As a public oriented and influential individual, online celebrities should not incite money worship and challenge the red line of governance since they want to get traffic and become public figures with a certain degree of online exposure
Recently, there was a "small earthquake" in the online red circle, and many million level online red full platform accounts represented by Wang Hongquan were blocked. Netizens concluded that they have one common feature: frequently displaying luxurious lifestyles.
Correspondingly, on May 15, Tencent, Tiaoyin, Fasthand, Weibo, B Station, Xiaohongshu and other platforms launched a special governance announcement on the content of bad value orientation. In response to the recent problems of "extravagance and waste" and "money worship" on the Internet, all platforms cracked down strictly and advocated rational and civilized consumption and values.
In recent years, flaunting wealth has become a new track of online popularity. From Wang Hongquan to Bao Yu, they deliberately cater to some people's imagination of wealth and show off jaw dropping luxury life online.
For example, Wang Hongquan's video, with the elements of wall full famous brand bags, various imperial green jade jewelry, the plot of going in and out of luxury brands to celebrate the moon, and sweeping the goods from major auction houses, and the label of "there are 7 suites in a community in Beijing" and "not going out without 8 digits", creates an ultimate life, which simply reflects pride and luxury. This has accumulated a large number of fans for them. Wang Hongquan has more than 4.3 million fans on his Diaoyin account and more than 2 million fans on his abalone sister.
Just, This extravagant display can not stand scrutiny at all. Its form and content are full of a strong sense of design. The vulgar images are stacked to create a full screen of jewels, forming a strong visual stimulus to shock people in front of the camera 。 In particular, the life of the rich show off celebrities is so "stereotyped" that it is nothing more than eye-catching elements such as imperial green jade, pigeon eggs and diamonds, and limited luxury cars. It is difficult not to doubt whether there is a script behind it. No wonder netizens teased pointedly that every Internet celebrity is Ferrari. Do auto companies know that they have sold so many cars?
Whether they are rich or not, the key is the online red track they choose - pure and ultimate obsession with showing off wealth, and straightforward and low-level worship of wealth. This exaggerated communication and extreme exaggeration virtually convey a very bad value: the meaning of life, the value of work, and the pursuit of life can all give way to being addicted to money.
Philosopher Simmel once said that money is the bridge to the final value, but people cannot live on the bridge. Explicit online celebrity takes the enjoyment of extravagance and the daily life of spendthrift as the whole of life, which is obviously putting the cart before the horse. This is not only to lose oneself, but also to mislead fans.
In fact, before many online celebrities were dubbed this time, the illusion of getting rich overnight had caused social disgust and concern.
This concern resonates with the governance of relevant departments. In January this year, the "Qinglang · 2024 Spring Festival Internet Environment Renovation" was launched, which mentioned the renovation of "advocating wealth and money worship, and chasing stars without bottom line"; In April this year, the two month special action of "Clear and Clear, Rectify the" We Media "without bottom line blogging traffic" again named "Create rich people to cater to vulgar needs, deliberately show the luxury life piled up with money, and draw powder".
These actions undoubtedly send a clear signal to the industry that "the way to show off the rich online popularity is blocked" ” 。 It should also be understood, As a public oriented and influential individual, online celebrities should never incite money worship and challenge the red line of governance since they want to get traffic and become public figures with a certain degree of online exposure.
The essence of life is to pursue the truth of life. Both online celebrities and the public should be sober and rational. In front of the camera, we should not challenge social consensus and mainstream expectations under the temptation of interests; Outside the camera, you should also polish your eyes. You should not believe in the deliberately made furniture, which is biased by the pompous rhetoric. Life has its own logic. Dramatic display and empty value are just performances after all.
Huang Jingyi, Red Star News Commentator
Editor Zhao Yu
Red Star Comment Submission Email: hxpl2020@qq.com
