Author | Wonderful
Kang Yaya's Douyin account is back, but the previous content is not visible.
On September 26, the Internet celebrity "Kangyaya" posted a screenshot of his own TikTok ban notice on social platforms, and the reason for the violation was "suspected vulgarity", and public opinion struck for a while. Some people think that men dressing as women cannot be equated with the culture of female cannons, and some people say that Kang Yaya is not good at making such an example as a student.
As of press time, a number of cross-dress bloggers on Douyin have stopped account updates, and everyone has begun to check themselves, hiding their previous cross-dressing videos, even the "red sauce" with the anti-fraud police officer Lao Chen Lianmai recently, and the previous women's clothing videos have disappeared.
This seemingly sudden suspension has actually been visible for a long time.
Since the beginning of August, some MCN agencies have felt the wind blowing. The operation of an MCN agency said to Entertainment Capital: "The most intuitive thing is reflected in the data, some disguised bloggers found that the platform does not push the stream, the traffic is not as good as before, and the broadcast of Zambi does not match." ”
Stretch the timeline again. This seems to be an inevitable trend.
Nowadays, the short video industry has entered a mature period, and both the national level and the platform level have begun to vigorously strengthen the supervision of content. On August 24, the China Federation of Literature and Literature issued a "Proposal", which pointed out that the "rice circle culture" and "niang cannon image" were noisy for a while, and the deformed aesthetic impact was bad, the society was shocked, and the people were dissatisfied.
Soon, this boycott of "mother cannon" wind blowing from the entertainment circle spread to the Internet celebrity circle.
Nowadays, Kangyaya has also been banned by Douyin, and the regulatory signals sent by the platform have been quite clear. So where are the boundaries of this wave of regulation? Will it affect Mao Maojie, who are masters of short video creation?
<h1 class="pgc-h-arrow-right" data-track="11" >, relying on beauty and filters, how far can cross-dress bloggers go? </h1>
In a row, a "girl" dressed in Lolita's skirt asked in a soft voice, "Brother, what are you promoting?" The person on the other side said that he was the anchor who publicized the anti-new type of network crime, telling everyone how not to be deceived. The "girl" asked, "Then under what circumstances will you generally encounter fraud?" "The other party responded that there are many cases of boys and beautiful women chatting and being deceived, and the scammers may be men impersonating girls." The smile on the girl's face disappeared in an instant, and then she pulled off her wig and held her head in both hands and cried that she had not deceived anyone.
The anchor who publicized the anti-new type of network crime is the anti-fraud police officer Lao Chen, who recently caught fire, and the anchor of the old Chen Lianmai, named "Red Sauce". Red sauce is a boy, but often disguised as a girl with people Lian Mai live broadcast, after with the old Chen Lian Mai, red sauce live broadcast career ushered in a new inflection point.
After that, every time he PK with other anchors, Chi Sauce would take out the icon of the National Anti-Fraud Center APP, and also took the initiative to report the "battle results" to Lao Chen, saying that he publicized anti-fraud with 75 anchors in one day, and also changed the "Huhe Alliance" formed by himself and other anchors to "Anti-Fraud Alliance". In addition to anti-fraud propaganda, Aka sauce also began to talk to firefighters, traffic police, and some netizens joked that Aka sauce has become a "regular army".
In a month's time, the red sauce fast hand rose by more than a million powders. Although the data is rising, we have noticed that the previous videos of Red Sauce are gone, there is no video on the Douyin platform now, and there are only 6 left in Kuaishou, three of which are related to anti-fraud propaganda. Another point worth noting is that in the recent live broadcast, Akazu changed back to men's clothing. In the September 2 live broadcast, Akazu said that this is "a new style, a new model, a new model", but he is silent about why he wants to change back to men's clothing.
