Recently, because of the report on the UP master who made the "Ruyi Biography" complaining video, actor Zhou Xun encountered the biggest public relations crisis in his 30 years in the industry.
It seems that overnight, Zhou Xun's popularity accumulated over the years collapsed, and the major social platforms were full of doubts about his acting skills, and even rose to the crusade against the actor's personality, "Changing the script, bad acting, pretending to be tender, and ...... glass" The comment area of Zhou Xun's studio was even more frantically swiped by keyboard warriors.
A three-gold actress who has many classic works, is deeply loved by the audience with her aura acting skills, why was she so cyberbullied because of an old work six years ago?
Why did Zhou Xunlu's popularity suddenly collapse?
"I'll see you for a long time, I didn't expect Zhou Xun to be cyberbullied because of his acting skills in this life!"
According to Zhou Xun's fans, the cause of this cyberstorm was just a certain game UP master casually complaining about "Ruyi's Biography" in his own video, and there was not much traffic, but he was chased and scolded by "Yi fans", and the UP master started a series of complaints against "Ruyi's Biography" in a fit of anger, and then gradually aroused popularity, driving more film and television UP masters to join the ranks of complaints.
Some of the content in these spit videos is smeared in the name of spitting. From the explanation of the plot to the personal attack on the actors, calling the artist "no culture" and "old lady", and even nicknamed the character Ruyi in the play "Da Ru".
In order to stop this turmoil from continuing to ferment, Zhou Xun's team took routine operations and reported these spit videos off the shelves, but unexpectedly, it caused netizens to start a new round of "crusade" against "The Legend of Ruyi".
The wind of netizens' archaeological trial of "The Legend of Ruyi" soon blew to the comment area of Zhou Xun's studio, and a large number of voices complaining about Zhou Xun appeared on the message board, "I can't stand the criticism, I can't touch it, I can't touch it, and I ...... crazy to delete the comments and cover my mouth", on April 17th, such a huge discussion heat directly "scolded" Zhou Xun on the hot search, and the popularity of passers-by after the movie completely collapsed.
There are also many netizens who feel unhappy for Zhou Xun, "Everyone has their own preferences and values, you can complain about a work because you don't like it, but because of the controversy in a work, you deny the actor's own achievements and all other works, and even rise to personal attacks, which can no longer be regarded as an ordinary complaining video." ”
The temptation of traffic leads to the deformity of complaints
Through this public opinion turmoil, it can be found that complaining videos can always get huge traffic and attention, most bloggers evaluate the series more objectively, and some people just complain to attract attention.
Jiajia, who likes to surf on short video websites, sighed, "Now some UP owners wantonly smear artists for the sake of traffic without a lower limit, and they are simply complaining for the sake of complaining, and the videos they shoot are not nutritious." ”
On short video platforms such as Station B and Xiaohongshu, there are many wonderful drama commentaries that have given the classic IP a new lease of life, but there are also some people who maliciously smear works by "spitting" for the sake of traffic, and even rise to actors.
Changli, a drama chaser, also thinks that Tucao dramas don't have to rise to the actors themselves, "I used to like to go to short video websites to watch all kinds of clips, and some of them were really well cut, but now I find that some good videos have no traffic, but the video traffic of Tucao dramas or smearing stars is very high, especially Tucao dramas, which rise to actors through dramas, and even rise to audiences and fans abound." ”
Film and television practitioner Awen is very unaccustomed to this kind of malicious complaining behavior, "playing rotten stalks, personal attacks, cyber violence... Which point belongs to the category of 'evaluating works', not to mention that some people have never watched the drama at all, nor have they seen the actor's other works, just swiped the complaint video of a certain UP master, and followed the trend, and even incited public opinion to cyber violence against the actor. ”
In the final analysis, this is the deformity of complaining caused by the temptation of huge traffic.
As a form of entertainment and expression, Tucao is acceptable to a certain extent, but it is absolutely not allowed to make personal attacks, spread rumors, frame or attack the personality of actors out of context in the name of Tucao. This kind of behavior not only violates the basic moral bottom line, but also infringes on the legitimate rights and interests of actors.
How should the artist team deal with netizens' complaints?
In the editor's opinion, the continuous fermentation of the Zhou Xun incident also has a lot to do with the ineffective public relations of the artist team.
In the opinion of senior film critic Andy, "Zhou Xun's team made a very mistake this time, I feel that my thinking is still stuck in many years ago, and the complaining drama is just an entertainment, and if you deal with it, you can direct public opinion to be more beneficial to yourself, instead of just deleting posts and covering your mouth." ”
You must know that this is no longer an era where you can calm public opinion just by deleting comments and covering your mouth. Countless cases have proved that the more public opinion is suppressed, the more crazy it will be, and in the face of such emergencies, it will test the public relations ability of the artist team.
Zhou Xun's experience reminded the editor of Huang Xiaoming.
Many years ago, Huang Xiaoming was ridiculed for his English proficiency because of an English song, and from time to time there would be some jokes about "domineering president, greasy", as well as the sentence "I don't want you to think, I want me to feel", which once became a hot stalk for the majority of netizens to laugh at.
was also complained by netizens, and Huang Xiaoming's emotional intelligence and attitude are worth referencing.
In the face of ridicule and jokes from netizens, he will listen carefully and self-reflect, and put his mentality down, in his opinion, "Flies don't bite seamless eggs, you just haven't done a good job, this kind of netizen voice must be listened to." ”
In the past two years, the changes we have seen in Huang Xiaoming are also quite obvious, even if the birth picture released by the "Six Princesses", he looks very refreshing in his 40s, so he has become an actor who "successfully deoiled after accepting everyone's criticism", as if he has a new look, which has increased a lot of popularity and favorability of passers-by.
In fact, it is a norm in the entertainment industry for public figures to be complained about because of their roles in the play, especially in the Internet era, where people may have different voices based on their personal preferences, values, or opinions about the work.
And the profession of an artist is destined to accept the scrutiny and judgment of the public. In the opinion of agent Amy, "Artists need to listen to the voice of the audience, understand the feedback of the market, and not just listen to praise, and break the defense if someone says something bad." ”
In response to Zhou Xun's cyberbullying incident, the artist team should reflect on and improve their public relations strategy, Amy also added, "As an artist's agency team, we should think more about how to effectively use the current traffic and public opinion environment to reshape the favorable image of our own artists and guide public opinion in a positive direction." ”
All in all, we should treat the phenomenon of complaining with fairness, objectivity and respect, and not only allow the existence of entertainment expression, but also resolutely resist malicious attacks and insults. At the same time, in the face of negative events, the artist team needs to carry out public relations processing quickly and effectively to mitigate the negative impact and protect the image and interests of the artist. If the team is deficient in this area, it will lead to further deterioration of the situation, and the gains will outweigh the losses.