Who is stimulating fans to fight for "idol"?
Uncover the "three-piece" chaos in the "rice circle"
Our reporters Dong Xue, Cheng Siqi, Wang Moling
"'Brother' finally got here today, he is only us! Why don't you give him a shot..."
Am I wrong?
Pay too little for "idol" (idol)?
One late night four years ago, Xiaochen, a "post-00" girl who was still a middle school student, lay on the bed tossing and turning.
Not long after she became a star in the draft, several big fans in the circle continued to make provocative speeches, which made her deeply suspicious and guilty about her "calm" way of chasing stars.
In the end, this reflection ended with Xiaochen getting up from bed in the middle of the night to vote for "brother".
Now, Xiaochen is well versed in the way of "rice circle". Although he knew that he was stimulated by the "fantou" at that time, he had already developed the habit of playing and casting unknowingly.
The so-called "voting" means that fans vote for idols, buy things, and do statistics.
This is just one of the actions stipulated by the "rice circle". Fake fans are "piping black" to lead the war, "washing the square" organized to maintain the idol image, or going to "slaughter the square" to black opponent idols, etc. are common things in the "rice circle".
Xinhua Daily Telegraph reporters conducted in-depth interviews with many senior “fan circle” people. The reason behind the chaos in the “fan circle” was revealed-a large number of fans, too young, or even basic judgment; some idols lacked the strength and were silly. Wearing the skin of "beauty waste", you can only rely on fans to make a debut; brokerage companies, online platforms, and self-media marketing accounts just want to make money from it.
"Rice circle" chaos "three-piece suit"
Fundraising, investment, scolding
In addition to signing in and voting on more than ten platforms without spending money, many of them rely on financial resources
Fans’ support club posted a sentence on Weibo, “Tuanjian tonight, the old place!” Fans responded to the special “Tuanjian” app. You buy 2 copies of "crispy meat" and I will pay 3 bowls of "ice powder". The task was completed in a while.
Do you understand this kind of "rice circle" slang?
Since the relevant departments have cracked down on fund-raising from the “fan circle”, “eat hot pot”, JZ, orange expression, and “team building” have become fund-raising secret codes. “Crispy meat” and “ice powder” are just codes for the amount of money. Some represent 50 yuan, and some Represents 10 yuan, the fund-raising process is like shopping on an e-commerce platform, the difference is only payment, not delivery.
Fundraising is one of the "three-piece" chaotic phenomenon in the "rice circle", and it is complementary to investment. In addition to signing in and voting on more than ten platforms such as Weibo Chaohua and Iqiyi Bubble, many Investment depends on financial resources.
Some time ago, Xu Xu, a college student, spent about 5,000 yuan for idols on the fund-raising app. "I really paid relatively little money.'Children' (referring to idols) were wronged or had activities in the company. I’m sure to raise funds first. Recently, I’ve been tightly managed and I can’t click on links, but there are still online channels for fundraising. Usually "big fans" will broadcast live broadcasts on Weibo to teach new fans about fundraising and investment."
According to the interviewees, "Taoba", "Modian" and "Owhat" are commonly used fund-raising platforms for "Fanquan".
The reporter saw on the homepage of "Taoba" that "Tao Data" clearly shows the ranking of fan purchasing power. Fan Chengcheng, EXO, and Liu Yu are among the top three. The average monthly fan fundraising amount of the three in the past 6 months has exceeded 2 million. Yuan.
Continue browsing to see the female idol group SNH48 ranking list. Sun Rui likes and is ranked first in funding. Its funding page displays more than ten fund-raising and completed fund-raising projects. The special purpose of the data in July is for daily use. To maintain the data, the fourth bullet of the daily link of the general election in July has raised more than 40,000 yuan.
If fund-raising and investment are the fans "generating power for love", then the third item in the chaos of the "rice circle"-scolding wars, it can be said that various fans have participated in the battle, setting off the "fishy storm" of the "rice circle":
"Usually it starts from Douban. For example, some people say bad things about my idol, and some'big fans' will go to Weibo, tear them with the idol of the opponent, and slaughter the opponent's square, cursing some more ugly words, P people Ghost picture."
"If you just say anything, you may be scolded. Fans who are irrational will pick up the person's name, phone number, address and other personal information, inciting everyone to violently attack him."
"You look like a certain fan scolds the idol, but in fact it is'hidden in black'. Like a spy war, other fans pretend to be that fan to lead the fight."
"Many big fans think that they are'female stars', and they often tear them off. But we dare not say that we are afraid of being scolded by their horrible'calf hair', feeling that'calf hair' is not a fan. I'm an idol, I'm a fan!"
Who makes a lot of money in "fans abuse"
Only by torturing the fans to the point that they are both bitter and sweet can the fans be willing to devote their feelings, time and money to the "rice circle" completely.
"Fans are wrapped in a relatively closed field of consciousness, and everyone is instilling in you: "'Brother' is embarrassed on all sides, only we can help'Brother'!
"Post-90s" fan Simin said that brokerage companies, online platforms, entity companies, self-media marketing accounts, and some big fans and "calf hairs" who support big fans are all participants in "fan abuse."
These participants are well versed in the way of "cutting leeks"-if fans are smoothly chasing stars, there will be no chance of "cutting leeks". Only by torturing fans to the point where they are bitter and sweet can fans be willing to invest their feelings, time and money. Let the "rice circle" completely "roll up".
