Future Network, Beijing, September 9th (Reporter An Ruying intern Huang Junjie) Recently, a Douyin account named "Big Brother-in-law" started a live broadcast. He, who called himself "Guizhou Kobe", and another short The video basketball celebrity "Rural National Treasure" played a "farce-style" basketball game . The two sides have shouted in the air many times on Douyin, which attracted the attention of many netizens.
It is reported that the interaction between the account of Guizhou cottage Kobe "eldest brother-in-law" and major short video basketball celebrities has developed into a "serial series", but many netizens said that relying on low-quality imitation and "clown" attitude To gain traffic, how far can such a "net celebrity" go?
Touch Porcelain Celebrities/Celebrities, Short Video Platform Opens Ugly Judgment Carnival
Netizens broke the news that there are many imitators of Kobe Bryant on major short video platforms: some are technical, imitating Kobe's signature "back jumper"; there are tributes, imitating Kobe " Mamba Mentality "; there is a face-to-face flow, which depends on the similarity of the facial features. Among the many imitators,
"brother-in-law" "stands out" with his appearance similar to Kobe, and has become the "Guizhou Kobe" sought after by netizens. At first, the main content of the "big brother-in-law" Douyin account was to imitate foreign stars by lip-syncing. Because of his similar appearance to Kobe, he began to try to imitate Kobe.
"Big Brother-in-law" live broadcast screenshot of Future.com reporter
According to Future.com reporters, the imitators of technology flow and tribute flow did not cause "out of the circle" traffic, but more attracted Kobe fans. focus on. By imitating his appearance, the "eldest brother-in-law" painted his skin black, put on Kobe's uniform, played basketball with his rigid body in front of the camera, and quickly got out of the circle with the self-proclaimed "Guizhou Kobe" name.
At first, there were netizens comments under the imitated video of "eldest brother-in-law", "Looking back and smiling, the imitation is too similar", but after the live broadcast of the game with "Rural National Treasure", the taste changed.
netizens complained, "All fouls from the beginning to the end, wasting my two hours", "You are not playing a basketball game, you are playing a worldly game" "I almost feel that Kobe is a derogatory term".
netizens commented that after
's "eldest brother-in-law" won the "National Treasure in Rural Areas" with "Black Whistle", he updated a video of "Fangfang Feeding Pigs", and his expression made some netizens feel "spicy eyes".
Netizen message source: Douyin
In the follow-up 3V3 competition, the "Guizhou Team" organized by the "eldest brother-in-law" lost to Wu Yonghao and the "Rural National Treasure" "Haobao Team". In its comments, I saw the purpose of "eldest brother-in-law" to continue to make money by paying attention to traffic. During the whole game of
, the "eldest brother-in-law" was replaced after only three minutes of playing. Netizens said that he could not play basketball at all. After losing the game, the "eldest brother-in-law" also posted an interactive comment with netizens saying, "It is the opponent who restricts their players from playing, and we are not serious yet."
And the behavior of "eldest brother-in-law" who constantly advertises himself as "Guizhou team" and represents rural basketball in Guizhou has attracted the resentment of netizens.
Netizens commented on
Even so, "eldest brother-in-law" still received the attention of traffic. Some netizens said that short video creators "playing ugly and getting traffic" have become the "traffic password" for creating popular videos. According to
, a researcher in the field of news communication said that short videos have low communication costs, and more and more participants entertain themselves in ridicule for the purpose of censoring ugliness. Netizens are happy to tout such videos that "the content lacks connotation and only needs to ridicule themselves or damage their own image and dignity".
Not long ago, "ESO Huang Zicheng officially announced the divorce", "ESO live broadcast was stopped by urban management", "ESO new song" and many other entries with "ESO" appeared on the hot search.
It is reported that ESO is a "copycat version of the star" Internet celebrity group, because its members Lu Ha, Huang Zicheng, Wang Erbo and other appearances are similar to the stars, and they are called "Neiyu Shanzhai Boys Group" by netizens.
However, this behavior of "touching porcelain" stars through their names and looks has been questioned by netizens, "what kind of shanzhai assembles a men's team to gain popularity without bottom line?" After suffering from the hardships of celebrities before their debut, I just want to rub off on the popularity of celebrities, why?"
