Webcasts attract a lot of traffic and also call for positive energy. The greater the traffic, the greater the responsibility, and only by fundamentally cultivating a healthy aesthetic culture can we guide more traffic to the better.
Some time ago, the crazy brother Yang's apprentice "Yellow of the Traffic Light" was accused of being vulgar, and the incident once topped the hot search list. The female anchor wore her hair in front of the camera, ran around and screamed, behaved strangely, and exaggerated her ugly performance, which made the audience in the live broadcast room call "spicy eyes".
There are not a few people who cater to the "ugliness". For example, Brother Giao, Mr. Guo, Liu Bo, Ma Baoguo and other ugly critics have created "language stalks" and "performance art" with strong personal colors, and "drained" by pretending to be crazy and stupid, self-ugly, and playing side balls.
On the one hand, it caused the collective disgust of the whole network, and on the other hand, it attracted a large amount of traffic. Behind the grotesque, people can't help but wonder: is innovating to "ugly" really the right "way to open" online live broadcasting?
The anchor "Yellow of the Traffic Light" pretended to be ugly in the live broadcast.
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Fabricating stories, selling miserably, wearing revealing clothing, and playing sidekicks...... In the current cyberspace, the phenomenon of "judging ugliness" is endless, and it is becoming more and more crazy.
Online anchors "selling ugliness" are frequent and intensive, and they are becoming more and more extreme, writing scripts, "concave characters", "thundering people", "being demons", and "playing treasures", but they can't be mediocre.
From "content is king" to "entertainment first", in order to attract attention, "judging ugliness" is spreading rapidly in fission and reproduction, and is developing in an extreme direction.
In August this year, a Kuaishou anchor "Er Donkey" was kidnapped and beaten by multiple men during a live broadcast outdoors in Qingdao, and was almost "buried alive". Such a terrifying "case" immediately sparked widespread discussion and attention on social media, but the plot was immediately reversed. According to the Shibei Branch of the Qingdao Municipal Public Security Bureau, this farce was purely "fabricated scripts for live shooting", with the purpose of "earning traffic and attracting fans".
In September of this year, "Iron Mountain", which has 12 million followers, was permanently banned. In the live broadcast room, his simple and rough dialect quotations such as "begging for fear of being tired", "touching the cat" and "Bang Bang two fists" made people feel uncomfortable, the language was provocative, the language was vulgar, full of low-level fun, and challenged the aesthetic bottom line of netizens.
Whether it is "the yellow of the traffic light", "the second donkey", or the "iron mountain leaning", they are all products of the popular culture of "judging ugliness" on the Internet. does not hesitate to use vulgar, fabricated scripts and other forms to win attention, and even embark on the road of illegality, starting with traffic, and eventually "dying" from traffic.
In order to chase traffic, many Internet celebrity marketing personalities have set up "selling ugliness" as a stepping stone to soar into the sky, which can be described as "wildfires are inexhaustible, and the spring breeze blows and grows".
The growing popularity of live webcasting.
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In recent years, the "Internet celebrity economy", dominated by online anchors, has developed rapidly. According to the data, the number of short video users in mainland China reached 1.012 billion, and the number of online live broadcast users reached 751 million, making it the second largest application of online audio-visual.
Webcast builds a bridge between sellers and consumers, eliminates the information gap between consumers and products, reduces the intermediate links between products and consumers, enhances the sense of participation and interactivity, and is conducive to enhancing brand influence and user loyalty.
Webcast was originally an effective way of interaction, but driven by the "eyeball economy", it has become a means of competition to create gimmicks and attract eyeballs. In the live broadcast room, almost every once in a while, there will be grotesque and ugly "brothers" and "sisters" who are born out of nowhere.
They have no beautiful appearance, excellent professional skills, and no profound knowledge, and they use all kinds of hot stalks and emojis to make a name for themselves, and cater to the psychology of some of the public to "judge ugliness" with shoddy and cowardly performances.
Eating and broadcasting has always been the hardest hit area of "demons and monsters". Through high-sensory stimulation content such as "swallowing 36 zongzi in 10 minutes" and "eating 100 pairs of chicken wings in a live broadcast", the anchor eats unbelievable foods such as frogs and rotten meat, attracts attention with a deformed diet, quickly increases fans, realizes traffic monetization, and extends the industrial chain of online "eating and broadcasting".
