Author|not empty
This Mid-Autumn Eve, Douyin held a party with the theme of "300 Tang Poems" in the Yellow Crane Tower in Wuhan, and more than 22 million netizens rushed to this Tang cultural feast together.
The full moon shrouded in the show scene, poetry has become a bridge connecting the past and the present.
"Life must be proud"
"Tonight the moon is shining"
"A thousand miles of Jiangling in one day"...
On the way to the recording site, the famous sentences of Tang poems lit by palace lamps were full of famous sentences of Tang poetry, which spilled the afterglow of the Tang Dynasty and pointed to the focus of the night, the Yellow Crane Tower.
The climax of the night was a rock version of "Will Enter the Wine", which was jointly presented by the Tsubaki Band, the Cook and the Opera Band, and the passion and enthusiasm of modern rock matched the wildness of Li Bai's poetry. The band singers dressed as ancients overlapped with the images of Li Bai, Gao Shi, Wang Changling and others flashing on the side screen, completely igniting the scene.
In the comment area of the live broadcast room, netizens actually spoke to poetry.
Starting from "the bright moon is born on the sea, the end of the world is at this time", netizens were interested in "the bright moon shines on my bed, and the stars are flowing west and the night is not yet young".
Some netizens even offered their own poems in the comment area:
Jingmen autumn moon sprinkles Xiangyang, fifteen and August round hometown.
In the book, Hongxin lovesickness is good, and the ink is beautiful and fragrant.
Yellow Crane Tower Head Qiu Yueming Tang Feng and Song Yun leaned towards Jiang.
Singing and singing on the stage banquet, proud to inherit the love of the ages.
Douyin, once defined as a fertile soil for entertainment, is brewing an open ecology for knowledge dissemination.
Traditional cultural interpretations such as Tang poetry recitation, live broadcast of poems, and dialect poetry reading are widely popular on Douyin, and the Tang poems and ancients of thousands of years ago are becoming clearer.
The depth and boundaries of Douyin's knowledge are also constantly extending.
On the one hand, the entry of universities and professional institutions has supplemented the knowledge map of Douyin, creating a huge "online night school" and attracting millions of "day students".
On the other hand, video content from astronomy and geography to pinyin literacy also extends the boundaries of knowledge, and knowledge truly resonates with the whole people.
A song of the times created by the whole people
At the premiere of the documentary "Water Moon in Hand", director Chen Chuanxing compared Douyin to "the absolute sentence of this era" when talking about the relationship between Douyin and poetry.
The poems echo traditional culture, and the jiejiu is the shortest but rather expressive form of poetry in the history of Chinese literature. In Chen Chuanxing's view, the instant feedback and fast-paced Douyin also use very few symbols to convey the emotions of creators in a very short time, and lead a nationwide emotional resonance.
In other words, although the communication medium of the times has changed, the way people express their emotions has not.
The Tang Dynasty poet Cui Hao's "The people of the past have gone by the yellow crane, and the yellow crane tower is empty here", saying that things are right and wrong, and then they are stunned and sad. Just after traveling through the millennium, this poem once again aroused the emotional resonance of netizens on Douyin.
"Seeing piles of firewood, abandoned fields and empty sofas, I can no longer drink the unique tomato egg soup, he can no longer help me catch nasty bugs, I call grandpa no longer answered..."
Douyin account: @呼安大大
Under this text of Douyin user @Hu'anda, there is a set of comparative photos, the upper picture is the side face of the grandfather burning firewood, the simple and ordinary picture is covered with real fireworks of life, and the picture below, a pile of firewood left alone in the corner of the wall, can no longer piece together the warmth of the past. Cui Hao's aria a thousand years ago echoed again, traveling through time and space, and accurately hitting people's hearts.
Such photos should follow Cui Hao's poem and spread on Douyin. Oral poetry has long been imprinted on the genes of Chinese, and it is awakened at different times as people's age and mood change.
A "2023 Douyin Tang Poem Data Report" released by Douyin shows that people of different ages have different reading preferences for Tang poetry. The post-00s who are arrogant and wanton prefer Li Bai's "light boat has passed ten thousand mountains", the post-90s generation who has shouldered the heavy pressure of life like to "steal half a day's leisure", want to find a moment of leisure in the turbulent world, the post-80s generation who have reached the prime of life have shouted "life must be proud, do not make the golden bottle empty against the moon", and the most mentioned after the 60s and 70s who have entered the old age life is "the sunset is infinitely good, but it is near dusk".
AI is graphed by Entertainment Capital
Similar to the ancients' hobby of inscriptions on stone tablets and columns, contemporary users cooperate with the short and fast communication form of Douyin, and under the deconstruction of the diversified ideological trends of the times, they also "expand" the unique interpretation of traditional culture.
Liu Yu, a girl from Chang'an who likes to recite since she was a child, pushed the form of poetry that you come and go to climax.
