Experts say virtual idols are similar to Lingna Belle. Contemporary young people pursue super real dreams

Jimu Journalist Zeng Lingzheng

Intern Huang Xin Wang Weiwei

On June 29, the virtual anchor B station live broadcast of 2.5 hours of income exceeded one million, which caused widespread attention, and this was only the first live broadcast of the virtual anchor Shoto in China. In addition to this purple purple pupil and English virtual boy who spoke English, fans have made a lot of money. As early as May of this year, Rainbow Society, a company operating virtual idols in Japan, has submitted a prospectus. In 2022, its sales revenue has increased by 198%year -on -year.

However, the enthusiasm of the fan group has also attracted criticism from the outside world. Some people believe that contemporary young people have projected their true feelings in the virtual world, which is too empty. According to analysis, there is a social psychology behind the popularity of virtual idols, that is, the non -material nature of virtual idols. Real people hide behind the virtual body, so that they can present a dreamy super real state, such as super true cuteness, super true handsome, super true beauty, and so on. And this presentation is more attractive than real idols. This logic is popular with Disney Puppet Ling Na Belle, and has the same wonderful work. Some people also analyzed from a business perspective that the reason why virtual anchors were regarded by capital was because of the high cost of head anchors and scarce talents. The virtual anchor can be created by people, and it can be broadcast live for 24 hours, and the cost is reduced.

When an American Asian boy put on purple hair and purple pupils

On June 22, the virtual anchor Shoto opened his first live broadcast in China at station B. One week later,# Virtual anchor B station live broadcast 2 hours of income exceeds one million# boarded on Weibo hot search.

Screenshot of the live broadcast on June 22 (source: station B video screenshot)

The live broadcast opened on June 22, after its reward revenue was followed by the media, quickly rushed to Weibo hot search. In this 2 -hour live broadcast, Shoto only sang 14 songs, and simply chatted with fans midway. During the period, the reward amount has exceeded 1 million yuan.

Why is a boy with plush tails and tiger teeth, purple and purple pupils, why is it so charming?

Jimu Journalist search found that Shoto was originally active on the overseas game live broadcast platform. By placing a character image picture in the screen, game live broadcast or singing. At the end of 2021, it transferred to a video website, began to be a virtual anchor, created relevant person settings, and let the virtual figures "move". The image still follows the image of the purple -haired boy in the static texture. In this process, Shoto cumulative over 2 million fans. At the beginning of 2022, Shoto settled in station B and did not release the first video until May. After this video that imitated the puppy for only 48 seconds was released, it immediately reached the top of the broadcast volume of station B that day.

The reasons why fans followed SHOTO were different. A college student from Chongqing, Hu Min (pseudonym), said that at first she accidentally saw the clips in Shoto's live broadcast on the Internet. Because of its very high sensitivity of the anime image, he began to pay attention for a long time. During the long -term watching Shoto video, she also gradually put together the situation of Shoto's real life in real life. "Shoto is a American Vietnamese boy. During college, he conducts professional learning in the direction of medicine, and then studies by himself and engaged in programmers. In the spring of 2022, he resigned from his job and started a virtual anchor full -time." Hu Min told Jimu Journalist, "Unlike other virtual anchors, he has a good academic performance. I like Xueba."

There are also fans who do not care about Shoto's real situation. Heilongjiang college student Lin Lin said that she enjoys the happiness brought by virtual Shoto and believes that the identity setting of the demon hunter attached to him is more than "what kind of person who is a puppet who is a puppet who is a person who is a person who is the one who is a person who is a person. Significant".

Regarding criticism caused by rewards, fans responded that the essence of rewarding is to obtain emotions through consumption. Whether it is real or virtual, "it is to draw power from strangers across strangers across the network." A post -95 fans who rewarded more than 1,000 yuan said that Shoto is an emotional sustenance, which is different from the people in reality.

Shoto live broadcast screenshot (picture source: station B live broadcast screenshot)

Virtual Idol Operation Company will be listed

The energy of virtual idols is far more than one Shoto.

In May of this year, VOX, a virtual anchor of Rainbow (Japan Virtual Idol Company), opened the live first show at station B. The live broadcast of 1.7 hours of the night, revenue reached 1.11 million yuan, the number of paids was nearly 40,000, and the payment rate exceeded 73%. In April 2022, Rainbow Society had submitted a prospectus to the Tokyo Stock Exchange. The prospectus shows that in FY2022 (May 2021 to April 2022), the sales revenue of Rainbow Society was about RMB 717 million, an increase of 85.5%year -on -year; net profit was about 141 million yuan, an increase of 198%year -on -year.

Hong Yong, a researcher at the E -commerce Institute of the Ministry of Commerce, believes that the birth and popularity of virtual anchors have their capital logic. "The anchor is a scarce talent, and the cost of anchors, especially well -known anchors, has risen. Compared with it, virtual anchors are created by people, and they can be broadcast online for 24 hours. Essence

This logic was verified by the past. In 2022, the virtual women's group A-Soul, which was launched in cooperation with bytes. The combination consists of five girls with different shapes and personality. However, on May 10 this year, the A-Soul's operating team suddenly announced that member Jiale was about to dormant due to physical and academic reasons, and then exposed the painful encounters such as overtime overtime and extremely low salary. Fans realized that behind the dreams, behind the laughing live room, it was still the story of capital crushing workers. Subsequently, some practitioners told the media that the actor of virtual idols was equivalent to department employees, and the income of thousands of yuan was normal. Young people are pursuing super real dreams

Ou Yangmin, an associate researcher at the School of Journalism and Communication of Wuhan University, analyzed to Jimu Journalists that in fact, the virtual anchor combined with the people in the middle of the leather case, his popularity logic is the same as the current Top Ling Na Baer.

"For example, both Shoto and Lingna Belle have adorable elements, and a large number of second -creed works are derived." Ouyang Min explained.

And virtual idols are actually because it presents a dreamy super real state. "Virtual idols are actually a medium. It extends our feelings of super true things. Compared to feeling real people, the virtual idols of feeling as super true things are obviously shocking and more attractive. The intangible nature of virtual idols. , Make it show a dreamy super real state, such as super true cuteness, super true handsome, super true beauty, etc., and real people are limited by material body. Seeing light death, "Ouyang Min said.

Regarding the voices of fans' empty criticism, Ouyang Min believes that fans actually seek their identity through virtual idols and build their own meaning. This is not a manifestation of emptiness, but a manifestation of seeking meaning. Do not deny the significance of the existence of virtual idols.

However, Ouyang Min also acknowledged that the popularity of virtual idols reflects the reality of the current "light society", that is, some fan groups refuse to be serious about serious narratives and indulge in the light virtual world. Entertainment, relaxed, and daily aesthetics have become a common mentality of people. The virtual idol industry just meets the above -mentioned mentality of the post -modern society.

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