Swallow the whole steamed zucchini in one gulp, 3 in a row;First swallowed a piece of fatty steamed pork in one bite, and then swallowed the whole large blood sausage in the second two bites, and the mouth was stuffed with ......
The reporter of "Rule of Law**" has recently held more than 30 late-night eating broadcasts, and interviewed relevant industry insiders and learned that during the late-night period, the banned "Big Stomach King" eating and broadcasting is back. These streamers are generally online after 11 p.m., promoting products or product placement while "eating and eating".
Does this kind of eating broadcast have an audience?The reporter randomly interviewed 50 young and middle-aged netizens who often swiped their mobile phones to watch short ** in Xidan District, Beijing, and received a positive reply of up to ninety percent. Their reasons are varied: some people say that they want to eat but need to control their weight, watching food broadcasts can "satisfy their cravings", and others say that watching the anchor feast is very decompressing.
The interviewed experts pointed out that these anchors do not hesitate to damage their own health to eat and broadcast, which is nothing more than to attract attention, earn traffic, and bring goods to make money, while at the same time, problems such as fake eating and vomiting, and uneven product quality continue to emerge. On the stage of eating broadcasts, the anchor should consciously abide by the guidelines and bottom line;From the perspective of the social and public interest, platforms should delete, shut down, and ban accounts for eating and broadcasting that waste food and promote eating and drinking.
* Eating and broadcasting to achieve psychological compensation.
Don't blink sisters, look at me with a mouthful of duck blood!”
Enoki mushroom) add one piece, add another piece, add another piece, add another piece, add another piece, seven slices are stuffy and not powerful!”
Big fat meat wants to see how many bites my brother takes?Dude, I'll give you a second!”
Similar late-night eating broadcasts are not uncommon on various live broadcast platforms, eating ten bowls of cold skin in one go, eating eight bundles of noodles in one meal, and eating ten catties of fat meat in an hour, which aroused the amazement and applause of netizens.
Why are so many people keen to "watch others eat"?From December 11th to 14th, the reporter found that around 0:00 o'clock at night was the moment when the largest number of viewers sent by the mailing audience was the most send. Most of the reasons why they eat late-night ** are that "they can't eat or can't eat themselves, and they have watched others eat and are addicted".
Zhang Qiu, a citizen of Beijing, is a loyal lover of late-night eating broadcasts, "Whenever I see brightly colored food and see the anchor eating in large gulps, the sound I make makes me swallow my saliva, I enjoy it very much, and I am very decompressed." ”
Li Xia, a white-collar worker in Beijing who also likes to watch late-night food broadcasts, said: "I belong to the fat-prone physique, and I always control myself not to eat too much, so when I watch food broadcasts, I will be more excited, because when I watch them eat, it seems that I have eaten it myself, and I am very satisfied." ”
Wang Ge, another food broadcast enthusiast, said frankly that she was also in contact with food broadcasting during the ** period, and paid more attention to the "big stomach" type, mainly for the purpose of suppressing appetite. "When you see people eating so much, you feel like they're very pushy, and you don't feel like you're hungry anymore. ”
It is a typical psychological compensation for people to replace the actual feasting by eating and broadcasting. The human mental system is a relatively closed system, always in a dynamic process of moving towards equilibrium. The process of seeking equilibrium is nothing but the process of transferring the 'mental energy' with desire as the core from one mental structure and element to another. Chen Jing, who is engaged in psychological counseling in Beijing, told reporters that in the state of hunger in the middle of the night, eating and broadcasting has become a compensatory means for many people to have "appetite" or other desires that are not satisfied, and they transfer their cravings for food to eating and broadcasting.
The reporter interviewed and found that although some ** people who eat and broadcast do not recognize the type of eating and broadcasting such as "Big Stomach King" in their hearts, they still can't help but click on **Go to a ** under the effect of curiosity and ugliness psychology. For example, Wang Ge first came into contact with mukbang because he wanted to see "how can someone eat so much?"."What kind of person can eat so much?"How do you eat it?""What to eat?".”
The interviewed experts believe that it is the innate curiosity of human beings that drives the audience to click on mukbang**, and when curiosity is satisfied, it will produce a great sense of comfort, so the audience who contributed likes and production comments behind the screen complained about the heavy taste of mukbang, and exposed the "big stomach" in the clues of **editing**, and at the same time, they couldn't stop clicking on one "earthy" food broadcast after another, and the traffic of eating and broadcasting went up.
With the hunting way to eat, it attracts attention and drainage.
traffic, stimulating anchors to continuously produce content.
