Written by |Roads
Edit |Gong Zheng
From the distance of the rivers and lakes to the height of the temple, the social shake has achieved a gorgeous turn this year. Represented by the "Guangxi Shake" subject three, in Haidilao all over the country, in Xiao Yang's live broadcast room, and at the World Dance Sport Grand Prix, there is subject three where there are people. At the same time, the crowd performing social shaking has also changed from small town youths to celebrities, firefighters and leaders of local cultural and tourism bureaus.
When social shake is integrated into business behavior, it no longer has a "social" temperament, on the contrary, it begins to become positive.
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Shake the north and pass the south, and shake the west and lose the east
The origin of social shake is no longer verifiable, and historians on the Internet have found that as early as the PC era, dances with the style of social shake have been enlightened in the post bar.
The more popular theory is that the social shake came from the Northeast, derived from the disco that was prevalent in the early years. Judging by the dance moves, there are indeed similarities between the two. More convincing evidence is that the word "social person, social affairs, social shake", and the word "society" itself comes from the Northeast language and culture system.
Evolution, social shake has formed an art form that combines disco-like freewheeling and broadcast gymnastics. In an academic article on "social shake", it was summarized as "a repetitive language of life full of order, rhythm and momentum, but without any sense of beauty." ”
In addition to the above characteristics, before taking off, social shake performance artists often have to shout a sentence like a labor trumpet, called "social quotations".
The themes of the quotations are generally brothers, emotions, showing off wealth, philosophy of life, etc., such as "wear socks first and then shoes, first be a grandson and then be a grandfather", "you can slap me in the face, but don't forget the insidiousness of the eldest brother before he was good" and so on. Although in the subsequent development, social quotations have become their own on the Internet, it is undeniable that the two have the same roots.
The key figure who contributed to the Northeast society to shake out of Shanhaiguan was "Pai Pai Qi". In 2017, he and his girlfriend Xiao Yiyi directed and acted in "Live Suicide" on Kuaishou, attracting millions of onlookers and officially starting their Internet celebrity careers.
Pai Pai Qi has played a vital role in the promotion of social shaking. In the wild era when the demons were dancing, he and his team formulated a set of systematic rules to fix the performance style of social shaking.
In terms of dressing, he asked everyone in the team to wear a suit and tie on the basis of the traditional watermelon head, small leg pants, and beanie shoes. In terms of movements, he innovated classic tracks such as "Eight Steps Shake", "Reverse Shake" and "Flower Hand Shake" on the basis of his predecessors, and carried them forward. In terms of scale, Pai Pai Qi's "Pai Jia Jun" has as few as six or seven people per performance, and dozens of people at most, with neat and uniform movements, the scene is more imposing and more ornamental.
Based on this disciplined system, Pai Pai Qi stands out in the melee of many schools of social shaking. Before being banned, he had 34 million fans on Kuaishou, and was known as "the first brother of Internet celebrities in Northeast China" and "the originator of social shaking". In that era when there was no live broadcast to bring goods, Pai Pai Qi led Pai Jia Jun to stage pure art performances in the live broadcast room every day, and the gift rewards for each live broadcast could reach hundreds of thousands.
Pai Jia Jun, picture source network.
After Pai Pai Qi was officially banned, Xiao Yiyi, who was already Pai Pai Qi's wife, took over the banner of Northeast society. Xiao Yiyi is also a social shake Internet celebrity, with her beautiful posture and performance full of rivers and lakes, she once led the fashion of female shakers, and is known as the "grandmother" in the industry.
Considering that the official was rectifying bad information on the Internet at that time, the society bore the brunt of the situation, Pai Pai Qi and Xiao Yiyi reviewed the situation and registered a number of companies in Hangzhou to fully transform live broadcast e-commerce. From the perspective of personal fate, it is undoubtedly a helpless move to move to Hangzhou, but from the perspective of the development of social shaking, this southward movement has invisibly contributed to the "north shake to the south".
In Hangzhou, the city of e-commerce, Xiao Yiyi has lost the dress of a "spiritual little girl", the spirit of the rivers and lakes and the earthy quotations, and has become an elite female entrepreneur, a beautiful urban woman, and a successful lecturer, and has started a career in professional live broadcasting. But she has never forgotten her cultivation as the "grandmother" of the industry, and she often leads the team to dance a social shake when selling goods.
On this year's Double 11, after 38 consecutive hours of live broadcasting, the sales of Xiao Yiyi's live broadcast room exceeded 100 million, and in order to celebrate this achievement, Xiao Yiyi delivered a touching speech. Finally, Grandma Zu did not forget her original intention and led the team to stage subject 3. In the C position, her body is smooth, and the movements in her hands are like a pair of sharp swords, and the audience is all moved by the persistence of the older generation of artists.
Today, social shakes are spreading all over the country, forming a bureau of princely separation. The formation of a certain influence of "Qinghai shake", "Guangxi shake", "Northeast shake" and so on. In the field of social quotations, head players with local characteristics such as "Gansu is not big, creating myths" and "Shanxi Foursome" have also been formed.