In August, she played poems with a "milk tea brother" in the city that never sleeps for more than five minutes. The speed of poetry is getting faster and longer, and the state of "Milk Tea Brother" has changed from confusion at the beginning to calm and confident. This exchange of poetry and poetry also ignited the enthusiasm of online netizens, which received 8.5 million likes and more than 300 million views on Douyin, "After 30 or 40 minutes of uploading, the Douyin account increased by 60,000 or 70,000 followers." "The emotional connection of traditional culture across ancient and modern times has been confirmed.
LIU Yu. Chang'an girl
, 100,000+ likes
"Interactivity" is the charm of poetry. At the beginning, when he did the live broadcast of the poem, Liu Yu's verses were difficult and not interactive, resulting in unsatisfactory results. After some exploration, Liu Yu found that after reducing the difficulty, his enthusiasm for poetry both online and offline has improved significantly. "Now the first line of my poem is 'moonlight in front of the bed' or 'goose goose goose'."
In Liu Yu's view, the audience of poetry is not only people who are familiar with poetry, but also for users from all walks of life and all ages, including the group whose understanding of poetry is limited to 'goose, goose, goose, song to heaven'.
The challenge of reading poetry in dialects is to combine the characteristics of regional languages with poetry recitation, and mobilize the enthusiasm of the whole people to participate in the characteristics of the dialects of each province. @李右溪身着一身碧绿旗袍, standing on the bank of West Lake, with the delicate and gentle characteristics of Hangzhou, he read Bai Juyi's song "Jiangnan Memories, the most remembered is Hangzhou". Sitting in the field, @Masino read Wang Wei's classic "Lovesickness" with a simple smile and in the native dialect of Xihaigu.
Left: Douyin account @Li Youxi Right: Douyin account @Masno
Compared with Banzheng's Mandarin poetry recitation, dialect poetry reading lowers the threshold for participation, whether on a three-foot podium or next to a wheat field and straw stacks, as long as you open your mouth, you can participate. The poems recited in combination with dialects are embellished with some unique meanings and novelties in the original cognition.
Tens of thousands of Tang poems have precipitated the gentle and heroic temperament of the Chinese nation, and also influenced the dimension of our thinking about the world. The five and seven words of the Tang Dynasty are absolute, and the ancient and modern are used to better understand the current zeitgeist.
An imaginary entrance to intellectual equality
We have to admit that in the early stage of Internet popularization, technology drew a hidden dividing line, one end is the trendy, bold new new people, they have a higher education background, willing to accept new things, and soon became the "helmsman" that dominated the development of the Internet.
The rapid development of the Internet has made us almost forget that on the other end, there are actually many "aphasics" hiding in the corner. They are hidden in the land and fields, wandering in the steel and mud, and are the "majority" silent at the bottom of society. They are even more silver-haired people labeled as "backward" and "eliminated".
For the first time, short videos with simple operation and intuitive interaction accepted and saw the needs of these people with aphasia.
In the live broadcast room of Yang Weiyun, a retired seventy language teacher, there was an influx of older "students" who could not read and understand pinyin. Yang Weiyun, who has been a teacher for 50 years, founded this Douyin classroom called "Xiyang Pinyin Classroom" after retirement, starting from a zero-based pinyin course and embarking on the journey of online literacy.
Douyin account: @喜洋洋拼音课堂
In Yang Weiyun's live broadcast room, middle-aged and elderly people who had been trapped in the educational background of the times regained the opportunity to learn and change. A 49-year-old student tentatively asked in the group, "Is it still time to learn?" and her 72-year-old grandmother affirmed, "I've learned everything, you can do it." ”
The sense of belonging of the group and the distance retained by the online teaching format jointly resolve the learning inferiority of the elderly group and allow them to find a way to connect with the information age.
On Douyin, the elderly can unload their scruples and search for the operation guide of "how to insert a video in the PPT". Rural youth who are stepping into a bustling city for the first time can also find answers to "how to take the high-speed train" and "what is check-in". Behind these problems, there is actually a more inclusive and open knowledge ecology.
Internet aphasia is the lack of corner of the Internet's development, and the mass communication dilemma of unpopular knowledge is the obstruction of its "innate genes". Disciplines such as physics, which have complex terms and lengthy theoretical formulas, have erected a high threshold on the first link of propagation, and many people have directly given up before they get started.
The key to the mass communication of obscure knowledge is to find a good fulcrum, and daily life is the fulcrum that most resonates with the public.
Cao Zexian, a researcher at the Institute of Physics of the Chinese Academy of Sciences, knows this well, and in the past two years of cross-Chinese New Year's Eve, he will accompany netizens on Douyin with physics classes on New Year's Eve. His lectures are not conventional, but use complex physical principles to disassemble life phenomena, such as using electromagnetic principles to explain long-distance relationships, and using satellite operation to teach girls to identify scumbags.
Douyin account: @中国科学院物理研究所
Cao Zexian's vivid and interesting lecture style set off a boom in learning physics on Douyin, driving the Douyin account of the Institute of Physics of the Chinese Academy of Sciences to increase its followers overnight.
Zhang Yiliang, who has a master's degree in aquaculture at Ocean University of China @ Raising Real Fish, deconstructs the obscure knowledge of aquaculture with dramatic narrative texts.
