradually favored by the market.
Regardless of whether it is authors or readers, the popularity of female subjects is heating up; as the upstream of IP development, the online literature industry has accelerated its deployment in the female market, boosting "her power" with "her content".
Relevant statistics show that the three content types of high sweetness, lightness, and counterattack are the most popular.
Among online literature users, female readers account for nearly half, and they show a strong willingness to pay for reading; women, especially those born in 1995, who pay for knowledge in the field of emotional consumption, will usher in a new round of explosive momentum in the next two years.
Shao Yanjun, a professor in the Chinese Department of Peking University, believes that more women have changed from consumer objects to consumer subjects and creative subjects. This is also the epitome of the tremendous progress of women in the development of the times.
However, industry insiders remind that the creation of online novels cannot merely rely on blindly "sweet" and highly "sweet pets" to cater to female readers' high-intensity emotional needs and sense of substitution; they should jump out of blindly catering to female psychology or "big heroines" Stereotyped model, contributing more contemporary female roles.
"Life is not easy to add sweetness", inspirational female characters are more popular
According to the gender of readers, online literature is generally divided into male channels and female channels. Compared with the former, it focuses more on fantasy and military subjects, while the latter focuses on gender emotions and urban subjects. In recent years, the number of "female channels" has increased year by year. .
According to statistics, as of June last year, there were 5.6 million works of women who read essays alone. The average monthly number of words in this section is about 1.2 billion, and there are 4.7 million women who are authors.
Most of the works of Women’s Channel are based on outstanding female characters. In recent years, similarities can be seen in popular dramas such as "Fuyao", "Phoenix Prisoner's Phoenix", "Two Generations" and "Datang Female Forensic Doctor" adapted from online articles. Brave independent female figure.
In recent years, in line with the mentality of "life is not easy to add sweetness", the warm, humorous and relaxed style of web writing has become more and more popular among readers.
For example, "The Great God, Your Man is Falling" incorporates micro-fantasy elements into the background of sweet pets; "Choosing Makeup" humorously depicts the love-hate disputes of the legendary heroine; "Like you, I have the final say" tells the campus love story ...
Take MS Fuzi's "The Doctor and Abandoned Daughter" as an example. This web article tells the story of the 13-year-old Ye family silly Ye Lingyue reborn by chance and step by step on the road to the strong.
"In modern society, women are becoming more and more independent in terms of career life and personality. In some "male frequency" novels, the heroine is just a vase and the heroine is a vassal setting, which does not satisfy the female readers or make them. Create a sense of substitution. Female-themed web articles can also write young women’s adventures and inspirational stories.” The author believes that as a mature writer, he must have the awareness and ability to guide readers towards good, and to create more diverse images of women in order to fit. The psychology of contemporary young audiences.
Small characters must follow the writing ethics if they counterattack
From the perspective of industry insiders, although the female content industry is in a general trend of development, it also faces more challenges.
As the market continues to grow, in the face of the new trend of personalization, emotion, and interaction, how to make the content more accurately match the internal needs of the majority of users and promote the long-term and high-quality conversion of female themed IP is still the creator and platform side. Propositions to think about.
In recent years, "shuangwen" has been particularly popular among female subjects, but the escalation of the plot to fight monsters step by step must also follow the simple writing ethics.
"Even if the novel takes place in ancient society,'what you live on' is still the logical basis of the novel." said the critic Wu Changqing.
Whether it is Xixing's "Ask Danzhu" tells the story of Chen Danzhu, a descendant of Wudi's meritorious service, who protected his family and mountains and rivers in order to change the situation of the former family's death during the period of enfeoffment; or "Miss Biao" has twists and turns through the protagonist The fate of the novel, the integration of suspense, history and other elements, to show the life of ancient female group portraits, have relatively broadened the dimension of female online writing.
They provide social support for the character's self-growth, avoiding the "self-talking" and "Mary Su" daydream narratives of the general "shuang" texts, which are credible.
The diversification of themes has also promoted the mainstreaming and breaking of the circle of female themes to a certain extent.
More and more works are created with realism elements, thinking about real issues such as the righteousness of the family and the country, personal growth, etc., enriching the characters and content of the works, and broadening the audience base.
For example, "Yanyuntai" allows women to enter history, reveals that history is created by men and women, and affirms the discourse status of women.
The heroine Xiao Yanyan is vigorous and lively, even if she is pregnant, she can still go on horseback. The hero Ye Luxian has been weak and sick since childhood, so she gave power to the heroine. Emotionally, women are in an active position, which is different from the traditional "talent and beauty", "Yan Yun Faced with love, female characters in "Taiwan" often take the initiative, boldly courtship, and hold the dominant power in the relationship between men and women.
The writer Jiang Shengnan avoided the “uplifting” heroine's writing style. In order to make the work "Yanyuntai" more vicissitudes, she went to the Liaoshangjing site several times, lived in a yurt, and walked into museums and archaeological sites..." I was sitting on the mound of that ruin, and I was in a daze there, looking for the feeling of the vastness of the sky, the feeling of writing." She believes that going deep into life is the prerequisite for literary creation, and Internet writers must also ask for answers from life.