Ma Baoguo's live broadcast on Douyin was watched by 11.98 million people, why did "ugly literature" become a "traffic password"?

Author| Put blue

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Ma Baoguo, who "does not talk about martial virtue", returned, and in early April, he appeared in the live broadcast room to start his first live broadcast with goods. The 72-year-old Ma Baoguo broadcast six consecutive performances in one day, attracting more than 11.98 million onlookers.

Previously, Ma Baoguo once claimed to be the "head of Hunyuan-shaped Yi Taijiquan" and boasted that "a British strong man of more than 200 pounds can't break a finger on me". Due to hot terriers such as "not talking about martial virtue" and "rat tail juice", Ma Baoguo once became popular on the Internet, but during a competition with folk martial artist Wang Qingmin, he was "killed in seconds" by the other party, and also became the object of ridicule on the whole Internet, and was even "banned" for a while.

The People's Daily once criticized by name: "Some of Ma Baoguo's words and deeds are actually grandstanding and swaggering, and in the final analysis, it is a farce." However, since December last year, Ma Baoguo has been active in Douyin again, and has maintained daily updates, including works that have gained hundreds of thousands. In the recent live broadcast delivery, the background screenshot released by Ma Baoguo showed that the transaction amount of the live broadcast room on that day was 411,200 yuan, and the commission income alone was 49,500 yuan.

Why do scandal-watching influencers still have so much room to be active? Perhaps the comment area of Douyin gave the answer: "Teacher Ma has three principles of being a person: hard mouth, carrying beating, and not lying to others."

Nowadays, the more ridicule and the more popular it has become a new way of whitewashing, whether it is Ma Baoguo, or Zhang Da, who had a poor reputation but reversed his reputation because of Douyin live broadcast, it seems that as long as he can withstand ridicule, he can get the traffic password of the times.

Ma Baoguo's return, why is word of mouth completely reversed?

In fact, as early as 4 months ago, Ma Baoguo has made a full comeback.

In December 2022, Ma Baoguo registered new accounts on three platforms: Douyin, Kuaishou and Channels, and maintained frequent updates. In the videos he released, there are still a variety of "martial arts" videos, "72 years old eight punches in one second", "challenge fists to burst cola", "Teacher Ma shows lifting the ball, kicking solid wood" and other titles are extremely eye-catching, in just a few months, after releasing more than 200 videos, Ma Baoguo has accumulated 1.88 million Douyin fans, 880,000 Kuaishou fans, and there are also 100,000+ likes in the video number.

Since March, Ma Baoguo has begun to warm up for live broadcast goods, and in the short videos he released, there were topics such as "Ma Baoguo live broadcast goods list" and "Ma Baoguo April Fool's Day live broadcast goods", and this live broadcast in early April also made Ma Baoguo out of the circle again.

"When it reaches 20,000, I will give everyone a five-in-a-row whip", in order to stimulate everyone's desire to buy, Ma Baoguo did everything he could, and when the goal was reached, Ma Baoguo really stood up as he said, and came up with a set of "lightning five-in-a-row whip", which is also his "signature move".

In the live broadcast room, Ma Baoguo explained the sale of goods, while showing netizens his martial arts moves, he signaled the staff to hold one of his hands with two hands, and then pushed and pulled, Ma Baoguo said, "Go", the staff was pushed out a few meters away, which is the same as the content of Ma Baoguo's short video two years ago, but this time, no one debunked him, Ma Baoguo said: "This is Chinese kung fu, take the hair, use the force." ”

"What's so bad about this cargo? It turned out that I also said that my bottom line is not to bring goods, but now I have changed, bringing goods is to do good things for everyone, which is good for netizens and manufacturers. In the live broadcast room, Ma Baoguo rationalized his attitude change in the matter of bringing goods.

Different from the ridicule of the whole Internet group two years ago, this time netizens have completely opposite views on Ma Baoguo's attitude towards bringing goods. Some people feel that this is after a two-year low tide, he deserves it, "at least there are so many ridicules on the Internet, but he has not sued anyone", "This old man is a new wind, honest, does not touch porcelain, can be called the conscience of the old man", and even some people feel that this is another success, "In fact, he himself knows the shame, but he knows better, only in this way can he make money" "When we laugh at him, no one realizes that he has achieved success in another way".

The wind of public opinion has changed, and it seems that it can withstand "ridicule" and become a "virtue". This change in public opinion not only happened to Ma Baoguo, but also Zhang Da, who previously relied on Douyin live broadcast to get out of the circle.

When it can withstand "ridicule" and become a new "virtue" of the Internet

Before the word-of-mouth flip, Zhang Da was once the representative of "black and red" in the entertainment industry. As a host, the label on his body is "pretentious".

