It was not the rice circle that killed the Oriental Little Sun .

Text |Makura leavesEdit |He Runxuan

"There are too many stories of dragon slaying boys growing dragon scales at the end. ”

Last night, Dong Yuhui sighed in Yu Minhong's live broadcast room, and outside the words, the two were still trying to "reason" with the angry netizens.

People who have been teachers for a long time have not yet adapted to how to be a public figure. But this year, the anchors in the live broadcast room have long been closer to the "stars" among public figures. WhileThe three words "Dong Yuhui", even in the category of "star", are enough to be a "top-notch" symbol。At present, Dong Yuhui has 20.88 million fans on Douyin, and his fans have increased by nearly 7 million in the past week.

is the same as the stars of domestic entertainment,When a person is symbolized as a "top stream", he has long lost the freedom to be a "living person".。In the past few days, it has been proved that Dong Yuhui is no longer alone, but he is still emphasizing rationality, "going inward", and emphasizing that he has always been an ordinary person's mentality, no wonder he has been aggrieved like a pressure cooker from "mother-in-law" to passers-by for so many days.

Although there has been a phased conclusion - Sun Dongxu, the former CEO of Dongfang Selection, was dismissed, and Dong Yuhui will not leave Dongfang Selection for the time being, Xiaoyu still wants to argue about an issue that is still in a vague area:In the Oriental Selection's response to the many **guan are mentioned in the objection".Fan Circle Culture", is it really established?

In Xiaoyu's view, if Sun Dongxu's dismissal is regarded as a cause of "fan circle culture", then the road after Dongfang selection will only become more and more difficult. First, in the current world, the definition of the word "fan circle" still needs to be clear, not a stigmatizing universal word;Second, fans are not beasts, Dongfang Selection has clearly eaten fan dividends in the development process, but today it accuses the "fan circle" of harm, in fact, it can only expose the obsolescence of the company's internal management and public relations concepts.

It's all the fault of the rice circle.

Sun Dongxu's original words were, "All along, the company and our anchors have resolutely said no to the fan circle culture. Yuhui also stated with me today that he would issue a statement against the culture of the fan circle. Please keep your fans calm, and please don't hurt our anchor in the name of love. But in Dong Yuhui's subsequent statement, his specific statement was, ".I'm against fandom culture, tooOppose stigmatizing anyone with ulterior motives in the name of 'fan circle'

Compared with the two, Dong Yuhui's speech is obviously much smarter. Although it also shows a general attitude against the fan circle culture, it does not put all fans who love themselves into the category of "fan circle", trying to make a distinction between rational fans and irrational fans. So much so that Sun Dongxu had to say in his apology** that "rejecting the fan circle culture" does not mean that the fans of Dongfang Selection are fan circles.

And when it came to Yu Minhong's side, there was a trick to lead the water to the east, saying that he was "brought by his own rhythm". He said, "Dongxu and Yuhui both mentioned the 'fan circle culture' in their respective speeches, mainly because there is a self-** saying that the culture selected by the East is 'fan circle culture', frankly I never knew what 'fan circle culture' is, this time it has been popularized." MeI don't think that Dongfang Selection has any 'fan circle culture', and resolutely resists 'fan circle culture'

is a drama that is both wanted and wanted, if Dongfang Selection really does not have a "fan circle culture", then what is the "resolute boycott"?

In fact, it is not surprising that anyone with a certain number of fans on the Internet today has a "fan circle culture". From the perspective of scholars' research, Chinese fan culture began in the first decade of the last century, and has undergone the transformation of the concepts of star chasers, fan groups, fans and fan circles. In other words, there are no "star chasers" in this era"Fan circle" is the norm。However, behind the change of word meaning, it is not only the evolution of the way of chasing stars and the degree of empowerment, but also the evolution of the "good and bad" fan culture in the public context.

Zhou Xiaoxi, a doctor from Fudan University, mentioned in ** that "fan circle" is regarded as a category that can be labeled in the fan group, representing the "bad fan group", and the fan group category outside the "fan circle" can retain a neutral or positive image ......It is precisely under this classification method that the stigmatization of the "fan circle" can be maintained, the legitimacy of the fan group, and the objectivity of the evaluation of the fan circle can be maintained—because people's stigmatization of the fan group is not "overturning a boatload of people with a rod", but only for the bad part of it. This is precisely the cleverness of Dong Yuhui's response, the two bosses only know how to "overturn with a rod", and only Dong Yuhui knows how to give legitimacy to the good fans.

Looking back on the short history of the rise of Oriental Selection, the good fan group of "mother-in-law" has obviously brought a lot of boosts.

When Dongfang selected the "199 yuan annual fee membership" beyond the industry cognition, it was the "mother-in-law" who unconditionally supported its advanced business model. On the night of the member's launch, the Dongfang selection anchors stopped bringing goods, but started a "concert", Dong Yuhui was pushed to the front by the stars, showing an unmoving singing voice one after another, but the barrage was full of "support Yuhui". No matter how confident Dongfang Selection is in the quality of its own products, it also has to admit that the consumption logic of a large number of users is similar to the "reward" logic in the traditional live broadcast room, which is a "gift" to Dong YuhuiIf you really want to buy agricultural products, why can't you buy them?

