please stop trending
Hot searches on Weibo show that more and more young people suffer from "heat rejection".
This is a seemingly calm "disease", also known as aesthetic copyright, which refers to a wait-and-see attitude towards what is currently hot, and is more willing to accept "Amway" at its own pace.
Audiences are becoming wary of high-profile content and have a natural sense of rejection.
Most of the people who are complained about are TV dramas.
Take the recent high-profile movie as an example, with more than 300 hot searches in total.
Even if you haven't watched an episode, you can always see fragments of it on various social platforms.
If you don’t want to cut yourself off from everyone, you have to keep up with the trending search entries.
People are no longer chasing dramas simply for relaxation and entertainment, but to a certain extent because of anxiety and panic.
The propagandist has keenly captured the psychology of people to follow the trend, and started a strong marketing routine - buy a lot of detailed entries, occupy the hot search list, ask the big V to write a good review of the water, and then skillfully use big data and algorithms Swipe the screen to push, causing fans to carnival.
In the Internet age where traffic is important, the dissemination of information is too hard.
All platforms are familiar with the influence of public opinion, and they have announced their entry into film and television marketing, and KOLs are even more priced.
Some media have revealed that many marketers and drama propaganda said that the number of hot searches is one of the important marketing KPIs.
However, the content quality of many hot events does not match the attention they get.
Some netizens found that the most popular film and television dramas in a certain period of time did not even break 1 in the ratings of satellite TV, and did not occupy the first or second share on the list.
Not only film and television dramas, but also on various platforms shared by users, the number of channels is similar, and viral praise is spreading.
Some new concepts have also become popular on the Internet, such as "acid brushing" and "stem cell cosmetics", etc. It didn't take long for the State Drug Administration to personally "pull weeds".
On a certain platform, an inconspicuous corner of Dongzhimennei Street in Dongcheng District, Beijing suddenly caught fire. The background wall here is made of red and white splicing, and there is a tree with distinct branches in front, which looks very retro.
My friend invited me to visit, and I really saw the actual situation—the so-called scenic spot was located on a street corner with endless traffic. When taking panoramic photos, the photographer had to retreat to the pedestrian crossing without signal lights, which seriously disturbed the traffic order.
A few days later, the iconic red and white background was rectified, nearly half of the red was painted with white paint, and the walls were covered with large and small paper advertisements.
However, there are still people who take photos with hindsight and restore the wall to its original appearance.
Also rapidly fermenting is the "Love Traffic Light".
The signal lights near the SKP shopping mall in Beijing replaced the originally lit circle with a love style, which attracted bloggers to rush to take photos and share pictures, calling it "unmissable urban romance hidden in reinforced concrete" .
In just a few days, the internet traffic light was quickly taken down, and another batch of bloggers began to rush to post the news that the "Love Traffic Light" was taken down, and even took photos with the messy background that was being dismantled to create new material.
A day later, this "love traffic light" was installed on another road section.
Sure enough, a new sharing note was born, and the copywriting and pictures are still similar to the formula and familiar taste.
I'm really curious, do the people who rushed to pose for the same photo really think the "Love Traffic Light" is unique and eye-catching, or are they inspired by the traffic and feel that they can't stand by and watch this vigorous excitement?
It takes courage to say that you haven’t watched a TV series that is on the hot search. It’s not easy to miss the popularity and to hold back traffic. It’s even harder to go backwards amid the stereotyped praise. In the end, people don’t even have the freedom to entertain.
Don't say that this year's young people will not reflect, the continuous hot search for private venues for many days makes people feel tired, and they are really dissatisfied with being forced to press their heads to "Amway". People coined the word "heat rejection" to resist some nominal bluff.
A celebrity with a low sense of existence posted a daily trivial Weibo, and the last hot search was made every three or five years.
The undeniable force-feeding will only make melon eaters feel irritated and ridiculed, "Did you buy a package that is hotly searched for every year?"
Some netizens left a message saying that in order to avoid the indiscriminate bombardment of the new drama, she has not posted on Weibo for several days, clicked "not interested" on Baidu News several times, and related news still appeared on the mobile phone's recommendation page, she described I went from "scared" to "numb", and finally the only trace of desire to watch dramas was worn away.
More and more audiences choose to wait until the publicity period has passed, the wind is calm, and a large number of comments have settled down, and then go to make-up lessons.
It's time to calm down. After all, entertainment is not necessary. It's enough to choose what you think is right.
Wang Jingshuo Source: China Youth Daily
January 26, 2022 Edition 06