In fact, not only netizens, including members of the copycat group ESOLuha himself once posted a video on social platforms saying, "We are copycats, we don't care what others say, we must seize this opportunity and change our lives." Guan Datong, the captain of another copycat group BTS, is even more so. To say that he imitates like this is "hard rubbing, everyone is watching a joke."
netizens commented on Tuyuan Network
Beijing Deheheng Law Firm senior partner Ma Lihong said in an interview with the media that the copycat group was satisfied Some people are curious, judge ugly, dispel the mystery of stars, and have fun.
and in the era of self-media, "copycat stars" can use short videos to achieve the effect of rapidly spreading and accumulating popularity, and can quickly monetize traffic. In addition, they can take advantage of the topical popularity of the imitated stars themselves. Money is fast and easy." Many netizens on
believe that copycat stars such as "eldest brother-in-law" use this "alternative" method to gain popularity through hype and sell ugliness, and then achieve the purpose of attracting money.
Nowadays, the competition among various short video platforms in terms of users and traffic is intensifying, and the content tends to be homogenized, forcing short video platforms such as Douyin to change their perspectives and find new ways to cater to the interests of some netizens. Some netizens on
said that some netizens gradually lost their aesthetic ability driven by curiosity, and the normalization of "judgment of ugliness" has become a simple catharsis. These videos are purely funny and eye-catching because of their content, but they have no practical significance and no positive energy transmission. The popularity of
's "eldest brother-in-law" on the Internet is a product of the alienation of censorship and spoofing of the cultural consumption environment, and it is also a manifestation of the irrationality of some netizens in the era of censorship and consumption.
Future.com reporters found from major short video platforms that many Internet celebrities and celebrities are motivated by their interests, and they are even absorbing the popularity of these Internet celebrities. Praise and praise.
Although there is currently no law in my country that prohibits imitating celebrities, there are many legal risks in imitating celebrities.
Zhang Zhonghui, a lawyer from Beijing Xinnuo Law Firm, said in an interview with Zhongxin Entertainment that the imitation behavior of "eldest brother-in-law" has been suspected of being an act of confusing commercial signs in unfair competition, or counterfeiting, and should bear the corresponding legal responsibility. .
Ma Lihong said that this kind of behavior may be suspected of infringing on other people's portrait rights, celebrity copyrights and even celebrities' reputation rights. On August 24, local time in the United States, the United States made a judgment in the case of leaking photos of Kobe Bryant's remains in the crash, ruling that Los Angeles County was responsible for violating the constitutional rights of the families of the crash victims, and awarded $31 million in compensation.
Source: Weibo
The passage of the "Kobe Act" is a victory to remember the deceased and protect the family from secondary harm, but there are incomprehensible remarks under the comment area where Kobe Bryant's crash body photos leaked the verdict. , "Deduct 1 to resurrect Kobe", "Didn't Guizhou resurrect one", "Did Kobe win the resurrection match".
Shanzhai Internet celebrity is still a script to monetize traffic.
has a netizen who summed up the "star-making" process for short video platforms to build Internet celebrities, "First, rely on a topic to become popular, and then continue to accumulate fans, and start with a fan base. Live pk to earn rewards and gifts, and finally live broadcast to bring goods to drain all the value, and then create the next Internet celebrity." The
copycat Internet celebrity could not escape this script in the end. I took the opportunity to appear on variety shows and made money from my debut, but in the end, I was called to stop and collectively changed my name.
