Mr. Gong

Shandong guy Guo Youcai is angry.

According to the WeChat official account of the China Youth Daily on May 23, Guo Youcai, who was on the live broadcast of "Heze Tree Brother" at Heze South Station in Shandong Province recently, led a city to fire with his own efforts because of his cover of "Promise". In just a few days, Heze South Railway Station has become a huge traffic field, and anchors from all over the country have poured in from all directions. Their "chaos" behavior has caused inconvenience to the local people. "All kinds of Internet celebrities have blocked the roads of the community, and they can't use any means of transportation to pick up children after school in the afternoon."

(Video source: "Brother Heze Tree"

Later, the Heze official issued two announcements, announcing that Heze South Railway Station would no longer hold various cultural and entertainment activities. Guo Youcai said that he would stop broadcasting for three days "to learn", and many popular online anchor accounts "following the trend" were closed.

Faced with the "sky shattering traffic" and the troubles of people's lives, the local people were clear headed and issued two notices to stop the "wild dance of demons", which was also an opportunity for all parties to reflect.

"What you sing in the morning is your dream, and what you bake in the evening is your life." Guo Youcai is the epitome of ordinary people's efforts to live. His personal live singing is popular, which is a good thing; It is also reasonable for the local government to seize the fleeting exposure opportunity to hire him as a cultural tourism recommendation officer. In this flow feast, what makes people feel speechless is the familiar taste of "one person is red, ten thousand people are rubbing".

It is reported that during the period of Guo Youcai's explosion, the square of Heze South Railway Station swarmed with more than 400000 people every day to watch, including some teams who did vulgar live broadcast. Previously, "Brother Coat", "Brother Ramen" and "Grandma Booth" had all suffered such "treatment" after they became angry. They were surrounded by Internet celebrity anchors from all over the country and shouted "Can't stand it".

(Screenshots of anchors from social media platform)

Some ordinary people "become popular at a high speed", which often has its own special features. It is inevitable that some people will look forward to the fever of dawdling, or at least get a bit of debris flow. However, the online celebrity anchor's "magic dance" has had a great impact on many people's lives, such as noise pollution, traffic paralysis, etc. Previously, the Drum Tower in Beijing, which was popular because of a song, and the No. 107 bus that passed by here became a popular online punch in point. An aunt said angrily because of traffic congestion, "What's good about this broken XX?", which once became a hot topic on the Internet. It can be seen that the traffic that affects the normal life of others is not necessarily the traffic that is respected and valued, or even has the risk of being eaten back.

Why is "Double popularity" often a phenomenon level communication event?

From the perspective of webmasters, the root lies in the lack of ability and creativity to produce high-quality content. In order to maintain the popularity, we can only fly like flies without a head.

From the perspective of the platform, attention is the flow, the real gold and silver. When the main content of the platform is in a low quality and homogeneous state for a long time, it is obviously difficult to meet the expectations of netizens. Therefore, a simple way to maintain flow heat is to create heat by draining and pushing the flow. Whether it is creating "double popular" online celebrity individuals, or creating online celebrity attractions and online celebrity topics, as long as the "grass planting - grass pulling", "participation - card punching" and other paths can be copied and pasted continuously on the platform, traffic will be stable.

Therefore, the "double popularity" is actually formed by the story of an individual, the platform's streaming dominance, and the popularity of the anchor's "group performance".

However, the "fast fading" of the "fast becoming popular" online red is also normal. When the traffic fades, the public opinion field is full of chicken feathers, and the melon eaters inevitably become the fodder of the traffic carnival - online celebrities, platforms, and the lively anchors, all of which are more or less profitable. Only the netizens spend time and energy, but they can only look at each other in the end. It seems that they have not gained anything to support, so they have to lift up their benches to watch the next "double popularity" The story or accident of.

(Cartoon Zhao Chunqing)

When high-quality content drives netizens' attention and naturally forms a hot spot, it becomes a hot spot created by a few people manipulating flow valves, and the connotation and value of "hot spots" change. More and more people are feeling their disappointment and leaving is a matter of time.

In reality, there is no such negative teaching material. For example, when the social media hot search list was just emerging, most of the events on the list were spontaneously searched and clicked by netizens. Later, some platforms were flooded with commercial behaviors such as hot search and ranking, distorting and taking advantage of the attention of netizens, and even being severely ordered to rectify by the relevant departments. Now its influence has changed.

It is not only the online celebrity individuals who should cherish their feathers, but also the traffic creators who provide rich soil for online celebrity and have the ability to create online celebrity "myths".

The problems behind the "double popularity" should be faced squarely. The lack of high-quality content is an indication, while the long-term development path of social platforms and even the Internet ecology is an inside one.