"Mother-in-law" is not considered a "rice circle" in the end

For example, many anchors of Dongfang Selection have mentioned that they were viciously spoken of by Dong Yuhui's fans, or continued to question whether Dongfang Selection's treatment of Dong Yuhui was good enough, as well as the questioning of stealing Dong Yuhui's copywriting results in this "small composition incident", etc.

ButIt is the same "rice circle", but there is also a gap。The combat effectiveness between different fan circle groups can be described as worlds apart, if you really want to rank a ranking of the combat effectiveness of the Chinese Internet fan circle, Dong Yuhui's "mothers-in-law" have to start from the countdown. According to the data of Cicada Mother, the age portrait of fans of Dong Yuhui's personal account is over 30 years old, accounting for 679%。

In this group of fans, they do sometimes show irrational concern about Dong Yuhui, but the "fan circle behavior" they can objectively perform is largely like Xiucai's fans asking him in the comment area if he is in love with someone else. If this is for domestic entertainment fans, making big-character posters, naming studio members and asking for expulsion, going on strike if they don't respond, and even taking off their fans to provide more "ammunition" to others, how many Sun Dongxu are not enough.

In Weibo Chaohua, the iconic gathering place of "Fan Circle", there is ** that quoted the "announcement" in Dong Yuhuichao's words, which said not to click on "hot search entries that are prone to ambiguity" and not to "quarrel with others", which is considered to be the "evidence" of the organized and disciplined "mother-in-law" group.

But there is not a single comment on the WeiboDong Yuhui's Weibo super talk is a total of 310,000 posts, 6510,000 users, compared with the top stars of Chaohua, it is not the same at all。Of course, this is also related to its main battlefield on Douyin, but Douyin is not a public domain square like Weibo, it is one cocoon after another, and it is not a simple matter to gather fan groups and launch a unified and orderly "fan circle behavior".

In the summer of this year, Dong Yuhui was interviewed by a CCTV international channel, in which he defined himself as an influencer: that is, an influencer. VisibleHe has never put himself in the frame of the rice circle。This kind of relationship between influencing and being affected is actually not uncommon in the ecology of head anchors. Different from the fan circle ecology that was once criticized by the regulator, this kind of "impact labor" occurs more within the circle, which will not hinder passers-by, and because it is based on the consumption relationship from the beginning, it is also more adult-like.

This new kind of influence relationship has room for study in both academia and business, but summoning the stigmatizing word "rice circle" and then showing resistance is undoubtedly a kind of definition kidnapping. New contexts require new words, and it is not a smart move to lead the way to the east.

Who washed out Sun Dongxu?

Especially after Sun Dongxu's follow-up "meeting-style apology" was widely interpreted as a yin and yang weird Dong Yuhui, it pushed the public's anger to the peak. The Internet narrative of a "worker" being bullied by a "capitalist" is a popular material that is naturally suitable for this era。Professor Zou Zhendong of Xiamen University has a well-known assertion in his book "Weak Communication", "In the world, the weak will always have the advantage." The strong group in real life is the weak group in **. ”

This is also why when the narrative of "workers and capitalists" appears, netizens who are "passers-by" will undoubtedly stand on the side of "workers" in most cases. Especially in the downward trend of the general environment, such a trend is becoming more and more obvious on the Internet this year. Meng Yutong and Dong Mingzhu are in a similar situation. When the news of Meng Yutong's resignation from Gree as an Internet celebrity came out, many netizens still stood on Gree's side, thinking that Meng Yutong ate Gree's traffic dividend and made a wedding dress for himself. But as soon as the camera turned, Dong Mingzhu said to all the fresh graduates who had just entered Gree at the induction ceremony of Gree's 2023 college students, "You just earn a little more money today, then I think this shape is like a corpse, there is no difference, what if you have money." ”

This can completely touch the reverse scale of the Internet "workers", and the image of an unscrupulous "capitalist" who is not willing to give money and only knows how to draw cakes jumps on the paper, and it will not relieve his anger if he does not hang it on the hot search for a few rounds of scolding. Just like Luo Yonghao's soul torture last night while watching Dong Yuhui and Yu Minhong's live broadcast, "Doesn't this company have professional public relations?"Instead of repeatedly targeting the "rice circle", Dongfang Selection should deeply reflect on the professionalism of the public relations team. New Oriental is just an education company and does not need to face the surging Internet public opinion, but Dongfang Selection is already an MCN company (although Dongfang Selection is unwilling to admit it), and it lacks understanding of the emerging Internet narrative at all, and always stays in the way of "holding meetings with subordinates" and "resolutely resisting", and it can't be brought to a few Dong Yuhui.

The half-Buddha immortal came to a divine prophecy before Yu Minhong and Dong Yuhui started the live broadcast last night: If you want to deal with this matter, you must let Dong Yuhui sit down calmly and talk. Yu Minhong did it, which is also the management wisdom of this old entrepreneur. However, his entrepreneurial acumen may not yet be able to fully adapt to this era:What the proletariat wants is never reasoning, but rational distribution。*The source of this article is the network, such as infringement contact, deletion, modification, operation cc

Proofreading Prickly PearToday's Thought Question:What do you think of the Dong Yuhui incident this time?