It's time for the entertainment industry's only flow theory to end
Liu Yuhan
Since the Central Cyberspace Administration of China launched the special action "Clearness and Rectification of Mess Circles" in June this year, within two months, entertainment companies, celebrity studios, and major online platforms have all responded positively to The increasingly crazy and morbid "rice circle culture" braked the brakes in time to prevent it from slipping into the abyss of deformity and poisoning.
If many entertainment companies and celebrity studios have previously issued joint proposals to call on fans to chase stars sensibly, it is just a verbal action, then since August, more and more actions have begun to address the "rice circle" at the practical level. "The chaos has been cut.
First, the State Administration of Radio and Television launched a special investigation and rectification of online variety shows, requiring strict control of idol development programs, focusing on strengthening the management of talent online programs, and strictly controlling the setting of voting links.
The previous talent show, which relied on frantically to make money and fans, can now be "cool".
Immediately after that, Weibo decided to offline the "Star Power List" that has been in place for seven years. This list has largely become the vane of celebrity traffic data.
The downline of the Weibo "Star Power List" can alleviate the "flow first" trend in the entertainment circle, and many people applaud this.
At the same time, the platforms where fans gather on Weibo and Douban have cleaned up a large number of negative and harmful information, dealt with a number of illegal accounts, closed problematic groups, and disbanded bad topics.
From the summer when "Super Girl" started broadcasting in 2005, the word "fans" became popular on a large scale.
From then to today, under the operation of Internet traffic, entertainment content and capitalization, fans have carried out more complicated, fanatical, and krypton-gold star-chasing behaviors, which have further risen to the so-called "fan circle culture."
The "rice circle" has become a flow generator and a profit-making tool, and has fostered a variety of unhealthy trends.
Especially since the beginning of this year, there has been constant negative news about the "rice circle".
Incidents of "illegal meal" following cars, tailgating, and wiretapping occurred frequently. Some celebrity studios directly called the police and sent the "illegal meal" to the police station.
Fans of the talent show collectively dumped milk in order to send the contestants to debut, which has become another evidence of the stench of the "rice circle".
After the negative news of certain bad artists' illegal crimes was exposed, fans still had no brain support, and insulted the victim, claiming to "save brother" by holding a group.
Many of these bewildering behaviors of the "rice circle" have challenged the bottom line of public order and good customs. This has made all parties realize that the "rice circle" has indeed reached the point where it has to be rectified.
All the shows, charts, and rules that exacerbate irrational star-chasing should stop.
Since the Weibo "Star Power List" was launched in 2014, in 2019, Jay Chou fans and Cai Xukun fans grabbed the list for data, which made middle-aged and elderly fans follow crazy, and this list went out of the circle.
When advertisers and merchants choose celebrity spokespersons, Weibo’s “Star Power List” has become an important indicator. In order to obtain resources for their idols, fans have become “data workers” and greedy their idols for their “liver” data.
On August 6, Weibo decided to delist the "Star Power List".
Netizens applauded, and at the same time suggested banning super chat rankings, voting and other similar lists.
Less traffic rankings will not allow the "traffic only theory" to become popular.
It is time and energy for fans to invest in data traffic, so products that support celebrity endorsements are for fans to invest in real money.
The purchasing power of fans directly reflects the ability of celebrities to bring goods. Consumerism has permeated the "rice circle", and it also binds idols and fans as a community of interests, causing more fan circle bizarre phenomena.
Some celebrity teams that rely on fan power will achieve the goal of "solidizing fans" through "fascinating fans" or even "fighting fans", and ultimately harvest "leeks."
Irrational star-chasing behavior continues to grow under this acquiescence and even encouragement.
Any film and television works in which traffic stars participate will almost cause a "blood storm" of "fandom" controversy.
Whenever negative news about their own idols breaks out, fans will conduct organized accusations and even large-scale online violence.
Fans lusted out a false illusion of "I'm the only brother", but passers-by saw only the unthinkable and the misty smoke.
Although star chasing is a spontaneous behavior of fans, it is also closely related to the guidance of the star team.
A few days ago, Andy Lau had a live broadcast on Douyin for the 40th anniversary of his debut, and he turned off the reward function at the beginning.
Some people estimate that this may have caused Andy Lau to lose hundreds of millions of yuan in reward fees, but this is the big pattern of established idols, guiding fans to chase stars rationally.
Zhang Xiaofei and Gong Jun took the initiative to dissolve the support club, which is also a model for celebrities to guide fans to pursue celebrities.
There are also Li Yuchun's fan "Corn" and Yiyan Qianxi's fan "Thousand Paper Cranes". They have been organized, disciplined and qualified fan groups in the "fan circle" for many years.
And those star teams that incite fan fanaticism may be able to reap the traffic enthusiasm for a while, but they are also very likely to be backlashed and overturned.
If fans cannot be consciously rational, then they can only calm down through appeals from all parties, lead by example, strengthen management, and change mechanisms. The "rice circle culture" that accompanies the age of traffic can only survive under the guidance of healthy and positive values.