The author | Liu Xiaotu
Editor| Li Chunhui
Regulation came unexpectedly, transformation was imminent, and short video bloggers did not (pseudonyms) this holiday was quite disturbing.
In the past few days, he and his team have been busy dealing with the "men dressed as women" disguised videos that have been sent, locked and deleted, "even if some platforms do not have policies, they dare not be vague." After all, the account has been operating for more than two years, and it is difficult to accumulate millions of fans on the whole network, and the loss of being banned is too great.
Unexpectedly, the huge wave of rectifying the "mother cannon" arrived at the short video so quickly. In early September, the State Administration of Radio and Television issued the "Circular on Further Strengthening the Management of Literary and Art Programs and Their Personnel", proposing that deformed aesthetics such as female cannons should be eliminated.
For a time, everyone in charge of the bean was in danger, and he showed his masculinity in a different way. At that time, I saw that the idols were rationalizing their heads and showing muscles, but they also joked with other bloggers: "The Internet celebrity circle is much better."
However, within two days, the heavy fist of supervision swung at the short video and hit the top Internet celebrity Kang Yaya. The blogger, who became popular as a man and a woman, is a bellwether-like presence on the track. His account was officially banned, a wake-up call to similar creators.
For mainstream platforms, the removal of male and female content and the so-called female cannon bloggers only loses some traffic and does not hurt the bones. But the MCN agency where the party is located is working hard to copy the next "Kangyaya", and this round of policy is undoubtedly related to the fate of the entire company.
Dealing with existing works is ultimately a stopgap measure, and they have to think about how to transform. According to Bufang, although several platforms have talked to them, they have not directly delineated the scope and priority of this round of supervision. The situation is unclear, the only thing that can be determined is that there are several types of anti-string themes that are not affected at present, which may be the biggest vitality for the transformation of "niang cannon" Internet celebrities to save themselves.
<h1 class="pgc-h-arrow-right" data-track="10" > 24 hours of Konya</h1>
"I'm sorry, I'm sorry everyone, maybe the impact of women's clothing is not very good, I can't log on to the account."
On the evening of September 26, Kang Yaya posted her Douyin homepage on Weibo, saying that the account could not be logged in at present. As soon as the news came out, some people regretted that some people did not understand, and some people wanted to help appeal and unseal.
Soon, Kang Yaya posted a notice of punishment for violations, saying that Douyin had confirmed that it would be permanently banned because it was "suspected of being vulgar". Since then, he has sent out a number of microblogs in succession, to the effect that he apologizes for the adverse social impact caused by men dressing as women, and will temporarily leave the Internet and no longer shoot cross-dress videos.
As the pure desire ceiling of Douyin's new promotion, Kang Yaya became popular this summer with several princess disguise videos, dumping countless men, women, and children, and gaining millions of fans in just a few months.
Such a hasty farewell, fans are not lightly abused. They have left messages in support, comforting "not your fault", but also intentionally or unintentionally leading public opinion to personal freedom and sexism, and promoting the fermentation of the content on the whole network.
After some fierce questioning and argumentation, the platform had to deal with Kangya again. At present, his Weibo is still temporarily in a state of silence, and the Douyin account has returned to normal. However, the original hot cross-dressing videos have all disappeared, leaving only two new men's clothing videos. Kang Yaya also once changed the introduction of Douyin to "I will always be a teenager" and expressed her determination.
The large-scale discussion of Kang Yaya continues, and two distinct factions have formed. Supporters shared the past of Kang Yaya's donation to Henan and part-time work and education, explaining that as long as the boy is masculine, he is not "mother" in everything. Opponents intercepted Kang Yaya's works, reprimanding them for spitting out their tongues, twisting their crotches and engaging in soft pornography, vulgar behavior, and the suspicion of objectifying women, and they were not unjustly sealed.
The problem of men dressing as women, I am afraid that the people will not be able to argue about the short and long for a while and a half. However, in this process, the fans of Kangya Ya's entire network have not decreased, but have increased, and the data performance of the video has reached a new high. "At first, we were quite panicked, but the support attitude of netizens made people a little more confident, and then we planned to make plans after the limelight." Not analytically.