From the geographical distribution, it is not difficult to see that the development of social culture is a process of spreading from west to east, from relatively underdeveloped peripheral areas to economic core areas. This also indirectly illustrates the truth that the original dancers and audiences of social shakers are low-level young people from backward cities or rural areas.
This is so because social shake provides an opportunity for a counterattack that seems to be within reach. The social shake anchor "Qi Tiandao" once revealed in the live broadcast that the platform contract price was as high as 1200 million RMB. And Pai Pai Qi, in just one year, he has changed from a spiritual guy in the Northeast to a sought-after success, and luxury cars, yachts, and villas have all been shaken out.
Changes in money and status are the best communication materials, and for those young people who are at the bottom, social shaking is a channel to achieve an upward leap without thresholds.
As a result, the young people of the small town united to create the most meaningful spectacle of the short era, and launched a counter-encirclement and suppression to the economic and cultural center. If there is a taste of coffee, ballet and classical**, then let the dance steps and rhythms of social shaking fill every corner of the Internet, so that people can avoid it. If it's not elegant, it's vulgar.
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Resistance
In the era when the mobile Internet was just emerging, there were many wild dancers on Kuaishou, and "red hair" was one of the representatives. He is known as the "Emperor of Awkward Dance", and the documentary "The Red-Haired Emperor" starring him has been shortlisted for many film festivals at home and abroad. In terms of expression, the awkward dance cannot be regarded as a social shake, but the emotions conveyed and the experience of being rejected by the mainstream society are the same as those of social shake.
Around 2017, "Red Hair" and his apprentices danced wantonly all over Zhengzhou. In the awkward dance troupe, there are mentally deficient homeless, teenage girls who have dropped out of school, massage parlor technicians, alcohol addicts, all of whom are at the bottom of society without exception. Their dancing is disorderly, looking like some malfunctioning machines, and it is precisely because of this that they have gained a group of curious audiences on the short ** platform.
At the same time, they were also branded as "vulgar" and "discrediting the city" and driven out by the city administrators. Hongmao dragged the stereo and mobile phone holder with his apprentice, playing a game of hiding with the manager in Zhengzhou's railway station square, the embankment of the Yellow River, and the People's Park until his short ** account was banned, and then he died of a terminal illness in a remote village in Henan.
After the death of the red hair, the awkward dance did not disappear, and at his funeral and in front of the grave, followers still danced. For many years after that, the embarrassing dance troupe still struggled to dance under the control and platform suppression.
Zhengzhou Awkward Dance Troupe, source network.
Although the current social shake has become the most frequent program on the short ** platform, few people will remember that it was once like an "awkward dance" that was not treated by the existing social order.
In February 2018, the Ministry of Culture decided to carry out a nationwide special regulation and rectification action for the online performance market. Tianyou, who had just appeared at the New Year's Eve party in a certain place, became the first person to be ** in the net cleaning operation. At this juncture, Guangxi, the southern holy land of social shaking and the birthplace of subject 3, a milestone event in the history of social shaking development took place.
"Little Pepper", an 18-year-old female Internet celebrity in Nanning, Guangxi, suspected that a male Internet celebrity in the same city had copied her original social dance steps, and first started an online scolding war with her, and then made a fight.
On the evening of February 25, Xiao Pepper gathered about 100 people and started a big battle with more than 20 people on the streets of Nanning. The number of participants in the case and the impact are so great that "Today's Statement" will be told in two episodes.
The investigation found that the two groups were from Wanxiu Village and Dashatian Village, both of which are well-known urban villages in Nanning, and the common feature is that they gather a large number of migrant children and left-behind children. Of the more than 100 people who participated in the group, only four were adults, the oldest being 19 years old.
At that time, the nationwide net cleaning operation was in full swing, and the society was impartially bumped into the muzzle of the gun. The following month after the dating incident, CCTV's "** column" invited experts to comment on social shaking, pointing out that "social shaking" will cause a negative impression on teenagers and lead to cognitive abnormality.
Then the Cyberspace Administration of China came down and named "Don't let society shake and scatter poetry and distance". In April, the State Administration of Radio and Television issued a notice titled "The State Administration of Radio and Television Seriously Deals with Issues such as "Today's Headlines" and "Kuaishou" Disseminating Programs Contrary to Social Morality", and "Social Shake" was completely labeled as vulgar and incorrect by the mainstream.
After some governance, the relevant ** on the platform was taken off the shelves, and many social shaking head Internet celebrities, including the ancestor "Pai Pai Qi", were banned, and even the word "social shaking" once became a flood beast that everyone avoided. The wealth, traffic, and hundreds of millions of fans created by social shaking collapsed in an instant.
Despite official criticism and platform restrictions, some of the old artists who have escaped are still dancing on the front line. They invariably added the word "positive energy" to the ID introduction column, which preserved the spark for the prosperity of the later society.
