Doctrine and business.
Editor’s note: This article from the micro-channel public number “hard candy entertainment” (ID: yuleyingtang) , of: Li Chunhui.
For the third time in a short time, the topic of women ’s rights is involved, as Hard Candy Jun once mentioned: gender conflicts have become the main contradictions on the Internet today.
In the “Wars” of the last half month, Xiaomi’s candid female copywriting and “Yu Huan Shui” ‘s mocking feminist lines are probably won by the female discourse. The former is a complete victory, and the latter has reached internal consensus. And the surname of the child who should go to Papi sauce is obviously a feminine crisis. Not only do they “lost popular support” in terms of public opinion, but the “cut off relations” within women is even more shocking.
Now that the spread of the incident is basically over, Hard Candy is more interested in reviewing its process and subsequent impact. We can basically clarify the fact that whether it is feminist or anti-feminine, it is a business for professional content creators.
This is not to say that women ’s rights have such a market gene. Today, all kinds of doctrine are made into business. This is not a bad thing. If you do n’t do business, you wo n’t do much to do business. After all, it’s not too early to be unprofitable. If we condemn the boss, we only know that we use dreams to draw the pie, and we don’t give employees real benefits. Then there should not be excessive criticism of content people, thinking that they should use love to generate electricity.
Of course, they are all doing business, and there are gaps in level.
Successful anti-killing crisis public relations
For most of the hot topics, the depth of eating melons basically stops at the Weibo hot search, browses several discussions with different views of KOL, and then publishes a few personal thoughts, friends with the same or different ideas Resonate or dispute a few words and you’re done. But if we fully review the whole process of “papi sauce children are being scolded by extreme feminists with their father’s surname”, it will be very interesting.
In the first stage, the germination was promoted by pulling out seedlings, which originally had no such power.
At 12 o’clock on May 10th, Papi Sauce posted a Weibo on Mother ’s Day holding her child. At 13 o’clock, the Weibo was reposted by a feminist blogger and commented that “Papi Sao Shengwa became very tired afterwards, but the child still followed his father’s surname”, which became the fuse that detonated the whole incident.
There are two key points to solving the problem. Firstly, in the microblog forwarded by feminist bloggers, papi sauce did not mention the child’s surname. But in the past content of PAPI sauce, it was indeed called “Little Hu”. It can be preliminarily inferred that feminist bloggers have a planned hope to use the papi sauce to introduce the issue of crown surname rights.
PAPI sauce is certainly the right person. Even if it is not said to be feminist, there are independent women who set up papi sauce. Her own content, such as “Women Are Really Not Good”, imitates and ridicules the inequalities encountered by women. It is easy for the audience to regard them as “independent female pioneers” in this resonance and vent. Not to mention that when she went to the variety show, she said that she would go back to the house every year, and hadn’t been to her mother-in-law’s house for several years. At that time, it was also a hot search and a hot discussion, and young girls were simply regarded as feminist models.
Papi sauce has the fundamentals of the female market and is the first internet celebrity. It is undoubtedly the most effective to use her to launch this problem. Some people say that you can promote your ideas, but why should you take care of others’ affairs? This is also true, but on the other hand, it also deviates from reality.
This is the simplest reason to spread. Simply calling for a point of view has no power at all, it must be attached to the individual and have a practical and perceptible story. On today’s Internet, it is best to be negative in order to maximize the volume of sound.
But we also need to pay attention to the fact that the so-called “fighting around” extreme women’s rights are actually very small in the right of KOL. The largest feminist blogger is on the order of millions of fans, but a few. This “starter” blogger has only 100,000 followers. After the Weibo was posted, it received dozens of comments.
This is the second point that Hard Candy Jun said to solve the problem. Extreme feminist bloggers have the desire to “make things happen”, but they don’t have the ability to make things big. Therefore, you don’t have to worry about social courage. You can scold some bad words, just those people.
At this point, the spread has entered the second stage. There are two paths. One is that the marketing account found this content with explosive potential, and began to forward the manufacturing topic; the other is that Papi sauce found this negative public opinion and began crisis public relations.
This is the spreading torrent that we can see when eating melons. A large number of Weibo marketing accounts forwarded questioning the extreme feminist rights and the “title right”Quite papi sauce. On the morning of May 11, the incident was posted on Weibo.
From the perspective of the participants, time and content of the entire communication chain, we can basically make it clear: Papi sauce is not scolded for hot search, but is supported by hot search.
This situation is no stranger to people who eat melons. It is always when we refute rumors that we know that this rumor has been passed; when we support xxx, we know that xxx was resisted by someone who does not know where. What we saw was just the tip of the iceberg exposed on the hot search.
The hot search was the third stage of the spread and it broke out.
As mentioned earlier, Hard Candy seems to imply marketing hype. But in fact, the so-called marketing ghost talents and sailor leaders are not so omnipotent. Going out of the game and buying a hot search may not really lead to fire. Entertainment is looking for topics every day, and Weibo has a lot of hot searches every day. Not many hot topics really constitute hot topics.
In the final analysis, the question of the rights of surnames and women ’s rights has a solid mass foundation. One is the reality level, the second child tide brings the feasibility of the female surname. At the same time, women’s property inheritance appeals are also closely related to the right of surname;
Secondly, on the ideological level, gender tearing is intensifying on the Internet. In terms of feminism, after experiencing long development and practical difficulties, it is now more inclined to speak strongly. On the male side, apparently stereotyped prejudice and counter-attacks have been formed against the “female boxer”. Eventually created a topic of high traffic.