As a "star-making factory", the agency played a key role in stimulating fans.
According to Xuxu's introduction, his idol is an entertainer under an established idol brokerage company. There are dozens of entertainers under the company, who are similar in age and slightly different in strength.
On the one hand, the company deliberately creates competition among artists, using fans’ likes and vote amounts as the artist’s "assessment ranking table", claiming that ranking determines their debut opportunities; on the other hand, it often creates a phenomenon that some artists are suppressed and bullied to make fans They feel distressed, and then PK to protect their idols.
Xuxu said, “Fans don’t have the ability to resist, they can only spend money silently to love'brother'.” The company has also been keen to hold singing stages in recent years, and the way to get admission tickets is very strange.
Fans need to compete for the number of e-magazines, 48 yuan per copy, and the top 100 purchases can enter the venue.
Counting it down, a ticket costs up to 20,000 yuan, which means buying more than 400 copies of the same e-magazine.
Although the event was finally stopped, there are still many similar operations by brokerage companies.
At the same time, the network platform, entity companies, self-media marketing accounts, and big fans cooperated with each other to play a set of "combined punches":
One side is the linkage between brokerage companies, online platforms and physical enterprises.
Co-branded denim jackets and short-sleeved tops are sold for a thousand yuan, and fans have to compete for the speed of "sold out in one second"; dairy products are bound to tickets, and the more expensive "youth limited edition" is on the WeChat platform There is no limit to the number of votes...
On the one hand, online platforms intensify fan PK. Almost all "fan circle" platforms must have lists.
When a certain draft shows on the iQiyi platform, those who have purchased iQiyi members can vote 2 or else they can only vote 1. The Weibo platform not only sets up the star list, but also promotes the echelon, and the idol "moves." "It will cost a lot of money to enter the next list...
There are also some fan clubs and marketing accounts fanning the flames.
Some fan clubs are inextricably linked with brokerage companies, and guide fans in an organized manner; marketing accounts release various idols’ itinerary information, deliberately stigmatize, and incite public opinion to earn traffic and promotion costs; big fans are talking Put pressure on "You can give him a prize with your hands. What has he persisted? Why can't you?"...
Low-age fans, low-quality idols
Cancel all kinds of unreasonable celebrity lists, strictly control idol development programs, and avoid brokerage companies, online platforms and other parties from using idol economy to make money and encourage unhealthy trends
Interviewees believe that while capital from all parties used their best efforts to stimulate fans, the reason for the chaos in the "rice circle" is also that the strength of some idols is getting worse and that a large number of fans are too young.
“Some idols’ singing and dancing are completely abolished, and some of their character is not good enough. They can’t rely on passers-by to support them. They can only rely on the agency and fans. They have to obey the agency and follow the fans. They cannot regulate the words and deeds of the fans. Behavior." Xiaochen said.
At the same time, the values of young fans have not yet formed, they lack judgments about external information, and lack control over their own behaviors, and they are easily trapped.
The "Research Report on National Minor Internet Usage in 2020" jointly released by the Youth Rights Protection Department of the Communist Youth League Central Committee and China Internet Network Information Center shows that in 2020, the number of minor Internet users in my country will reach 183 million, and the Internet penetration rate of minors will reach 94.9%, and 8% of underage netizens use the Internet to participate in fan support activities.
"What we see is the beautiful side of idols. Of course, this may have been deliberately shaped by brokerage companies and others. Chasing an idol at a young age and watching him grow up together will inevitably become more and more emotional." Simin said.
However, interviewees also said that this does not mean that fans are innocent, and there are some fans who do not have high quality, look for a sense of presence on the Internet, and are not responsible for their words and deeds.
Prior to this, many related cases have caused controversy.
In June of this year, the Shanghai Youth Research Center targeted middle school students and issued 7,400 questionnaires, collecting 7,315 valid samples.
Among them, 44.9% of middle school students will respond online, including hitting the rankings, anti-criminal, criticizing, fundraising, participating in super chat, watching live broadcasts, giving idol gifts, participating in fan group chats such as QQ groups, secondary creation or forwarding the main work , Buy peripherals, posters, endorsements, etc.
"It is a junior high school student who is full of swear words on the opposite side of the screen. Can you imagine?" Xiaochen shared with reporters his experience of being inexplicably scolded by other fans on the Internet. "I thought I was young enough, so I clicked on his homepage. Look, just a few days ago, I said that the entrance examination is about to be high, but such a junior high school student has thousands of fans, and the'fan circle' is more senior than me."
Interviewees suggested that all kinds of unreasonable celebrity lists should be cancelled, and idol development programs should be strictly controlled to avoid brokerage companies, online platforms and other parties from using idol economy to make money and deliberately create or encourage unhealthy trends.
At the same time, the responsibility of compacting the network platform to protect minors cannot use simple and formal minor accounts to cope with supervision.
Hua Lili, director of the Shanghai Youth Research Center, suggested that the core role of schools in the growth of adolescents should be strengthened. It is necessary to do a good job in the education of idol views of young teachers, and to lead by example and teach by example, becoming a key barrier to protecting minors.
The family must also become the first line of fire for the protection of minors, and parents must pay more attention to the growth of young people.
The responsibility of the network platform must be penetrated, and a governance method that matches the ecological model of the flow economy must be established.
(Some interviewees in the text are pseudonyms)