Some netizens speculated in the comment area: "It seems that the fast hand began to rectify the women's clothing gangsters, and the round and fat white women's clothing works are gone." ”
In contrast, Kang Yaya is the head of the disguised anchor. One of the most out-of-the-loop videos is the disguised Snow White, which has received 2 million likes, and even the Douyin Internet celebrity "Xiao Panpan" said: "After watching you, I found that I didn't deserve to be a girl." ”
On the 26th, Kang Yaya's Weibo account posted a photo of his homepage, with the text: "Sorry, sorry everyone, maybe the impact of women's clothing is not very good, I can't log on to the account." Subsequently, a screenshot of the "Notice of Penalty for Violations" was released, saying that his account was permanently banned.
Then Kang Yaya apologized: "In the years-long video shooting career, I did not consider my own impact on society and teenagers, and played an improper role, and my behavior of dressing as a woman had a negative impact on the social atmosphere." ”
After sending three microblogs in a row, Kang Yaya's comment area exploded. Solidarity poured in, and everyone pointed to the reason for the ban to men dressed as women.
But does Kang Yaya really have no problems at all?
Some netizens have proposed, "'Happy 18th birthday on July 15th', that is to say, he was a minor before July 15 this year?" An underage boy selling rot in women's clothes? And said, "Put on a makeup twist up, you can get privileges without effort, get huge traffic to catch ads to make money?" ”
Kang Yaya's videos, usually at the beginning, he will appear as a normal boy, after a transition, Kang Yaya transformed into women's clothes, smiled shyly, and sometimes made the action of spitting out his tongue. In a Douyin live broadcast, Kang Yaya called herself a "ceiling of pure desire" and said that "my face can seduce you."
In fact, before the ban, there were many people who questioned Kang Yaya: "Men dressed as women, mastered the traffic password" "Yesterday brushed his live broadcast, obviously male, and the voice is a bit of a sandwich tone, the look is also very greasy, and the male anchor Lian Mai is still spoiled, a little uncomfortable."
So why is Kang yaya on fire?
Judging from the composition of Kangya's fans, two-thirds are girls and one-third are boys, mainly young fans aged 18-24.
Some netizens anonymously shared their own journey of liking Kang Yaya on Zhihu, from being initially attracted by a strong visual impact, to finding that he could not bring any value to himself, to doubting whether he was making women's clothing videos to cater to the public. As early as two years ago, some netizens pointed out that almost every video of his should carry an advertisement.
Today, the advertising content of Kangyaya's videos is still undiminished. At the beginning of the video, Kangya usually applies facial cleanser or skin care products to the face, but in the video, Kangyaya does not directly advertise, and the advertisement is generally placed in the comments. In the most popular "Snow White Dressup" video, Konya wrote in the comment section "Barbera's facial cleanser makes you look brand new", and in another video review of Drag Spider-Man, Konya wrote "Quietly ask to see who hasn't used andrada whitening essence".
A founder of an MCN institution told Chopped Pepper Entertainment That in his long-term observation, he found that neutral, female as a man, male as a woman are easy to fire, because as long as it is not a vulgar kind, this kind of talent can basically be liked by all fans, at least not annoying, and watching videos also has a kind of curiosity.
Douyin tens of millions of fans of the Internet red "A Chun" is so hot.
A Chun's original name was Dong Wei, is an actor in "Love Laughing Conference Room", before his vibrato name was "Love Laughing Conference Room A Chun", but at that time A Chun's popularity in Douyin was not high, and later in order to satirize girls to use beauty functions, A Chun also began to dress up as women. In the early videos, Ah Chun's videos are more about showing the gap between before and after the beauty and how to rely on filters to beautify.
After the beauty of Ah Chun was greatly loved, netizens have confessed in the comment area: "Oops! It is a heartwarming feeling", "I feel that I am in love", "too charming", video data has also risen rapidly, a video likes as little as hundreds of thousands, more than millions. Ah Chun, who found the traffic password, the video also began to change to pure disguise.
Whether it involves vulgar pornography or not, this type of blogger relies on visual impact to attract fans, but it is also prone to aesthetic fatigue, and if there is no content support, it is doomed to not go long. After accumulating a group of fans, Ah Chun seems to be aware of the limitations of this style, opened a new number, and turned to do Internet celebrity product reviews.
