The "cultural ugliness" of the internet era, the real value of the content can not be accepted

Generally speaking, in the digital age, the value of a piece of work we often like to use specific quantitative data to evaluate, so we often see a TV show ratings broken 2, the share reached 10%, or a hit of a popular idol hit 2 billion of the news.

in all the figures to quantify the present, our content producers in order to pursue a one-sided data growth, ignoring the improvement of program quality, the production of content to cater to the audience to cater to the audience, not really from the ideological height or artistic to do the consideration. And the entire video content production market today, our industry needs to break the number of clicks or play as the standard of the unspoken rules, so that really good valuable content to embark on the stage of history. The author thinks so, mainly has the following three aspects of consideration.


"Cultural ugliness" in the internet age


I've talked before about the evolution of the media: in the age of the Internet, the public's attention is always something "bad", especially in the cultural field. Our netizens ' concern tastes more and more inclined to some vulgar, crude cultural products.


Open Baidu Cloud List, and then click into the top ten novels, we regret to find that the top 100 of the 90 literary works are online novels.


every day through Baidu search "devour the Stars", "Fight the sky" people than search "Three Kingdoms" "dream of Red mansions" more than dozens of times times. In fact, many online fast-food novels do not have any nutrition, many times we just use it to pass the time, although this truth may be many netizens also understand, but the more no nutrition, the more the more the pattern of the novel can meet the fast pace of life to kill the time of the need for debris, Stir up netizens to be numb impetuous life to cultivate fast-food reading taste, so as to earn a lot of money.


we are very helpless to find that the current fast-Food Network content has become the absolute mainstream, when the "never thought of" and even Xu du bar this type of network content producers become popular, Lee Galaxy, Lai, Yining, Wang Yizhou, Zongze and other real people with ideas and depth are not known by the younger generation of the public.


truly valuable content may not be "popular"


there is an old saying in China that "truth is in the hands of the few", which, though caustic, is, in a way, an indisputable fact. The same is true of the Chinese media industry, where it seems to me that really valuable content (including words, videos, pictures, etc.) may not be liked by most people's attention.


I have many times as a case study of Tencent News "facts" as an example, this information video program recently accumulated click Breakthrough 80 million, a lot of people feel 80 million too little, any Yang and Xiaoming starred in an episode of the Idol show has this magnitude, Actually what I want to say about this 80 million in the media category video is actually an amazing number. To be fair, 80 million is not a big number, but the 80 million-point-hit crowd is a group of people with ideas, ideals, higher levels of culture and even higher social status. The fact that each issue will be based on the current issues hot spots match the corresponding field of experts and scholars as guests to express their views, and the guests are divided into fact watchers, special commentators, research, investigative, data and mysterious people, such as the role of their own research areas, engaged in the industry, or the usual concerns of events, Debate the issue. The above mentioned Lee Galaxy, Lai, Wang Yizhou, Zongze and know Xiaozheng, Zhang, Wang Fu, Liu Shi, Wu Zhihong and other scholars, professionals have been involved in the program, the government related sectors have representatives, and even international friends to express the world's views. At least it seems to me that the content of "fact" is a hot topic in current affairs, but it is based on hot spots so that people from all walks of life to fully debate the expression of knowledge literacy at the same time without losing readability, causing users to think.


Chinese modern culture, whether it is entertainment or video, to really win respect for the rapid development, relying on is not "Huan biography" "Live in the fragrance" or "Never thought of" "100,000 cold jokes" this easily hundreds of millions of billions of click or play the content, nor "Dou broken firmament" "Perfect World" This search is dozens of times times more novel than the four classics.


the soft power of Chinese culture, the promotion of people's cultural taste, we still rely on Tencent's "facts", the Phoenix "The scholar", the quick way "the passers-by has the words" and so on this type really has the thought, has the quality, the connotation deep program and the production program person, although this kind of program currently in China is not the resources most sought after part.


the public? The evolution of the media


the value of the content of the audience, even from the business point of view, if the long-term inability to gain through valuable content, then the content provider will be unsustainable, the ultimate value of the content is unsustainable, after all, news ideal or content value can not be eaten. As you may have found, some of the media videos I mentioned above, such as the fact that most of them have "backers" or sources outside the program, are not under pressure to come to the table, and perhaps that's why media content producers can devote more of their energy to content promotion.


However, I think this is changing, and now with the further improvement of the national quality and the popularization of mobile payment habits, the commercial value of our deep and valuable content is further highlighted. With mobile reading app Palm Ireader, for example, for months, paying subscribers have already been enough to support hundreds of of people's operating team and corporate overheads.


at the same time, we found that basically the depth of the video program to become a first-line portal and vertical Web site standard, even the author of the "passers-by have said" have done nearly 40, this boring industry watch program, also received more and more attention. Not to mention the fact that Tencent mentioned above has reached an astonishing 80 million-point hit, and in fact the product has had some commercial success in the first quarter.


wrote at the end: Last year, the North American pop star said that when everyone was trying to get more music platforms to recommend music to increase clicks and focus, the popular singer Taylor Swiff did something shocking---asked all the music platforms to stand down, If a fan wants to listen to her music, she must pay to buy it. I think Taylor's move is a classic case of uncompromising values for content providers, the events that shocked the world may be a watershed in the trend I am writing today, but I firmly believe that in the future, it is really valuable content to really be able to do the right thing and achieve the benefits of multiple effects. Instead of grandstanding. "The author is the Dean of Dingdao Shiweibo: Dingdao Division of micro-faith in the public: dingdaoshi123"