Text | Entertainment Unicorn, Author | Sugar Fried Hawthorn
"In the next three dramas, the real names of Renyitang and Tang Xianyou will definitely become important plots in the drama." The last wave of public opinion topics at the end of May was handed over to the reasoning writer Zi Jinchen — — The original author of Hidden Corner and Silent Truth. And this right protection, which was ridiculed by netizens as "miserable and funny", has a different temperament because of the addition of "online celebrity Program" and "1818 golden eye".
On May 29th, Zi Jinchen went to a traditional Chinese medicine hospital to treat lumbar muscle strain. After spending 4,500 yuan on a small molecule anti-inflammatory needle to make the low back pain stiff and went to the hospital to seek an explanation, he shouted "1818 golden eye" and "took orders" in the afternoon. On the evening of 30th, Zi Jinchen appeared in "1818 golden eye", and the number of related videos was over 10 million.
An hour later, the official micro-synchronization health bureau imposed administrative penalties on the hospitals and doctors involved; On June 1st, Ada Choi issued a statement saying that he had never treated any diseases in the hospital. Celebrity appearance, celebrity rumor, online celebrity program blessing, public opinion boosting,The phenomenon of "fake medical institutions" quickly triggered a storm of investigation: Yesterday, Zi Jinchen announced the latest progress that the Health and Health Bureau had inspected 16 medical institutions and filed 7 cases for investigation.
At this point, the first celebrity’s rights protection incident in 1818 golden eye has been successfully solved, but the focus of public opinion in the whole process has gone astray: "dream linkage", "breaking the dimensional wall" and "sure enough, everyone in 1818 golden eye seems to have a low IQ" … … People’s livelihood programs and network celebrities and stars seem to be forming a strange chemical reaction.
Sand sculpture temperament, large-scale magical realism, and wonderful flowers, 1818 golden eye has been successfully published by virtue of its unique painting style, becoming another kind of "good heart" for young people, and naturally there is a younger way to interpret it:The era of face-breaking.From the unexpected popularity of Xiao Wu, the hairline, to the fact that Xiao Zhang, whose hand was cut by the glass door in the bathroom last year, incited more than 1.5 billion Weibo readers, the "1818 golden eye Handsome Group" successfully debuted, and the program became the cradle of a new generation of online celebrity.
On the other side of "amateur’s popularity", what is rarely paid attention to is the celebrity group with the same sense of existence in the program.As the first celebrity who appeared in 1818 golden eye to defend rights, Zi Jinchen’s rights protection incident is obviously an excellent opportunity to examine the relationship between the celebrity groups that are blown up high every day and the livelihood issues that look more "trivial". This has never been a fragmented existence, and 1818 golden eye is undoubtedly the mirror.
Simply sort out the star topics that have appeared in 1818 golden eye and roughly divide them into four categories:One is the active appearance of rights protection class represented by Zi Jinchen.In fact, there are many cases in which "safeguarding rights" is the key word in the entertainment circle, but most of them are solved by Weibo’s shouting or resorting to law. The most common cases are suing fans for infringement of rights and interests, music copyright disputes, plagiarism represented by Jing M.Guo and Yu Zheng, and so on. A program like Zi Jinchen’s initiative to help people’s livelihood is the first case.
The second is that stars are reported as interested parties and related bodies.At the beginning of April, the "roof collapse" incident of Xianhezhuang, a catering brand with Chen Heshen, which was reported on the program, also caused widespread concern. Later, Michael Chen apologized in Weibo and said that he would conduct a comprehensive investigation of potential safety hazards in stores across the country. In addition, at the end of last year, the program also reported that there was a problem with the course of learning tyrants in Hai Qing Dynasty. Hou Qing said that "there is no endorsement relationship, and the money is still owed during the endorsement period".
If the stars in the former do have commercial connections with them, thenThe third phenomenon appears more frequently in people’s livelihood programs: the stars themselves don’t know, but they do have a negative impact on the economy or life.The most typical case is the "fake Jin Dong" incident, which was heated up last year. Although it was not exposed in "1818 golden eye", it was also from the livelihood program "Happiness Formula" of Jiangxi Metropolitan Channel.
There are also such reports in 1818 golden eye. Similar to the sudden thunder of milk tea brands endorsed by Ma Yili and Ryan, the milk tea brand Chumi once recruited franchisees in the name of Yang Mi, and the victim claimed that "the licensor promised the artist Yang Mi to participate in the project promotion", but it was later confirmed that Yang Mi was not the brand spokesperson, and the brand only "purchased the right to use the portrait belonging to Yang Mi from Tiny Times column and agreed to use it commercially".
