The editor of Shenzhen Satellite TV's "Key Insights" crossed the hill
"Light yellow dress, fluffy hair~" This brainwashing sentence derived from a variety show, why did it become popular on the Internet overnight, attracting many star nets Red imitation? Why does this "simple" question mark face always top the click rate of WeChat emoticons? What is behind all this is the loss of morality or the distortion of human nature, is it the operation behind the scenes or the helplessness of rookie netizens?
The "memes" frequently used by netizens
In this issue, the editor will take you to in-depth exploration of "How is Taiwan's political Internet celebrity produced?" Netizens commented, and the naturally derived "net red" has been favored by Taiwan's DPP because of its strong network communication ability and the ability to penetrate different ethnic groups. So the DPP began to learn to use "artificial memes" to manipulate the trend of public opinion.
The first question is, what exactly is a "meme"?
"Do you have a lot of question marks, little ones?"
Meme memes, similar to the rhythm of genes, were originally "a basic unit of cultural transmission". But in the Internet age, any information unit that can replicate the content and form through imitation, and then achieve diffusion and dissemination, is called a "meme" meme. After
popular science, let's look at the methods of the DPP.
In the words of Tang Feng, the digital government commissioner of Taiwan's administrative department, the essence of the current Internet "meme project" carried out by the DPP is to package information so that netizens feel that "can't be seen by me alone" and "forbearance". Can't help but share " look.
So how exactly does the DPP operate "memes and memes" on the Internet? The editor specially asked Mr. Niu Zexun, a professor at the Department of Advertising of the Chinese Culture University in Taiwan.
Niu Zexun: The DPP's "nine-in-one" election was defeated. When reflecting on it, it did not think it was a policy mistake, but a policy advocacy mistake. After that, the DPP began to adjust some practices related to the entire strategy and tactics. Especially for network marketing, do a considerable degree of pondering, hoping to make a certain degree of change in the social atmosphere that was originally unfavorable to them.
In the early days of the outbreak of the new crown epidemic, Taiwan once set off a wave of panic buying of toilet paper. In response to this, Taipei Mayor Ko Wenzhe said in an interview with the media, "There is only one butt, why do you buy so much toilet paper?" This interview immediately spread on the Internet.
Ke P was interviewed, and exploded the golden sentence of "only one butt"
In order to garner traffic, Su Zhenchang, the head of Taiwan's administrative department, immediately used the hot word "only one butt" and released "We only have one butt", which is " I only have one ass" post.
Su Zhenchang's Facebook post on February 7
Under the manipulation of the DPP, this meme picture of "One Kachen" became popular in Japan, which made Su Zhenchang even more delighted, and quickly renewed the contract with the editor of his new media group 1-year contract, continue to praise yourself as an "Internet celebrity".
is like an amateur internet celebrity, Su Zhenchang has been trying different styles in order to make himself popular. In order to advocate the "reverse osmosis law", Su Zhenchang's team made such a picture card to remind the public to beware of the so-called "communist spies" in the form of a spoof.
Su Zhenchang's LINE official fan group map
In 2019, there was a rumor in Taiwan that "if you dye your hair perm within a week, the stylist will be fined 1 million yuan". Within an hour, Su Zhenchang posted a meme on Facebook with a photo of himself when he was young and now , clarifying the rumors, and laughing at himself that dyeing and perming within 1 week really hurts his hair, which will be the same as Su Zhenchang is now.
Su Zhenchang June 8, 2019 Facebook post
Everyone wants to be an internet celebrity
Watching Su Zhenchang become an internet celebrity, all departments in Taiwan have set up separate new media groups to play the "meme project". Because of this, the DPP government's spending on online marketing has also grown rapidly in recent years. According to incomplete statistics from the Taiwanese government e-procurement network by the island-based media "New News", from 2015 to 2020, 475 government bidding cases related to online new media publicity showed that the amount of the winning bid in 2019 was as high as 50 million yuan, more than In 2015, under Ma Ying-jeou, increased by 184%.
Tsai Ing-wen earns votes by being an internet celebrity
In addition to Su Zhenchang's addiction to the Internet, in the 2020 Taiwan leadership election, Tsai Ing-wen hardly had any serious policy discussions, and devoted all her energy to the Internet, working with Internet illustrators Cooperation, and comprehensively slogan the election policy with pictures and texts.
For example, Tsai Ing-wen, a graphic creator of "Stupid Sheep" who was invited by the DPP to give lectures, created the "Cat Version" and established the IP of "Cat Ying", which brought Tsai closer The distance between English and young people.