From a few years ago, parents fed their three-year-old child to 70 pounds, and now they claim to have soared to 260 pounds on Douyin after three years of marriage.
Looking at the video of "Little Wife", "The 260-pound thin baby is angry again, disgusted with her husband's cooking and has no appetite", "The 260-pound thin little girl is crazy, and her husband calls her to get up and eat"...... In order to attract money, the bottomless behavior is outrageous.
The "Ugly Trial" mode attracts the audience's attention and curiosity through aesthetic contrasts, and satisfies the audience's curiosity. However, repeatedly jumping horizontally on the bottom line of the public's perception and spending the main energy on "playing ugly" in addition to product quality and service experience, although it can attract a lot of attention and bring higher benefits in a short period of time, it is not a long-term solution to maintain the "vitality" of traffic.
In the short term, this phenomenon will affect the value of the brand and harm the consumption environment, and in the long run, it will overdraw consumer confidence, damage the reputation and image of the e-commerce platform, and affect the sustainable and healthy development of the live streaming industry, and the damage is irreversible.
During this year's "Double 11" event, the China Consumers Association conducted big data analysis on the relevant consumer rights protection situation, and monitored 1.56 million pieces of negative information about "live streaming", among which the problem of vulgar delivery is particularly prominent, which fully reflects that all sectors of society are putting forward higher "professional requirements" for the industry of "anchors with goods".
Contrary to the original intention of live streaming, instead of working on product quality and user experience, in the name of so-called "funny", relying on low-style "selling ugliness" to enliven the atmosphere, it will inevitably lose the trust and recognition of consumers, and eventually lead to the decline and transfer of traffic.
The comic "Rectify E-commerce Live Broadcast".
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The "shortcut" is not the right way after all, and the traffic obtained by relying on curiosity cannot last long after all.
How to stop the car from "judging ugliness" that deviates in the search for shortcuts to maximize profits? This requires all sectors of society to actively advocate the value of "aesthetics", fundamentally improve the quality of "traffic soil", and make the live broadcast ecology clean and upright.
For individual bloggers, it is necessary to improve their critical thinking ability and media literacy, always maintain a clear mind, an independent mentality, and resolutely say no to the "ugly" culture.
For example, the papi sauce of the first generation of Internet celebrities has gained countless fans with its unique and funny style of videos. As a public figure, papi sauce is keen on various public welfare, and can stick to his original intention under the "supervision" of thousands of netizens.
Li Ziqi, a short video creator who set a Guinness World Record for the number of subscribers to a YouTube Chinese channel, shows Chinese traditional culture and pastoral life in a casual and brisk way, spreading positive cultural energy and hitting people's hearts.
For the platform party, it is necessary to maintain a high degree of vigilance and attention, and actively fulfill the main responsibility. Increase the intensity of technical inspections, through the introduction of scientific algorithms, improve the labeling function, strengthen manual review, restrict the profit of violations, and other measures, more accurately identify "ugly" content, supply traffic to high-quality, in-depth content, and cut off the transmission chain of harmful videos.
Intensify management, promptly deal with the situation of illegal users, take measures such as warnings, suspension of release, and closure of accounts as appropriate, establish a tendency to advocate virtue and art, so that anchors can clearly understand that marketing is a means rather than an end, focus on product quality and service quality, promote products within a rational, positive and moderate range, and effectively create a civilized, healthy and upward network environment for the audience.
The online regulatory departments should strengthen the supervision of live-streaming platform enterprises, draw clear red lines, protect the bottom line of video creation values, increase the extent of punishment for violations, implement a negative behavior record system for anchors with misconduct and bad influence, and comprehensively clean up vulgar and vulgar and "side-kicking" and other negative information, forming a powerful deterrent to vulgar hype and excessive onlookers, compressing the survival market for selling ugly and spoofing behavior, and forcing self-media operations to get on the right track.
To rectify the deformed "judging ugliness" of the Internet, it is necessary to make concerted efforts to establish rules, establish red lines, and standardize words and deeds. Webcasts attract a lot of traffic and also call for positive energy. The greater the traffic, the greater the responsibility, and only by fundamentally cultivating a healthy aesthetic culture can we guide more traffic to the better.
Author: Guo Sujiao
Source: "Contemporary Jiangxi" WeChat public account