A generation of crazy literature will eventually grow old, there are always crazy genres that are popular, and the latest popular is "Lin Daiyu crazy literature". The combination of the previous crazy literature and the Internet "red science" of the past, the two major "top streams", makes the popularity of this new genre inevitable. The characteristic of Lin Daiyu's crazy literature is that there is a delicate and layered emotional expression in the madness. This is actually the way netizens play with the terrier to dissolve the emotions that are required to be suppressed in daily life, and to resist the system's requirements for individual standardization. In addition, playing with terriers can also make people have a collective identity, and the spread of terriers lies in people's imitative nature, network carnival, and netizens' expectations for creating a three-dimensional personality.
The author | Si Qin and Tian Jianning (Cultural Industry Review Author Group, Researcher of Sanchuanhui Cultural Tourism and Sports Research Institute)
Editor-in-chief | time
Edit the | peninsula
The source | Cultural Industry Review
In the context of the era of network "terrier culture", the new Internet "discourse" is constantly changing. Retrospectively, Internet literature has flourished for a long time, in addition to crazy literature, we are familiar with the nonsense literature of "this tomato tastes like a tomato", the Versailles literature of "so annoying, I slept on a flight to the Maldives, I can only go by special plane", the literature of the beggar who "the mouth is hard, the eyes will not lie", the "family, we are saying, a whole wordless dwell belongs to the ghost wall literature" of "the ghost hit the wall literature", the emo literature of "falling down is very painful, only blame yourself for not seeing it", and other "popular bodies".
△ Omnipotent fool literature
A recent popular genre is "Lin Daiyu Crazy Literature". In the words of the last popular genre "ghost wall literature", this is "crazy literature and network 'red science' a whole fusion of the big action belongs to yes, let netizens fall in love with the whole is to say." ”
So, what is Lin Daiyu's crazy literature? What is the difference from the previous mad literature? What commonalities can be found by taking stock of the Internet pop over the years? How do they spread? What kind of psychology and emotions reflect netizens?
You're crazy or not crazy, crazy literature is right there
Internet "red science" (here mainly refers to the purpose of playing with the stem to excavate "Dream of the Red Chamber", does not represent the academic sense of "red science") presumably everyone is not unfamiliar.
In addition to the most classic "this sister I have ever seen", the most popular on the Internet is this paragraph: "How old is my sister?" Have you ever been to school? What medicines are you taking? ”
This paragraph expresses concern in the context of the original text, and when it is extracted from the text, it changes its meaning, and the good words become yin and yang, becoming a great weapon for netizens to scare people.
I thought that the network "Red Studies" would mainly examine Feng Jie's language art, but I didn't expect Lin Daiyu to be the master of the art of speaking. Under the excavation of netizens, "Lin Sister" has become "Lin Qi", and "Shocking Quotations" are constantly turned out by netizens, eager to read and recite the full text. Sister Lin speaks delicately but does not spare people, which contrasts with the weak image, and the "shocking quotations" were once extremely popular.
△ Look at this amount of playback, netizens must have learned to scrap it
Although the speed of Internet text changes is fast, after the popularity of "Lin Qi" continues, Lin Sister has not been able to continue to be her "quiet beautiful woman" - driven by crazy literature, Daiyu quotes have returned to the Center of Internet Buzzwords.
The wave of crazy literature began last September and reached its peak in November. Named because of the famous "I don't go crazy what I say" life sentiment message of a member of the Douban group, the courage of the straight chest caused netizens to imitate fancy.
△ Screenshot of the original post
In general, the key to "madness" lies in dramatic emotional tension, preferably based on questions and exclamations, and also reflects aggressiveness in the number of words, and it is best to achieve the effect of words arguing to the eyes.
△ Crazy sample essays collected by enthusiastic lovers of mad literature
Specifically, in addition to bluntly imitating the "I don't go crazy what I say" fragment, netizens also passionately reviewed the "crazy" style before the name of this genre, such as Qiong Yao style and small era style.
△ Famous scenes "cruel, cruel, desperate" and "ruthless, cold, unreasonable"
Qiong Yao-style madness should pay attention to the accumulation and proportional application of similar words, and it is best to appear in the form of dialogue, and the effect of double madness is multiplied; the dialogue between the two must properly repeat each other's words to achieve the purpose of emphasizing and achieving emotional outbursts.
△ Q&A: In addition to the expression of the crazy body, what kind of network style does this dialogue in the figure have?
Small-age madness should pay attention to the combination of cynicism and radical accusations, and the lines require a large amount of information and dog blood.
△ Lazy people can go crazy directly with the figure
But its real essence is not in these rules, but in two words: rotten! stink!
This kind of crazy language expression, under the imitation of netizens, began to homogenize, and soon it could no longer meet the demands of netizens' personalized expression. The wave of madness receded briefly, until some netizens combined it with Daiyu quotes.
This kind of Daiyu version of crazy literature was initially common in the comment areas of various platforms, collaged together several fragments with high online circulation.