At the same time, if you pay attention, you can find that the plot of the "eldest brother-in-law" against the "national treasure in the countryside" is exactly the same as the plot of the "national treasure in the countryside" against the internet celebrity Wu Yonghao in 2021. Some netizens on
said that just relying on a few "Kobe looking back" videos, the popularity of "eldest brother-in-law" continued for a few days. If you want to continue marketing your image of "Guizhou Kobe", you must rely on "scripts" to create topics. .
used "playing as a clown" as a "national treasure in the countryside" to constantly create topics, frequently provoking major grassroots players, Internet celebrity players, and even professional players from all walks of life. Because of his sloppy "moustache", which looks exactly like a "catfish", he was ridiculed by netizens as a "rural catfish", and also triggered the topic "challenge catfish on the whole network" to earn enough traffic. Contents of
's rural national treasure account Source: Douyin
"Rural National Treasures" that everyone saw jokes before"Not only did he gain popularity based on the topic, but now he talked about his girlfriend, an internet celebrity, changed his luxury car, and continued to publish content on Douyin by relying on the character of "training hard and improving his skills", and certified Huang V on the Douyin platform." "Creator in the field of high-quality basketball", with more than 3 million Douyin fans.
even rumored on the Internet that "a rural national treasure earns 690 million in two years", which has attracted a lot of controversy. I don't know, but it reveals that people are "jealous" and puzzled about the behavior of "playing a clown" and "acting a script" to make a lot of money. Some netizens on
worry that if this "informal" method can be used to make money Being sought after by the Internet, with an annual income of millions or even tens of millions, it is easy for minors who lack judgment to go astray, form bad values, and confuse social aesthetic orientation. Since the popularity of
"eldest brother-in-law", the popularity of the live broadcast room It can be maintained at around 100,000 people, and the average daily income from gift tips is as high as 500,000 yuan. Even he himself said bluntly: "In the past, the neighbors in the village looked down on me, but now when they see me, they all bow to me, and there is no contact for many years. All of my relatives came to watch my live broadcast, saying that when I was a child, I would be successful when I grew up. "
Netizen comments Source: Network
On September 2, 2021, the General Office of the State Administration of Radio and Television issued the "Notice on Further Strengthening the Management of Literary and Art Programs and Their Personnel", which mentioned, "Resolutely resist pan-entertainment. Strengthen cultural self-confidence, vigorously promote the excellent traditional Chinese culture, revolutionary culture, and advanced socialist culture. Resolutely resist pan-entertainment tendencies such as hyping off wealth and enjoyment, scandalous privacy, negative hotspots, vulgar "net celebrities", and bottomless censorship of scandals. "
But for some video platforms, a popular topic, video content, and internet celebrity account can bring more exposure and traffic to the platform. Even if there is a problem with the last topic or account and the popularity is no longer, only Relevant content needs to be taken off the shelves.
has even appeared with the help of many media in various activities of the ugly trial series. These media not only played the role of disseminating and publicizing the "ugly trial culture", but even personally participated in the "ugly creation". Some netizens on
believe that the video platform not only earns enough traffic but does not have to take any responsibility, it seems that it is “harmless” to push these “ugly, vulgar and weird” content more. The review of information content has been relaxed, the responsibility of "gatekeeping" has been reduced again and again, and the self-discipline of the industry has dropped again and again. Let absurd, vulgar and vulgar content enter the information circulation channel. An industry insider at
revealed to a reporter from Future.com that commercial media only provide a communication platform, Both the platform and the communicator want to make a profit, so they have reached an agreement on the dissemination of "ugly", so that the platform can understand the operation and promotion of the content and works that can increase the income. The mentality of "seeing the fun" and "you will lose if you really lose" has also contributed to the popularity of these copycat Internet celebrities, and the higher the popularity, the higher the traffic and popularity, the stronger the ability to realize, the happier they will be. .
netizens commented on the source network
. There are also some sober netizens at the bottom of this type of video, "To entertain everyone, just to make money" "Internet marketing is really clear to you."
basketball enthusiast Yu Jiaxi (pseudonym) Said to a reporter from Future.com, "When did basketball become like this? When others are improving the level of basketball, we are engaging in traffic. Does traffic bring destruction or new life to Chinese basketball?
Some netizens said that in Guizhou, "Village BA" is full of local flavor from farmer players to farmhouse prizes, not pretentious, not buying, earnestly love basketball, and strive to do a good job in sports construction. On the other hand, "big brother-in-law" relies on With the name of "Guizhou Kobe" and calling on fellow villagers to play "Guizhou James", "Guizhou O'Neal", "Guizhou Curry" and other copycat all-stars, is the road of "bringing the village rich" wrong?
