In the past few days, the New Oriental "small composition" incident has caused a stir on the Internet. The reason is that Dong Yuhui, the top anchor of Oriental Selection (New Oriental's e-commerce platform), posted a small essay of about 700 words on December 5 to promote his company's Oriental Selection's "trip to Jilin" from December 8 to 10. Dongfang Selection's content creation team pinned a comment to the comment section of its official Douyin account. The comment claimed that the small compositions used for the opening and transition of the Dongfang Selection live broadcast were all created by the anchor, the shooting team, the editing team, and the copywriting team.
This move caused strong dissatisfaction among Dong Yuhui's fan base, and claimed that Yu Minhong himself and Dongfang Xuan had said many times that the "small composition" was written by Dong Yuhui alone. Fans have said that this move is a "stab in the back" of Dong Yuhui. Dong Yuhui claimed in a later live broadcast that the "small composition" incident was "our self-proclaimed to know a lot about the business in the comment area 'Hu replied'".
The incident fermented, and Dongfang Selection claimed that Dong Yuhui only revised five words in the "small composition" of the Jilin publicity campaign, and said that the copy was from the hands of his company's copywriting team. Because Dong Yuhui appeared in the live broadcast on the afternoon of December 10. A large number of its fans left the Dongfang Selection live broadcast room and poured into the live broadcast room of Gaotu Jiapin, a subsidiary of New Oriental's competitor Gaotu, and swiped the words "Dong Yuhui" in its live broadcast room.
Seeing that the incident was difficult to end, on the evening of the 12th, Sun Dongxu and Dong Yuhui, CEO of Dongfang Selection, responded to the turmoil through live broadcast and Weibo respectively. Mr. Sun said that the company did not have any treatment deficit or disapproval of Dong Yuhui's ability. Dong Yuhui's income is even more than the tens of millions reported on the Internet, and claims that it is only part of his income. On the 12th, Yu Minhong, the founder of New Oriental, also came out and made peace with the mud, claiming that the editor-in-chief had made some inappropriate remarks, and reviewed the company's management problems, and also clearly opposed the so-called "fan circle culture". On the 13th, Dong Yuhui said that such a situation was not his or the company's original intention, and said that the "small composition" of the Jilin event was jointly created by himself and his copyeditor.
We naturally don't know about the games and conflicts within New Oriental, but judging from its performance, it seems that the leadership of Oriental Selection and Dong Yuhui himself did not give the corresponding treatment and respect to the creative team behind it. The copywriter expressed his dissatisfaction in the Douyin comment area, which caused the storm. And whether it is the company's leaders and Dong Yuhui, there are also Dong Yuhui's fans. ignored the core contradiction of this incident, and chose to focus on appeasing and educating the fan group. It is only natural that the author will sign his work. But in the modern business culture, this principle is often broken.
Dongfang Selection and Dong Yuhui's handling of this incident seems to be no problem under business rules. From the perspective of commercial interests, offending consumers (the fan base of the company's top anchors) is undoubtedly a commercial "suicide". However, the core contradiction was not properly resolved, but was brushed away by many parties and mud.
This is obviously unfair to the creative team behind Dongfang's selection. However, for the sake of the company's overall interests and survival, Dongfang Selection's leadership team and Dong Yuhui himself had to do the same. Driven by the atmosphere of business culture, whether or not you can earn the greatest profit has become the greatest "justice". The company depends on this culture to survive, and the employees within the company have to follow this rule of survival.
Even if the main creator of the "small essay" is the editor of the copywriting team, without the publicity of Dong Yuhui, a top big IP, this "small essay" would not be widely known on the Internet. This creates a dilemma for creators to survive in a commercial culture;That is, if you insist on the right of authorship of your work, it is likely that your work will never see the light of day, and even you will not be able to continue to survive in the industry as a creator. This is undoubtedly the greatest sorrow as an entrepreneur. But it seems that in the face of the general environment, the creator's insistence on the principles that should be taken for granted is particularly insignificant.
For this dilemma, the author also does not have a good solution. People are always small and powerless in the face of the general trend. In order to survive, it seems that the nameless, moneyless and powerful creators can only "bow their heads" in order to continue to create and maintain their livelihood. It is uncomfortable to watch his work be named after him, and to watch that person accept flowers and applause that seem to belong to him.
But the truth doesn't seem to be that simple. In the atmosphere of modern business culture, people seem to care more about who makes the work than the work itself. If the copywriter selected by Dongfang publishes this "small essay" in his own name, there is a high probability that no one will care. In the author's opinion, the quality of this "small essay" is just a "pretending essay" piled up with "flowery rhetoric" and empty content. Its content is far from being enough for any literary creation, let alone a famous masterpiece.
So the author thinks that whether it is the company leaders, or Dong Yuhui, or those so-called creators. All you need to do is seek more blessings in this business carnival, earn your own maximum benefits, and finally exit safely. At the same time, as consumers, we should also keep a clear head, don't think how great Dong Yuhui is, rational consumption, after all, in the commercial society, there is nothing that cannot be sold, including culture.