The collage of Daiyu quotations out of context doubles the sense of yin and yang weirdness. And because this passage is to combine several "intimidating" fragments together, to achieve the effect of "stacking buff", once the irony is overdone, there is a feeling of madness.
△ Analysis question: What kind of network style is the white character in the left picture?
Lin Daiyu's crazy literature has aroused the creative desire of netizens - compared with the crazy literature that once mainly won with momentum, the Dai Yu version of the copy requires a higher language level, but there is a certain template, which will not make people unable to start, leaving more fun for netizens to play.
△ Scenario 2: Refund
Emotionally different from the previous generation of crazy literature, the Dai Yu version has a hint of grievance, to retreat into the advance, to say that hugh.
Despite the differences in detail, the Dai Yu edition still has something in common with all mad literature. For example, the use of lines out of the original context, there is no emotional foreshadowing, the collision between daily life scenes and dramatic lines brings joy and madness; and because the lines and the use of scenes still have a certain correlation, so that the "mad people" who do not know the stem are confused, further increasing the sense of joy.
In addition, this sense of madness also stems from the huge emotional ups and downs that can be clearly felt in the language. For example, the emotions in the previous generation of crazy literature were mainly anger, while the anger in the Daiyu version was weakened, but the feelings of sadness, grievance, and sadness were enhanced.
These emotions are emotions that each of us will have, often associated with words such as "out of control" and "gaffe", which can make people feel "crazy".
There is a concept in modern philosophy that the modern concept of madness is actually a provision for "abnormalities" through pathological research, which regards "non-standards" as diseases, and then defines human "standards" from the opposite side. Modern reason prescribes a certain standard with which those who do not conform will be regarded as abnormal. The provisions on insanity, in turn, further strengthen the standardization of "standard people". For example, Foucault believed that madness was not a disease, but a knowledge construct.
△ "Foucault's Dictionary of Thought", (in French) by Judit LeVille, Chongqing University Press, July 2015
In addition to its comedic tension, the potential for second creation, and its adaptation to Internet dissemination, the popularity of mad literature also stems from a rebellious demand for social normativity. People need an outlet to vent their repressed emotions, and at the same time, they need this catharsis that doesn't make themselves outliers.
Crazy literature is a good carrier, which can achieve emotional expression and dissolve the sense of "abnormality" implied by this emotional expression because of its comedic color. In addition, when crazy literature becomes a play meme, it becomes a collective carnival, and netizens can gain a sense of identity by participating in it.
In fact, madness literature is not limited to the recently popular Lin Daiyu crazy literature, Qiong Yao or small era crazy literature. We had a similar popular genre long before the term "mad literature" was used on the Web. For example, the growling body that became popular around 2011.
△ Isn't the roaring body also a unique "madness" under the vision of mad literature?
It can be seen that although the popular genre of the Internet is constantly changing, and a certain wave of madness will eventually pass, there will always be new forms of crazy literary variants to meet people's emotional expression needs.
Specifically, different genres of madness have emotional tension, but the emphasis in different expressions varies. For example, this time Lin Daiyu's crazy literature has a more neurotic meaning than the traditional brute force madness. In addition, due to the light of Daiyu, this crazy genre has a little more cultural sense than other factions, which are the reasons why netizens are keen on it.
Internet pop: derived from reality, diversified growth
From the Qiong Yao-style emotional catharsis of "I don't go crazy what I say" to the Lin Daiyu-style crying of "you are probably tired, and even return to me so perfunctory", the crazy literature is updated and iterated, and it is constantly turned red, so that netizens can't help but sigh: I don't know how to send a circle of friends if I don't know a little literature!
The ever-changing forms of language expression add endless fun to our lives and contribute fancy works to us. At the same time, self-deprecation, ridicule, and counterattack are the common features of these online pops.
"Crazy literature" seems to be synonymous with irrationality, but to some extent it is an opening for emotional catharsis;
"Nonsense literature" does not seem to have any useful information, but in turn can be seen as a confrontation against the overload of information in daily life;
Although "Versailles literature" seemed to "pull hatred" at first, it gradually evolved into a ridicule of "pretending to be superior";
Although "Yatou Literature" is expressed from a male perspective, it is actually a playful summary of women's discourse on men;
"Ghost Wall Literature" looks very nonsensical, but it has a very comedic effect;
"emo literature" is full of mourning inside and outside, but it reflects the causes of emotions, and finds a way to express frustration and despair.
It can be found that these literatures have a very distinct commonality: they originate from reality.
Every rush of enthusiasm for "making stems", every expression that looks funny, every carnival of creation is displayed, and in contemporary society, people ridicule and reconcile with the reality that is not so satisfied.
Because they originate from reality, these "literary stems" can find a basis from literary works or life precipitations, allowing us to see that each "literary stem" is the adaptation of language symbols to different scenes. This kind of content gives people a sense of reality, and also promotes the secondary creation of netizens. New hot stems are constantly being generated, constantly updating and iterating. And a stem can go from being known to being widely circulated, for certain reasons and laws.