Ji Xian, Yu Ze's younger brother, Xiao Aobao, Yuanfei Bai and many other cross-dressed male Internet celebrities have chosen to remove the shelves or hide related works, either to stop and wait for the changes, or to try to create new themes. According to Bufang, bloggers communicated with each other privately, generally reflecting that the account was obviously restricted, and the data fell sharply.
The thunderous attitude and vague scale of supervision have made the platform not clearly state that it wants to eliminate the "mother cannon", and bloggers and Internet celebrity institutions can only figure out what to do and initially carry out self-examination and self-examination. At present, a series of chain reactions are still happening, and many business resources are being lost.
The two advertisements originally scheduled for National Day were presented in a cross-dressed form according to customer requirements, and the video had already been filmed and confirmed. Now on the cusp of the storm, the two sides did not dare to act rashly, and had to postpone indefinitely. "Hot track, cold is cool."
<h1 class="pgc-h-arrow-right" data-track="50" > Who's in crisis? </h1>
The more explosive, the more dangerous. In fact, as early as August, a platform senior had euphemistically hinted that it should try to find new directions and enhance its differentiated advantages in this track.
At that time, After two years of suffering, He Fang borrowed the east wind of Kang Yaya, and his career went all the way to great progress, of course, he did not listen to this. In the past few years, men dressing as women has always been a popular theme for short videos, and there have been several batches of top Internet celebrities with tens of millions of fans. The interests are considerable, who is willing to step on the brakes?
But looking at it now, I don't feel that before the wind and rain are shaking, there is foreshadowing everywhere. The wind is the signal. At the beginning of July, Douyin user Feng Xiaoyi became popular with a magical phrase "eat a peach is cool and cool", and while the melon-eating masses were disgusted enough, they unexpectedly gained a large number of fans.
Feng Xiaoyi repeated the number of ways to eat peaches, with no content value. He deliberately sold misery when he broadcast live, guiding underage users to tip, which was even more disgusting. On August 24, under the unremitting report of netizens, Douyin officials permanently banned the Feng Xiaoyi account, and 7 accounts were punished by gradient punishment in the same period.
But after "eating a peach", more and more people realize that men and women are traffic passwords, and they don't even need any packaging, selling miserably, lying and twisting their waists, which can show super gold absorption. Internet pseudo-bridesmaids have become a career with a lot of money.
The outside world's perception of gender play has also changed, believing that some creators of "men dressed as women" have ulterior motives. Coupled with the official release of a call for a boycott of the female cannon, the relevant bloggers have been attacked to varying degrees, and some people have also angrily denounced the "unhealthy wind" under the works of the other parties.
However, Feng Xiaoyi's popularity was weak, and his own wind evaluation was extremely poor, and his dumping did not produce much deterrence. Until September 14, the well-known blogger Benny Dong Zichu suddenly emptied the video and posted on Weibo I am a, I am guilty, the situation is serious.
Soon after, Dong Zichu officially announced that due to force majeure, he would be ready to close his original beauty brand and stop updating products and content output within a limited time. As a "first sister" in the beauty area, he has accumulated millions of loyal fans over the years, and the annual sales of his personal brand once exceeded 100 million, and his influence is self-evident. The incident of Dong Zi's initial explosion spread quickly, setting off an uproar on the Internet.
What worries these bloggers of the same kind the most is that Dong Zichu is different from the sensationalist Feng Xiaoyi, and the persona is always a poisonous tongue lady with a stable style. True and false female cannon, the platform will be killed with a stick, does not it mean that the men dressed as women are completely finished?
Bad news ensued. Kang Yaya was banned, the cross-dressing bloggers deleted the works wildly, and Fang and the team were in a panic, working overtime to think about the transformation plan. Fortunately, there are many bloggers in the company's "Niang Cannon", and they found through comparison that this round of supervision did not affect the plot to the account, and the funny bloggers who laid out the content in the form of anti-strings, the traffic was still very good and stable.
Looking around, Mao Guangguang, Duo Yu and Mao Maojie, Dalian Wang Laoshi and other male Internet celebrities are based on the model creation of men dressed as women, but obviously different from new bloggers such as Feng Xiaoyi (hype) and Kang Yaya (yan value), the overall performance value is higher than the dressup itself, which also improves the safety of the content.