In January 2016, cartoonist Stupid Sheep sent her homemade Xiaoying comics to Tsai Ing-wen
Cartoonist Stupid Sheep created DPP-related cartoons
In March 2019, Tsai Ing-wen started the Youtube road, with Potter King and Tsai Ah Ga, Zhong Mingxuan and other internet celebrities worked together to make a video, covering topics such as daily life, cats at home, and politics, which caused netizens to repost. In July 2019, Tsai Ing-wen marked herself as "London School of Economics and Law Department" on Dcard, the favorite anonymous communication website for Taiwanese college students, and published the article "Do you miss your hairy children when you travel on business?" Netizens watch.
Tsai Ing-wen posted anonymously, revealing her watch and cat, and was "see through" by netizens.
In addition to "pretending to be close to the people" and "pretending to be literary", Tsai Ing-wen is also committed to shaping the image of a "hot Taiwanese girl". On New Year's Day 2019, Tsai Ing-wen clamored that "Taiwan will not accept 'one country, two systems'", and related pictures and texts were translated into "Ancient Egyptian", "Pikachu", "Elf Language" and other languages. "Translation", established a new "hot Taiwanese girl" social media operation role.
Niu Zexun, professor of the Department of Advertising, Chinese Culture University, Taiwan.
In terms of meme propaganda like this, its spreading power is indeed very strong. Whether it's Tsai Ing-wen or Su Zhenchang's team, they use this method of operation to gain a voice in the Internet, not only to develop a certain target audience, but also to consolidate their existing base.
In order to grasp the trend of the Internet in a timely manner, Taiwan's administrative department also introduced the "222 Principles", that is, within 2 hours of the occurrence of "rumors", a clarification document of less than 200 words and 2 picture cards are used to explain.
What does the DPP rely on to attack its political opponents?
If you think "memes" can only help the DPP attract voters, then you underestimate the DPP. In the era of social media, "memes" have become the best strategy to break through the stratosphere and an indispensable powerful weapon in information warfare, capable of both defense and attack.
In 2019, Guo Taiming said that Mazu entrusted the dream to run for election, and it was enlarged to the participation of the whole people in the production, such as "Matsu from all walks of life in Taiwan held an emergency meeting to discuss which sister entrusted the dream?" There are also restaurants directly on the menu that write "Mazu is called I sell".
Kaohsiung City Councilor Huang Jie of "The Power of the Times" raised his head and rolled his eyes when questioning Han Kuo-yu, which was also used by various editors as a material maniac meme.
In July 2019, Han Guoyu inspected the prevention of dengue fever. On the way, the staff of the health bureau reported that the tree hole was an area prone to water accumulation, which was easy to breed mosquitoes. Han Guoyu then climbed the tree to inspect the situation. Unexpectedly, "Taiwan Meme" posted a photo of Korean Yu climbing a tree and created the idiom "Rotten Yu rushes to the tree" to attack Korean Yu.
DPP citizen representative Lai Pinyu bowed when she announced her candidacy, her hair accidentally inserted into the microphone, and she became the protagonist of a meme when she first appeared. , so the DPP has the name of the meme progressive party.
The DPP covers up the truth and uses the Internet to intensify public opinion
But unfortunately, in meme production, policy ideas are often simplified to the greatest extent, and the process of communication is omitted, which intensifies and polarizes social public opinion.
takes another meme as an example. The creator believes that WHO Secretary-General Tedros Adhanom Ghebreyesus accused Taiwan of racially discriminatory attacks on him as self-directed and self-acted, and then created the meme. But after the emotions, it does nothing to understand why Taiwan cannot join the WHO.
Taiwan "stigmatizes" WHO Secretary-General Tedros Adhanom Ghebreyesus
Taiwan's Chinese Culture University Professor Niu Zexun
The political manipulation of grandstanding may become more and more, because you continue to use memes, or transparent After memes, it became a box-office hit, so politicians would flock to it, and we would think "show politics" might be more popular. The binary opposition will indeed become more and more serious, and I think this part is also an obvious problem point.
The Taiwan official
who was kidnapped by the click rate revealed that the editors hired by the Taiwan authorities often complained about each other when they got together. It is suitable for making movies and making memes.” These complaints also highlight that the DPP government only pays attention to superficial figures for the sake of memes, and does not realize that good policy communication requires solid content.
Niu Zexun, a professor at the Department of Advertising, Chinese Culture University, Taiwan
memetics make the entire policy marketing publicity seem superficial, because after all, the use of memes or the so-called "lazy bag" is a simple The message is too one-sided. In the process of policy marketing, it must be the most beneficial part of promoting the policy. It may avoid talking about some blind spots related to the policy. It becomes easier for the government to manipulate public opinion, because the public does not have a deep understanding of the connotation of things or policies, so the government conducts a certain degree of propaganda. To a certain extent, of course, it becomes more beneficial to the government.