In the observation of late-night eating and broadcasting for 3 consecutive days, the reporter found that many anchors "moved forward" on the runway of pursuing speed and quantity, and "stormed" a large basin of ramen within a few minutes, and ate multiple pieces of fatty meat in one go;Some anchors "go sideways" in the pursuit of novelty and excitement in the arena, eating raw octopus sea urchin and dry hot pot base, so as to highlight the encirclement and win attention.
At 3:50 a.m. on December 11, the reporter entered the live broadcast room called "Love Food", with a parrot standing on the shoulder of the female anchor and a cylindrical container filled with bullfrogs behind her, and the number of online users in the live broadcast room exceeded 6,000 at this time.
The new baby wants to see the buckle 888 of the stewed **, and the buckle 111 of the fried silkworm chrysalis. When a string of "888" was deducted in the comment section, she began to boil the oil and put the two large bullfrogs into the pan. At the same time, 3 fountain insects and 2 silkworm pupae were still fried in the small pot next to them.
After the bullfrog came out of the pot, the anchor put the bullfrog on the dinner plate, ate a few bites of it, and then switched to other foods, such as raw yams, eggplants and other vegetables. When netizens asked why she didn't finish eating "**", she said, "There is still the last **, leave it for friends who come later". There were many "scary" and "scary" comments during the whole process, and she responded that "this is all a live broadcast effect, don't imitate it in your life".
At this time, there was also the sound of "eating rabbits" and "eating mice" from the live broadcast room. However, this rabbit is neither a rabbit nor a rat, but a candy called "wax bottle candy", which attracts the audience with its rich color and unique chewing sound. This kind of eating and broadcasting is also divided into two kinds, one is mainly based on "nine-square grid", which relies on the sound of chewing and swallowing during eating and broadcasting to attract fans;The other is to attract the audience's attention by tasting relatively novel foods, such as offal and raw pickles.
The reporter noticed that the most eye-catching thing is "so edible".
I'll just stuff this big blood sausage into my mouth, and the little red heart in the lower right corner can reach 200,000. ”
Come, I'll add a big piece of fat meat to make you watch it hard and enjoyable at one time. ”
Come on, come on, just give everyone a 'dazzle'. ”
This is the scene of Wang Min (pseudonym), who is doing late-night eating and broadcasting in Baoding, Hebei Province, interacting with the audience in the live broadcast room. In order to eliminate the question of "whether the blood sausage is greasy" raised in the comment area, Wang Min inserted a knife into the blood sausage from time to time, and poured a little vinegar on the blood sausage.
It is necessary to eat this large, fatty food to attract the audience. Wang Min told reporters that in fact, it is really not delicious, some meat is too greasy, and it needs to be constantly sprinkled with sugar and vinegar to eat.
In the comment area of Wang Min's live broadcast room, the reporter noticed that two voices kept appearing - one was expressing sympathy for eating broadcasts, "Don't eat anymore, it's not good for your health, isn't it greasy";Another voice was urging Wang Min to continue eating, "Add another piece, don't talk, eat quickly."
It's not delicious, you can't eat it, but you have to eat it, otherwise no one will look at it and you won't be able to sell it. Wang Min said that eating in the live broadcast room is all for the sake of the "Master", and only after the number of people and popularity in the live broadcast room reaches a certain level, they will start to bring goods, and bringing goods is the ultimate goal. "Eating non-stop in the live broadcast room is a 'gimmick' to attract viewers. In the end, the things sold in the shopping cart in the live stream are completely different from what we eat, and that's our focus. ”
According to industry insiders, late-night eating and broadcasting is divided into many forms, and those who eat a lot of bright, gluttonous delicacies are different, Wang Min's kind of eating and broadcasting is called "earthy" eating and broadcasting, attracting people's attention with a curious way of eating, characterized by a large number of pork belly, blood sausage, duck blood, fatty meat and other fatty foods to attract traffic.
Li Wei (pseudonym), who does late-night eating and broadcasting in Shandong, uses big elbows, pig's head meat, and braised large intestine as his main food, and starts broadcasting every night until 1 o'clock in the morning, holding a piece of 1 pound of duck blood and stuffing it directly into his mouth, which is Li Wei's "prescribed action" every night.
It's not tasty, it's a little fishy. Li Wei said that he was really about to vomit sometimes, but he still had to yell at the camera, "This piece of duck blood, look at the brother, give you a second", "Is it powerful, if you are powerful, you will be given strength in the comment area". The reporter observed that Li Wei ate almost 10 catties of fat meat in one night.
