The Divine Comedy on the Internet comes out every year, and in May, it was introduced again. The magical brainwashing video "I am from Yunnan" is spreading on various social platforms.

In the video, the blogger used the local dialect to promote his hometown of Lushui City, Nujiang Prefecture, Yunnan, which triggered imitation by netizens across the country, who "advertised" their hometown dialect by calling Mai.

　　Let's not talk about it, do you still remember the "666 Caoxian County, Heze, Shandong" and "Gansu is not big, create a myth" that was popular on the Internet last year?

Dialect is both a linguistic phenomenon and a cultural phenomenon. "I Am from Yunnan" once again awakened everyone's nostalgia engraved in their DNA.

　　"I am from Yunnan, Yunnan Nujiang, Nujiang Lushui City, Lushui City Liuku, Liuku Lisu people, Lisu people are called like this, the crow is called Anan (sound), the frog is called Ouba (sound)..."5 On the 12th, a video titled "I am from Yunnan" went viral on various platforms. The blogger wore silver earrings and sang lyrics with a strong sense of rhythm in a dialect full of accents. Along with the rapping drums, netizens were very " top".

Many netizens are also curious about the beauty of Nujiang. Some people say that this song saved Nujiang a lot of advertising costs.

Some people say that when the epidemic is over, we must travel.

　　In fact, from an artistic point of view, it is difficult to define "I am from Yunnan" as an excellent musical work.

So why does it suddenly fire?

Like the previous magical brainwashing songs, the melody and lyrics are reproducible.

Some analysts believe that "I am from Yunnan" is mainly composed of two parts: "hometown + dialect" in content structure, and the melody and tune are basically expressed as the rhythm pattern of simple repetition of each sentence.

This magical BGM has the simplest internal communication logic, and it is easy to construct memory points in repetition, and the audience can imitate and reproduce without any barriers.

　　"I'm from Jiangsu, Wuxi, Jiangsu..." "I'm from Sichuan, Chengdu, Sichuan..." Netizens from all over the country couldn't hold back, and then a large number of imitators appeared, adapting the lyrics in their own dialects, also in dialects The way of shouting Mai "competes" with the characteristics of the hometown, from Sichuan hot pot to Guangdong morning tea, from Shaanxi Roujiamo to Xinjiang Dapan Chicken, from the northeast where people eat ice cream and steam sauna to the southwest where Internet celebrity check-in spots are densely packed, it is very lively.

According to incomplete statistics, netizens in more than 50 cities in more than 20 provinces, including Jiangsu, Liaoning, and Jilin, participated in this national "up-point" battle.

The pair of Lisu brothers in the demonic brainwashing video also became popular.

On the evening of May 11, they launched their first live broadcast, and the number of onlookers exceeded 12 million.

The brothers said that they were from Lanping County, Nujiang, and were not the original author of the song. They just heard the song when they were working, so they imitated their mouths, but they didn't expect it to be popular.

　　Later, the original author of "I am from Yunnan" appeared and made a dream linkage with the Lisu brothers.

The original author said that he created this song based on the rhythm of some popular songs on the Internet, adding the content of his hometown and nationality to create this song, "In addition to being fun, I also want to use this to promote my hometown and let people outside listen to our nationality. Language, if you have the opportunity to come to the Nujiang River to see.”

　　Coincidentally, last year there were also earth-flavored videos that featured "666 Caoxian County, Heze, Shandong" and "Gansu is not big, creating myths".

Because of the slogan of "666 Caoxian County, Heze, Shandong, I am a baby" by the Internet anchor, this little-known county became popular on the Internet last year, and the series of "Cao County Terriers" such as "my country's Four Major Cities: Beishangguangcao" have become popular on the Internet. language.

The subsequent emergence of "Gansu is not big, create myths" has also made many netizens take the initiative to understand what is remarkable about Gansu.

I have to say that in recent years, the number and frequency of local videos have been produced, and the public is a little tired of it. "I am from Yunnan" can cause extensive interaction, or it is related to the Lisu people in the video.

The Lisu people are relatively unfamiliar to many people, and their dialect is even more mysterious and easy to arouse curiosity.

　　Moreover, there are no exaggerated and outrageous earth-flavored quotations in the video. The blogger is simply introducing his hometown and dialect.

Nostalgia is a common emotion among Chinese people, which can easily resonate with the collective. That’s why so many netizens have joined the battle for “up points” for their hometown.

Dialect is an irreplaceable cultural genetic code, behind which are people and homeland.

The so-called young and old leave home and the old man returns, the local accent has not changed, and the hair on the temples has faded. The dialect is deeply engraved with unique regional colors, carrying the cultural trend of a place, and it is the embodiment of people's sense of belonging and identity. It has important language value, Historical value is also an important carrier for the inheritance and development of traditional culture.

　　In addition to short video platforms, movies and variety shows are also carriers of dialect culture dissemination.

I still remember the popular variety show "Summer of the Band", which brought two dialect bands from Guangdong to the front of the stage. In the lyrics, the listener's self-imagination of the memory of his hometown is aroused.

For another example, in recent years, the number of dialect films has increased. Take this year as an example, "Myth of Love" with Shanghai as the background has been called "the new Shanghai language film" by film critics, "Through the Winter and Embrace You" has a Wuhan dialect version, and "Xiong" Lion Boy" is available in Cantonese.

Going forward, there are Nanjing dialect films "Baby", Chongqing dialect films "Hot Pot Hero", Henan dialect films "Sherlock on the Plains", Wuhan dialect films "The Party at Southern Station", and so on.

In recent years, with the help of the new carrier that young people like to see and hear, dialect culture has always been able to blow up "nostalgia" on the Internet, attracting netizens to spontaneously join the discussion of hometown topics and become "hometown promotion ambassadors".

Therefore, how to encourage the creation of dialect literature and art to realize the protection of dialect culture, how to effectively integrate local cultural and tourism products into such dialect creations, how to promote the transformation of cultural soft power into hard power, etc. It is worth thinking in multiple dimensions.

　　Yangzi Evening News/Ziniu News reporter Kong Xiaoping