Dong Yuhui became popular on the Internet with his excellent eloquence, leading a new era of live streaming to pay for knowledge. His live broadcast is not only shopping, but also more like signing up for classes for students and parents, and at the same time "giving away agricultural products". Before Dong Yuhui, many parents regarded live streaming as a vulgar and non-nutritious activity, only seeing handsome guys and beauties and sales strategies. The transformation of a group of teachers in New Oriental, with solid knowledge accumulation, has opened a bilingual delivery model and filled the gap in quality education. Dong Yuhui not only pays attention to cost performance, but also focuses on talking about three meals and four seasons, short love and long-term love and grain cheapness and farmers. Students even took notes while listening to the live stream in order to use these golden sentences in their essays. Although Dong Yuhui's live broadcast time is getting shorter and shorter, he can frequently say eye-catching golden sentences every time, so he has attracted a group of "fans", and the relationship between teachers and students has become bizarre. However, the terrible nature of the "fan circle culture" has made some people's worship of Dong Yuhui excessive, which has also become a problem. Dong Yuhui responded to this question and said that some of his copywriting was written by himself, while others were the result of the team's joint efforts. He also emphasized the importance of the team in improving the quality of the live stream. However, this over-popularity has also led to dissatisfaction among the live broadcast team. In addition, Dong Yuhui's fans overreacted and even became suspicious of his income, believing that the team was secretly betraying Dong Yuhui. It is precisely because of this situation that the Gaotu live broadcast room ushered in a wave of success, and Dong Yuhui's small essay incident brought it huge popularity and sales growth. But how far can the success of the education company's live broadcast room go?Society's call to ban any profit-making in the name of education is a wake-up call. Next, this article will detail the impact of Dong Yuhui and his small essay incident in the field of education and fan circle culture.
Dong Yuhui's success is closely related to the fan circle culture. The fan circle culture originated from the star-chasing family, transliterating the English word fans as "rice". However, the fan circle is not the representative of all star chasers, and only some star chasers who have no sense of boundaries are called fan circles. They will not only kill their idols, but also trample on each other, blacken each other, and spread negative energy. Dong Yuhui's fan base is known as the "mother-in-law", and they leave no stone unturned in their praise of Dong Yuhui, while they have a negative opinion of other streamers. This situation caused dissatisfaction among the Dongfang selection team. The team staff believes that Dong Yuhui's small essays are not all completed by him alone, but fans do not believe this and suspect that the team wants to betray him, citing Dong Yuhui's income. As a result, "Dong Yuhui's mother-in-law" turned to support the competitor Gaotu live broadcast room to express their protection of Dong Yuhui. This phenomenon has led to a huge increase in the popularity of the Gaotu live broadcast room, and the sales have also been correspondingly**. It can be seen that if Dong Yuhui's personality collapses and students and parents no longer pay for his live broadcast, then the live broadcast room transformed by the education company may lose good results. Therefore, it remains to be seen how far live streaming in the name of education can go.
Regarding Dong Yuhui's small essay, there is a disagreement between the team and Dong Yuhui. The team believes that Dong Yuhui did not write all of it himself, but Dong Yuhui responded that some of the copywriting was written by himself and some was completed by the team. He emphasized the importance of the team in improving the quality of the live stream. This is because the wisdom of the team is unlimited, and Dong Yuhui's ability alone is limited. However, this over-popularity makes copywriting written by the team unacceptable. Judging from the team's response, this is very unfavorable to Dong Yuhui's personality. If it is confirmed that these copywriters are not written by Dong Yuhui, the live broadcast is like filming with a script, and netizens will have doubts about the anchor's personality, which will also lead to a decrease in credibility. And for the company, it was a fatal blow.
The issue of fan circle culture has attracted the attention of society, and calls have been made to prohibit profit in the name of education. New Oriental's live broadcast room really brought a lot of gains to students at the beginning. However, with the growth of popularity and the increase in the number of live broadcast rooms, it is difficult to guarantee the quality of anchors. Although many anchors are transformed from teachers, they do not have the spirit of teaching and educating people in the live broadcast, but turn the education live broadcast into an entertainment live broadcast, catering to the needs of the fan circle culture. This not only defeats the original purpose of education, but also has a negative impact on students' learning Xi. Therefore, education live broadcast needs to re-examine its own positioning and return to the essence of education in order to win the recognition of parents and students.
For Dong Yuhui's live broadcast mode, it also needs to be more cautious. His live broadcast provided students with guidance on values and thinking about social issues, but he was misled and over-worshiped by the fan circle culture. This excessive worship not only caused trouble to Dong Yuhui himself, but also affected his cooperative relationship with the team. Therefore, Dong Yuhui and his team need to learn from this, clarify their role positioning, and avoid over-pursuit and dependence.
In general, Dong Yuhui and the rise of education live broadcast have relied on the power of fan circle culture, but they have also been troubled and questioned by fan circle culture. Educational live broadcast needs to return to the essence of education and get rid of the influence of fan circle culture in order to truly play its due role. At the same time, the relationship between the anchor and the team also needs to be more clear and balanced, so as to avoid over-pursuit and dependence. Only in this way can education live broadcast go further in the future and bring real value to students and parents.