This article is divided into four parts, please read according to your needs:
1. The live broadcast room has become a new space for the outbreak of public opinion
Second, the sensitive relationship between the boss and the head anchor has become a pain point in the industry
3. The traditional power culture hints at the uncertainty of Dong Yuhui's ending
Fourth, the new logic of public opinion in the live broadcast room
In the past two days, the internal conflict that broke out in the live broadcast room of Dongfang Selection has evolved into a public opinion event that has attracted much attention. By the afternoon of the 16th, Dongfang Selection announced that Sun Dongxu would be removed from the post of CEO, effective immediately. The crisis conflict has come to an end, but it is still worth paying attention to the direction of public opinion and the trends of netizens and fans.
1. The live broadcast room has become a new space for the outbreak of public opinion
In recent years, people will find that the principle of public opinion outbreak is rapidly evolving with the evolution of new business formats, such as the latest WeChat groups and live broadcast rooms, which have become the source and fermentation pool of many public opinions. In the past, it was mainly open platforms such as Weibo and Weibo, but now things in the small house will also detonate social attention in one fell swoop.
Before the latest Dongfang selection Dong Yuhui's "small composition" incident, there was also Zhang Xuefeng's comment in the live broadcast room about "liberal arts is a service industry", which caused a wave of craze, many people opposed it, but more fans supported it, and it became a tearing incident.
Pushing forward again, there is also Li Jiaqi who offended fans in the live broadcast room, which not only lost fans, but also caused a heated controversy about the workplace.
There are many similar incidents, for example, on December 6, Xiong Mou in Chengdu, Sichuan Province posted radical remarks insulting martyrs in the live broadcast room of a basketball game on a certain platform, and the Wuhou Public Security Cyber Security Brigade and relevant police stations arrested Xiong.
At present, the live broadcast room is on the trend outlet, gathering a large number of fans, once the anchor has out-of-line remarks, or triggers heated discussions, it will be quickly screenshotted out of the circle, like a long firecracker from the live broadcast room to the outside of the room, it is easy to have a "burst effect", causing all kinds of attention.
Second, the sensitive relationship between the boss and the head anchor has become a pain point in the industry
Let's talk about the latest Dong Yuhui incident first.
Regarding the Dong Yuhui essay incident, many people have conducted in-depth **, and from the perspective of workplace and management, the analysis is quite thorough. From the perspective of all parties, the outbreak of this contradiction is likely to be an internal contradiction spillover, and all parties of the company urgently came forward to manage the crisis, extinguish the fire and cool down, but added fuel to the fire, causing more onlookers. Because this crisis is not a product crisis, it is a crisis involving anchors, once it is not handled well, it may cause fans to riot and rebel in the live broadcast room. At present, many fans have collectively switched to competitors because they are dissatisfied with Dongfang Selection's unfair approach to Dong Yuhui.
From the perspective of corporate governance and crisis management, due to the explosive emergence of anchor groups, the relationship between corporate bosses and anchors is becoming a prominent management contradiction. In the past, the management problem was the boss and the employee, and then it developed into the contradiction between the founder and the partner, and now, it is the contradiction between the boss and the head anchor. Coincidentally, Yu Minhong has personally experienced almost every contradiction, and now, he is facing the latest contradiction, and how to deal with it has attracted widespread attention. Winning the CEO may be a difficult decision, or it may be for him to take the blame, but in any case, at least for now, it is a crucial step not to be wrong. Between the CEO and Dong Yuhui, which is more important, after this competition in the live broadcast room, the victory and defeat are immediately apparent, Yu Minhong, as the helmsman, it is impossible not to know the right choice.
Previously, an MCN company in Hangzhou failed to deal with the relationship between Li Ziqi and Li Ziqi, which caused Li Ziqi to fade out of the rivers and lakes, and both sides lost.
Many netizens who pay attention to the live broadcast have noticed a phenomenonThat is, more and more domestic live broadcast companies are facing the problem of breaking up if the head anchor and the company do not negotiate well. Because the anchor is the company's core competitiveness and core asset, and the anchor as an IP, its core competitiveness and core asset are the fans who watch themselves, and the fans are loyal to the anchor rather than to the company or product, and the anchor is also well aware of his own value and importance, so he has the capital to negotiate with the boss with influence.
After experiencing various conflicts such as strikes, rebellions, and anti-water attacks by head anchors, many bosses of live broadcast companies began to implement the strategy of multiple anchors taking turns to fight, thereby diluting the influence and dependence of head anchors and ensuring the stability of their operations. Maybe Dongfang Selection is also taking this road, but unfortunately, the transformation is too late and too urgent, and now it seems that it has been finalized, and the transformation will be difficult.
