Did your college shiver?

Editor’s note: This article comes from WeChat public account “Hedgehog Commune” (ID : Ciweigongshe), author , chief of the garden, editor Zhao Siqiang .

This cross-region, content-intensive, large-scale “gathering party” has no organizers and no moderators, and participants have achieved unprecedented participation in the barrage and interaction, and in the ceremony during the carnival Continuously strengthen identity.

Search for “Shaking Shoulder Dance” at station B, and you will see more than 1,000 related videos (the upper limit that station search can display). A considerable part of it was uploaded by students from various universities.

Along with dynamic music, young and foreign-styled college students danced the earthy “embarrassing dance” on campus, in the open space under the Boya Tower of Peking University, on the sundial at the southern end of Tsinghua University Lawn On the side, there are shivering dances everywhere under the sycamore tree by the lake of Zhongchuan Piano.

A short video relay similar to the “Ice Bucket Challenge” is having a ripple effect on university campuses across the country.

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Shaking shoulder dance video of Renmin University of China, Up host: HCL old thief

Especially at the Renmin University of China where the school badge looks like three “twisting human figures”, the creators of the National People ’s Congress fully used the “school badge stem” in the shoulder-shaking video. When three students appeared at the gate of the school to imitate the school badge and shake their shoulders, the barrage at station B burst like a firework in the festival. The volume exceeded 1.5 million at station B.

The shoulder-shaking dance is completely hot.

Who’s making a shake?

Shoulder dancing and its “standard BGM” “Coincidance” are not new. The “Coincidance” MV was released in April 2017 with the creator named “handsome dancer”. The dance step of this song supporting MV is magical and brainwashing,There are many shoulder-shaking movements, so it is called “shoulder-shaking dance”.

As early as 2017, this dance created a wave of viral transmission in China-because it can move the shoulders and benefit the body, many medical staff took the lead in jumping up, with hospitals and departments as the unit Started a short shoulder-shaking dance “relay”, but did not “out of the circle” further.

“Shaking shoulder dance has recently become popular in colleges and universities, but it is actually a kind of” turned red “”, the creator of the School of Journalism and Communication of Tsinghua University, and Fan Zhuli, Up, told the Hedgehog Commune (ID: ciweigongshe).

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A line chart of the video about shoulder-shaking dance at station B in 2019, Source: How dare you ask Jun to listen?

The “Burst Fire” of shoulder-shaking dance started in late September 2019. As early as June 2019, Up’s “Chen is not longan” from the Nanchang Institute of Technology began to prepare for the campus version of the shoulder-shaking dance video. Gui Yuan told the Hedgehog Commune that he and his friends saw the original “handsome dancer” and felt “especially flavorful”, so they started to shoot the video of the shoulder dance.

Guy Yuan has created a lot of life records and short videos out of the box, and explored some photography and editing experience. In the summer vacation, he pulled in more than ten classmates and built a QQ group, ready to start shooting after school.

The presenters in the video are ordinary college students, and no one has a basic dance. The Nanchang Institute of Technology in which they are located is ranked in the province, but the popularity of the school is relatively limited across the country, which cannot bring too much traffic bonus to these creators.

Even so, this video is “exploded.” Longan remembers that the video’s playback volume at station B rose from over 200 on the first day to over 100,000 on the second night. She was full of excitement and “unbelievable”-“It ’s been so long Video, it ’s still popular on the first video. “

After the shoulder-shaking dance video became popular, many universities’ Up masters began to find longan and wanted to learn from the ideas and ideas in this video. “It should be that we led colleges and universities across the country to make shoulder-shaking dance videos,” Gui Yuan told the Hedgehog Commune, shoulder-shaking dance can be so hot, “a large part of the reason is because of our small team.” In this regard, he felt “a kind of pride”.

Many universities such as Fan Lili from Tsinghua University also told the Hedgehog Commune thatPopularity, it is precisely the head of Up of the Nanchang Institute of Technology that “the minister is not longan.”

For the next period of time, the same excitement and unbelievable mood as Guiyuan will continue to emerge from the hearts of Up masters from Fudan University, Southwest Jiaotong University, and Renmin University of China-their videos are also “exploded” “.

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Fudan University’s shoulder shake video, Up host: fart peach beads

It took less than two days for “Fart Peach Bead”, the host of Up, Fudan University. In the busy mid-season “Extreme Operation”, he kicked out a video of a campus shaking shoulder dance. Beads told the Hedgehog Commune, “I feel very bloody when I do it”: I decided to start at three o’clock in the afternoon on the first day, and wrote the script that night, and the next day, I finished shooting all the materials during class and meetings. It kept editing for a moment, “the hands were shaking when they were finally sent out.” This video has now been played more than 500,000 times.

In contrast, the shoulder-shaking dance video produced by Up Master “SmileTVzzz” of Southwest Jiaotong University is more refined, and the position, movement and color adjustment are very particular, and even have some “movie feeling”. For this video, the “SmileTVzzz” team spent three days and three nights, and more than 1.2 million views also made their efforts pay off.

The “HCL Old Thief” of the People ’s University of China ’s Up thinks that the “local advantage” is very big in the shoulder dance of the People ’s Congress. There is no sense of disobedience. “HCL old thief” and classmates formed a short video team, there have been many works before. In a week, they completed the video of shaking shoulder-to-shoulder dance. In order to save enough time for the video to “swipe the screen”, “HCL old thief” made a video one night after the video, and deliberately waited until the next morning to upload it.

