"'Mei Xiang' and her family set off for China, and their luggage - 100 kilograms of bamboo and fruits!”
Meng Lan's 'reproduction of the classic 'one-word horse'. ”
And the flowers' eat and sow and new!After eating bamboo shoots and eating apples, crunchy!”
It's snowing in the Northeast, and 'Scarlett' is having fun!This is probably the first time that a 'southerner' has seen snow. ”
Who are Meixiang", "Menglan", "Hehua" and "Scarlett"?They are not friends and relatives that you and I meet every day, but many of us know their daily lives inside out - they are the national treasure giant pandas that have a national reputation. From the cute figure leisurely in the bamboo forest to the various "cute" IP cultural and creative products, in recent years, with the rise and popularity of live broadcast and short **, the popularity of giant pandas has soared and become popular all over the world. People thousands of miles away break through the limitations of time and space to achieve "the best cat", and the giant panda has become a "top star" in the world.
Leisurely ** mind.
In the era of mobile Internet, fragmented information fills people's time in various forms, and in the massive amount of information, the giant panda from the eastern country, known as the "strongest ** species", with its cute image and leisurely rhythm of life, is strongly "out of the circle" and occupies people's mobile phone screens.
On various platforms, I can often brush the giant panda's **, as long as I see it, I will always click on it. These ** are not long, most of them are tens of seconds or even only a few seconds, but they are full of fun, and they can be said to be 'essence'. Nan Nan works in a hospital in Beijing, and she prefers to see cute giant pandas after her busy schedule than reading text or some plot-based and continuous content on her mobile phone, "which allows me to occasionally 'escape' from real life."
These giant pandas**, which can make people briefly jump out of real life, have aroused widespread empathy among netizens on social networks. In 2017, a 57-second giant panda** on CCTV's Panda Channel spread rapidly around the world. **Middle, the baby panda "Qi Yi" from the Chengdu Giant Panda Breeding Research Base wanted to hug the keeper's thigh, and the keeper who was busy inserting bamboo hugged "Qi Yi" to the side several times, but it unremittingly swung its short legs and ran back, wrapping around the keeper's thigh and not letting go. "This pestering little thing", "look at it once, laugh once", "Obviously, the dad lacks an assistant, and he specially gives up his legs to hold the baby panda" ......The perseverance of "Qiyi" attracted netizens to leave messages. This one-minute-long ** has been viewed more than 1.1 billion times at home and abroad.
The explosion of the giant panda in the mobile Internet era is first of all closely related to its own flat facial features and cute movements. Meng Ying, an associate professor at the Guangming School of Journalism and Communication at China University of Political Science and Law, believes that the cute image of the giant panda itself is very cute, and its similar demeanor and movements to humans are more likely to be given anthropomorphic emotional interpretation, "In addition, the new **platform shows the unique life rhythm of the giant panda in the form of **, and their interaction with the keeper is full of fun, which is a kind of spiritual comfort for people."
Female star in the panda world", "sunny and cheerful big boy", "little princess of Everland" ......Panda lovers not only know these nicknames, but also can explain the characteristics and personalities of the pandas with these nicknames. The size is smaller than that of giant pandas of the same age, the head and body are almost integrated, and as soon as you sit down, a triangular "Hehua" is a highly recognizable Internet celebrity giant panda.
I like to watch the 'eating and broadcasting' of 'Hehua', sitting there like a rice ball, eating apples and bamboo shoots, a bite of crunchy, no matter how the breeder Grandpa Tan shouts, but also maintains an unhurried, slow and leisurely rhythm, it seems to have a non-contentious attitude with the world. Nan Nan also has her own "heart bear".
Hu Yifeng, director of the China Literature and Art Critics Association, said: "From the nicknames that people give to the giant pandas, it can be seen that people have explained the natural behavior of the giant pandas in a story, projecting their own emotions and lives onto them. It can be said that the giant panda carries the good wishes of the Chinese and has a strong ability to empathize. ”
Panda Channel in Chengdu Giant Panda Breeding Research Base in the broadcast room. (Photo courtesy of CCTV Panda Channel).
Slow live broadcast makes "watching" giant pandas a daily routine.
On the evening of November 9, 2023, Beijing time, the family of giant panda "Mei Xiang" in the United States successfully arrived at Chengdu Shuangliu Airport after a 19-hour flight and returned to their motherland. This news became a hot report on the day, and even ** started a live broadcast early before they set off, tracking the flight dynamics of the giant panda family throughout the whole process. From the "Panda Express" special plane taken by the "Mei Xiang" family, to the 100 kilograms of bamboo and fruits that accompany the panda family, and the toys that accompany the panda family, the panda's return to China has attracted the attention of the whole network.
Nowadays, the development of the mobile Internet has provided new opportunities for the image shaping and dissemination of the giant panda, and the daily life of the giant panda is naturally embedded in people's lives in a way of companionship.
Launched in August 2013, the Panda Channel has more than 100 fixed cameras, 2-channel high-definition signals and 22-channel SD signals, showing the daily life of giant pandas in the form of 7 24-hour slow live broadcast, and currently has a total of more than 56 million active users in the world, forming an influential panda-themed online live broadcast community. Guo Yanan, deputy director of the Panda Channel, introduced that the channel was set up at the beginning of its establishment to present the daily life of the giant pandas in detail through a 24-hour live broadcast, "We have set up live cameras around the main panda enclosures of the Chengdu Giant Panda Breeding Research Base and the China Giant Panda Conservation and Research Center, and colleagues in the director room will always observe the dynamics of the pandas, and control the camera tracking records by zooming in and pushing away to capture some interesting pictures."
