Liu's popularity looks like a new story of an old artist who has become popular through social media.
After more than three years of experimenting with live streaming with little success, the artist, who has been debuting for 32 years, has picked up his better skill , teaching people to fitness , and has quickly become popular at a rocket speed since entering April this year.
In the live broadcast on the evening of April 26, the number of Liu Qihong Douyin fans officially exceeded 50 million,
This made him the fastest fan-growing talent in douyin history, standing at the top of the pyramid of douyin。 As recently as April 1, he had only 3.31 million followers.
Liu's popularity process does not seem to be much different from other Internet celebrities, and they have gone through a stage of going out of the circle from a small range to developing into an online meme.
His first appearance in the circle came from the "famous scene" of wearing a down jacket and jumping in the live broadcast room.
In the live broadcast on April 7, after experiencing oolong events such as being warned by the platform for "indecent" due to the strong hair under the armpits, and the overdeveloped chest muscles were misjudged by the system to "breastfeeding edge balls", Liu Qihong simply took his wife to wear a down jacket for teaching. Soon, the down jacket live broadcast incident made Liu Qihong on the hot search, and ushered in a wave of small climaxes on April 8.
Just as a punch from Will Smith to awardeer Chris at the Oscars saved Oscar ratings, the incident brought more attention to Liu. However, what really pushed him into the public eye was a "Compendium of Materia Medica".
On April 13, Liu Lihong shared a fitness exercise adapted from Jay Chou's "Compendium of Materia Medica", and said that this group of fitness exercises "can get rid of the lower abdomen, belly, fat oil, train your mermaid line, vest line, and welcome the beautiful summer." Because the action is simple and easy to use, this group of fitness exercises quickly climbed to the top of the Douyin Challenge list, triggering a round of imitation boom on the whole network, and directly boosting the popularity of its fitness live broadcast.
Since then, the women who follow Liu Qihong's dancing exercises have begun to have a unified name - "Liu Ruihong Girl". Gradually, everyone no longer just imitated his jumping exercises, more and more secondary creations appeared, for example, he and Li Jiaqi also formed the famous "one hollow body, one empty wallet" combination of "seeking wealth and killing"...
The intensity of the "Compendium of Materia Medica" is not small, if you can't jump by yourself, you can also jump by computer. A programmer @ programmer lemon from Changsha programmed a code version of the "Compendium of Materia Medica" shuttlecock exercise:
At the critical time, the memes can not be less:
Because of Liu Qihong, the song "Compendium of Materia Medica", which was released 15 years ago, also topped the soaring charts of streaming platforms such as QQ Music and Cool Me Music. Although this was not the most popular song of Jay Chou at that time, now Liu Ruihong has successfully made it the most magical and popular trend song of the moment.
Obviously, Liu's popularity is closely related to the trend of this round of shanghai epidemic. Bounded by the new round of nucleic acid screening notice issued by the Office of the Shanghai Leading Group for the Prevention and Control of the Novel Coronavirus Pneumonia Epidemic on March 27, a large number of Shanghai residents have opened a home mode, and the demand for home fitness has greatly increased. According to the relevant data, Liu Ruihong's rising fan trend also began around April 1.
In addition, people also habitually attribute Liu's popularity to MCN's packaging, platform boosting, and his own good interactivity and affinity during live broadcasting. These are certainly very real factors that have contributed to his popularity, but
Another reason to explain this phenomenon is — Liu Ruihong The collective memory of the post-90s generation carried by the body。
The concept of "collective memory" was first proposed by the French sociologist Habwach in 1925, who believed that collective memory is "the process and result of the sharing of the past by members of a specific social group", which is simply understood as the common memory of a group of people.
The post-90s generation is a generation deeply influenced by the popular culture of Hong Kong and Taiwan. Liu Qihong, who is active in the post-90s growth period, although not the most popular star of the year, but because of Jay Chou's relationship, he still has a sense of existence in the eyes of a considerable number of post-90s, his original song "Rainbow Paradise" has hit the charts in many TV music charts, many people have also watched his and Jay Chou's cooperation with "Head Text D" and "Thorn Ling" and other movies, in the popular entertainment news programs on TV that year, he and Jay Chou often appear on the same occasion to be interviewed.
But before the advent of Internet social media, these were at best the personal memories of every post-90s generation.
If many of the childhood memories of the post-70s and post-80s are often shared with a group of people living around (such as a group of friends who can go to school and play together in the village or small city), then the post-90s who grew up in the developed period of the media, childhood memories are more personal - when they were young, there were usually not many people around when they stayed at home during the summer vacation to watch TV - to some extent, the post-90s childhood memories are also relatively lonely.
In the pre-Internet era, most of the childhood memories of the post-90s are stored in TV programs such as "Journey to the West", "Huan Zhu Gege", "Family with Children" and "Wulin Wai Biography" or other TV channels, which also makes the post-90s generation look like there are not many practical collective memories similar to jumping squares and jumping leather bands that can be shared with their peers around them. However, with the transformation of mainstream media from television to the Internet, the post-90s generation has more intersections in childhood perception, emotions and memories, and has become a true collective memory.
In the Internet world, the post-90s generation has gained more sense of belonging and identity, and formed a high number of discussions and secondary creative desires.
American scholar Douglas Kellner pointed out in the book "Media Wonders" that the media wonders constructed by television programs reconstruct people's political and social lives and provide raw materials for people's cognition, thinking and identity.
Media such as television do provide the "raw materials" for the identity of the post-90s, and the Internet provides a venue for the reproduction and reprocessing of these raw materials, and further strengthens the collective memory of the post-90s.This may explain why in recent years, there have been a variety of funny memes from classic TV series on social media, and it can also explain the re-popularity of old songs such as "Happy Planet", "Drunken Chibi" and "Ring Ring Ring", and Jay Chou, who once hid in the corner and secretly listened, has become the real top stream on the Internet today.
Under Liu's social media accounts, you can always see comments like "he is finally on fire".
In round after round of discussion of Liu Qihong, the post-90s generation is also completing the memories of Liu Qihong, for example, he has shown his love of fitness from a very early age, has been a fitness coach for stars such as Jay Chou, Wu Jing, Peng Yuyan, Yan Chengxu and Lin Junjie, and in 2005, during his study tour in Vancouver, there was a pet dog that he trained tendon meat, and he was photographed arguing with his wife in public because he advised her to drive less and walk more, and also published two best-selling books on fitness... People are also piecing together Liu's memories, and they have deepened their trust and favorability for him.
The reason why Liu Qihong can become popular is also related to people's tendency to "recall the past"。
Psychology believes that we usually reconstruct a certain episodic memory and are more inclined to think that what happened in the past is beautiful. And nostalgia for the past is not only nostalgia for a certain memory itself, but also may be nostalgic for some state of one's past. This also partly explains why Liu Qihong's "Compendium of Materia Medica" shuttlecock exercises can have such a wide degree of dissemination, after all, whose youth does not have Jay Chou?
Liu Qihong also seems to know how to circle fans through such "memory killing". After "Compendium of Materia Medica", he successively released self-written gymnastics with two jay Chou songs as background music of "Dragon Fist" and "Zhou Daxia". The live broadcast of the "Dragon Fist" version of gymnastics on April 21 was also the day that Liu Ruihong had increased the most fans in the past month.
Liu May be the only fitness blogger who can make these post-90s beat their bodies while their brains are constantly reminiscing about their youth.