Recently, with many so-called traffic actors and singers frequently "exploding", "traffic stars" have also become a hot topic inside and outside the industry. So how did "traffic stars" come into being? What has gone through to become like this? Today, we will do a simple combing of the past and present life of "traffic stars".
First, let's talk about the "star"
The star system was born in Hollywood in the 1910s, which is also the origin of the concept of "star" in the modern sense. By exploring the characteristics of the actors, the producers tailor-made works for them, and cooperate with publicity and marketing to create an image that suits the audience's preferences, and make them "stars". As one of the most successful business models in the film and television industry, the star system has been widely used for reference around the world. From the early movie stars to the current youth idols, the development of my country's film and television industry is also deeply influenced by it. The Internet is another important variable affecting the development of the current film and television industry. As a means of mass communication, the realization of the effect of film and television must be based on "flow" - attention. The emergence of the Internet has provided great convenience for the acquisition and quantitative evaluation of "traffic".
In the Internet era, traffic is the amount of data transmitted by the network. Statistical data based on network traffic such as the number of clicks and the amount of playback has actually become a standard for measuring the commercial value of film and television works with the function of "currency". In the film and television industry, star production with the main purpose of obtaining network traffic has begun to appear, and its product is "traffic star". The most typical example is the idol-cultivation program that emerged under the influence of Japanese and Korean idol culture. By carefully designing scripts and creating character designs for potential "star" contestants, they use big data and algorithms to push "golden sentences, bursts and highlight moments" to target fans with high frequency and precision, creating a "popular" for these contestants on the Internet. "The atmosphere of "it's hard not to be out of the way" attracts fans to spend money and vote wildly, so as to obtain considerable economic benefits.
network traffic as data, there is no difference in itself. However, how the creators view and what means to obtain traffic will make the traffic have a positive or negative social impact. The same goes for "traffic stars". Because the traffic obtained by the works with profound thoughts, exquisite art, and well-made works that are loved by the audience can generate positive social value, it is the traffic that should be cultivated and respected. For the purpose of simply obtaining short-term economic returns, it should be discarded from the flow of works.
The production method of "traffic platter" and the increasingly frenetic pursuit of traffic in the film and television industry are the catalysts for the negative effects of "traffic stars". The "traffic platter" is to ensure that the work obtains the expected return on investment, with the goal of achieving a certain scale of traffic, and using big data algorithms to determine the production method of film and television works such as main creators and content elements. In this mode, the traffic composition of a work is strictly calculated in the project demonstration stage. For example, the goal is to obtain 1 billion broadcasts. Investors use big data to filter out the main actors, directors, broadcast platforms, IPs and other elements with their own corresponding traffic.To attract fans to buy platform members and watch the "cool point" repeatedly, a traffic platter "work" came into being.
In 2015, the "big IP + traffic star" model started the "first year of IP", and popular themes such as tomb robbery, time travel, fantasy, and sweet pet became popular, bringing considerable benefits to the broadcasting platform. The myth of "big IP + traffic stars = 1 billion box office" has frequently appeared in the years when capital poured into the film and television industry, and it has also made the "traffic platter" model a commercial password for the profits of various platforms.
"Traffic Star" is the core and monetization tool of the "traffic platter" model. Many broadcast platforms have found in practice that instead of paying high prices to hire celebrities, it is better to use their own "traffic stars" to star in popular IP dramas. In this way, the cost is lower, and it can also deepen the personality, create new marketing topics, consolidate and expand the fan base, and earn more income. With the emergence of a series of commercial success stories, the "traffic stars" under the "traffic platter" model began to become popular in the film and television industry, and the "only traffic theory" followed. In
's fanatical pursuit of traffic, the negative effects of "traffic stars" have gradually emerged. First, in order to harvest traffic more quickly, more and more "traffic stars" with low education, no expertise, and no acting skills are forcibly packaged by capital and put into the market as entertainment products designed to attract fans to consume. Coupled with various bottomless marketing that challenges the basic value of society, "traffic stars" have gradually been given derogatory connotations in the public opinion field. The second is the "traffic-only theory" closely related to "traffic stars", which weakens the pursuit of artistic quality by film and television creators. A large number of "traffic dramas" with repetitive themes, rough production and vague orientation have triggered the phenomenon that bad money drives out good money. . Third, some "traffic stars" have been exposed by public opinion to have illegal and unethical problems such as tax evasion, drug use and whoring, and improper words and deeds, causing strong public resentment and resistance. In the face of the above-mentioned outstanding problems, the competent authorities have made a strong attack and carried out comprehensive management in the field of entertainment, which has achieved good results.
At the same time, reviewing the film and television works broadcast in the first three quarters of this year, the effect of "reducing the quantity and improving the quality" has been further demonstrated, and the works of realistic themes have won a win-win situation in the word-of-mouth market. It has become a hot topic in the industry, further accelerating the decline of "traffic stars".
Among them, some of them had a flat response because the "traffic" was out of breath when they were broadcast, and some could not be broadcast because the "traffic star" was illegal and immoral, and even some works were completely unbalanced in investment and income, resulting in losses on the platform and loss in the word-of-mouth market. The traffic "elixir" is failing day by day. There are many more manifestations of
"traffic failure". For example, there is no shortage of supporters for views such as "if there is a traffic star, don't watch it", and some works are boycotted on a large scale just because they are labeled as "traffic stars"; Popular science circles, historical knowledge bloggers and other fields maliciously steal traffic, and small flaws may also lead to big public opinions; short video platforms have renovated products with higher information density, stronger audio-visual impact, and lower appreciation thresholds to attract the attention of the audience. Overall industry trafficDiverted by other content products... The "traffic platter" mode of
film and television creation essentially bypasses the basic conditions such as screenwriters and actors, and directly idles at the traffic level. It makes quick money in the short term, but in the long run, it violates the laws of artistic creation and destroys the development environment of the industry, which is bound to be unsustainable.
With the further deepening of comprehensive governance in the cultural and entertainment field and the gradual emergence of governance results, coupled with the continuous strengthening of topic selection planning and creative guidance by the competent authorities, the proportion of excellent works has continued to increase, and audiences have higher expectations for film and television works. Stars” and “traffic dramas” with repetitive themes and old-fashioned plots are less attractive to audiences. Accordingly, returning to the works themselves, reducing quantity, improving quality, and producing high-quality products have become the consensus of the film and television industry.
Among the entertainers who have been labeled as "traffic stars", the "three noes" who have "no education, no acting skills, and no artistic virtue" will naturally face the fate of being eliminated; The works have been recognized by the society, thus getting rid of the negative impact of labels; I hope that more of them will actively participate in the cause of spreading mainstream values, give full play to their positive influence, and make large traffic full of positive energy.
Due to the inertia of development, the negative impact of "traffic stars" on the film and television industry has not been completely eliminated, and long-term and continuous efforts are still needed to make the entertainment field clear. Only by clarifying the ins and outs of "traffic stars", broadening the vision and boundaries of governance, and accurately analyzing new changes and trends, can the core attention of film and television creators return to "find the right topic, tell the story well, and shoot high-quality products" itself , to promote the healthy and high-quality development of film and television creation.
You regard "traffic" as a universal cash cow
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