Hustle and quiet: red envelopes, cultural enlightenment and meaning in the Spring Festival Internet

Spring Festival Red Envelopes finally come to an end, noisy more lies in the dispute Alipay or micro-letter payment won, or worry about Ali or Tencent future, or shake a wave brought about by the media interaction change, marketing changes, local life service changes. But these changes are short-lived, is the level of surgery, and "Spring Festival Gala + Shake a wave + red envelopes" The significance and value not only this: this may be a landmark, landmark event, in-depth impact on the Internet and the future development of economic and social-it has the meaning of cultural enlightenment.

Greek said that the impact includes the "Media internet", "Industrial Internet", "meaning of the Internet" three levels, the first two aspects of the analysis of more views, Greek to do a simple induction, and focus on the meaning of the Internet level analysis.

I. Media Internet

The essence of the Internet is the connection, from the 90 's great development so far more than 20 years, more is a kind of media, transparent flat, transfer information, improve efficiency. Portals, search engines, IM communication tools, the essence of the media, is the interaction between people and the world. 2015 red Envelopes, is a media fusion: "im media + traditional TV media. This innovative interactive approach will bring about a comprehensive change in the relevant industries, such as shaking a wave will become the standard of television stations, so that the standard industry will spread to newspapers, shopping malls, restaurants and other areas of life services, this aspect of the correlation has been many.

Ii. Industry Internet

After the 2014 internet thinking flooded, more industries tried to combine the internet with the industry--the internet sank. Let the Internet truly become a tool to change productivity and production relations. In terms of productivity, such as "drop-by-taxi" combined with taxi industry, 3D printing with industrial manufacturing industry, you+ Youth Apartments combined with real estate, etc., in production relations, such as the combination of Haier Association structure reengineering and "zoned small" to cultivate "a customer" environment. And the Spring Festival red envelope interaction, shaking and other interactive behavior, will also affect the industrial Internet changes, such as more attention to the "scene" of the construction, pay more attention to the production process and experience, enhance the interaction mode of optimization.

Third, the meaning of the Internet

The concept of "meaning Internet" is borrowed here because the red envelopes of the Spring Festival embody the possibility of media and industry, a kind of internet post power based on cultural environment, which is similar to the concept of "meaning Internet".

Meaning the Internet is Tingyang, Chiong, and so on for the first time in 2013, to the effect that "if the past is talking about the technology of the Internet, the business of the Internet, the next 10 years should be a meaning generation, discuss the meaning of their own problems." Now, "meaning" is more of a relational type, a flow. This coincides with the current state of the Internet, so it is called the "meaning of the Internet."

"Relationship", "mobile" meaning the internet has always existed, but has been covered by technology, business level, "relationship, Flow" only as a tool, the significance of the value is not well reflected, it lacks an opportunity.

The 2015 Spring Festival red Envelopes is an ingenious opportunity to effectively release the meaning of the internet level of value. Although the Spring Festival red envelopes in 2014, but that is only the micro-letter entertainment (correlation analysis can be seen in the history of the Greek record "along the micro-letter red envelopes," the Department of Micro-letter). 2015 Spring Festival, because Alipay, micro-credit, micro-Bo joined the three parties at the same time, because of cooperation with the traditional TV station, because the largest coverage and know on New Year's Eve, because "password", "Shake", "poke a poke" and other innovative ways of introducing ... Red envelopes in the Spring Festival have sparked an unprecedented enthusiasm for participation. In addition to the value of media and industry, this kind of enthusiasm has brought about the possibility of the release of cultural value.

This is an inevitable development result, along with the Internet development deepens and inevitable appearance, with recent years mobile Internet's "Go to center, flow to scene change, community business appears" in the same vein, and in China during the Spring Festival with the Chinese traditional "red envelopes", "Spring Festival Evening" This form of the outbreak, It embodies the value and possibility of Chinese Internet in culture and meaning--the Chinese internet will have more potential and later advantage than the west--technology comes from culture, rich Chinese culture and long tradition will be the strong explosive force and steady power of Chinese internet catch-up development.

This is also the "meaning of the Internet," the original intention: "The fundamental difference in the information society is that through the realization of clarity, so that life back to the meaning itself." This is an insight into the life of Chinese futurists independent of Silicon Valley. "," "meaning" is a highly philosophical generalization of the idea kernel of the information society. What it is facing is the industrial social totem which takes "value" as the supreme core since the Enlightenment. ”

"Internet + Spring Festival" has created a national carnival, profound influence and change of traditional festivals, from the meaning of the Internet, this change will eventually return to the person itself, is benign, while China's rich culture, humanistic philosophy and traditional festivals, the "Internet +" provides countless points of integration, This is the milestone of the 2015 Spring Festival red Envelopes, but also the internet in China more development potential and the possibility of explosive power-technology and culture will eventually converge, and rooted in rich cultural soil can be more prosperous in the long.

The meaning of the Internet may bring value and change is:

1. Enlightenment of cultural environment.

Compared with the West, the domestic internet is relatively impetuous, lack of cultural soil, all kinds of Internet behavior is full of interest purposes; Red envelopes are an effective release of traditional culture during the Spring Festival, in the strong traditional festivals and cultural scenes, it is more fun and participation than money itself to rob red envelopes Breadth and scope and influence are further deepened on the basis of 2014 and will continue. This provides inspiration for the creation of Internet products in the cultural environment. For instance, because of the widespread speculative mentality, it was once thought that the soil in China was difficult to survive. The red envelopes of Spring Festival provide inspiration for the formation of people's participation mentality, the pursuit of meaning, recognition and embodiment of value.

2. The establishment of community trust.

"The rise of the internet of meaning is shaking the foundation of the Industrial Age" and "the reproduction of meaning in the information society" has the characteristics of "heterogeneity", "legitimacy", "unity" (community, or ecology). “

Community Business is the mainstream business form of the future, it is connected with the cultural environment, the formation of Community business needs effective Community trust--this is in the Enlightenment stage. The inspiration of the Spring Festival red envelopes is that the creation of scenes based on various cultural connotations is easier, the groups under the same scene are more likely to build mutual trust, and the Community business has a wider space for development.

3. Global village and 0 marginal cost society form.

"Meaning Internet", which is based on cultural environment, represents "relationship" and "flow"; Based on humanistic culture environment, a new kind of cooperative mode and cooperative relation become possible--individual value is further released, connection ratio has important, network value embodies.

For example, more individuals will produce and share their information in nearly 0 cost ways. Entertainment, green energy and 3D printing products; share cars, homes, clothing and other items in a very low or 0 cost model through social media, collaborative organizations, and participate more in open Web courses based on the 0 cost model ...

This is the essence of the "exchange value" of "0 marginal Cost society" which is replaced by "shared values", and also the connotation of the concept of McLuhan "Global Village", which is not only shortening the distance but also having the pleasure and value of connecting and participating.

The above three points are just a tentative peek into the meaning of the Internet's potential for change, and its value and space are much more than that. Chinese New Year red envelopes is a carnival, but also a cultural enlightenment, for China's internet mature and rational development provides a possibility, and based on rich cultural soil technology will be more explosive, this is the source of China's internet beyond the West.

Sina Weibo: @ Tan Yu-Greek

Micro-Credit public number: Tankvision

(editor: Lvguang)