Did you really eat it all or did you vomit?The reporter asked. In this regard, Li Wei just smiled.
Around midnight, Li Wei would say to the audience in the live broadcast room, "Finally, a group of people, and then a group of people, you have to bring another batch of goods to end."
The reporter noticed that in the live broadcast room of Wang Min, Li Wei and others, there are also cases where the live broadcast will not be broadcast until a certain number of goods are brought together. Approaching 1 a.m., they will decide to "wait a little longer" based on the day's trading volume, or shout "wait for the last batch" and "sell the last batch".
Generally, the broadcast time is relatively fixed, and the broadcast time will be adjusted according to the live broadcast and sales situation, sometimes until 1 o'clock in the morning, or even 2 or 3 o'clock in the morning. Wang Min said.
Taking medicated saline to induce vomiting of food.
Will it hurt my body to eat like this every day?”
It's scary, how can you eat so much?”
The reporter noticed that although some viewers love to watch mukbang, they also questioned: Did the mukbang really eat?Will it cause food waste?
For these problems, some anchors explained that "I have binge eating disorder", and some anchors said "I can eat since I was a child, I was hungry and scared when I was a child, and now I want to eat everything", "I have a fast metabolism, I have a bad stomach, I go to the toilet many times a day, and after eating, I feel like no one else" ......
"Crystal", who is engaged in eating and broadcasting in Zhejiang, told reporters that in fact, anchors eat to make money, otherwise who would eat desperately every day. Everyone's stomach capacity is limited, and most people induce vomiting by picking their throat or taking medicine. "I basically rely on digestion, but my weight has risen from 90 pounds to 120 pounds. ”
Wang Min told reporters that he had to go to the toilet to diarrhea and induce vomiting during the break in the live broadcast to ensure that he would "vomit" in the middle of the live broadcast for nearly 4 hours a day.
Li Wei has heard a little about some of the "operations" behind the eating broadcast, such as some late-night eating broadcasts will "eat some emetic drugs, or drink some salt water to stimulate the stomach" before the live broadcast, the purpose is to be able to spit out food at any time between live broadcasts.
Some late-night eaters will also use some fake food during the live broadcast, or through the change of camera perspective, to show the illusion of a large amount of food, or use some paper towels or chewing gum to pad their mouths to make themselves look like their mouths are stuffed with food. Li Wei showed the reporter a **, in which he stuffed an egg directly into his mouth, kept chewing, and looked like enjoying the food, and swallowed it in his throat after more than ten seconds, and then picked up another egg and stuffed it into his mouth, seemingly feasting, "The audience thought they would swallow it like this, but in fact, the egg had been eaten and hidden under the tongue." This kind of eating and broadcasting technique needs to be Xi for a long time, otherwise it is easy to vomit, and if you vomit again in the interval, a table of dishes can be quickly swept away."
And this is also an important reason why some late-night live broadcast rooms have more than two anchors "taking turns". "This gap in substitutions is important. Li Wei said.
In Wang Min's live broadcast room, there are two anchors who take turns to eat and broadcast, and when one anchor is a little tired or can't stand it, he will change to another anchor to continue eating. Wang Min said: "In order to alleviate the pressure caused by eating all the time, we sometimes pause eating to reply to questions and feedback in the live broadcast room, but this is often accused by the audience of 'just talking but not eating'. ”
Zheng Yulong, a first-level health nutritionist, told reporters that the "Big Stomach King" eating and broadcasting is easy to bring some unscientific and unhealthy information and value transmission to the public, especially if it will cause misunderstanding about health. A person's stomach capacity varies depending on body type, age, gender. When a person is hungry, the stomach capacity is about 50 ml, and when eating a lot of food and water, the stomach capacity can reach 3 to 4 liters. If you eat and broadcast for a long time, it is easy to lead to serious metabolic and endocrine disorders in the body, cause a decline in immune function, and also cause a high incidence of cardiovascular and cerebrovascular diseases. Because this kind of overeating will cause a large amount of fat accumulation, form the resistance of pancreatic islets, and easily cause high blood pressure, high blood sugar, high uric acid, and then induce cardiovascular and cerebrovascular diseases, and even sudden death.
When talking about the harm of vomiting to the human body, Wang Xufeng, president of the Capital Health Nutrition and Gastronomy Society, said that because the stomach contains a lot of gastric acid, and gastric acid is the only strong acidic substance in the human body, if repeated vomiting, it is equivalent to repeatedly making gastric acid burn the esophagus, which will increase the risk of esophageal cancer in the long run. In addition, this behavior of eating and then inducing vomiting violates the natural laws of the human body, and will also damage the hepatobiliary pancreas, and after a long time, it will form a conditioned reflex to want to vomit when you see food, that is, anorexia.
