Recently, the apprentice of the Internet celebrity anchor "Crazy Brother Yang" "Yellow of the Traffic Light" brought a certain brand of air cushion in the live broadcast room, causing controversy. In front of the camera, the female anchor wore a hair with a hideous expression, and in the live broadcast screenshots, she even squatted on the table with her legs crossed at one point, and her posture was quite **.
The "2023 "Double 11" Consumer Rights Protection Public Opinion Analysis Report" released by the China Consumers Association shows that the anchors who rely on scandal trials in the "live broadcast to bring goods" are causing more people to be disgusted.
The reporter noticed that with the rapid rise of the Internet short ** platform, some netizens are quite interested in deformed and vulgar things, and alternative Internet celebrities seize the curiosity and ugliness psychology of some netizens, and deliberately pretend to be ugly and pretend to be crazy and stupid to attract fans.
Events
The live broadcast room is vulgar and brings goods, and the cloaks are distributed and squatting on the table
Recently, a live broadcast dragged the "Yellow of the Traffic Light" of the apprentice of "Crazy Brother Yang" into the ** whirlpool, which was also included in the public opinion analysis report of the China Consumers Association as a typical case.
According to Jiupai News, when "Yellow of the Traffic Light" brought a certain brand of air cushion in the live broadcast room, she wore a hair in front of the camera, her expression was hideous, and she was holding an air cushion printed with the brand logo in her hand. In the screenshot of the live broadcast, she even squatted on the table with her legs crossed at one point, and her posture was quite impressive.
This move was questioned by many netizens as being too vulgar, "Don't you want the brand image?".Many netizens complained in the comment area of the brand's official beauty account that the anchor's style of bringing goods did not conform to the brand image, "The 680 yuan high-end air cushion looks like 9 pieces of 9, and I don't want to buy it." "I will buy street goods, and I will buy branded goods, but I will not go to the stalls to buy branded goods. ”
According to the data, the brand is a brand of the French luxury jewelry giant, mainly engaged in fashion, beauty products, perfumes, bags, glasses, accessories and other products.
According to ** report, on October 27, the brand's official customer service staff responded, saying that they would pay attention to this matter and reflect it to the relevant departments to verify and understand the situation, and there will be a commissioner to follow up.
As more live slices were spread on the Internet, attracting more negative comments, the party "Yellow of the traffic light" also apologized in the comment area, saying, "I'm sorry sisters, I don't know you are so angry, the content in the live broadcast room just wants to make everyone happy, and it brings a bad impression to everyone, I'm sorry." Everyone consumes rationally and compares prices in many ways, I'm too low, I'm sorry. ”
It is reported that "Yellow of Traffic Light" is Brother Yang's big **, and his popularity has risen rapidly with his live broadcast style of daring to be ugly and funny, and he has accumulated more than 9 million fans on Douyin. However, in the recent live broadcast, his intentional or unintentional edge rubbing and illegal actions led to the forced closure of the live broadcast room several times, and some netizens called it "Title Douluo Xiaohuang".
For a long time, Brother Xiao Yang's style of bringing goods can be summarized by the words "reverse delivery" and "violent evaluation", such as he used steel wool balls to evaluate the pilling degree of clothing in the live broadcast, used 5L mineral water to verify the bearing capacity and firmness of garbage bags, stuffed himself into children's clothes to prove elasticity, and so on.
According to ** reports, Brother Xiao Yang was accused of being less vulgar than his apprentices, and his vulgar remarks and behaviors such as "Karma Xiaoj", "taking out the sanitary napkin", brushing his teeth on the toilet, etc., caused strong discomfort.
According to the monitoring data of the China Consumers Association, the negative information about the "Double 11 live streaming" has reached 15650,000 pieces, accounting for 47 of the complaining information99%。The negative information of "live streaming" involves monopoly, vulgar sales, false propaganda and other issues.
The rights protection cases disclosed in the report show that the anchors who rely on the trial of ugliness in the "live broadcast to bring goods" are causing more people to resent.
phenomenon
Judging ugliness has become a trend?"Bo out of position" has created a group of "black and red".
I don't know when the ugliness has become a trend on the Internet, and some netizens are quite interested in deformed and vulgar things, so that those alternative Internet celebrities have just seized this kind of curiosity and voyeurism. For the major ugly reds, blacks and reds, they relied on showing off their ugliness to attract fans, and when they attracted traffic, they mastered the wealth password, and became popular with various ugliness.
Some vulgar and boring content also has a large audience, and under the influence of the platform's "big data" content distribution rules, it will be pushed by the platform because of its high attention, and even "more and more popular".
According to some anchors on the Internet, this kind of "rubbing" content may be easier to get platform recommendations because of the high attention in a short period of time, so it is also regarded as a "traffic password" by some anchors, and it has been repeatedly "applied" in the live broadcast room, and it has been tried and tested repeatedly.