In addition to Ah Chun and Kang Yaya, there are also a number of bloggers who rely on disguise to catch fire, "pure artists", "Xiao Pearls" and so on. This kind of face value cross-dress bloggers have a common feature, they usually dress themselves up as beautiful girls, imitate girls to be spoiled, and pretend to be cute.
This type of video, despite its great visual impact, is not acceptable to everyone. Some MCN founders speculated that the reason for The ban on Kangyaya, on the one hand, was affected by the "ban on women", the platform increased the supervision of such accounts, and it is also very important that a large number of netizens reported that the platform had to deal with it.
<h1 class="pgc-h-arrow-right" data-track="36" > two, "men to women's clothing" must be vulgar? </h1>
In addition to Kang Yaya' appearance class of cross-dress bloggers, there is also a kind of cross-dress blogger that can be said to be liked by men and women, young and old, and the regulatory risk is also lower.
On October 22, 2018, Douyin blogger "Redundant and Mao MaoJie" released a short video called "The Difference Between People in the City and Our Bundy". In the video, he alone plays a triangle, and the narrator is redundant, the rural person Mao Mao Jie and the city person Mao Mao Jie, through the change of wigs and clothes to change the role, interpreting the difference between the culture and concept of the city and the country people. This video not only exploded, but the phrase "good hi yo, I feel that life has reached a climax" in the video has also swept the whole network and become a BGM that many people can't wash away in their minds.
With a Guizhou Mandarin and iconic orange wig, "Redundant and Mao Maojie" quickly gained a foothold on Douyin, and after only two months, his fans broke through ten million.
The same model is also "Dalian Old Wet King Bowen", they all rely on their superb acting skills to attract a large number of fans, men dressed as women is only a form of performance, mainly to serve the plot. Unlike Ah Chun and Kang Yaya, this type of blogger's cross-dressing is more like the reverse string in theatrical performance.
The content of the "Dalian Old Wet King Bowen" account is about the daily life of Zang Wanting's family, the form is usually based on daily family dramas and talk shows, one person plays several roles, and the character characteristics of each role are obvious, such as the mother Liu Fengzhi is a violent temper, and the daughter Zang Wanting is delicious and lazy.
Why play women?
Wang Bowen once mentioned in an interview: "Women play more, and men lie down and play with their mobile phones." When men perform as women, while exaggerating, they can also bring contrasting dramatic effects. ”
In the case of drama bloggers such as "Redundant and Mao MaoJie" and "Dalian Old Wet King Bowen", the audience can often find resonance and always feel like someone around them. In the design of the plot, it is also very grounded, often interpreting the stories that often happen around you through comedy forms, such as "What is the experience of living with elders?" "Northern New Year String Relatives Culture" and "God Restores Parents' Meeting" videos. In the eyes of the audience, it is a groove that they can't spit out, and they are told their hearts.
Unlike the beauty of men and women's bloggers, in addition to the face is different, the video content is the same, and although the drama male and female are all comedies, the positioning of each blogger is very clear.
"Redundant and Mao Maojie" speaks a Guizhou dialect and wears an orange wig with exploded eyes to interpret various funny moments in life; "Dalian Old Wet King Bowen" shows the image of various women in life with a big ballast flavor; the image of "Mao Guangguang' cabinet sister is deeply rooted in the hearts of the people; "Xiao Li Chaoye" is the best at decorating multiple corners and imitating various scenes in the classroom; "Qingdao Aunt Zhang Daxia" plays a pair of mothers and sons "love and kill each other".
A paper in The Journalist wrote: "They considered the props and costumes, and although the production was rough, they unexpectedly produced the realism of the situation and the joy of creating a sense of joy." These male performers skillfully amplify and dramatize the details of women's lives through appropriate exaggerations. For the masses, this is a very normal form of entertainment, so they are willing to pursue and deliver traffic. ”
From a regulatory point of view, such accounts are relatively safer, after all, even the official Douyin accounts of the "Douyin Security Center" are disguised.
