Can young people's Fan Liang accompany "electronic mustard" bring high -quality cultural content?

It is not only a good partner for urban young people, but also a hot topic of communication

Can "electronic mustard" bring high -quality cultural content?

"What are your recent" meals "?" Sun Yan, 27, is currently single. He is currently single in an enterprise and often communicates with friends. Of course, the "next meals" of these young people are not food, but videos or audio books watching when eating. Such videos and audio have a recent name- "electronic mustard".

"Electronic mustard", in the eyes of people, is "a good partner" but "a single taste" and "not nutritious". Some people are worried that the popularity of "electronic mustard" cannot bring a real cultural meal, but let young people add to the Internet and reduce interpersonal communication. However, in the eyes of some young people, it is necessary to become a "electronic mustard", and it is necessary to obtain a certain amount of information for a meal time. Why not?

"Electronic mustard" duration is the key

After getting home from get off work, Sun Yan opened the table on the table after dinner, and opened the tablet on the table. This computer almost kept here. Then search for a few UP owners and click on the recent updated video. With the video, she also started. Pick up the chopsticks. Repeat such a scene almost every day, "Is this a sense of ritual?"

Sun Yan's "electronic mustard" is a video of a UP master on the electronic product on station B. From a single -wheel car, floor sweeping robot to drone, the UP master introduces the advantages and disadvantages of these products by personal experience. "While eating, watch There are suitable products to put in a shopping cart and buy it when discounted. " For 4 years, she has always been a fan of "electronic mustard". Before watching film and television dramas, it was a tourist video earlier. Sun Yan said that the attention will not be particularly concentrated during meals, and there can be some information, but it is not particularly important information. It doesn't matter if you miss it or omissions. "You need a background sound when eating."

Since it is the background sound, why not simply choose music? "'Electronic mustard' taste can be adjusted according to individuals, but emotions must not be too strong." Mr. Hu who worked in government departments opened a music video at dinner. "There was a" Lu Binghua "in the result. At that time It's relatively big, I think of my family again, sad, how can I eat it? "

In addition to content, duration is also the key. A movie time is about 90 minutes, and it is only 15 to 30 minutes to eat alone. Mr. Hu said, "It's finished, do you want to continue watching the movie?"

Various short videos are also not suitable for "meals". "The short video jump is too frequent." Sun Yan tried to brush the short video "Dinner" during the company's lunch once, "Choose the next video in less than 1 minute. , The entire mobile phone cannot be left. "

There are also many fine film and television dramas

Yuan Lizhang, who is engaged in creative design work, likes a UP owner who specifically explained various low -scoring film and television dramas. However, he also admits that due to the needs of duration and target groups, most of the "electronic mustard" content is mainly based on second creation, and the content can only be tasting. "Now the text of many film and television public accounts is 6000 words. This volume is more than 40 minutes in the video with the picture. Some high -quality film and television appreciation videos are up to 3 hours.

Although the "electronic mustard" is delicious, it is not a rare cuisine after all. However, in the eyes of some creators, whether boutique should pay attention to the work itself. "For example, a poem is not easy to compare with" Dream of Red Mansions ", and more than ten minutes of videos cannot be compared with a movie. Video can be divided into OGV (professional production content) and PUGV (professional user creation video). The former is a film and television drama , Variety shows, etc., are generally long videos, the latter is the content of the creator output, usually the video. " Explain some professional issues to most people. Chen Rui, the CEO of station B, said that 91%of the video playback volume of station B comes from PUGV, of which the popularity content video playback volume accounted for 45%. In its opinion, this is considered high -quality content.

There are many high -quality film and television dramas listed by many citizens netizens, such as "Zhen Huan Biography" with a score of 9.3 points for Douban and "Wulin Wai Zhuan" with 9.6 points. In Yuan Liyu's view, such works are not only attractive, but also can be repeatedly scrutinized.

Why is it popular among young people

34 -year -old Yuan Lizhang moved his TV from the living room to the restaurant 5 years ago. Parents who came from afar could not understand, but this was his needs. "I only have one person to start a TV when I eat."

The increase in young people alone is one of the reasons for the popularity of "electronic mustard". The sampling survey data released by the National Bureau of Statistics' "China Statistical Yearbook" shows that since 2015, the proportion of one -person household in my country has increased year by year, which has increased from 13.15%in 2015 to 18.45%in 2019. Data from the Ministry of Civil Affairs show that in 2018, my country ’s single adult population is as high as 240 million, of which more than 77 million adults are alone. It is expected that this number in 2021 is close to 100 million.

Sun Yan remembers a "lonely grade watch", and "one person eats hot pot" ranks fifth. She was quite touched by this, and "it will definitely make a sound when eating." The medium -length video with the companion effect is gradually attracting the attention of the industry. In 2020, watermelon videos began to launch "mid -video", which focused on 1 to 30 minutes of horizontal video. In June 2021, watermelon video combined with Douyin and today's headlines jointly launched the "China Television Video Partner Program". The content distributed three clients with one -click synchronization. Creators can harvest the traffic sharing of 3 platforms. However, two years have passed, and "Mid -Video" has not yet developed a representative platform such as Douyin or "Love Young". In Yuan Liyu's view, another reason why "electronic mustard" is popular among young people, "in addition to 'lower meals', there must be a certain amount of information. Busy work on weekdays," electronic mustard "is a kind of fragmentation of knowledge and information. channel". Mr. Xun also said frankly that the central TV video represented by "electronic mustard" may not be able to become contemporary needs like long videos, and may not have a vast sinking market like Douyin. "But this fits the society in today's society Part of the demand. (Reporter's reporter Jian Gongbo)

【Edit: Ye Pan】

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