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Co-optation
Today, the trend of fast food culture in the Internet age has crossed countless waves, but social shocks are still obscuring the sky on the Internet. There are two reasons for this: First, in this land, social shaking shows strong vitality. Second, today's social shake is no longer "social", and the mainstream cultural and business groups have completed their co-optation.
The Birmingham School, which specializes in the study of youth subculture in the West, believes that after the birth of any form of youth subculture, it often faces the scrutiny, discipline and co-optation of the mainstream culture. This kind of co-optation is usually divided into two ways, the first is in the form of commodities, that is, the transformation of subcultural symbols (clothing, **, etc.) into mass-produced objects;The second is the form of ideology, which is the "labeling" and redefinition of deviant behavior through the ruling group (**, etc.).
In the process of co-optation and integration into the mainstream social order, some rather grotesque phenomena are often presented. One of the less appropriate examples of this is Ding Zhen. After the traffic and commercial value were highlighted, he became a guest of honor at the United Nations and major platforms. At the recently held "Asia's ** Festival", Ding Zhen won the Leap Artist of the Year Award. For a long time, the public's appreciation of Ding Zhen's ** is mainly in the ghost animal area of station B.
The same is true for social shakes. From an earthy dance to a popular audience, Guangxi Shake represents the process of "subject three" moving from the county to the big city, and Haidilao has played a vital role. "It's not that male models can't afford it, but Haidilao is more cost-effective", while collecting the three subjects for their own use, Haidilao has also contributed to the change of young people in big cities to social shakes.
Transforming social shake into business behavior has become the manifestation of network marketing. In Wuhan, China's ** Hubei head office will be like a nightclub every night, performing social shaking in front of the palatial building. Not long ago, they also invited the "First Generation" and the costume beauties to perform together. The dance steps of "The Master of the Shadow Stream", which was uploaded to the Internet in 2019, received more than 90 million ** on station B alone, which once attracted imitation from Korean variety shows.
During Double 11, in order to celebrate the first anniversary of the broadcast, Brother Xiao Yang invited a team that claimed to be the "founder of subject three" to stage a group of subject three shouted by 10,000 people. Before that, Brother Yang had also gone down in person many times and danced a song with the assistant broadcasters.
On December 10, at the World DanceSport Grand Prix in Shanghai, Joanna, the legendary queen of Latin dance, danced subject 3 on stage. At this moment, the social shake represented by subject 3 is no longer the eye-catching clown act of the young people in the small town, but the art of the world.
The so-called vulgarity and elegance are only in one breath. When the social shake becomes a traffic password that has been repeatedly verified, it loses its original attributes, just like can you tell which one is elegant and which one is vulgar
In addition to business, the social value of social shaking is also being re-assigned. Shanxi four-person behavior example, which is famous for the quotations of "one side of the water and soil raises one party, and Jincheng dialect speaks to Jincheng people", for a long time they were the object of ridicule by the group, and the local people in Shanxi saw the relevant ** all detoured.
The change occurred in October this year, when the Shanxi Foursome appeared on CCTV's "Avenue of Stars", and the same quotations and actions were interpreted as singing their love and pride in their hometown dialect. Since then, the four of them have swept away the earthy smell on their bodies and become the image spokespersons for attractions across the country.
Shanxi foursome, screenshot of Douyin.
As the social shake is co-opted by business and mainstream culture, the values of the social shake are also being reshaped. Whatever it stood for, the most important role of this art form today is to promote the right values. On the short ** platform, the leaders of the Culture and Tourism Bureau are jumping, the firefighters are jumping, and the police are also jumping.
Literature lovers like Song Xiaofeng, seeing this situation, couldn't help but compose a poem, the graceful social swing of the policewomen is so moving at the moment when they sway with the rhythm. "Turning, shaking, and unshakable is our unrepentant oath!”
The poem, titled "The Shaman Dance of the Male Policeman and the Social Shake of the Female Policeman", was published on the China Public Security Literature Selection Network, and the organizer was the China Public Security Publishing House.
In Taiwan, many young people posted on social platforms to skip subject three, and even Hong Xiuzhu, the former chairman of the Chinese Kuomintang, also danced a paragraph under the demonstration of young people. Relevant departments regard this kind of network exchange as an endogenous driving force for the two sides of the strait to reach a "historical consensus and cultural consensus."
Looking at the world, social shake has also become a representative of "Hualiu". Whether in Japan and South Korea, or in Europe, the United States, and Africa, there are people who shout social quotations in standard Mandarin, and then start a fluent subject three. The effect of this spontaneous "foreign dance movement" is even better than that of most foreign cultural exports.
From the source, the vitality of society shakes itself is the first "society" that it is sufficient. Whether it is used as a medium for small-town youth to vent and dream in the virtual space, or a hallucinogen to cover up the predicament of reality, this is the driving force behind the social shake that can create a national carnival. And when its core becomes a tool for business behavior and propaganda of positive energy, it will also start the fate of being eliminated. The market is already anticipating the emergence of the next social shaker.
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