Dazhong Daily reporter Tian Kexin
Dazhong Daily intern Wang Yan
"Your sense of the times, my sense of the times, is happiness in the circle of friends." What is a sense of the times? The lively and energetic song "Sense of the Times" at the Spring Festival Gala of the Year of the Tiger tells us that the popularity of smart phones has reshaped people's daily behavior and life feelings. The "small screen" New Year is gradually changing the original New Year customs, and the changes it brings are worthy of our attention and aftertaste.
"Reversal" in warmth
Separate screen fireworks, mobile game "cloud dinner", video new year, APP open "single room" K song... Nowadays, through mobile phones, people seem to be able to go through all the processes of the Spring Festival. With the development and promotion of 5G technology, video screens are more high-definition and smooth. Even if they are thousands of miles apart, everyone can stay together on the cloud through the mobile phone screen and the person who cares, and experience the "immersive" sense of companionship. At this time, the "cold feeling" of mobile phones as a communication tool gradually fades, and it has become a bridge for people to convey their feelings, convenient, efficient, vivid and full of warmth.
Young people maintain a unique sense of freshness for this "warmth". Due to work and other reasons, Sun Li, a "post-95" girl who did not return to Muping for the New Year, told reporters that she chose to "keep the age on the clouds" with her parents this year. From the afternoon of the twenty-ninth day of the Lunar New Year, she video-linked her parents, showed the Spring Festival, Fuzi and window flowers she had purchased, and completed the Chinese New Year's Eve meal cooked by herself at the first table of her life under the guidance of her parents..." In the past, the New Year was to sit back and enjoy its success, playing with her mobile phone to watch the adults busy in the New Year, waiting to eat ready-made dumplings. I was not around this year, but I was especially willing to talk to my parents more. It's a wonderful feeling. She said.
In this "wonderful", the elderly also find more and more sense of participation. The gif of the little tiger written on the year of the tiger and the tiger can be seen everywhere in the chat, and they who are not used to typing on the mobile phone can also integrate into the group chat through "clicking a little". The elders send out red envelopes, the juniors each fight for speed, each with luck, everyone brushes a variety of expressions to convey gratitude, exchange luck, the usually quiet family group chat is suddenly lively, and the sense of online festive atmosphere is instantly filled. At the same time, the popularity of short videos has also made the silver-haired family have new music in the New Year. Filming, editing, uploading, the elderly called the children to participate together, and the "family fun" has a "new look".
"Shouting on the children to help me choose special effects, teaching me to enter subtitles, the family sitting together more likes than anyone else's video, the common language suddenly increased, this kind of 'heavenly joy' is unprecedented." Yin Airong, 67, who lives in Huaiyin District, Jinan City, told reporters with a smile. The traditional Spring Festival is absorbing scientific and technological factors and catching up with the footsteps of young people. Zhou Yuqiong, a professor at Shenzhen University who has been engaged in the research of the digital divide for the elderly for many years, believes that the "digital feeding" of the family is the key to helping the elderly learn to master Internet technology and integrate into the digital society. The Spring Festival is a good opportunity to lead the elderly to use mobile phones to participate in interaction, experience modern technology, and catch up with the digital society.
The above-mentioned exchanges and even feedback may also contain a kind of "reversal": the mobile phone that creates a sense of alienation on weekdays has eliminated the sense of distance in the time and space of the Spring Festival and the two places; the original Internet-derived communication generation gap has also been quickly filled in in a short period of time by the specific communication and interaction content of the New Year. This is due to the emotion of "thinking of relatives every festive season", and it is inseparable from the diversified upgrading of the festival method by scientific and technological forces, presenting a new "parent-child" and "entertaining" holiday mode. Modern technology and traditional folklore repel old and new but resonate with the core, constantly colliding with new sparks between closeness and alienation.
Fancy marketing, "cloud" on the Spring Festival
"Small screen" for the New Year has become a New Year custom. Emotions are the foundation, needless to say. Technology and creativity are also essential. In order to meet the needs of these three aspects at the same time, the producers, exporters and disseminators of related content have made great efforts, and fancy marketing has emerged in an endless stream to create a strong festive atmosphere.
In terms of special effects, WeChat launched a festival-limited chat Easter egg. During the Spring Festival, users send any keywords such as "Year of the Tiger" "Tiger Year Luck", "Tiger Tiger Shengwei" and "Tiger Wings" on the WeChat chat interface, which can trigger special effects, and the Golden Tiger around Xiangyun will jump on the mobile phone screen, adding a little fun to the Spring Festival; Douyin has launched a variety of New Year's eve special effects, users can freely match and create, a variety of blessing templates have triggered a wave of imitation, and multiple special effects can also allow the whole family to participate together, leaving valuable New Year memories. Douyin also cooperated with Cai Guoqiang, the chief designer of fireworks at the Beijing Winter Olympics and contemporary artist, to release the digital fireworks "Bloom 2022" on the platform, moving fireworks online, which is not only safe and environmentally friendly, but also combined with offline scenes to achieve the uniqueness of each "fireworks".