“Every time we play 10,000 more, everyone cheers in the group.” “HCL old thief” told the Hedgehog Commune. Now, the number of broadcasts has exceeded 1.5 million, and they have cheered for how many times.

It’s not the shoulder-shaking dance that fires, It’s the “cloud gala” of college students nationwide

In his shoulder-shaking dance video, Fan Lili mentioned a unique “item” of Tsinghua University—the physical education class requires a three-kilometer run. Running against the cold wind in Beijing is a compulsory requirement for Tsinghua undergraduate boysclass. In the barrage, many people expressed their curiosity and concern about this “Tsinghua characteristic”-“Students will still suffer this kind of crime?”

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The barrage word cloud picture of the station dance shoulder video B station, Note that the keyword “school emblem” has been mentioned the most in the barrage, How dare you ask Jun to listen?

This case of breaking cognition appears in almost every college shivering video. To the audience, universities, especially the so-called “prestigious schools,” often feel serious. They lack access to content that shows the details of real life in the university.

The shoulder-shaking dance videos of colleges and universities provide this channel, giving the outside world a window to understand the true lifestyle and thinking of college students, allowing users to experience the unexpected contrast directly: “Learning Ba” will also A serious dance of earthy flavor, under the halo, also faces many challenges in school and life …

This contrast is not only interesting for users outside colleges, but also for college students. Master Zhu from Fudan told The Hedgehog Commune. “There are a lot of people who reported their school in the barrage. Everyone has a sense of participation and identity in the process of watching the video.”

The video of shaking shoulder dance has also become a message board for college students. Not only do they “re-billion times” in the video of their alma mater, they also “sightseeing punch-in” in the videos of other schools, and learn about the style and characteristics of other schools like a series of doors. The video content itself also has the characteristics of community interaction, which constitutes a unique way of communication.

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Short shoulder dance video from Southwest Jiaotong University, UpUp: SmileTVzzz

When talking about “Why Shoulder Dance Swept the College Circle,” Southwest Jiaotong University’s Up host “SmileTVzzz” told the Hedgehog Commune, “Everyone makes videos around the same theme, just like universities in China Lianhuan. This super large-scale “LianheUp host: Communication University of China, etc.

The playback volume proves that these creators are right about the local flavor. The official Shaanxi dance video released by the Communication University of China, which integrates various earth flavor elements, reached nearly 300,000 in a few days. Velocity of red is almost visible to the naked eye.

“That’s it for the first time watching Shake Dance.” The creator of Renmin University “HCL Old Thief” said, “But the more you look at it, the more you can’t help but laugh and think it’s still It ’s interesting. ”The first time I watched the soil taste video, I usually felt a bit“ weird ”. Once accustomed to those soil taste elements, people tend to be“ addicted ”.

What is the magic of the earthy taste element?

“Shoulder dance is a very relaxed form, it can help everyone relieve stress.” Fudan University’s creator Zhu said that this is an important reason for shoulder shake to get fire. In the introduction of many shivering dance videos, “Once a day, prevent depression” can be seen everywhere, both viewers and creators think this is an effective way to reduce stress.

The local flavor culture represented by shaking shoulder dance relatively represents an informal context-people can relax in this environment and simply enjoy the “earth flavor” and “sand sculpture” The sense of joy, temporarily forgetting the stress of work and life.

The element of earthy flavor can be popular, and it cannot be separated from its advantage in communication.

The transmission of various earthy “stems” is often copied-the creators use the same “stems” invariably, that is, the phenomenon of “human nature is a repeater” in the process of transmission. This can be explained by the concept of “meme”.

Richard Dawkins puts forward the concept of “memes” in “Selfish Genes”. Memes are the genetic genes of culture. It is the basic unit of cultural change. In the process of cultural renewal, people realize the inheritance and innovation of this culture through conscious or unconscious reproduction of typical behaviors in a particular culture.

Chang Jiang, an associate professor at Tsinghua University, has explained that the cultural influence of social media is almost entirely based on imitation in explaining the concept of “memes.” Netizens use all kinds of earthy stalks like repeaters, which is a kind of copying behavior in itself.

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“The Source of All Evil”, Nanchang Institute of Technology’s short shoulder-shaking dance video, UpMaster: The minister is not longan

There is a view that “the nature of man is earth and vulgar.” The consumption threshold is lower and the earthy content is easier to become a “meme”. In the process of people copying and using, it gets viral transmission and expands the “infected” population.

Furthermore, the transition from “soil” to “tide” also frequently occurs.

After “infecting” some key nodes of transmission, especially celebrities or celebrities, the local flavor content has also been able to transform to “tide”: after public characters and even official re-interpretation and use, it was originally very local flavor The content may not look so “earthly” anymore, but has become a new trend.

Disco wolf disco, the “Divine Comedy” that burst into flames in the “China New Rap” in 2019, was once regarded as an unsuccessful “screaming wheat”, which was covered by a number of stars and host Zhu Guangquan, Chen Weiting, Luo Zhixiang After processing, it has now washed away most of the earthy temperament and has become a unique musical “trend”.

There is also such a trend from “soil” to “tide”.

On November 19, 2019, the official Weibo of People’s Daily reposted the shoulder-shaking dance of “Production” by Peking University, “Injecting soul!”, in the retweet, the official Weibo of People’s Daily wrote this. It is also recently that the shoulder-shaking dance has become more and more accepted by the mainstream public opinion. After sweeping the college circle, this magical dance step may also move towards the whole society.

[Note 1]

Some of the above scholars’ interviews are from the public account. How dare you ask Jun to listen?

Author: Xin Mei Yee He Yuqi Lu Jianan