Wei Ya (real name Huang Wei) is cold.
For tax evasion, he was investigated and punished with 1.341 billion yuan, and the former "live broadcast sister" and "global good thing recommendation officer" have now ended up with a suspension and departure.
Not to mention the tragic Waterloo of the live broadcast of the anchor with goods, even the show business stars who earn some bits and pieces of silver and brush the sense of existence through the live broadcast platform are also frequently overturned because of the live broadcast.
Filter Shredder
During the epidemic, "staying at home" has become a new choice. The convenience of online shopping is further highlighted.
Staying at home, the internet celebrity anchor recommends good things for you online; the bullet screen in the comment area flies, and personal doubts can be answered in time. Although the transaction has been moved online, the live streaming still retains the interactive characteristics of offline shopping: it is not a one-way recommendation by the anchor, nor a one-way acceptance by shoppers, but a "come-and-go" shopping.
Initially, the anchors with goods were still some network celebrities, most of whom were physical store employees, and they had to choose online "solicitation" for their livelihood. However, the freshness that ordinary anchors can maintain is temporary. In order to mobilize the audience's desire to watch and purchase power, stars gradually entered.
Celebrities with good audience popularity on weekdays, once they enter the live broadcast with goods circle, the "filter" in the past is a bit unbearable. One of the most well-known rollovers is the "Panga Turn".
The "Pan Ga" in "Pan Ga's Friendship" refers to the sketch actor Pan Changjiang, and the actor Xie Mengwei, who played the role of Gazi in "Little Soldier Zhang Ga".
Things have to start with a live broadcast with goods. Xie Mengwei participated in a live broadcast of alcohol sales, and was accused by netizens of selling fake wine. The star is only responsible for carrying the goods, but does not verify the authenticity behind the goods, which makes Xie Mengwei the target of public criticism.
The younger generation horse lost its front hoof, and the elder naturally came to comfort it. During a live webcast, Xie Mengwei complained about his grievances, and Pan Changjiang persuaded "Gazi" with kind words: "Everything on the Internet is virtual, I am afraid that you can't grasp ah child, because the water here is very deep..." After some persuasion, Xie Mengwei was grateful for the zero, and promised Uncle Pan that he would not engage in alcohol sales in the future.
Who knows that in only half a year, Pan Changjiang began to sell wine, netizens pulled out, Pan Changjiang endorsement of the wine belongs to the OEM products, its price is not as cheap as Pinduoduo. Therefore, some netizens deliberately wrote a text of "Panga's Friendship" to satirize the inconsistent and inconsistent behavior of words and deeds.
Coincidentally. When "The Voice of China" was popular that year, the most out-of-the-loop meme was Yang Kun's "32 concerts". Unexpectedly, after the "pigeon" finished the trainees, he entered the live broadcast industry, and also used "32 live broadcasts with goods" to fool some merchants into the game.
Many merchants paid Yang Kun at least 100,000 "live pit" fees, but in exchange for the "rollover scene". Some merchants said that on the day of Yang Kun's live broadcast with goods, the total sales volume was 1.2 million yuan, and the next day it refunded more than 1.1 million yuan, leaving only 40,000 yuan in sales.
Caught in the "data fraud" storm is also talk show actor Li Xueqin.
Li Xueqin was invited to participate in the live broadcast of the sale of digital products. Even after the broadcast, 3.11 million viewers stopped in the live room. Afterwards, some media exposed that only 110,000 users of the 3.11 million viewers were real, and the other audiences were all spending money. This incident was also named by the China Consumer Association to criticize the data as "water injection".
The goods are not good, the data is falsified, and in the end it is the stars who are scolded. Interestingly, even if the quality of the goods is not a problem, the star will only show his face on the platform and will be "scolded by thousands of people".
The same is selling wine, netizens did not blame the quality of the goods, but the old drama bone Zhang Chenguang or "overturned". In the process of Zhang Chenguang's live broadcast with goods, some netizens accused Zhang Chenguang of "not filming well but wanting to sell goods", "lack of money", "late festival is not guaranteed"...
In this regard, Zhang Chenguang in front of the camera choked up: "They said that I was late and not safe, and I was very sad when I heard this sentence." For more than thirty years, along the way, the acting career has been conscientious and conscientious, and strive to shape each role well! Even when I go to the live broadcast room, I want to show my other talent. ”
If the live broadcast is wrong in the business (fake and shoddy products), the stars can not escape the blame; if the business is right, then the netizens will escalate the fault as an "original sin", automatically attributed to the stars, the psychology is not strong can not do this work.
Secret earning is okay, explicit earning is not ok
Controversy often stems from a challenge to the common psychology of the group.
Why was Zhang Chenguang scolded? Because you did something other than your identity.
People's perception of people is affected by expectations. Once the behavior exceeds the expected scope, or the social conventions are formed, the other party's impression will change, and even attack the behavior.
Pan Changjiang or Zhang Chenguang, in the past, the audience saw "them on the screen". The characters they create can have pyrotechnics, but this kind of behavior of conspiring for rice sorghum is a bit difficult to accept when put on the actors.
The viewer has a "childhood filter" for old artists: they should be perfect gods, not living people. This also explains why some mothers and grandmothers always chant when they admire an actor: "I like him because he does public welfare and has no extramarital affairs." ”
As for making money, there is nothing to blame. However, due to the fact that live broadcasting brings goods to the surface, coupled with the domestic public generally has a "light business" thinking, Zhang Chenguang's live broadcast of the "original sin" has become: as an actor, he actually "does not hide" to make money.
The livestream amplifies two hidden phenomena:
First, the essence of any form of media and artistic behavior is economic behavior; second, the characteristics of live broadcast means are directness and directness, which makes people involved lose their original mystery and indirectness.
Although "the economic base determines the superstructure", as stated in "Let the Bullets Fly", in the past, the lights were turned off to make money. The live broadcast put aside a series of talent shows and went straight to talk about money. Once the actors are involved, the audience will label you as "not doing business".
Indeed, some actors put the cart before the horse and are happy, and some fakes do damage the reputation of actors with goods. But there is no need for "where there are stars with goods, there will be insults." In the future, I still hope that everyone can put aside the masks and personalities of the characters and maintain a normal heart.
【Text/Douguang】