Very much investigation丨who is the manipulator behind the "fan circle" culture
In recent times, the frequent occurrence of entertainment star tax evasion, pornographic and drug-related involvement, "traffic" star networks, public figures' ethics, and anomie have frequently occurred, which have seriously affected the healthy development of the industry and caused the fans and consumer groups dominated by young people. With huge harm and negative impact, the relevant state departments urgently issued bans and penalties for regulating the flow of celebrity artists and inducing fan consumption, and cultural observations will be launched continuously this week to see the benefits behind the cultural chaos in the “rice circle” Chain.
Today, through a few cases, let’s first understand who is behind the "rice circle" culture and the huge interest chain of the fan economy, and what harm they bring to a large number of blind followers?
This is a video that circulated on the Internet a few months ago: A group of people are pouring a bottle of freshly opened dairy products into the ditch, leaving only the bottle cap to scan the QR code on it.
And this scene stems from a certain voting setting of the talent show "Youth Have You 3"-as long as you purchase the designated dairy products and open the cover and scan the code, fans can vote for the "idols" they support.
Fan Xiaojia (pseudonym):
For example, they will have a label and a number on each box of milk. After you give this to that platform, he will know that you have spent money for this brother, and this brother will have a list. How much money does he attract, and then the older brother on the top of your list is more likely to debut, and then the exposure rate will be higher.
In order to let their favorite "idol" fans buy this dairy product for real money in the whole box or even the whole car, unscrew the lid and scan the vote. There is a large amount of dairy products that can not be processed, so they hired a bottle of milk. Pour into the river.
In order to maintain their own "idol" rankings, fans are frantically doing data for rankings, raising money to purchase peripheral products, and verbally verbalizing netizens, which seriously pollutes the online public opinion space.
Zhang Yiwu, professor of the Chinese Department of Peking University:
The culture of "fan circle" has now become a social culture. It is a very important force, and this force even influences the development of celebrities.
Especially from the media and social media, it has a wide range of influence.
This rice circle culture has actually caused a lot of negative effects.
Beijing Normal University teacher fan culture researcher Yin Yiyi: When the fan
circle was introduced to the country, it happened to catch up with the vigorous development of China’s Internet and social media. It was a stage of rapid development when it came to entertainment and the pursuit of economic benefits. At that time, when they came back, the method of monetization was actually the method of monetizing traffic.
For some young artists with talent background, in the era of big data, Hong Buhong no longer relies on works. As long as there are enthusiastic fans voting for themselves on various platforms or even using various means to swipe their votes, they can have a place in the entertainment circle. .
Fan Xiaowu (pseudonym):
There will be various rankings or whatever. The data is indeed a standard for testing an artist to a certain extent. That's why the term traffic star started from our time. Traffic is linked to data.
Xiao Wu, who is engaged in the entertainment industry, has more than ten years of fan experience. He has been following various idols' offline activities since he was in college. He even missed the college graduation ceremony in order to chase his stars. He is also an influential fan in the fan community. Big V" fans.
Due to the gradual corporate operation of fan groups, the level of artist traffic data can not only become an unimpeded pass for traffic stars in literary works, but also become the only way for fan groups to support their idols. In recent years, there have been a large number of false hot searches and ratings. Data such as, rankings and other data frequently appear on the Internet. Under normal circumstances, it is difficult to see the real voice from the network data.
Sun Jiashan, Associate Researcher of the Chinese Academy of Arts:
Whether it is the relatively traditional Baidu search, Sina Weibo, and the Douban score, or the dissemination and transmission of information such as the new WeChat, Zhihu, and b stations. Platform.
All can be done through direct commercial transactions.
Behind this directly points to a very acute social problem, which means that the relevant public opinion can be influenced by this kind of commercial trading behavior.
Wang Hailin, Vice President of the Chinese Society of Film and Literature:
Data assets are a major asset, and this wealth cannot be held in the hands of some capital with ulterior motives. They use data assets to do whatever they want, falsify data, and obtain huge profits through falsified data.
Xiaoyu (pseudonym) was once a well-known "Sister Zhan" in the fan circle. "Sister Zhan" is the common name of the operators who tracked the itinerary and activities of filming stars and regularly published them on specific network sites.
Fan Xiaoyu (pseudonym):
Because these fans are easy to be emotional, because most of them are still relatively young, as long as you are online a little bit, with a rhythm, you will get a sense of self-satisfaction online, and they will chase you. In addition to chasing after their favorite artists, they will chase their favorite station sister, you are sought after by others, praise you every day, you see that your Weibo repost is so high, you will have vanity and a sense of satisfaction.
Xiaoyu told reporters that in recent years, with the ageing of Internet users, the proportion of minors among fans has also been expanding, and these groups have become the most prone to incitement and capital coercion.
They lack social experience and judgment, and are induced to invest a lot of time and money on the Internet to "support" their favorite celebrities, and raise funds through voting or purchasing idol-related products.
The seemingly barbaric growth of the rice circle culture has actually formed a mutually beneficial and win-win business relationship with actor stars, performing arts agencies, and entertainment platforms.
Performing arts agency companies set up personal packaging, topic promotion and even hype for artists, entertainment platforms increase their exposure, and fans directly or indirectly conduct topic discussions and public opinion guidance to further push the flow economy to a climax.
Sun Jiashan, Associate Researcher of the Chinese Academy of Arts:
We talked layer by layer, we said this star artist as the first layer, and then we said this agency entertainment company as the second layer, and then the third layer, we fan organizations, the fourth A large number of fans.
In addition to the distribution or split of financial benefits between these celebrities and the agency entertainment company, they must also distribute such financial benefits with related, at least, the main fan groups.
Liu Jiacheng, director and vice chairman of the Beijing Television Association:
The vulgarization of the "rice circle" has reached the point where it must be rectified.
In response to the phenomenon of rice circle culture, traffic economy, and artists’ ill-behaved and illegal behaviors, the Propaganda Department of the Central Committee of the Communist Party of China, the Central Cyberspace Affairs Office, the State Cyberspace Administration of Resolutely resist, punish, organize and guide behaviors such as "contracts."
On August 27, the Cyberspace Administration of China issued the "Regulations on the Management of Internet Information Service Algorithm Recommendations (Draft for Comments)", which clearly stated that algorithm traffic should not be used for data fraud, control hot searches, and manipulation of rankings, thereby affecting online public opinion and evading supervision. .
To clear away the chaos in the "rice circle", not only requires the regulatory authorities to attack, but also requires brokerage companies, platform institutions, and capital parties to abide by the law, assume responsibility, and form multiple regulatory mechanisms for the industry and the market. Develop and grow in a healthy ecological environment.
(CCTV reporter Chen Yaoshu, Meng Yinglin, and Zhang Wei)