Imitation: Human genes
Aristotle believed that imitation was human nature. People always have a natural curiosity about popular culture and will unconsciously choose to imitate. For example, in daily life, when we hear a certain piece of music, even if we have left the scene, we will unconsciously hum.
The famous British scientist Richard Dawkins proposed the concept of meme in "The Selfish Gene" to further explain the imitation behavior of individuals. This large-scale dissemination, which developed from imitation, is called "meme propagation", and whether it can achieve widespread and influential dissemination lies in the accuracy, speed and stability of form of replication.
"Crazy literature" is similar to this, as a new thing, under the action of nature, people are unconsciously attracted to accurately and quickly copy and disseminate it.
△ "Crazy Literature" template
On social platforms, you can often see videos of netizens imitating classic quotations, and there are a large number of xx literary quotations collections, netizens often copy to their friends for interesting interaction, which reflects the essence of people's love of imitation.
Carnival: A game for all
In addition to the nature of imitation, the "carnival spirit" in the Internet terrier is also an important reason for netizens to indulge in it. The peer-to-peer communication mode of the online platform, as well as the characteristics of freedom and equality, anonymity, and multiple interactions of online communication, have similarities with the characteristics of equality, ritualism, universality, and openness in carnival that Bakhtin said.
Everyone's participation is the basis of this carnival, and a niche "word terrier" can become a universal culture of the whole people, which is inseparable from the promotion of the three parties of the terrier maker, the terrier, and the terrier.
The terrier is the first to associate a phenomenon with words. For example, the origin of crazy literature is that someone sent a text beginning with "I don't go crazy what I say" in the Douban group, which is emotional but logically chaotic, full of explosiveness and appeal. Later, this form of language was widely used.
The terriers are represented by netizens who surf at the speed of light. After the terrier created a "somewhat interesting" content, the majority of netizens captured the fun with a keen eye, and "carried forward" the stem through secondary creation, this process is like a cell that is constantly dividing, and quickly becomes the content sought after by many people.
The range of terriers is wider. In addition to surfing netizens, there are more news media, brand promotion, etc. benefit from xx literature. For example, after the "nonsense literature" was fired, many brands have taken advantage of marketing on platforms such as Weibo to combine the magic of nonsense literature and interesting content with products, bringing traffic to themselves.
More netizens have associated "crazy literature" and "emo literature" with KFC Crazy Thursday, and created wonderful paragraphs and contributed to KFC marketing.
Text Terrier: The creation of a three-dimensional personality
The most direct reason why people are willing to spread a piece of content is that the content is interesting enough to produce good communication results. The network facilitates communication between people, but it has not been able to create a complete three-dimensional character image, and the character presented by the Internet social platform has the characteristics of flattening, so people will choose to use a variety of interesting and vivid forms to help shape their complete image.
Memes are a good embodiment, through vivid images, exaggerated pictures or GIFs to convey emotions to others, which is conducive to the communication of the object to better receive their own intentions.
Compared with the image, the effect of text conveying affection is not intuitive, in order to be able to express emotions more vividly, these "text stems" have become a way of expression.
Although the "text stem" is presented in the form of words, it does not have the original seriousness and distance of the text, on the contrary, by changing the original language form, it brings people a novel social experience, thus making up for the original coldness and rigidity of the text. In addition, the different language forms used in different scenes have enriched the flat character image on the original social media.
epilogue
Daiyu's sister could not have imagined that her mood and anger would become a stem in the Internet, and she would be brushed up on by netizens with a wide brain, and she would be sad because of the "demonization" caused by people's excessive creation.
And the Internet popular body depth users may be realizing that although these expressions add a touch of fun to life, but when the screen is full of words such as "you are probably tired" and "a whole love", serious speech seems to become a difficult thing, which is "network aphasia". Our language began to change from "coexistence of elegance and customs" to "only vulgar and indecent", and over time it lost its connotation and heritage, and this must be a situation that we do not want to see.
The various "word memes" on the Internet come and go quickly, and in between, I just hope that we can not forget the simple and clean expression that was originally a little more rigorous and did not seem to be in line with our playful expression.
(There are two Q&A small Easter eggs in today's chart note, have any friends found it?) Welcome to leave a message interactive! ）
Resources:
1. All-media faction: "From "nonsense literature" to "ghost wall literature": a brief analysis of the wave-like consumption of Internet popular terms"
2. Marketing Tactics: "How Do Brands Use "Nonsense Literature" for Marketing?" 》
3. City Pictorial: "All the "literature" popular in 2021 has nothing to do with literature"
4. Young journalists: "The Spread of Network "Explosive Stems" from the Perspective of Meme Theory: Taking "Hit Workers" as an Example"
5. News Outpost: "Carnival Analysis of Internet Language: Taking Terrier Culture as an Example"