We have witnessed the entire evolution of a large social public event.
Editor’s note: This article is from the micro-channel public number “DT Finance” (ID: DTcaijing) , Author: Prefer DT Jun of the mixed circle.
These days, presumably your Weibo and circle of friends have been swiped by the “227 Incident”.
At the end of February, fans of Xiao Zhan were dissatisfied with a fan work called “Falling Down” to “feminize” Xiao Zhan, so they reported the work and the platform on which it was published on a large scale. The author community has caused irreversible harm.
This kind of party disagreement not only angered the fandom circle, but also made many other “enclosed spontaneous” people empathize, forming an opposition alliance with enemies and forming a confrontation with Xiao Zhan fans.
(I know the excerpt from the speech of “Goose by the user” on “227 event”)
Because the outbreak of the event began on February 27, everyone also refers to this as the “227 incident.”
In the next few days, one side is “Apologize to Xiao Zhan Studio”, the other will post the post-war support, and they will dominate the hot search on Weibo, while they will be super talked with “227 historical moments” and “227 great solidarity”. There are already hundreds of millions of readings, and this matter is still fermenting.
In this article, in addition to focusing on the impact of the “227 incident”, we will also analyze the rice circle culture that led to this incident, why is it deformed like this?
1, A picture gets “227 events”
Let ’s take a quick look back at what happened. Readers who already know “227 Incident” can skip this part.
Old rules, according to the collation of the existing data, we sorted out the timeline of the “227 Incident” development.
![Why does the rice circle culture look like this? Speaking from the incident of Xiao Zhan 227]()
From February 26th, under the leadership of 2 “Fantou” fans, Xiao Zhan fans started reporting. Reporting “Frequent Achievements”: Lofter started to remove fan content, AO3 posted it, the official website was blocked directly, and station B’s same-sex content was blocked … This ignited the anger of various circles.
Everyone’s loss is irreparable, so I hope the creators will pay the same price. In addition to the most affected fan fans, Japanese and South Korean, European, American, and animation comrades also joined in, forming a 227 unity to jointly resist Xiao Zhan and his fans.
On February 28, Xiao Zhan’s Lofter Square was “slaughtered” (a certain section was eliminated and called “slaughter”), and related topics also appeared on Weibo. At this time, it was observed that Xiao Zhan’s team, who was in a bad situation, suspected to be on the court, and gradually removed the hot search and reduced the heat. These actions directly detonated the entire incident.
On the same day, the 227th regiment began to focus on Xiao Zhan’s business endorsements. In addition to calling netizens who have purchased Olay products from e-commerce stores to obtain physical invoices from outlets, they also flooded into Xiao Zhan’s endorsement brand’s Weibo and Taobao live broadcast rooms and bluntly refused to purchase related products.
Meanwhile, the Douban score of Xiao Zhan’s works has not been spared. On March 1, Xiao Zhan’s “Chen Qingling” appeared in a large number of one-star reviews in a short period of time. This web drama was once given a lot of positive reviews, and its rating dropped from 8.2 to 7.9.
Due to pressure, fans of Xiao Zhan confessed to two leaders who reported the incident, with the intention of reducing the impact. On the evening of March 1, Xiao Zhan Studio issued an apology statement saying: We are deeply sorry and apologize for the impact of this incident.
But from the results, an apology alone cannot anger the public. As we mentioned earlier, the 227 Regiment hopes that Xiao Zhan and his fans will receive the same damage and pay the same price.
Starting with fans screaming for the report key for Xiao’s battlefield, there is no winner in this online game on the Internet-the range of victims continues to expand.
2, lost idol star paying for fan behavior
The damage to fans so far may be mainly emotional, but their idol Xiao Zhan has begun to pay for fan behavior.
Rice circles once defaulted to the view that fans do n’t behaveTo rise and cook (same as “Zhengzhu”). But after this incident, less than 15% of netizens believe that fans should not pay for idols, and nearly half of netizens believe that idols should be responsible for this, and nearly 40% of netizens think it depends.
The reason given by netizens who think idols should pay is that traffic stars and fans are inseparable. Since artists enjoy the dividends brought by fans, they should naturally also bear the negative impact brought by fans.
(Weibo users take fan donations as an example, trying to explain the logic of “Idol behavior should be paid by fans” from a positive perspective)
While you are still willing to buy products endorsed by Xiao Zhan? Now more than 40% of the people have clearly stated that they will not buy them. Considering the huge number of fans in Xiao Zhan, 227 regiments / passers can still cast such a high percentage, and the commercial value of Xiao Zhan has undoubtedly been affected.
In another survey, we can still see the anger that netizens failed to calm down.
Weibo user @ 长春 太 威武 has launched a poll “Do you want Xiao Zhan to get rid of it?” A total of 300,000 people have participated as of the afternoon of March 2. Among these 300,000 people, more than half of the netizens expressed the hope that Xiao Zhan would flop on this. At the moment when the traffic volume must be discussed, Xiao Zhan undoubtedly has more copper walls and iron walls.
The damage to fans so far may be mainly emotional, but their idol Xiao Zhan has begun to pay for fan behavior.
Rice circles once defaulted to the view that fans do n’t behaveTo rise and cook (same as “Zhengzhu”). But after this incident, less than 15% of netizens believe that fans should not pay for idols, and nearly half of netizens believe that idols should be responsible for this, and nearly 40% of netizens think it depends.
The reason given by netizens who think idols should pay is that traffic stars and fans are inseparable. Since artists enjoy the dividends brought by fans, they should naturally also bear the negative impact brought by fans.
(Weibo users take fan donations as an example, trying to explain the logic of “Idol behavior should be paid by fans” from a positive perspective)
While you are still willing to buy products endorsed by Xiao Zhan? Now more than 40% of the people have clearly stated that they will not buy them. Considering the huge number of fans in Xiao Zhan, 227 regiments / passers can still cast such a high percentage, and the commercial value of Xiao Zhan has undoubtedly been affected.
In another survey, we can still see the anger that netizens failed to calm down.
Weibo user @ 长春 太 威武 has launched a poll “Do you want Xiao Zhan to get rid of it?” A total of 300,000 people have participated as of the afternoon of March 2. Among these 300,000 people, more than half of the netizens expressed the hope that Xiao Zhan would flop on this. At the moment when the traffic volume must be discussed, Xiao Zhan undoubtedly has more copper walls and iron walls.