On a ** platform, netizens even took stock of some "black and red" who relied on selling ugliness to attract traffic. Nandu reporters noticed that these "black and red" or full of big buck teeth, grinning, or teeth and claws, cloaked and scattered, strange shapes. What's more, they are scantily clad and perform "magical". Netizens said that in order to win traffic, it was really "fighting". At present, some ugly "accounts" have been permanently banned.
Industry insiders believe that the reason why this kind of content has attracted attention, and even the popularity and popularity of related live broadcast rooms are getting higher and higher, may be related to the public's aesthetics being "deviated" by some well-known anchors.
Behind this phenomenon, in fact, there is a kind of "psychology of judging ugliness" at work. Some psychology professionals have analyzed that this may be related to the excessive anxiety and depression of modern urban people. This is actually a kind of psychological catharsis, emotional release. It's even just to satisfy one's self-esteem and find a sense of self-superiority.
From "judging ugliness" to "flattering ugliness", there is no bottom line hype and attention
Nowadays, the focus of netizens is easier to be diverted than in any previous era, and the difficulty factor may be much higher than before if you want to become popular overnight through online hype. In this case, many people rely on bottomless hype to cater to the public's ugly sentiment and win attention.
On January 3, 2023, the second-instance judgment in the case of Jiang Ge's mother Jiang Qiulian v. Liu Mouxi over the right to dispute over life was announced, upholding the judgment of the court of first instance that Liu Mouxi should compensate Jiang Qiulian for various losses of more than 70 yuan.
Unexpectedly, Liu Mouxi then posted on the Weibo platform, saying that he was unable to repay it, and launched an online fundraiser for the relevant compensation. On January 4, Sina Weibo closed the tipping function of Liu Mouxi's account and restricted withdrawals. Although most netizens said that the move trampled on the moral bottom line, ** sharply accused Liu Mouxi of being a "clown who does not want to take a curtain call", and openly challenged the law, harvested traffic, and staged ugly dramas by "fundraising". But in just one day, Liu Mouxi actually received 2With a reward of 560,000 yuan, some netizens are stunned by the appearance of such an online "ugly" taste.
From July to September this year, Liu Mouxi also opened 4 live broadcasts with goods, and opened a product window, and was permanently banned after being complained.
Compared with the general phenomenon of "online ugliness", it can be said that the tendency of "judging ugliness" has undergone a qualitative change, from "judging ugliness" to "flattering ugliness". From the spiritual support of the "war of words" on the Internet in the past to the reward support of real gold in reality, the online "ugliness" has gradually crossed the category of online network culture and began to impact the offline real society.
Probe
Why does black, red, ugly and red have a living soil?Aesthetic "failure" under "traffic is king".
Commercial advertisements are knocking on the door, if you can gain fame and fortune by farting and gnawing your feet, splashing and rolling, it is undoubtedly an impact and distortion of social values. There are many reasons for the formation of online scandals, and some experts believe that there are mainly the following four aspects.
The first is the aesthetic "failure" in the environment of "traffic is king": with the development of the Internet and the emergence of short apps, under the concept of traffic first, the phenomenon of "ugly" on the Internet has increased rapidly. Many of them use sensationalism, sexual innuendo and other foul-smelling and vulgar behaviors to attract traffic on the Internet, and win attention with ugly and extremely spicy painting styles that violate the norm.
The bottomless behavior of "playing ugly" and "selling ugly" on the Internet is rampant everywhere, which has become an important means of chasing traffic and the attention of netizens, but it has also highly overdrawn social values and aesthetics. When the public is faced with the intuitive "ugliness", they will criticize and reflect at first, but with the proliferation of all kinds of vulgarity, the public gradually becomes numb and eventually tends to ignore it. In the era of traffic supremacy, more and more netizens have gradually lost their ability to distinguish beauty and ugliness and distinguish good from evil due to vulgarity.
The psychological orientation of online social networking has been distorted, which has profoundly transformed its own aesthetic value and the existence form of information. If it is said that online "ugliness" netizens still have a basic distinction between beauty and ugliness in vulgar online communication content, then online "ugliness" is a signal of social aesthetic "failure".
The second is the alternative emotional catharsis against the mainstream cultural system: "ugly culture" releases the desire for modern people's perceptual survival and the demand for entertainment at a lower level, which is exactly in line with the psychological characteristics of the Internet public. On this basis, all kinds of **, Internet celebrities, and behind-the-scenes promoters took the opportunity to join forces, using online platforms to indulge in ridicule, wanton catharsis, and even "offering ugliness" as a powerful way to resist authority. With the viral spread of "ugly" behavior on the Internet, some netizens have instead regarded it as a victory for non-elitist culture and the power of folk discourse. In the pan-entertainment online world, there is a grotesque phenomenon in which publishers regard "ugliness" as "beauty" and followers take pride in "flattery and ugliness".
The third is the pathological anti-intellectualism caused by the vulgarization of personality pursuit: the group of "ugly" people on the Internet is mainly teenagers, and it is obvious that the bad environment full of "ugly" culture has a direct impact on them.
