How to look at the controversy surrounding "squinting"

Recently, in the promotional poster of a brand product, the model's "squinting eyes" and other elements have been questioned; the movie "Lion Boy" has also attracted controversy because the main character modeling is "squinting". Events like this have sparked discussions from time to time for some time. How should this kind of problem be viewed? We had a "round table" and we are welcome to join us.

From a product perspective:

Only by fully respecting the audience can we win the market

A: Regardless of whether this enterprise has the subjective intention to scandalize the Chinese people, the problem reflected in this matter itself is very real, that is, whether it is a domestic and foreign enterprise, or an artist, a film producer, the advertisements broadcast and the works created must have a more mature audience awareness, not only to understand the audience's cognition and aesthetic taste, but also to respect the cultural environment and historical feelings of the audience. After all, whether it is advertising or works of art, once it is made public, it will inevitably be placed in the spotlight and in the field of public opinion, and it will inevitably be subject to criticism and scrutiny from all sides. We must carefully consider the mainstream culture, public aesthetics and audience mentality, without such an audience awareness, it is easy to make a joke, and the heavy is counterproductive and completely "overturned".

B: I think this is a normal collision of brand image building and public aesthetics. Consumer brands choose models in order to increase the public's liking for them, and they can guide the public to accept it, but they cannot challenge the general aesthetic of the public. The model chosen by the brand represents the image and value of the brand, and if it causes public displeasure, it will have a negative effect in the market.

C: Yes, the use of "squinting" as a sign of humiliation has a long history. Therefore, "squinting" in a sense does affect people's national feelings. Therefore, when this element appears in the advertisement of the merchant, a commercial behavior triggers a social public opinion.

D: It should be noted that cultural products created based on personal characteristics and used for commercial promotion should consider two factors as much as possible. One is whether it is consistent with the product temperament, and the other is whether the public aesthetic can be accepted. Whether it is a poster or a video, it is made for people to see, which requires taking into account the aesthetic interest of the public. Based on the expression of cultural self-confidence and the dissemination of positive energy, according to market feedback, constantly adjust the expression methods, publicity content, and launch more cultural products that consumers buy, it is possible for enterprises to truly gain the respect of the market.

E: Indeed. Including the choice of models, the shape of the characters, etc., from the aesthetic market acceptance to discuss, consumers as the audience, have the right to vote for likes and dislikes, which itself is also giving the brand market feedback. Only by paying more attention to cultural connotation and product quality can we better win the market and win recognition and respect.

From an aesthetic point of view:

Cultivate healthy aesthetic taste and cultivate strong aesthetic self-confidence

F: Just as people are tall, fat and thin, people's appearance also has its own characteristics, "squinting eyes" and hanging eyes are objectively existing appearance characteristics. On this basis, there is the plump beauty of ring fat, there is the slim beauty of swallow thinness, some people respect slenderness, some people respect strength... Everyone has their own specific aesthetic standards, and their individual aesthetic preferences are also different. This is the freedom of the individual, as well as the right of the individual. From this point of view, whether the eyes are large or small, the skin color is dark or light, and everyone can maintain their own aesthetic preferences, without the need to set a statue.

G: However, an era and a society will also have their own fashions, which is a kind of popular aesthetic or social aesthetic. The content of the mass media, including advertisements, videos, etc., will affect and even shape such a social aesthetic. We tolerate diverse individual aesthetic tastes, but we also need to form a healthy public aesthetic, and we need to shape an upward mainstream aesthetic. Such an aesthetic must not be distorted and vulgar; the mass cultural products that shape this aesthetic cannot be kitsch, pathological, or pretentious. The eyes can be large or small, but they must be full of energy; the figure can be fat or thin, but it must be confident and calm. In this way, the aesthetics of the whole society can be healthier and more sound.