On September 24, in a video released by the "Douyin Security Center", the anchor who appeared on the camera put on a wig, put on makeup, and imitated Yi Lijing to sharply point out various violations, "Have you heard of 'Foyuan' recently?" Do you think you're really beautiful? Are you polite in dressing like this in the temple? Have you ever thought this behavior is very contrived? You don't, so you set up people to sell goods? I've already sealed several 'Buddhas', you know? ”
<h1 class="pgc-h-arrow-right" data-track="50" > third, "Kangya" is blocked is an inevitable trend in the development of short videos</h1>
The Douyin Security Center was officially unveiled on December 1 last year, and since its inception, the Douyin Security Center has been in continuous action. According to the "2020 Douyin Security Annual Report", in 2020, the Douyin Security Center will carry out security governance work such as cracking down on online fraud, cleaning up pornographic and vulgar content, combating online black and gray production, and protecting minors. In 2020, the Douyin Security Center punished a total of 17.171 million illegal accounts and intercepted more than 264 million illegal video content in advance.
Since the beginning of this year, in addition to the daily supervision of the platform, the crackdown on Douyin has become more targeted, and a series of special crackdown actions have been launched. At the beginning of the year, the Douyin Security Center first dealt with the content of bad values and unhealthy lifestyles such as showing off wealth, throwing money, and creating "self-made counterattack into elites" people's marketing or fraud; in July, Henan suffered a torrential rain disaster, and a number of accounts that consumed the disaster and rubbed the heat of the disaster were banned; in August, for the content of original protection, Douyin disposed of 6161 illegal accounts, of which 53 were permanently banned.
On September 2, the website of the State Administration of Radio and Television issued the "Notice on Further Strengthening the Management of Literary and Art Programs and Their Personnel", proposing to resolutely resist the tendency of vulgar "Internet celebrities" and bottomless trials of ugliness. After the "Notice" of the state, the social platforms quickly responded, and the Douyin, Kuaishou and Weibo accounts of the Internet celebrity "Teacher Guo" were all blocked that day, and on September 17, Tieshan, who came out of the circle because of a swear word of "nest is tender stack", was also banned. On September 23, 48 "Buddhas" were punished.
Since the beginning of this year, the Kuaishou platform has also launched a series of targeted special rectification actions, involving a series of accounts such as "rice circle chaos", "financial black mouth", "trial of ugly and miserable", "Lao Lai training class" and so on have been shut down.
In fact, this is also the only way to standardize with the platform. Now the short video industry has already passed the stage of barbaric growth, and the pattern has been settled.
The user scale of the short video industry has reached 873 million, which is bound to move towards standardization and standardization, and now the review scale of major short video stations is gradually tightening.
Under such a general trend, Kang Yaya is not the first male and female anchor to be banned, nor will it be the last. Although in the anger of netizens, Kang Yaya's account was restored, but the previous cross-dressing videos are all missing. In addition, Kang Yaya's Weibo account has also been banned.
The aftershocks of Konya are continuing.
After Kang Yaya, the Douyin blogger 'Rice Gone' account has been searched, and "Ali Bei Cup" also said on Weibo that his Douyin videos have been removed, but it is slightly fortunate that the account has not been banned. In order to avoid becoming the next Kangyaya, bloggers have begun to self-examine, "pure artist", "Xiao Pearl", "Ganymede 302" and other bloggers have not been updated after the Kangyaya incident, Douyin has not been updated.
The cross-dressing blogger "Little Obao@" posted on Douyin, saying: "... After thinking about it, I want to say goodbye to everyone for the little Obao in women's clothing, 'she' may not come back... There is no idea of becoming a girl, the video type is just that, in order to make everyone not disgusted with me, I will take a break to consider the video type and update the meaningful and interesting video content. ”
After such a wave of shock, in addition to bloggers feeling self-endangered, MCN institutions are also worried about being "killed by mistake", a MCN CEO said: "The boundaries of this resistance are very blurred, so that everyone is like a bird of fright." ”
However, he believes that short videos need to be regulated: "There is always organic in danger, and this society also needs people who can achieve multi-party balance, and blind sensationalism is a fast food culture." ”