The red envelope war is also a random flower that gradually wants to charm the eyes. On major platforms, the set of five blessings, red envelope rain, shake a shake up cash, the whole people fried the New Year beast, a variety of ways to play endlessly. During the Spring Festival in 2022, the total amount of red envelopes spread by Kuaishou, Baidu, Douyin, JD.com, Alipay and other Internet manufacturers has exceeded 8.4 billion yuan. Data released by WeChat shows that on the day of Chinese New Year's Eve (00:00-24:00 on January 31), a total of 688 million people across the country participated in grabbing red envelopes. This year's Spring Festival, WeChat's first online limited edition red envelope cover, full of creativity, some distinctive IP covers, idol star covers, is highly sought after by fans. On the night of new year's Eve alone (18:00 on January 31 to 6:00 on February 1), more than 140 million people received such "special" red envelopes.
This year, all kinds of IPs of Spring Festival culture also pay more attention to live broadcasting means, and carefully meet the New Year needs of this huge audience group of mobile phone families. Taking the CCTV Spring Festival Gala as an example, the main station for the first time tried to launch a vertical screen live broadcast on the CCTV APP and WeChat video number, Chinese New Year's Eve that night, more than 120 million people in the WeChat video number "vertical screen to watch the Spring Festival Gala", the immersive viewing experience won the praise of the audience, the Number of likes in the Live Broadcast of the Spring Festival Gala Video Number exceeded 350 million times, the total number of comments exceeded 9.19 million times, and the total number of forwards exceeded 5.51 million times. Many viewers said that "watching the Spring Festival Gala on the vertical screen, I feel closer to the stage, the details are richer, and even the micro-expressions of the actors can be captured." In addition, folk culture and intangible cultural heritage projects such as stilts, songs, and lanterns in various places are displayed in various forms in the live broadcast rooms of various platforms, and various cultural venues and art academies are also exhibited and broadcast on the cloud, and the Spring Festival on the "cloud" is very lively.
Through these, it is not difficult to find that traditional customs in the Internet era can also continue to progress and last for a long time while maintaining the core genes. With the blessing of science and technology, with a variety of applications as a platform, the annual customs are not only not soil, but more fashionable, greener, more interactive, and more distinctive, reflecting the civilization progress of the new era.
Be wary of "folklore" becoming a bad habit
The popularity of the New Year's custom with the help of mobile phones does bring surprises to people, but at the same time, many tricks of "small screen" content have also attracted some people to indulge in it and find it difficult to extricate themselves. Everything is too late, brushing mobile phones to the point of addiction, so you also need to be wary of "folklore" becoming bad habits.
"It's hard to go home and get together, but the time to look at the mobile phone is longer than the time to face the family, the old dinner that has been reunited for a long time, and finally it has become a mobile phone brush brush, nothing to clap and clap..." "Why are we here to celebrate the New Year?" The first grade: playing with mobile phones at home; the second grade: grandma's family playing mobile phones; the third grade: father-in-law's family playing mobile phones; the fourth grade: aunt's family playing mobile phones; the fifth uncle's family playing mobile phones... "On the Internet, most people are calling for "don't let going home be reduced to playing mobile phones in another place."
The psychology of "offline social fear and online social cattle" caused by addiction to mobile phones is also fermenting and dispersing among the young generation of low-headed people during the Spring Festival. On the one hand, offline, what they are most afraid of is to go to relatives, afraid of being interrogated by aunts and uncles who see them once a year, afraid of being urged to marry and urge the second child, and the peers are embarrassed to chat a few words on the cold field, and then raise their mobile phones after a few words of greeting; on the other hand, they feel that the strange netizens who have never met in the open live broadcast room are closer, shooting a video segment can realize the whole network To visit the New Year, and they can also like and comment on each other, and even give the anchor a tip than sending a red envelope to the family. This awkward, contradictory mentality has led to a small screen with fancy content and distraction, which has become a major equipment for young people's "ostrich self-help".
This kind of retaliatory use has a considerable negative impact on the body and mind. Many people who start work after the festival suffer from the Spring Festival holiday syndrome. Some psychological experts told reporters that during the Spring Festival, many people look at mobile phones from morning to night, lie down in bed in the early morning, and brush for another hour or two... This pathological manifestation of dependence can easily trigger cellphone-free anxiety. Data shows that about three-quarters of young people will experience behaviors such as anxiety or scratching their ears and scratching their cheeks after leaving their smartphones for a short time.
In this regard, Li Congying, a national second-level psychological counselor, said that control is necessary. "You can watch, but make it clear that there is a time period not to watch." She said the New York Times had reported that Jobs valued the ritual of the family sitting around a long, large table every night, chatting with his family about books, history and other topics, and that no one in the family had ever used electronics at the dinner table. His kids don't seem to be addicted to any electronics. This family culture deserves to be advocated. "When we get together as a family, we may wish to make a similar agreement, everyone closes the mobile phone for an hour or two every day, leaves this time to family and friends, learns to be the initiator of the topic or the smiling listener, which can not only improve the relationship between the family, but also exercise communication skills, and is also an effective adjustment of the holiday biological clock." Even if you don't want to chat awkwardly, you can also use your mobile phone to carry out a lot of offline family reunion retention programs, for example, according to the video tutorial to reproduce a reunion dinner hard dish; for example, online shopping mini game curling set and other fun sports equipment, at home to carry out small sports games; for example, installing applications, the family quickly start guessing, making games... These can become the meaning of the "small screen" New Year's custom, and can form a normal, as a 'new rule' when the family reunites. ”