Dongfang Selection is more famous because of Yu Minhong and Dong Yuhui, but this time it is just the pain points and contradictions of the industry on the Internet. Behind it are countless small companies watching how Dongfang Selection handles this matter, so as to provide experience or lessons. As for the various Jingdong poaching and Lao Luo Dianping incidents rumored on the Internet, they just add some traffic and uncertainty to this trend.
As people have analyzed, after going through the era of online platforms, the public's attention is increasingly focused on a small number of individual IPs, thus creating the lucky ones of the above-mentioned traffic. They have become Internet celebrities and opinion leaders, and they are sought after by many fans, and the live broadcast room is the church where they preach and give lectures, and it is easy to have a faith-like influence.
3. The traditional power culture hints at the uncertainty of Dong Yuhui's ending
Yu Minhong, as a member of the previous generation, Dong Yuhui has always called him an "old man". Coincidentally, almost at the same time that the "old man" and Dong Yuhui were caught in the whirlpool of contradictions and conflicts, Dong Mingzhu, who was the same age as Yu Minhong, was also denouncing Meng Yutong for using the Gree platform to be an Internet celebrity. In today's new era, there will be a large number of intergenerational conflicts in the new economic field.
My view is that under the influence of traditional Chinese culture, if Yu Minhong does not have transcendent wisdom and foresight, the relationship with Dong Yuhui is full of variables, and it is more likely to be a negative result. Judging from the current reality, the vast majority of companies and anchors will fall apart, and then there will be a new round of differentiation and combination of forces in the field, and finally a reorganization of forces.
Because the concept of power in Chinese society is too heavy, control and counter-control are one of the essences of traditional cultureThis cultural gene determines the owner and leader of power, and it is unlikely that he will share his power with the anchor who is a subordinate, a subordinate, a general, a promoter, an adoptee, or a beneficiary. The boss has to keep a firm grip on all the powerful powers. Moreover, the boss and a considerable number of onlookers will also tend to think that the anchor's asking price is too high or even running away, which is treachery and ungratitude, and a moral issue, thus putting the anchor in a passive position of cultural psychology. Just like in China's long history, those who overthrew their masters from the bottom up and intended to stand on their ownAll of them are branded as rebels, put on the hat of traitors, and become cultural sinners.
For example, some people will think that even if Dong Yuhui is talented, if Yu Minhong does not provide him with a stage and use Douyin traffic to push to the cusp, it may be difficult for him to become a talent, or he will become a talent very late. This is the relationship between Maxima and Bole, but such a comparison will fall into the cultural psychological trap of traditional culture of knowing and repaying gratitude: to repay kindness is to stay, and if you don't stay, you are betrayal, and you are moral sinners.
As a person born in the 60s, it is impossible for Yu Minhong to jump out of the limitations of his history and culture. He may give Dong Yuhui certain benefits, comfort and buy, but it is impossible to share more power with Dong Yuhui, let alone give more equity and control. If he can't get out of this limitation, a breakup and a breakup will be inevitable. Even at the expense of the CEO, this solution is only a stopgap measure, a temporary solution, and does not address the real root causes.
From a larger historical perspective, the concept of power of Chinese bosses has led to the difficulty of the professional manager system in China, and it is often abandoned halfway. China has no traditional corporate culture, lacks the spirit of contract, and lacks a credit system, resulting in partners, superiors, partners, bosses and anchors often falling into protracted conflicts that end in tragedy when faced with conflicts of interest.
Although Dong Yuhui has so many fans supporting him, the problem is that fans are just onlookers after all, how do those boss groups who really control the resources view Dong Yuhui?What do you think of this scramble?This is the key to determining Dong Yuhui's future fate.
And Dong Yuhui, as a party, did he realize that as an Internet celebrity, there is a life cycle?If his approach fails to conform to the traditional cultural psychology, perhaps it will be eaten up by traffic in the future.
Fourth, the new logic and new characteristics of the outbreak of public opinion in the live broadcast room
But the focus of this article is to talk about the social psychological roots behind this kind of public opinion in the live broadcast room.
From the perspective of observing Dong Yuhui's small essay incident, many fans are dissatisfied with the practices of Yu Minhong and the company's CEO, and have expressed their dissatisfaction. This kind of dissatisfaction is worth analyzing, and may help us understand the root cause mechanism of the outbreak of public opinion in the live broadcast room.
So we need to analyze why many fans support Dong Yuhui so much?
Popularized again, why did Zhang Xuefeng attract so much attention and his remarks received so much support?Li Jiaqi, as the head anchor picked up by fans, why did he lose so much because of a word?This is the focus of this article.