At that time, the concept of "slow live broadcast" had not been widely proposed, but this kind of long-term companionship and immersive live broadcast method was in line with the lazy activity state of giant pandas, and also met people's needs to slow down. "The slow live broadcast of the giant panda has no plot, no lines, and no threshold for understanding, and the audience can enter the live broadcast room anytime and anywhere and approach the giant panda at a low cost. At the same time, slow live streaming creates a common sense of presence, gives netizens a sense of participation, and establishes an emotional connection with each other. Meng Ying said.
On the live broadcast platform, the director of the Panda Channel is also interacting with netizens at any time. Guo Yanan introduced: "Sometimes netizens will ask to see the details of a certain part of the giant panda in front of the camera, or want to see a certain giant panda, and we will try to achieve it through the lens." The director will also introduce basic information such as the name and age of the giant panda, and answer the questions raised by netizens in a timely manner, "but with the continuous popularization of giant panda knowledge, netizens often answer each other on our platform."
In addition to the uninterrupted slow live broadcast, some **and new** platforms will also take the initiative to set up topics, select interesting clips from a large number of live broadcasts**, or specialize in shooting panda shorts**, and give a certain theme for production and release.
For example, in a 9-second long "Giant Panda Leisurely Grass Skiing on the Slopes" released by Xinhua News Agency, the Qinling Giant Panda's "Qin Rhyme" is silky and cute, making netizens collectively recall the happy times of their childhood, and has won more than 100,000 likes. Hu Yifeng observed that most of the short themes of giant pandas show the characteristics of anthropomorphic presentation and topic hooking, and then form some "hot stalks" about giant pandas, so as to obtain wider network dissemination.
Live broadcast is a way of daily observation in the image era, and short ** is a collection formed by selecting the 'spectacle' fragments in daily observation to create an emotional explosion effect. Meng Ying proposed that the group that loves giant pandas does not have an obvious sense of boundaries, and will jointly use some nicknames for giant pandas and discuss hot topics about giant pandas, without unconventional style symbols, and the inclusiveness and appeal of the group are very strong, which has laid the foundation for giant pandas to be embedded in the daily life of ordinary people in the era of mobile Internet.
Bingdundun "Year of the Dragon New Year Special Edition "Longdundun". (from Xinhua News Agency).
A lovely ambassador who drives people-to-people bonds.
Recently, the Moscow Zoo in Russia released a crawling picture of the cubs born to the giant panda "Tintin" in Russia. And not so long ago, the Moscow Zoo just released the baby panda teething**. For a while, netizens joined the discussion of the topic of "Moscow Zoo is addicted to pandas".
With the advent of the mobile Internet era, the young, international, and IP-based giant panda has been widely disseminated as a popular symbol that does not need to be embellished, and has become one of the images that can represent China with high overseas recognition.
According to Guo Yanan, at present, the overseas fans of the Panda Channel have reached more than 30 million, and it has strong interactivity, "cute, happy, ** are high-frequency words in the discussion of overseas fans' messages, and they will also ask some small questions, and we will regularly collect them to make popular science answers**." In order to adapt to overseas communication, the popular science content we publish on overseas platforms will be more basic, such as 'how many fingers does a panda have', 'what color is the tail', etc."
The giant panda is a gift from China, not only a favorite of the Chinese people, but also sought after by people all over the world in various forms. From the mascot of the 1990 Beijing Asian Games "Panpan", to the mascot of the 2008 Beijing Olympics Fuwa "Jingjing", to the mascot of the 2022 Beijing Winter Olympics "Bingdundun" and the mascot of the 2023 Chengdu Universiade "Rongbao", the "cute" giant panda was once an important member of China's home diplomatic activities.
During the 2022 Beijing Winter Olympics, "Bingdundun" frequently appeared on social **: the "Bingdundun" puppet at the opening ceremony was pulled by athletes from all over the world to take a group photo for several hours;Japanese reporters wore six "Bingdundun" badges to report on the event, revealing a strong "giant panda complex" ...... between their wordsThese continue to promote the popularity of this giant panda wearing an ice crystal shell in social **, and it has created an Internet buzzword of "hard to find".
The giant panda is honest, cute, warm, highly recognizable, and at the same time is a low-context cultural symbol, its body embodies human emotions that can be shared without too much explanation, and has a strong communication power, which can effectively reduce the estrangement. Meng Ying said.
In recent years, many overseas people have become attached to China because of the giant panda, and because of the proximity to the giant panda, they have entered the Chinese culture. During this year's Chengdu Universiade, Panda Channel invited athletes from the United States, Australia, Argentina, Cyprus and other countries to visit the Chengdu Giant Panda Breeding Research Base, feel the wildlife protection work, experience the charm of Chengdu's food and culture, and produce a public science program "Rolling Knowledge Adventure", which has been viewed more than 20 million times at home and abroad. "We hope to tell more people and stories behind the giant panda through such a small incision as showing the image of the giant panda, show the work done by researchers to protect the flagship species of the giant panda, and then present the achievements of our country's ecological civilization construction."
The explosion of giant pandas in social networking has also brought inspiration to online literature and art to tell Chinese stories well. Hu Yifeng said that online literature and art should be based on the unique resources of the country, give new connotations to cultural symbols such as giant pandas, create more panda avatars, and tell panda stories well. At the same time, we must also see that panda IP is already a world resource, and online literature and art should firmly grasp the right to define national cultural symbols, adhere to integrity and innovation, closely follow the positive cultural connotation of the panda image, and diversify its expression. (ENDS).
Reporter Li Xiaomeng.