Difficult to serve the spectators-"Ice bucket challenge" swept the world celebrities for the public good "wet Body"

Ice bucket to challenge the heat continued, has been transferred from the scientific and technological sectors to the entertainment industry, the topic of the heat of the first Sina Weibo, the number of discussions has now exceeded 1.4 billion ...

Of course, the discussion of many people, the sound is noisy. And, for celebrities, the passing of the Ice bucket Challenge is also like a moral kidnapping, in order to maintain the public image, there is little room for rejection and choice, even if the choice of donations, will be afraid to sweep the audience's interest.

According to common sense, this kind of folk-sponsored activities should not be too strong binding, the names can choose to pour ice water, can also choose to donate, and even have the power to ignore. But the fact is not so, public figures face the pressure of public opinion is not small, as the named Huang said:

"The bucket is small, scold you not earnest; Only watered not to donate, scold you to make a show; Incoming from abroad, scold you worshipping, from the domestic launch, scold you cottage. Donate it to ALS, scold you for being a traitor, donate it to a porcelain doll and scold you for not donating it before. Donate less, scold you earn that much to donate this! Donate more, scold you hype! ”

Of course, there are also views more detached, such as the named Skinflint Master (once hit Ling case related characters, but also the first Internet telemedicine consulting participants in the city) said:

"It is commendable to do good deeds." But every year I have my own charity donation program, which I read, does not belong to the direction I will donate, I will not because the current popular to donate, so do not accept the challenge will not pass. But for the participation of friends to say a admiration, but also forwarded to help popularize this disease knowledge. ”

Of course, in the "Charity and show" debate, there is no evidence to speculate on the motive is very meaningless, but as a communication case is very appropriate, but also a six degree theory (Six Degrees of separation) an annotation. The so-called six-degree theory means that "you can know any stranger by up to five intermediaries."

For example Andy Lau and New Jersey Governor Chris Christie's ice bucket relationship chain is: New Jersey long Chris Christie named Facebook CEO Zuckerberg, Zuckerberg named Bill Gates, Bill Gates named DST CEO Yuri Milner,yuri Milner named Lei, then lei named Andy Lau.

Another about Ice bucket challenge influence research also has a simple model reference, Fast Company Chinese edition editor Kozhihong called FILM (fastcompany influence Link Model):

Communication force = meta-Communication force X organizational form and the advanced degree of incentive System x direct audience Scale x propagation level X (1-propagation impairment rate)

And he predicts that the vast majority (if not all) of the future of popular transmission, are sudden, even the initiator of the event do not understand, can not grasp. What you can do is be sensitive enough, not trying to control. That's why the first ice bucket challenger Pete's father John felt:

"We've done a lot of work in the last two years, and we want more people to know about it, and more people are willing to help, but with a little harvest, we didn't think a bucket of ice water would solve the problem now," he said. ”

Charity needs to be transparent, and sometimes it does not exclude the so-called "show".