In 2015, in "I Am a Singer", Zhang Da, as Tan Weiwei's manager, when Tan Weiwei ranked low, he should have comforted the singer but cried first, and was helped backstage by Tan Weiwei with a coat, which once became a classic meme. After this, Zhang Da flew all the way on the black and red road: in "Real Man", Zhang Da himself did not complete the task, but vented his anger on his teammates who rescued him; After participating in "Actors Please Take Position", he was criticized for his unsatisfactory acting skills, so he found an excuse to excuse himself, and after a series of operations, he even once made netizens shout the slogan "Zhang Da get out of the entertainment industry".

This year, Zhang Da turned into a "wishing fountain in the entertainment industry". The turning point came after Zhang Da signed with Carefree Media.

In January this year, Zhang Da signed a contract with Carefree Media and began live broadcasting. In the live broadcast room, Zhang Da is no longer a high-ranking domestic entertainment star, but a "customer service Xiao Zhang" as a microphone.

"Crazy literature" frequently occurs in the live broadcast room, in a microphone, a big brother said that he likes to be scolded, and said "don't think I'm perverted, I'm actually normal, this is just a relatively niche hobby", directly caused Zhang Da's pupils to earthquake, when Zhang Da wanted to interrupt Lianmai, an accident happened, and the team background was directly stuck, or even could not be closed. When Zhang Da was caught in this embarrassing situation, his face was full of helplessness, which became a "cool point" for netizens.

After that, the whole trick Zhang Da became the biggest fun in the live broadcast room: the two fans learned to bark dogs when they were connected to the microphone, and asked Zhang Da to evaluate who learned the most; Some netizens said that they missed their mother very much, and felt that Zhang Da was very kind, and asked him if he could meet one of his careful wishes, "Can I teach you a mother", Zhang Da did not have time to be shocked, and netizens frantically called their mother in the live broadcast room; There are also fans in the live broadcast room who ask for money to buy a car and ask various celebrities to gossip.

The "living person" Zhang Da of internal entertainment has become the "only friend in the entertainment industry" of netizens, and Douyin gained more than 7 million followers in February.

From Zhang Da to Ma Baoguo today, their "whitewashing" also shows one thing - scandalous live broadcasts are ravaging the Internet.

How long can the "ugly fever" in Ma Baoguo's live broadcast room last?

In just a few months, the reputation of the two can change like this?

Perhaps it stems from their own change in attitude towards public opinion. Before the rollover, Ma Baoguo had tried to shape his identity as a martial arts master, he once claimed to be known as the "King of Kung Fu" by the British martial arts community, and also called himself the "head of Hunyuan Shape Yi Taijiquan", and in May 2020, when he lost a match with combat coach Wang Qingmin, he sent three Weibo posts "Bang Zun" saying that practicing Tai Chi is health.

In November 2020, after his videos were repeatedly cut, Ma Baoguo responded for the first time that he had "stayed away from martial arts and returned to a peaceful life." It can be seen that at this stage, Ma Baoguo is still very concerned about the evaluation of the outside world.

The same goes for Zhang Da. As early as January last year, Zhang Da announced the start of live broadcasting, but in the 6-hour live broadcast, the doubts of netizens made Zhang Da unable to control his emotions for a while, and finally announced that he was offline. After that, Zhang Da posted that he cared about the bad reviews very much and couldn't stick to the live broadcast.

But after the return of the two this year, their mentality has changed significantly, turning a blind eye to various bad criticism choices, and even actively guiding users to ridicule their various hot terriers, especially in the Ma Baoguo live broadcast room, and even relying on absurd martial arts moves to stimulate users to buy.

Looking back at the logic of the two becoming popular for the second time, it is actually similar to the early Internet celebrities such as Brother Yaoshui - pinching the audience's ugly psychology. Brother Yaoshui once swept the Internet by pretending to be crazy and selling stupidity, fake crying, and various exaggerated actions and memes in the live broadcast room. He once responded to netizens' comments about him in an interview: "No matter what they say, I can accept it." I'm in a service industry. ”

It is true that when you know what the audience users really want to see, you will master the traffic password, and the ugly culture is a great pleasure for netizens at present, and it is also an outlet.

Zeng Xiaoying, a professor at the Department of Philosophy at Tsinghua University, said that the prevalence of ugly trials reflects the impetuosity and anxiety of current social life, and in online scandals, the public may be able to release pressure and alternatively satisfy self-superiority and desire for success.

It is worth thinking that the moment you pretend to be a clown, your true self is hidden, and when everything is to satisfy the preferences of others, what is the value of yourself? Will users pay for this sacrifice in the long term? How long can the live broadcast room of "Ma Baoguo" be hot?