Cover comment | "Poor Revisibility" is essentially based on rational self -protection

□ Jiang Yanzheng

Once upon a time, follow the trend, punching in the Internet, punching in the Internet, and buying and buying after being "planted". Nowadays, more and more netizens are "suffering" and "heat rejection", keeping a distance from the heat and even reverse. Aside from individual factors, their general "symptoms" are that when information consumption is consumed, it reflects the "slow half -shot" to the public trends and information hotspots, and even indifferent. They recommend massive network information and hot search, and have their own logic and choice mechanism. After the boom retreats, after the word of mouth is precipitated, they decide whether to "chase" and whether to pay for it. Behind the "symptoms" is a game of offense and defense. (CCTV)

The so -called "heat" in the online public opinion field has two meanings. One is the "topic attention" based on the spontaneous order. Second, it refers to the "agenda settings" that the relevant parties intend to do. From the perspective of the general trend, in our information ecology, the "heat" of the artificial manufacturing is increasing. Some TV dramas have not been broadcast first, and some plots and lines are inexplicably on the hot search. The entries such as so on, so they hang it from the height, not embarrassing.

There are "heads of Amway" and "Water Army Control Review", and naturally have derived the current "heat rejection disease". In a sense, "heat exclusion" is not only a kind of disgusting emotions, but also understandable as an inner self -protection mechanism of individuals. The rejection of heat is the rejection of the "imposity", and the rejection of anxiety of the group. Today, today's market marketing and information flow reputation marketing are popular, the kind of feeding and duck -filled product promotion actions are annoying, and it is increasingly insulted in IQ. Many people are deeply offending.

The reason why "heat rejection disease" gets more and more people responds is also based on the "lesson" feedback based on reality. Many people rushed to watch hot dramas, but found that it was a bad movie at all, and it was purely a waste of time. There were some people who were keen to buy various "net red artifacts" and found that they were not at all. They were properly received in IQ ... In the final decision of "I can lie to me, pay attention to the number of times", many people simply dismiss. "Don't look at, ignore, don't follow the trend, it's okay," it is really a heart -dead anger.

It is said that the "heat rejection" is actually the return of "independent aesthetics" and "rational speculation". Compared to the brainless follow -up, making a more calm, more opinionated, and vulgar consumer, movie viewers, and travelers will definitely become an increasingly attractive option.

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