｜ Zhu Xiaopei
Watch 100 million people.
HTML on March 3, Andy Lau 's online live concert on Douyin refreshed the record of online concerts and pushed the nostalgic atmosphere to the peak.
entered 2022, nostalgic, and has become the traffic password of current video entertainment.
video number, Xicheng boy, Luo Dayou , Cui Jian , Li Jian and others constantly trigger traffic frenzy; Liang Jingru , Eason Chan , Andy Lau Constantly refreshing the record record; Mango Mango , "Sister of the Wind" Wang Xinling , Ren Xianqi and Su Youpeng , which also won the first place in the entire network of variety shows.
is behind this, after the 80s, post -90s are becoming the main force of entertainment consumption.
01, nostalgic, traffic carnival
more than 50 million people watching the Jay Chou years ago on the video number, "My youth is back" in the circle of friends.
tens of thousands of netizens showed the videos that followed Wang Xinling to sing and danced on the short video platform, and said that "we are still, just old."
from Luo Dayou, Jay Chou, to Wang Xinling and Andy Lau, with the continuous appearance of the "ancient superstar+nostalgia" combination, the entertainment platforms have also ushered in traffic carnival again and again.
Cat Eye Professional Eye Data shows that the first phase of the first program of the "Breaking Wind and Broken Waves 3" has reached 540 million times, and the cumulative playback volume exceeds 6 billion. The broadcast volume of the broadcast the next day of "Cutting Things 2" exceeded 150 million, and the cumulative volume of 20 days has exceeded 1.7 billion times.
Professor Zhang Zhi'an believes that whether Wang Xinling once again turned red, Jay Chou's new album caused heated discussion among the people, or the old cannon Cui Jian, "cold cold Door singer "Sun Yanzi's unusually eye -catching online concert ... The nostalgia scratched on the Internet platform is an important reason for today that the quality of new works is uneven today. In the era of
, saliva song produced in batches of assembly lines, which can not avoid the quality disadvantages of quality and grammatics in order to rhyme. The film and television industry is also exactly the same, the plot that is not grounded, the embarrassing and exaggerated acting skills, the special effects of the "five cents", and the clothing of the plastic texture, let the audience call spicy eyes. Therefore,
is still inclined to listen to the new songs of old songs or old singers and watch old film and television works repeatedly. Taking the film and television fragments on Douyin as an example, the most praised are " Zhen Huan Biography ", " Langya List ", " Bright Sword " and other old works. Data show that the TV series "Zhen Zhenzhuan", which was broadcast 11 years ago, still has nearly 50 billion times on the topics of Douyin. Zhang Zhi'an,
, believes that in a sense, there are many mediocre works in old works. There are also many treasures in new works, but people are more and more reluctant to pay time and energy to screen. Emotional efficiency. At the user level,
is more inclined to quickly enter the comfort and relaxation state in the familiar character, plot, and melody. At the platform level, the draft variety show has been killed and the original is difficult to produce boutiques. "Nostalgic" has become the most secure card at the moment.
, every nostalgic performance is familiar, ready -made, relaxed, moving.
02 and 80s' anxiety and feelings
, whether it is Jay Chou, Wang Xinling, Luo Dayou, Andy Lau, their main fan groups are 80s.
seems a bit anti -common sense. Shouldn't entertainment be younger? Shouldn't it be the world after 00 and 10? Why the nostalgic shows of the post -80s became the mainstream.
In fact, this year's "Baidu Hot Search · Spring Festival holiday big data" shows that in specific consumption followers, although generations of generations represented by the post -00s are joining the consumer army, the post -80s and post -90s are still consumer consumption. The main force,
Z era is a generation that grew up in the Internet and social media since childhood. The post -80s generation is the generation of Internet construction and development.
When the post -80s were in adolescence, from Ren Xianqi to Jay Chou, the high -quality superstars in the entertainment industry were endless. When they entered the society, they caught up with the major development of Internet technology.
can be said to be said that the 80s are the most lucky generation, caught up with the dividend of the Chinese economy. They are also the most rushing generations. From the time of student to work, they have been chasing the pace of development of the times, and they dare not have a moment of laziness and relaxation.
is suddenly slowed down until the end of 2019. At this time, most of the post -80s were parents, and they lived with old and small days.
Internet vitality has been reduced, the global epidemic is uncertain, the pressure of life is superimposed, which increases people's collective anxiety. As a result, more and more post -80s began to stop looking back, trying to make the nervous and exhausted souls relax for a moment.
Bowman wrote in "Nostalgic Utopia": "At present, this nostalgic disease is popular. A continuity of this epidemic is a defense mechanism of people in the era of life and history accelerated. Everything on the top looks just right -the stable, satisfied, interesting, protected, and shining. A reasonable existence and redemption. In the face of the old faces that appeared in line, no one thought that it was stir -fried rice, but nostalgic for their onions.
03, nostalgic economy
nostalgia, not only makes ancient idols flushed, but also the short video of rural themes on the platform of Douyin, Kuaishou and other platforms.
Especially, in the 80s, most of the post -80s have experienced rural life experience, either born in rural areas, or grandparents live in the countryside. In the face of the stress of life, various short videos about rural life will make the pressure release briefly. The "Douyin Rural Data Report" released by Douyin shows that in 2021, the relevant videos of the countryside increased by 34.38 million, which was praised over 3.5 billion times, showing users' preference for rural themes.
American scholar Boym wrote in the book "Nostalgic Future": "Modern nostalgia is a kind of secular expression of spiritual desire, nostalgic for a certain absolute thing, nostalgic for both the body and spiritual garden, nostalgic, nostalgic, nostalgic, and nostalgic. , the time and space before entering history, the -type unity of the Garden of Eden. is easy to enter a state of "buying and buying". In fact, American scholars Holbrook and Sindler proposed the concept of nostalgia economy as early as 1989. They published a paper in the "Consumer Research Magazine" and pointed out that "nostalgia will affect consumers' shopping psychology."
Especially, especially after the 80s, as the earliest generation of surfing online, has entered the society for many years. It has a certain purchasing power and has made the current nostalgic economy become hotter.
takes the video number Jay Chou re -screening concert as an example. The data shows that a total of 12 products were launched that night and sold out within 30 minutes of the opening. The total sales of two days were 2.5679 million yuan. Most of those who place orders are post -80s and post -90s.
, with the support of their "banknote ability", nostalgia is not only a cultural phenomenon, it has become an economic phenomenon. "Magic Tianlun" re -screening, Wang Xinling's redness, various old brand innovation and old -fashioned cultural cross -border linkage, every nostalgic wave can cause collective carnival in the network space.
is nostalgic. It is a temporary emotional vent, but people always work hard. Therefore, when this feeling is "satisfied", enthusiasm will naturally dissipate. So we also saw that Wang Xinling boy who was active on various social platforms returned to peace after a month. Classmate Zhang, who burst into fire, gradually made people's aesthetic fatigue, and directly transformed the goods.
nostalgic economy allows people to consume land in a relaxed and joyful atmosphere, but this economy is only temporary beneficial supplement without becoming the mainstream economy. It is impossible for people to forget in endless consumption, and the main force of consumption will continue to be updated.
is very beautiful yesterday. Today is cruel, but tomorrow is a new start.
