According to the WeChat official account of Nanguo Morning Post, the Russian Royal Ballet danced, Yang Liping Dance Troupe danced, the world champion Christina danced Latin dance, the German fitness expert Pamela danced, and the actor Zhang Ruoyun danced, Internet celebrities from all over the world and netizens around the world have also applied to participate in the ......For a time, on the major ** platforms, the magical dance "Subject 3" that originated in Guangxi became popular again.
Why can this silky "earthy" dance be able to cross the ocean, enjoy the elegance and vulgarity, sweep the Internet, and become popular all over the world?Does it have any traffic passwords?Can Guangxi benefit from "subject three"?
The reporter interviewed Zhang Zhi'an, director of the Center for Communication and National Governance at Fudan University and professor at the School of Journalism, to hear what he had to say.
Popularity often can't**.
Q: Were you able to predict that "Subject 3" would be popular?
Answer: There is a trigger point for the popularity of "Guangxi Subject 3", which was previously popular on the Internet because of its magical dance moves, and suddenly gained a lot of attention after being spread on a high-traffic platform one day, causing everyone's imitation and "out of the circle". This is a very typical feature of online pop culture - it is often not carefully designed and accurately predicted, and sometimes it is in some unexpected situation, because a certain scene or a certain moment is triggered, and suddenly it becomes popular. This kind of sudden explosion of popularity is precisely one of the typical characteristics of Internet culture.
Behind the magic is the happiness gene.
Q: Why is "Guangxi Subject 3" popular?
A: The most important reason is that it is simple enough, and it is precisely because of the simple action that it is suitable for all ages, so that it can be imitated by the public and more people can participate. If its movements are complex and difficult, it is impossible to produce this kind of "demonic nature". This simplicity is also its charm. You see professionals performing this action, which is very watchable;And the grassroots to perform, there is also the humor and charm of the grassroots. It has to be easy to replicate in order to go viral and trigger a certain level of public revelry.
Second, it brings joy to the masses. The slightly magical dance steps can reduce stress and relieve stress, the people who dance are happy, and the people who watch the ** can also get a happy experience, which is the key to its popularity. Especially at the moment, no matter what class or group, happiness is just needed. It comes with a happy gene, which is the traffic password of "subject three". It satisfies the emotional needs of the public, provides emotional value for individuals, adapts to the emotional structure of the group, and implicitly meets the current social and psychological needs.
Also, it can go viral because it is "short" enough, a few seconds or more than ten seconds, which is very in line with the tone of mainstream short** platforms such as Douyin or **Account.
Different versions of the "Subject 3" dance online.
Source: TikTok.
The popular password of Guangxi subject 3 is still in line with the characteristics of network communication that I often mention: "no ** no communication, no platform no reach, no emotion and no resonance." "No ** does not spread - * is the mainstream style of communication;No platform to reach - it is difficult to reach a large number of users without social networks or Internet platformsNo emotion, no resonance - Pop must resonate because it satisfies the emotional needs of the public. We can use these three sentences to interpret the "hot stalks" that have become smash hits on the Internet in recent years. For example, Uncle Bird's Jiangnan Styles before, this year's popular "dig dig dig" ......Like "Subject 3", they are simple and easy to imitate, which can impress the public in an instant and provide emotional value that is in line with the public's emotional structure.
Subject 3 "The whole people are popular, there is a broad network of netizens below, and it is quickly accepted by the elite and professionals at the top, for the simple reason that no matter what class of people will not resist happiness." For example, the Russian Royal Ballet and Yang Liping's dance special dance "subject three" curtain call, and politicians on the other side of the strait danced "subject three" to have fun with young people. This does not mean that pop culture can surpass elite culture, "subject three" is not deconstructing authority, both professionals and politicians are actually using "subject three" to narrow the distance with the public. Behind this is the law of traffic, where the elite uses pop culture to promote and increase the public's attention to culture, art or political ideas.
Guangxi subject 3 does not belong only to Guangxi.
Question: It is said that "Subject 3" originated in Guangxi, so can the popularity of "Subject 3" bring a wave of traffic to Guangxi?
Answer: Although "subject three" is already a national stalk, the pop culture of the modern Internet has the characteristics of "delocalization", and those who are popular on the Internet, and those who imitate it do not care that it has become popular from **. Moreover, the meme of the Internet comes and goes quickly, and when the next meme comes, everyone devotes itself to imitation. In other words, it is possible that "subject three" is very popular, but Guangxi elements may not also follow quickly out of the circle.
If you want to catch the sudden explosion of heat, you must establish a link between happy genes and fireworks. It's a bit abstract to say that, but there are many concrete cases. For example, this year's Zibo barbecue on the screen, because of the local ** emotional foreshadowing and continuous creative marketing, coupled with the ** affordable, good taste and fireworks atmosphere and out of the circle, many people deliberately went to Zibo to check in. There have been similar cases in Guangxi, where snail noodles are out of the circle, civilian snacks are sought after by the whole country, and a small bowl of noodles has become a big industry.
If Guangxi wants to catch the traffic of "subject three", you can try to outline the life picture of fireworks from the explosive scene, such as looking for the happiness of "subject three".Guangxi people's talent for singing and dancing, or their natural optimism and humor?What is the relationship between pop culture and Guangxi's rich traditional culture?It is not possible to plan popular online hits, but the cultural tourism planning that leverages popular hits can be used to set up topics and take advantage of marketing. With the popularity of "Subject 3", it is possible to try to plan related cultural forms, cultural tourism scenes and civilization carriers.