One of his videos "If you can't raise a mother fish, you can't finish your career" tears off the strangeness of the aquaculture profession in public perception with a strong contradiction, and shows the rich and interesting aspects of aquaculture. Netizens not only enthusiastically provided him with various scientific and metaphysical solutions, but also began to have a strong interest in the unpopular major of aquaculture, and even directly raised the admission score line of Ocean University of China.
Douyin account: @养真鱼的张宜良
Equal communication and dialogue is another important feature of Douyin's knowledge ecology. Humanities popular science creator Lu Chen often finds "great gods" in comment areas and private messages, and even takes the initiative to seek guidance in videos. In a self-portrait of Luigi Sabotelli, he found an accessory that resembled a needle, so he directly took a photo and posted it on Douyin, but he did not expect that the iron fan directly revealed the secret for him in a private message, saying that this accessory called "pocket watch key" appeared in a large number of oil paintings in the seventeenth century.
Source: Douyin @ Lu Chen
It is this relationship of equal communication that makes the underlying ecology of Douyin knowledge, which is both free and active, and can maximize the scope of knowledge sharing.
A circle-breaking plan of "online night school"
The explosion of demand for online knowledge content is being linked with offline scenarios.
Liu Yu, a Chang'an girl who never sleeps on poetry, often welcomes the admiration of netizens. The high school Chinese teacher who specially rushed from Tai'an, Shandong Province to kick the gym, went from April Fang Fei in the world to the water to hit 3,000 li, and even turned against the guest, and took the position of the Chang'an girl, so that Liu Yu also sighed and kicked to the ceiling. It is in this hearty and indiscriminate poetry confrontation that the charm and longevity of Chinese culture are fully displayed.
He Chuhan, a teacher at Hebei University who moved his university classroom to Douyin, also took advantage of online traffic and word-of-mouth to simultaneously achieve a positive impact on offline classrooms. He Chuhan's offline courses were not only full, but many students could only go online to seek classes because they did not grab the next semester's courses.
The changes in the form of knowledge content consumption and the high-water passers-by of Douyin have also made universities pay attention to this irreversible communication trend, and have entered Douyin to open a window for knowledge dissemination.
According to the "2023 Douyin Open Class Learning Data Report", in the past year, domestic universities have broadcast a total of 10,000 live broadcasts on Douyin, and the coverage rate of open courses in Douyin's double-first-class universities has increased to 93.2%, and the coverage rate of first-level disciplines has reached 100%. The boundaries of Douyin's knowledge content are getting wider and wider, and the categories are getting richer.
On the other hand, the knowledge content consumption habits of Douyin users are also maturing. According to Zhou Xing, head of Douyin knowledge pendant operation, the average number of users who watch Douyin open courses every day reaches 200,000, which means that users are becoming more and more accustomed to learning and understanding various knowledge content through Douyin.
Peking University, which officially settled in Douyin in 2019, has accumulated more than 8 million "day students", becoming a new extension of Peking University's "civilian night school", realizing the popularization and reach of knowledge without threshold.
Source: @北京大学抖音账号
With the continuous increase of user enthusiasm, Peking University's operation strategy on Douyin has become more and more sophisticated. Initially, the official Douyin account of Peking University mainly focused on video programs on topics such as teaching and research, campus life, and scenic school scenes, and its positioning was a window to spread the charm of Peking University's spirit. Until early 2020, Peking University began to try to export the live content of courses and lectures during the epidemic through Douyin.
The response to this innovative experiment was amazing, and millions of netizens squatted in the live broadcast room of Peking University's open class on time, and the doubling of knowledge demands made Peking University pay more and more attention to Douyin open class, and the content strategy was not only complete, but also refined. Beizhou has continued to formulate a series of brand courses and lectures such as "Peking University Medical Science Popularization Lecture" and "Peking University Liberal Arts Lecture Hall", covering economic management, medical knowledge, humanities and history, discipline frontiers and other aspects.
Peking University's "Ancient Chinese Politics and Culture", the University of International Business and Economics' "Financial Currency" and Tsinghua University's "University Fundamental Physics" were selected as the top three favorite university open courses of Douyin netizens.
Source: @北京大学抖音账号
The old and the new can benefit each other, and the psychological things are the same. For traditional media, short video is a symbiosis for the innovation of knowledge dissemination carriers and spaces, and is by no means a substitute.
Douyin, Nankai Literature College and China Book Co., launched the short video version of "300 Tang Poems", led by Mr. Ye Jiaying, inviting 23 famous teachers to explain and recite Tang poems. This series of video programs has been played more than 150 million times on Douyin and has been liked by 20 million netizens, creating a content ecology of Douyin's national "online night school" together with university open classes.
Source: @抖音唐诗三百首
This edition of "300 Tang Poems" not only created a short video version suitable for Douyin transmission, but also reached a publishing cooperation with China Book Company along the publishing path. The mutual filling of two media, one Tang poem, paper book and short video is the endless excellent traditional Chinese culture.
Douyin depicts a broader but realistic map of knowledge, which extends not only upwards to astronomy and geography, but also down to the details of daily life, and even a simple guide. At the same time, the transmission of knowledge should break the cognitive barriers of age and region, and accommodate every possibility of learning and change.