H: A basic premise is that the West cannot be allowed to shape our aesthetics. We must be vigilant enough to deal with their malicious ugliness and malicious slander. In history, Western countries have stereotyped Chinese "Fu Manchu", "Charlie Chen" and "Su Xi Huang", and "squinting eyes" has even become a symbol of insult to China. In such cases, we especially need to prevent being distorted by this discriminatory aesthetic taste.

I: However, for insulting China with symbols such as "squinting eyes", the act of counterattack is by no means a self-censorship of the internal upper line. Otherwise, if we laugh at features such as low nose bridge and yellow skin, how can we treat ourselves? It's not complicated. I think there should be a consensus that what we oppose is not "squinting", but the following two points: one is discrimination based on stereotypes and specific physical characteristics; the other is the phenomenon of deliberately pleasing Western aesthetics and defining China in a condescending manner. There are not only aesthetic problems, but also mentality problems, cultural problems, and political problems.

J: In fact, whether it is the appearance of the model or his own appearance, we should appreciate and accept the diverse beauty and show the Chinese aesthetic with different styles. Only building self-confidence from the inside out is the best fight against discrimination. If you do not have such self-confidence, it is easy to be led by similar issues, but instead regard Western prejudice as the only criterion, "it is the wrong of people, the wrong of non-people", for the sake of approval and approval, for the sake of opposition. When we have enough good and enough works and products to enhance the definition and discourse power of what is beauty and what is fashion, we can get out of the situation of being biased by Western aesthetic culture and even being invaded by it.

From a communication perspective:

Adhere to the effect orientation, but also avoid "buckle hat"

K: It should be said that the reflection of the public opinion field also reflects the public's vigilance against the insulting labels of the United States and the West, reflecting a high degree of cultural consciousness. But the discussion of "squinting" needs to distinguish between the object and the motivation and the scene. Deliberately ugly Chinese in artistic creation, and even express discrimination with gestures other than "squinting", such a Western prejudice, we do not accept, will also be strongly refuted. Patriotism is instinctive, and safeguarding national dignity is a natural emotion of every Chinese. However, if you do not think that the eyes are small and "squinting", as long as you use small eye models, it is insulting, which is somewhat too sensitive. It is possible to disagree with similar aesthetics, and it is possible to discuss the direction of artistic creation, but there is no need to go online.

L: The simple patriotic enthusiasm can be understood, but it is really necessary to discuss one matter at a time, not to confuse different situations, to put on a hat in general, and to shout and scold with the wind. We should be able to tolerate a pluralistic aesthetic, each beautiful, in order to piece together a picture of beauty and commonality. However, we also need to be vigilant about the relevant content, and we must not consciously or unconsciously become a "fax machine" for Discrimination in the West. In addition, special attention should also be paid to prevention, and some self-media have taken advantage of the public's simple patriotic sentiments to maliciously induce war, pull hatred, engage in confrontation, and pollute cyberspace.

M: Squinting has become a special issue setting, and we should be vigilant against the problem of insulting China, and we should also be vigilant against using the squinting issue to confuse domestic public opinion, and even force the side to take sides to create divisions. There is no one who is perfect in his heart. The tangled point of the network public opinion dispute is that it is difficult to distinguish between the curse and the heart. A topic set as a public topic, an action set as a public choice, will test the direction of public opinion, but also test the public mentality. For the topic of squinting eyes, respect for aesthetic pluralism is the first layer, vigilance against opposing division is the second layer, and appeal to rational treatment is the highest level.

N: The formation of a social concept often has complex historical reasons and practical factors, and squinting is regarded as discrimination against Asians, which has become a consensus at the level of social concepts, especially in Western society. Under such circumstances, it is not advisable for domestic enterprises not to face up to the concept of objective existence, not to understand the controversy that may be caused, and even to try to cater to Western stereotypes. We respect aesthetic pluralism and respect personalized and differentiated expressions, but when entering the field of public communication, we must adhere to the effect orientation, especially to avoid falling into the discourse trap set by the West. Aesthetics are objective and can change with changes in social reality, but before social reality changes, it is necessary to respect objective laws and reality.

(Source: People's Daily Review)