Nowadays, with the development of mass media technology, the violent culture in film and television, the Internet, and the pornographic culture in the mass media have infiltrated the lives of young people in all aspects, especially under the guidance of some bad Western values, some young people regard degeneration as their personality and blindly admire the violent, pornographic, and vulgar elements in the Internet.
At the same time, the intensification of social involution and the constraints of traditional discipline have further strengthened the rebellious psychology of teenagers, and individualization has become the pursuit of teenagers to affirm themselves, show themselves, and flaunt themselves. However, due to the lack of social experience, it is difficult for teenagers to analyze and think independently, their sensibility is higher than rationality, they are willing to accept sensory stimulation, and they label all kinds of novelty, funny, death, and deceptive Internet ugliness as "individuality", and adopt a playful and playful attitude towards study, Xi, work, and life. Although subjective emotional impulses take the first place, and objective reason gives way to prejudice, they are often applauded and echoed. This deformed mentality is projected onto the field, which magnifies their online anomie behavior and lack of online morality, and shows a certain degree of "pathological anti-intellectual" concept.
Fourth, the vicious circle of lack of regulation and guidance of network information: the profit-seeking nature of capital has caused a lot of network alienation, and some commercialization-oriented self-leading platforms blindly pursue economic interests, attract traffic by creating gimmicks and topics, and use methods to distort reality and incite hatred to dissolve mainstream values, so that the public is overly addicted to superficial cultural information and popular entertainment. At the same time, under the current platform algorithm, "ugly" information is more likely to be recommended to the audience because of its good drainage effect, resulting in an information cocoon effect. Immersed in the "ugly" behavior for a long time, the aesthetic taste and value orientation of netizens will also be deflected, which is also related to the rapid development of the new network but the general lack of normative supervision and guidance.
Governance
The phenomenon of judging ugliness urgently needs to be comprehensively addressed, requiring online anchors to abandon low-level tastes
As early as April 2022, the Cyberspace Administration of China and other departments launched a three-month special action to "Clear and Rectify the Chaos in the Field of Online Live Broadcasting and Short Broadcasting", focusing on rectifying the chaos of illegal and illegal content such as "sex, ugliness, weirdness, fake, vulgarity, and gambling". This year, the self-management regulations have been introduced, which require that the platform shall cancel or not grant profit-making authority to those who have created vulgar characters, violated the image of Internet celebrities who violate public order and good customs, and carried out malicious marketing by multi-account linkage to stir up social hot events.
The Code of Conduct for Online Anchors points out that online anchors should adhere to the correct political direction, orientation and value orientation, adhere to a healthy style and taste, and consciously abandon vulgarity, vulgarity, kitsch and other low-level tastes. Among them, it is specifically proposed that it is strictly forbidden to show sexually suggestive and sexually provocative content such as clothing, makeup, language and behavior, and live broadcast room scenery. Anchors with goods should have rules in their hearts and behave in a proper manner, and cannot excuse vulgarity with a sentence of "personalized way of selling goods", and push away bad words and deeds with a sentence of "special performance form", and the result of crossing legal boundaries and challenging the public's bottom line will eventually be the backlash of fan loss and brand abandonment.
Article 3 of the "Provisions on the Administration of Internet Live-streaming Services" clearly stipulates that the provision of Internet-live streaming services shall comply with laws and regulations and adhere to the correct orientation. While the anchor with goods has millions of fans and is loved by fans, he should take the responsibility behind the traffic, and abiding by laws and regulations, public order and good customs should become the bottom line of live broadcast behavior. In addition, to cultivate a positive, healthy, upward and benevolent online culture, and to create a clean and upright online space for the growth of the majority of netizens, especially young people, anchors should make a difference.
As a public figure, Internet celebrities should correctly use their influence to deliver positive content and set a good example for the public.
Regarding the phenomenon of judging ugliness, People** commented that there are always some teams or anchors who can't figure out the importance of the matter, can't figure out the boundaries, can't change their thinking, and repeatedly use ugly or vulgar clips to appear on hot topics. Similar behaviors are irresponsible to oneself, the team, and consumers, and are a threat to the e-commerce industry and the Internet ecological order, and must be severely punished.
Consumers have "changed", and relying on the ugly and vulgar primary "old method" will not work. For anchors and teams with goods, they may wish to learn the rules issued by relevant departments and platforms in Xi time, find out the bottom line of the boundary, and improve their own skills. The easiest way for an anchor to go further and more steadily in the platform and in the rivers and lakes is to comply with laws and regulations, and to "fire" in a way that consumers like to see, rather than playing ugly and vulgar traffic cards. Otherwise, sooner or later, bringing goods will become "troublesome".
Integration: Yi Fuhong, Xi Xie Chen.
*: People** Xinhua News Agency Rule of Law** China Consumer Daily Jiupai News Jimu News Beijing** Zhongxin Jingwei People's Attention Bailu** Public Opinion Center of the Rule of Law Network, etc.
Photo.com.