Apart from commercial disputes, another phenomenon frequently associated with stars in 1818 golden eye is "psychological fraud of fans".In recent years, there are not a few "emotional" scams reported in this program, such as the online dating boyfriend who looks like Allen was cheated by 80,000 yuan, and the members who look like Yang Yang on the dating website attracted recharge, and there are also many cosmetic appeals that are in line with Dilraba and Angelababy. In addition, programs such as "Zero Distance in Nanjing" and "Guangdong Taiwan Today’s Concern" exposed the phenomenon that hackers were cheated of deleting black posts for idols for 8,000 yuan, students were cheated of joining star fans for more than 30,000 yuan, and stars were recharged 10 times on their birthdays.
Compared with online celebrity programs and "Star-making Factory",The connection between people’s livelihood news programs represented by 1818 golden eye and stars is more like a variety of people’s livelihood under the fan economy, which comprehensively exposes the "hidden corner" behind the glamour.In addition to the common celebrity endorsements and celebrity entrepreneurial storms, a series of gray products and black products originated from the influence of stars are constantly fermenting and harming people’s livelihood, and this is the reality that deserves more attention besides the wonderful rewards and amateur popularity.
Zi Jinchen’s appearance in 1818 golden eye should be a dual node of celebrity groups and people’s livelihood programs. But how easy is this "unconventional"? The former is probably the "forbearance" in China people’s bones, while the lack of awareness of rights protection and the "difficulty in rights protection" really hit the reality of ordinary people. "Under normal circumstances, ordinary people have no evidence and no energy. The truer people can only return the money at most. They still continue to cheat. It is very rare to meet me with such bad money."
However, since he chose to expose the incident on the 29th, the public opinion he faced is diverse. Apart from jokes such as "not looking too smart", there are also many malicious voices such as "hype" and "deserved it". The "victim guilt theory" has never been absent on the Internet. Since the 30th, he has issued a number of clarifications to Weibo, saying that he does not ask for an apology and the amount of compensation will be multiplied, "purely to expose this kind of thing".
Zi Jinchen, who is defending rights, put up a Weibo, which wrote: "I may have used my influence to defend rights, but I don’t have any economic demands. You really underestimate me. My time cost is also very expensive, because I am not alone. I saw teenagers doing the same thing yesterday. Most of these hospitals won’t kill people, and ordinary people can’t get hot search when they encounter ordinary things. "
In fact, the rapid action of relevant departments and the high attention of public opinion within five days have indeed made his road to safeguarding rights smoother. On the other hand, Zi Jinchen’s appearance in safeguarding rights also made the market see the deeper reasons behind the "source of joy" of this online celebrity livelihood program:It takes only one day from being called to take orders, to investigating and visiting and then broadcasting, from the victim’s dictation, to visiting the hospital involved and connecting with the health bureau.
This should be a time when the news ability of this online celebrity program is once again concerned by the mass market, and it is really concerned because of serving the people. At the same time, the relevant regional health and health bureaus revealed by Zi Jinchen in Weibo will launch a "big investigation" to comprehensively rectify this chaos. The influence of celebrity stars can be seen. In fact, some netizens shouted in Weibo that "the influence of celebrities should be used to expose these scams and abducts bad style."
Another feedback of star influence should be the quick action of the stars involved after the program is exposed.After the Xianhezhuang incident, Chen Hefang quickly gave his handling opinions and said that he had reached a settlement with the victims. Whether defending rights, defending rights or being related, the exposure and amplification of 1818 golden eye and other programs are forming a positive effect, urging the rapid resolution of the incident. And this is the influence that ordinary people and ordinary things are difficult to form.
At the same time, corresponding to 1818 golden eye’s frequent hot search in Weibo and its rapid popularity in bilibili, the market has always questioned the out-of-focus public opinion of Ke Yan’s generation. Behind the instant success of Xiao Zhang, few people still remember his original intention. In the "Who should be responsible for this matter" vote released by Guan Wei, 265,000 of the 365,000 people said that "it can’t be Xiao Zhang’s responsibility anyway"; After the follow-up compensation was communicated to Weibo, the number of praises was 163,000, and Weibo, who exposed the matter, praised nearly 3 million, and forwarded and commented more than 240,000, which was far from the same.
In the Internet age, the market naturally prefers those fresh, interesting and even sand sculpture information. 1818 golden eye is in the first place, and a number of similar programs, such as Xiaoli Help, and of course, a group of amateurs who quickly became popular. This may be the way to survive in the era of traffic, but it is worth noting that this can only be the first step out of the circle, not the long-term way.
People’s livelihood programs are still a rich mine. When the carnival and the joy of sand sculpture fade away, what really makes them stand firm in the market lies in."people’s livelihood"In itself. The "celebrity effect" once scattered in 1818 golden eye may be a good breakthrough, but there are more dimensions to be developed, problems to be dealt with and degrees to be grasped. Whenever people’s livelihood is the foundation, it is the way to stand on the ground.