BGM sounded and a “Thunder” appeared.
Unsurprisingly, this year is also a year of the “Renaissance”. The fight for the taste of the local culture is like a social media reservation every year. The war of saliva flew, gaze, symbol, judging ugliness, bottom-level carnival, sociological vocabulary arrangement and combination, and a ukiyo-e world emerged.
The Chinese Internet has been advancing for many years, and it is time to focus on the battle for meaning even when surfing the Internet. The forefoot has just been conquered by the army of fortresses, and the hind foot is the game of public opinion.
Laughs have n’t hiccupped in the throat, and came in three sighs, but today we do n’t define it, just let the “waving flower” dance disco, talk about what is the local culture and how is the cycle Sexually caught in the battle of reincarnation.
01
When the graphics and texts are ebb, the first year of video is coming
The birth and revival of local culture is closely related to media changes.
After 201 years, with the demise of the physical buttons on the mobile terminal, the golden decade of the popular voice in the graphic community gradually ended, and the bells of the video went from far to near.
Hidden changes, a large number of users flooded into the digital community. According to CNNIC data, by the end of June 2010, the number of mobile Internet users in China reached 200 million, and three years later, this number was 460 million.
The surge in mobile users on the Internet is not only an expansion of the ambitions of the new generation of Internet people, but the expressive desire of users has also squeezed opportunism.
Live broadcast and short video ride on the morning bus.
In 2013, Kuaishou transformed from animation production tool into a short video community. With its concise product logic, Kuaishou has accumulated extremely sticky second-generation users.
This group of users took root in Kuaishou, and then grew tenaciously. Soon, the young people in the town who were called the silent generation started the god-creating movement, and the microphones and spotlights were handed over to the grassroots.
Shou Mai and the society shake out strong appearances and become the label of the era of the local flavor 1.0. And MC Tianyou and Paiqi Qi and other anchors were crowned by traffic and stood at the center of this expansion.
In 2016, a tweet “Cruel Underlying Story: A Rural China in a Video Software” of Dr. X on the WeChat account swept through social networks. In the comparison of naked classes, mainstream discussions followed, and the local culture was thoroughly Ripple ripples, from a carnival to a lot of attention.
This is a story that happened in the online world, but in the business world this story is another way of writing.
The short video came to the fore with controversy in 2016. Vibrato was born, and Meipai caught up, and the following year, Tencent also restarted Weishi. Lightweight video creation was rolled out in this year, and live broadcast platforms such as Tiger Fish also came to an end.
In the book “Redemption of Journalism”, it was mentioned that “news production has entered the post-industrial era, and the audience can break in and complete most of the production process with only an iPhone. What is more terrifying is that these The entrants are not only fully armed, but also united through social media. Not only do they break into the hereditary territory of traditional media, but they also open up new territories and rise up on their own. “
As the changes experienced in the field of graphics and text in the past, traditional media and self-media share creative tools, the transfer of discourse power, competition for attention, and the rise of new and new users. One by one in the field of video, but this polarization is stronger.
Because of the technological advancement of basic tools, the threshold of video production is extremely low, and the quality of creators varies greatly. The content pool is diverse and complex, and the fierce local creators and professional celebrities held by MCN have gathered together, and the media ecology has changed.
The other side of the coin is, “When the entire media ecology changes, the audience of the media cannot change.”
In the 2017 Internet Hot Words selection, there are many hot words derived from the local culture. “Trusted the old iron, double-clicked 666, Pipi shrimp let’s go …” Frequently made the list, and on social media, the per capita “social you X sister, social you X brother”, “arrange, arrange.”
This year is also a glorious year for MC Tianyou. Satellite TV Spring Festival Evening and popular variety show invitations came one after another, shouting that Maijie was in the limelight for a while.
And public discussion has scrutiny, goodwill, and sharp criticism. But regardless of whether it is positive or negative, the local flavor culture has killed a sky in the subculture track.
But for MC Tianyou, it ’s not a good thing that fame comes too fast. His fans are basically complicated, and he is caught in a dispute of loyalty and inevitability.
Without shouting for two days, MC Tianyou was blocked, and those who stood on the trial stage together also had cards Qi.
All in all, the spirit guys at the 1.0 stage of the local taste started their dreams with a short time before they were beaten by the iron fist of socialism, but this does not mean that the local culture of the local tastes will also die down.
02
Everyone ’s local flavor creation and organization ’s e-commerce delivery
The hanging sword fell, cutting off the sharp tide.
Video and live broadcast platforms have started self-examination, and the layered local flavor 2.0 era has begun.
A new delegation of local flavor culture was born at Station B. Generation Z, who played in the stalks of the ghost and animal district, brought out local flavor stars such as Gao Fei, Huanong Brothers, and Giao Brothers. On Weibo, “Tuwei Dad” and “Tuwei Excavator” attracted a lot of attention in the social media field by moving videos.
Then, it is the dissemination of earthy expression packs, users make sentences, and then create stalks, video production and graphic creation influence each other, and make a circle together.
With the arrival of 2018, the wave of the idol ’s first year has raised the sails of local culture.
“Idol Trainee” and “Creation 101” appeared one after another, and the local flavor support became popular.
“You vote for me and I vote, Sister Ju will debut tomorrow!”
“You are lazy, I am lazy, Sister Ju will have to lose her job!”