Some rural Internet celebrities are "so popular and cool and fast", and they should pay attention to healthy and sustainable development

Field labor, burning fire, cooking, neighborhood interaction ... These ordinary lives in the countryside have attracted thousands of people on the Internet to watch, creating rural net reds. However, many rural Internet celebrities face the predicament of "fast red and cool and fast", and how to develop healthy and sustainable development is urgent.

Rural network red explosion,

Someone increased the powder more than 20 million in 3 months

At the end of 2021, with the soundtrack of "brainwashing" and high -frequency and fast -cut video style, Zhang Kai received more than 20 million fans in just 3 months. Under his lens, the original northeast rural life made many fans "seeing".

37 -year -old Zhang Kai has been a big driver, and has worked with a friend with his friends. He worked for several years and returned to his hometown in 2020. "The cost of short video entrepreneurship is low and time is free. It is a good choice." Zhang Kai said.

This year, Zhang Kai established his own work team and short video matrix to maintain normal updates. "In the future, I will try to do agricultural planting or promotion related work, and use traffic to sell their hometown specialties." Zhang Kai said.

"Efforts can really change their destiny." From Mandarin, the unbelievable farmers, to the net red of tens of millions of fans, Gan Youqin came out with the identity of "9 girls". After accumulating a certain amount of fans, Gan Youqin began to bring goods for his hometown of agricultural products, and established an e -commerce base with the team. "We want to drive the economy in the village and attract more young people to return to their hometowns to start a business." Gan Youqin said.

It is not uncommon for rural net red overnight. "Nostalgia" records the life of a single mother's return home, with more than 20 million fans; "Nianxiang Zhou Zhou" shoots rural four seasons, and the number of fans is more than 1 million; "Peng Chuanming" creates various traditional Chinese objects with 8 million fans. ... "Three -rural" theme has become a "traffic password" for short video creation. In 2021, the first "agriculture and rural" data report released by a short video platform showed that the total number of rural videos in the past year exceeded 12.9 billion.

Rural Internet celebrity live broadcast

Liang Zhenhua, an associate professor at the School of Political and Public Management of Shanxi University, said that "local experts" use short videos to show the local culture and open up the new road of rural farming, so that the general public can see the rural scene with a strong sense of the times, which meets the urban netizens to the pastoral life of the countryside Millet.

The controversy is frequent, the road of rural net red is not easy to go

The reporter discovered that many rural influencers stood on the peak of traffic, and some controversy and difficulties appeared.

—— Ugly, vulgar, spoofs, etc. are still regarded as selling points by some rural influencers. Some are wearing strange clothes, some roll around in the mud, and some scratch their heads in front of the camera to perform various vulgar performances with all kinds of blogging. A so -called "Internet Red Village" appeared on multiple live broadcast platforms. Some villagers revenue from these "spicy eyes" to obtain revenue, which caused some young people in the village to follow the effect. After being exposed, the local party committee government quickly involved in the investigation.

In this regard, Yao Hua, director of the Institute of Sociology of the Guangxi Academy of Social Sciences, believes that some people have made profit, and some live broadcast platforms lack effective supervision of content, which makes bad content such as vulgarity and spoof.

—— The balance between word of mouth and business value is not easy to grasp. After rural Internet celebrities become popular, they often become the targets of many Internet celebrity incubation agencies. After some rural online celebrities live with the goods, fans feel that the other party is profitable, and it may have a sense of "alienation" with the owner.

Gan Youqin has a similar sense: "We often help some places slow -selling fruits for live sales. Once we can sell 150,000 kg of mango one night." The account will "lose the soul".

——The online celebrities are "so popular and cool and fast." After many rural Internet celebrities exploded in the early stage, the growth rate of fans slowed down, and some accounts fell. A rural Internet celebrity that once became popular with the videos of the earth, and now there are only a hundred people watching every day.

Industry insiders believe that many netizens hope that the content of rural net reds will continue to be new, but also hopes that rural net reders will set up real and unpretentious, but video creation itself will often have a certain performance. If you want to maintain high -quality creation for a long time, It's not easy.

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Shen Yang, a professor at the School of Journalism and Communication of Tsinghua University, said that a major limit of rural Internet celebrities is the change of fan structure. "A fan group of rural net reds often changes within three or five years, or is not on this platform. As a rural Internet celebrity, whether to leave or change your adaptation of fans, you need to face the problem."

Working in many parties, breaking "the red is so cool and fast"

Wei Wanqing, a professor at the School of Public Management of Guangxi University, believes that the intervention of the Internet celebrity economy in rural areas contributes to the development of the local real estate industry. "Rural Internet celebrities are new things. On the one hand, they must be treated with a tolerance attitude, and on the other hand, they need to be regulated."

Interviewees suggested that the government departments improve the relevant mechanisms, and the platform strengthens the supervision and review of video content. It cannot provide living soil for some vulgar, low -level, and even challenging the content of social order and good customs. At the same time, increase the incubation and guidance of rural influencers with potential and positive energy.

In May 2021, Li Ren, deputy dean of the School of Journalism and Communication of Southwest University of Political Science and Law, developed and developed the local rural celebrities and non -genetic transmission. , After leaving the platform's support and guidance, the quality of these creators has declined to varying degrees, and it is difficult to increase the amount of praise. Li Ren suggested that when the government and short video platforms support the rural Internet celebrities, they should pay attention to the training of normal operation, so that they can maintain healthy and long -term vitality, and then provide greater assistance in driving agricultural product sales and promoting rural tourism development.

"It is not difficult for a moment, and it is difficult to go on a lifetime." Shenyang said that rural Internet celebrities need to continuously improve their own quality, work more in content creation, and have more professional packaging and marketing capabilities.

Source: "Half Moon Talk", No. 12, 2022

Reporter half -monthly: Nong Guanbin Wu Jiangmin Chen Yifan | Editor: Xu Xicai

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