Some people will say that fans feel that Dong Yuhui was "bullied" by Dongfang Selection and its CEO, so they were upset and fought for Xiao Dong's rights and interests angrily. Of course, it makes sense to say this, when an employee and the CEO have a conflict, netizens often tend to sympathize with the weak, which is also in line with the law of public opinion, but this explanation is superficial.
My view is that with the new ** technology empowerment for ordinary people, China's low- and middle-income groups have achieved a holistic rise today. In the process of promoting common prosperity, the myth of capital has been shattered, "996 is good news" has become a negative statement, and onlookers have challenged Lenovo to produce large-scale traffic, this group has had an unparalleled influence.
Due to the large number of people and the huge amount of voice, they spread all over the platform, and carried out a crushing pursuit and scolding of the public intellectuals and Jingri elements they didn't like, causing the latter to completely stop fighting, withdraw from the rivers and lakes, or be forced to remain silent. In the process, there was a phenomenon that was perceived as a leftward turn and increased ideological pressure. The power of elite groups and authoritative experts is diluted by the power of the group.
However, due to the lack of content production capabilities and the ability to dominate this huge group, in major public opinion events and stakeholder games, they can only watch, leave messages, follow posts, and shout for the direction of the world. In order to be able to produce ** that is beneficial to their own class and group, they urgently need to find and select their own spokespersons and voices on the Internet and **.
For this reason, they naturally sympathize with those who are from the same background, work hard, and finally get ahead, but still retain their kind nature and cordial temperament.
If such a successful person can often speak from the standpoint of the low- and middle-income group in the live broadcast room and in life, or do something valuable and meaningful for the group, then he will gain people's hearts in one fell swoop and become the spokesperson selected by the group. They regard this kind of successful person like the big brother next door as their life idol and their own spokesperson, and they do their best to do their best, and even mobilize people around them to support their idols in the live broadcast room.
Look at Daolang,Does it conform to the temperament characteristics of such an "elected son"?When he returned after more than 20 years of absence, with his simple temperament and familiar voice, through a large number of metaphors of "Rakshasa Sea City", he hit the psychology of the group, thus becoming the returning "revenge prince" and creating a miracle that became popular all over the world again;
Look at Sima Nan,Does it also fit such a persona?By defining himself as a "righteous old man at the mouth of the alley", he vigorously lashed out at the predators of crony and state-owned assets, spoke out for the interests of the people, exposed those unfair and unjust social phenomena to the bottom, and successfully picked off the former generation of big brothers, a noble and selfless patriot
Look at Zhang Xuefeng,Isn't it "the gospel for the poor"?Not only does he provide guidance for children from ordinary backgrounds to apply for majors in the live broadcast room, but he can also often throw out amazing words, criticizing the hypocrisy of society to the fullest
Look at Dong Yuhui,Born at the bottom, full of wealth, now he is the head anchor who moves the world, what is more valuable is the unchanged simple temperament, and the spirit of feeding back and supporting rural revitalization. People come to the live broadcast room, not because of Oriental selection, not because of good quality and low price, what they want is to support this family!
So why did Li Jiaqi encounter Waterloo for a while?Because everyone watched him go from being penniless to sitting on the throne of the head anchor, but he was once ungrateful, and for the sake of money, he satirized these fan groups who enthusiastically supported him in the live broadcast room, which of course annoyed this group and was spurned for it.
We can see from this that if we want to achieve success in the secular sense today, in addition to having basic talents, we must also know how to keep our eyes downward, pay attention to a large number of low- and middle-income groups, and countless simple people and villagers, this group of more than 600 million people, representing ordinary people and all living beings, is the majority of China, and is the foundation of China's society.
In this vast land of China, no matter what the wind direction is, the grass and trees rise and fall in all seasons, they are the eternal soil. In the traditional ** era, they were a silent group of people, but in today's new ** era, they have gained the right to speak, and now they have achieved a holistic rise.
This is a law of today's new ** era, if you want to be successful, you need to be recognized by this group. As mentioned above, people like Dong Yuhui, who were born at the bottom and worked hard, but never forgot their roots, maintained their nature, and were able to provide emotional value and practical value for their parents and fellow villagers.
Then we will understand the basic logic and psychological roots of the outbreak of public opinion in the live broadcast room. People come to the live broadcast room to support their idols, they pay attention to his words and deeds, and they are also keen to share his various fierce critical remarks, which can easily detonate social attention and explode public opinion in the process. If an idol encounters unfair treatment, the fan group will take collective action to seek justice for the idol, and those opposing camps will instantly become the public enemies of fans, and the reputation image and product brand will also be in jeopardy.
This formidable and respectable cyber force has upheld justice, corrected the values that affect society, and determined the direction of the market.
About the Author:
Dr. Zhihua Yan