Improve credit regulation and strengthen punishment.
"Fake eating" is certainly offensive, but the problems behind the behavior, such as food waste, false marketing, and mismatched goods, are more worthy of vigilance.
The reporter noticed that in the comment area of the short ** platform, a large number of netizens left messages saying that it was shameful to waste food, and some people reported that the quality of the goods was problematic, the goods received were completely different from the goods in the live broadcast, and the after-sales service could not keep up.
At the end of November 2021, the National Development and Reform Commission (NDRC) and four other departments issued the "Anti-Food Waste Work Plan", emphasizing the need to strictly supervise food waste-related information. It is mentioned that radio stations, television stations, and online audio service providers are prohibited from producing, publishing, and disseminating programs or audio information that promote excessive eating, overeating, and other food waste.
Under the ban, many "big stomachs" took the initiative to transform and fade out of the rivers and lakes. But in less than two years, a new batch of "big stomachs" came back late at night. What is the reason behind this?
Traffic monetization is the fundamental reason for the resurgence of the 'big stomach'. Driven by huge economic interests, anchors can't afford to take risks. Zheng Ning, director of the Law Department of the School of Cultural Industry Management of Communication University of China, said.
The reporter learned that at present, there are two types of late-night eating broadcasts on social platforms, one is to sign a contract with MCN institutions and become a more vertical eating and broadcasting food blogger;The other is run by itself, usually with a team of three or four people.
Wang Min and Li Wei both belong to the latter. According to Wang Min, after she eats and broadcasts, she can earn at least 15,000 yuan a month after removing expenses such as ingredients.
Li Wei introduced that the general salary of the anchors who signed MCN agencies is in the form of "basic salary + commission", and the advantage of signing MCN agencies is that the profit channels are more diverse, from short ** to store visits, advertising, and live broadcasts, and they make more profits, but most of the money is in the hands of the institution, and some tail small Internet celebrities may not make much money by eating and broadcasting. "Some well-known big food anchors, institutions and anchors can reach 55 percent. For some rookie anchors, the commission is determined according to the turnover, which is about 10%. ”
A MCN agency broker told reporters that if an individual anchor does bringing goods, the revenue share mainly depends on the unit price of each single product and the profit margin provided by the supplier.
The reporter browsed a number of short ** platforms and found that there are also some late-night eating broadcasts that position themselves as "cultivation food anchors" and "food sharing + chatting with goods", and when there is a certain fan base, they will earn commissions by "opening the window" or "hanging a small yellow car".
These anchors usually carry the banner of 'ordinary people starting a live broadcast' and 'you can earn 4,000 a day without singing and dancing', relying on people's design, beautiful pictures, and resonance to retain the audience, and after the fans reach a certain amount, they will transform into live broadcasts. An industry insider revealed.
Sasha (pseudonym), who does food broadcasting in Wuhan, Hubei, admitted frankly in the live broadcast that you must eat fatty meat to sell goods, and you can't sell if you don't eat it, "Most of our income is basically from selling goods."
When viewers see streamers gobbling up in front of the camera, their bodies release neurotransmitters such as dopamine that make them feel happy and relaxed, but the harm that can come from this behavior should not be overlooked. Chen Jing said, "Every grain is hard", and the tradition of cherishing food should not be lost and cannot be lost. Some people on the platform focus on home-cooked food, some people specialize in convenience stores, and some people take the "social cow" route, inviting strangers to eat together, etc., these ** quantities are not lost to the "big stomach".
The interviewed experts agreed that on the stage of eating and broadcasting, the platform should not take the lead in words, and from the perspective of social and public interests, it should first review and then issue the first issue that may cause public discomfort. For food broadcasts that have changed their taste, such as wasting food and publicizing that most of them are eaten, they should be dealt with such as deleting the work, shutting down the live broadcast, and banning the account. The platform has the obligation to guide the anchor to actively promote a healthy food culture, so as to reduce the attention to the "big stomach" eating broadcast.
For anchors, 'mukbang' is a job that needs to abide by guidelines and bottom lines. Relevant departments should also strengthen regulation of online platforms, establish credit regulation and joint punishment, conduct strict monitoring of anchors who have been banned, and work with platforms to employ multiple regulatory methods such as machine learning Xi algorithms, manual review, and reporting mechanisms, to jointly create a clean and upright online environment, and convey correct and healthy social values. Zheng Ning said.
Rule of law**).