The official definition of "female cannon" is still very vague, all parties are slowly groping for the boundaries of the red line, and the theme of men dressing as women should not disappear in a short time. Bloggers in the regulatory crisis may be able to win a certain amount of living space.
<h1 class="pgc-h-arrow-right" data-track="51" when self-help is in progress ></h1>
As the saying goes, if you want to defeat magic with magic, you really can't beat it and join. The first plan formulated by the team was to be beaten up and continue to maintain the original female cannon personnel design, but the main purpose of the creation of the work changed from "fake and real" to "professional anti-counterfeiting".
Around 2016, Bufang began to upload beauty videos on Weibo, Bilibili and other platforms, but there was no traffic to teach straight men makeup, and the Internet celebrity career did not improve. Occasionally, a women's pet fan benefit, the data of his works has skyrocketed, and the content pattern has since opened.
Women's pet powder, traditional arts
Watching bloggers such as Wang Laoshi, Han Meijuan, and Mao Maojie become popular, they focused on men and women and taught fans how to be top green tea. Compared with similar creators, his advantage is that his makeup is comparable to transfiguration, and he can always shock netizens with the perception of "more girls than girls".
Nowadays, the idea has become "cracking down on counterfeiting", and the creative inspiration has increased in an instant. According to Fang's conception, he will next do the "True and False Beauty "Hou" King" series, each issue of the work still takes the cross-dress route, but the modern style of changing men into beautiful women is replaced by a delicate princess becoming a brave and fierce prince, and the painting style is immediately hard.
In this way, the work can still collect popular elements such as ancient style, dress-up, and anti-string," the fan base investigated, and the response was very good. Enthusiastic friends suggested that the beginning of the video should be written: please polish your eyes and beware of face value fraud. This will not only avoid vulgar content, but also promote masculine aesthetics, which is not good.
However, the theme of cross-dressing and counterfeiting is not uncommon, and women's clothing bigwigs such as red sauce and A Chun are pioneers. In July this year, Kuaishou anchor Chi Sauce Lianmai police officer Lao Chen, took off his wig on the spot to show off the identity of a boy, hugged his head and cried that "he has not deceived anyone", and immediately transformed into a network anti-fraud non-staff, with millions of fans in just one month.
And related institutions to crack down on counterfeiting is the fastest way to wash away history and rebuild human design. In fact, the relevant organizations have been contacted by the Non-Party team before the National Day, and the other party has expressed its willingness to publicize anti-fraud knowledge together.
However, with the recent locking of the work and the return to men's live broadcasting, the situation has become complicated again. "I am communicating with the platform, getting a specific reply and then deciding how to go later." No, I was helpless.
However, compared with his peers, he still firmly believes that he has chosen a relatively easy transformation path. He told Hard Candy Jun that there are eight or nine million-dollar fans of bloggers who choose to completely abandon the anti-string theme to become life bloggers, specializing in teaching ordinary boys to wear and make up.
In the view of the party, the data shows that pure male creators have been mixed very poorly in beauty and fashion, and the real fire is still Dong Zichu's kind. And teaching straight men to dress up and make up, to a large extent, is also the "feminization" that some people identify, and the risk behind it is not small.
Of course, these bloggers are at least in the field of their own expertise, and three or two decided to try to create plots, to Mao Maojie, Mao Guangguang, Wang Xiaoqiang and other predecessors. "Many old Internet celebrities have done enough depth in this vertical track, they all generally have the risk of peaking traffic, there have been problems such as homogenization and plagiarism, and it is so simple for newcomers to eat this bowl of rice."
More importantly, it is not emphasized that the good plot in the short video is performed in reverse strings, most of which is a reinforcement of stereotypes, and boys go to play the role of fine aunt, annoying green tea, strange girls, etc., it is easy to grasp the scale of bad scale to attract gender discrimination criticism. Previously, the works of their company's Internet celebrities were reported by feminist netizens for playing the rotten stem of "I smoke and wear a short skirt, but I am a good girl".
The supervision of the content field has always lacked standard rules, which inevitably makes people confused and confused. From the creamy little student Tang Guoqiang to the fresh meat idol Cai Xukun, and then to the pure desire internet celebrity Kang Yaya, every once in a while to reverse the female cannon, probably also a cultural custom of ours.