Who is the winner in this marketing or communication? The biggest winner on the surface must be papi sauce.
Birth has not stopped her career. Through this incident, the topic of her childbirth has far overshadowed Zhang Ruoyun and Tang Yixin, who had children at the same time, and public opinion is on her side.
Hard Candy does n’t think that the whole incident was planned by Taiyang Chuanhe. This should be a highly successful crisis public relations. Although feminist bloggers have little influence, they are, after all, a thorn. We now have no chance to know which direction public opinion will take if it is allowed to develop freely.
On the feminist blogger ’s side, Weibo has a batch of numbers. But considering that they are not really big, “reincarnation” is actually better thanEasier. It’s not too bad to be on the big stage for the first time this time. Otherwise, their influence is really too small. In the feminist camp, they belong to a group with few people to follow or even to see.
“Extreme” is a weapon of Chinese women ’s rights or a cancer?
After talking about business, let ’s talk about doctrine. Feminism must have been frustrated this time, one is stigmatization, and the other is personalization. This was also the main method of the anti-feminist movement in the 1970s.
The extreme views, irritability, and outrageous words, these hard candy kings do not need to elaborate. It is probably the impression that the feminist camp in the Papi sauce crown surname rights left the public, and there is no lack of authoritative media. Verbally Once characterized as such an impression, it also means a weakening of the right to speak. The standard of extreme or not is actually very vague.
What is extreme feminism? Hard Candy Jun would like to discuss a “moderate feminist” viewpoint that has been popular and repeatedly mentioned this time: that feminist rights should be the right of women to choose. She can choose either a family or a career; she can choose years and years. Well, you can also choose personal struggle. Accompanying this includes, but is not limited to, claims for women’s rights for the full-time housewives to fight for their corresponding rights.
According to Hard Candy, if the women ’s rights are equal to men ’s and women ’s rights, then this “option” is really “extreme”. Do men have the freedom to choose a family and a good time? Actually not. If men do n’t have the freedom to cook at home, then women who are housewives ca n’t ask too much from the perspective of equality.
A boy is mostly encouraged to struggle since he was a child, but women have been given the right to “keep calm for years”. When men face a straight road, women look left and right on countless forks. The more they move forward, the more they seem to lose.
In the opinion of Hard Candy Jun, women generally lack stamina in the workplace, not only physical problems and fertility problems, but also women ’s self-doubt and self-abandonment under this “option”. Human inertia is very strong, and it can be a kind of happiness if you do n’t work hard. You wo n’t be laughed at. It is natural to lie down.
Marxist feminism believes that the root cause of inequality between men and women is economic inequality, and that women ’s unpaid housework is exploited. Hard Candy Jun thought of a Japanese drama that had forgotten its name. Housewives went to each other’s house to work, creating the market value of “housework” perfectly.
This is a joke. But if a full-time housewife wants to be recognized for houseworkThe value of action should be fought for by themselves and their husbands. For professional women, full-time housewives are essentially their “enemy”. They have become a strong backing for their husbands, allowing professional women to face unfair competition in the workplace.
When it comes to extreme feminist rights, the surname right is certainly not an “extreme” because it is a right that has been expressly recognized by Chinese law. But in social reality, it really seems to have to resort to “extreme” words and deeds to really fight for this legal right.
Personalizing the title of the surname, that is, “what is the surname of your child is your own family (or others)”, is a general market idea.
But is this really a matter of “own home”? The surname is a person’s identity in the society. It follows the father’s or mother’s surname and is the condensation of the social atmosphere. If the social atmosphere is that there are many people who follow the mother’s surname, or well-known figures follow the mother’s surname, then the most cowardly mother may also dare to ask for the baby’s name. Therefore, the feminist bloggers only wanted to find the papi sauce “touch porcelain”. It is not very common to use “you see that even xxx is like this” in the family to prove the rationality of its own requirements. No one should pretend to live in a vacuum.
If you ask Hard Candy Jun personally, I do n’t care what the surname is. Nengong, Ximen, Linghu, Murong are the best, the more fashionable, the better. But in some regions, the surname is deeply linked to inheritance of property and the concept of blood. Gender tearing is so serious that, in the final analysis, it is also for today ’s young people that housing prices are high, work is difficult, the accumulation of seniors is more, and the jumps they can achieve are less. With so many social resources, there is also a need to re-divide between men and women.
In the short term, domestic women ’s rights may be difficult to get rid of the “extreme” hat. How should the path of Chinese women’s rights go? The hard candy Jun has a humble opinion: The appeal should be gentle, and the way may be tough.
A gentle and reasonable appeal is the only one that can unite the most power and is the one that can be fulfilled. Only by thundering means and breaking through the sky can we open a window in the way of solidifying the way of life and thinking for thousands of years. Let men and women breathe some fresh air-under non-equal environment, men are also under great pressure.
Finally, say two sentences of PAPI sauce. Although the crisis public relations won a great victory, but passers-by is actually a kind of thing that sways with the wind. Papi sauce will have to face some people’s hearts. Douban and Zhihu repeatedly discussed whether there is hype in papi sauce and its impact on the feminist movement.
This means that the most active entertainment users in the Chinese world may take papi sauce more strictly in the future, and they may have been loyal users of papi sauce. After burying this thorn, there will be a little weakness in the future and it will be pierced.