Source: Legal Daily

Atlas

Guide the "rice circle" culture to a benign development

● Today's star support club is no longer just an interest community composed of ordinary film and television, music and sports fans, but more like an organization with a clear division of responsibilities. Guided by the rule that traffic is paramount and data is king, the Internet can gather thousands of fans in Qian Qian and transform them into amazing power

● "Fanquan" is the abbreviation of fan circle, which is an entertainment community spontaneously formed by idolize fans, and its members are mostly concentrated in young people such as teenagers. Teenagers' fan groups are easy to be manipulated and used, and the unhealthy trend of tearing each other off the internet and opposing differences among the parties is easy to have a negative impact on teenagers whose values have not yet been formed

● In terms of laws and regulations governing the culture of rice circles, we should not only standardize it from a punitive perspective, but also guide and promote the healthy development of online communities from an incentive perspective

Recently, Some media conducted the "idolize Survey of Teenagers" on more than 2, middle school students aged 12 to 18, and interviewed many fans, professionals, experts and scholars in combination with the survey. It was found that teenagers' fan groups are easily manipulated and used, and the unhealthy atmosphere of tearing up each other's rice circles and opposing differences among the parties easily has a negative impact on teenagers whose values have not yet been formed.

On July 13th, the Notice on Special Renovation of the Internet Environment for Minors in the Summer of 22 issued by the National Network Information Office stated that "we will severely crack down on inducing minors to ... give aid to the list, control and evaluate their spending, and spend a lot of money". Vigorously rectify the interactive comments on star topics and popular posts, incite and provoke the opposition of young fans, tear and abuse each other, search for human flesh, etc ... and thoroughly clean up the information that promotes bad values such as comparing and showing off wealth and extravagant enjoyment. "

The next day, the administrator account of Sina Weibo also posted a community announcement, saying that he had had a talk with Sean Xiao Studio on July 9th on issues related to fan guidance management. A week later, Tianjin Netcom Office and Hebei Netcom Office successively launched special rectification actions to control the phenomenon of bottomless idolize and mutual tearing of rice circles, aiming at setting a good example for young people.

I have to admit that the fan base is getting younger and younger. According to the China Report Network's Analysis Report on the Development Scale of China Fans' Economic Market in 22, the proportion of idolize in the post-9s generation is only 26.78%, 5.82% in the post-9s generation, and nearly 7% in the post-s generation. The Student Party is the core group among fans, accounting for more than half.

Traffic is paramount, data is king

Fanquan economy is very popular

"Fanquan" is the abbreviation of fan circle, which is an entertainment community spontaneously formed by idolize fans, and its members are mostly concentrated in young people such as teenagers.

According to a survey conducted by the reporter of Legal Daily, today's rice circle groups have developed more diversified on the basis of the original forum fan system. In rice circles, fans can generally be divided into "Fentou", frontline fans, ordinary fans and "Bai Piao" fans. "Fentou" generally refers to the managers and organizers of Ying Yuanhui, who usually have strong economic ability and more free time, and are the leaders of rice circle fans.

Wang Sixin, deputy dean of the School of Politics and Law of China Communication University, said: "The internal classification of rice circles is the reflection of human society in the culture of rice circles. There have been various forms of hierarchical culture in human society, so the members in the rice circle naturally divide the fans into different levels according to their closeness to the stars, their understanding of the stars and their possession of related resources. This different level is also a way to build order in the rice circle, which promotes the stability inside the rice circle to a certain extent. "

Liu Xinran, once a veteran fan of a fan group, told the reporter of Legal Daily that a mature or popular artist may have official support clubs, fan stations and other large and small resource blogs, data blogs and voting groups. Among them, the systematic official support club has obvious advantages, often as the only fan station that connects companies, it can concentrate on doing big things, raising funds, "rotating blogs" (turning to Weibo in turn) and making data more concentrated. Artists' official support clubs often have Weibo Blue V certification, which means that they are certified as enterprises or institutions on the platform side. For example, according to the Weibo platform certification rules, these fans' support clubs have at least the screenshot of the only official support club private letter confirmed by the artist company, or the business license of the star brokerage company/studio and the agency certification letter stamped with the color official seal.

Today's star support club is not only an interest community composed of ordinary film and television, music and sports lovers, but also an organization with a clear division of responsibilities. Guided by the rule that traffic is paramount and data is king, the Internet can gather thousands of fans in Qian Qian, transform them into amazing power, and even change the career development path of artists.

At present, there are two main types of assistance: online and offline.

"Online support is mainly for the stars to hit the list and brush the heat. Aidou' (English transliteration of Idol) has been sent to Weibo, so it is necessary to actively forward comments, control comments and praise one-stop; Love beans didn't make Weibo, then do a good job of purification and' anti-black', actively sign in the super topic of love beans, and mention and @ love beans more so as to increase the number of topics in Weibo. Once the power list of Aidou stars drops, it is necessary to buy a small flower and a 2 yuan flower in real money, and give it to Aidou until it rises to the ideal ranking. " Liu Xinran said, in addition, the number of fans of the Post Bar and the popularity of Baidu search and WeChat search of stars should be maintained. If Aidou participates in the activities, it is necessary to upload high-definition pictures at the front line as soon as possible, and to edit all kinds of videos of Aidou to attract new fans to consolidate old fans. "Variety shows and TV dramas in which Aidou participates must be broadcasted. If Aidou endorses new products, it is necessary to please manufacturers, and Weibo will make a big splash and print the list."

offline support is mainly for the stars to brush the heat in reality.

"Usually, the subway bus body and billboards are packaged, and it is necessary for every family to broadcast the propaganda film of love beans on public TV, contract the huge billboards on the Bund and the big screen of Times Square. If Aidou holds a concert or attends an award ceremony, it is necessary to hold a light sign on the spot, unify the clothing for support, and provide all kinds of support items; If Aidou plays in a film and television drama, then do a good job in the crew's support, send flowers, drinks, meals, etc., and no small gifts from directors, screenwriters and other actors can be missed to help Aidou do a good job in human relations. " Liu Xinran said.

Young fans blindly follow the trend

Give money to love beans

According to the media survey, 42.2% of middle school students have been living in idolize since primary school, and 52% of them have been in idolize for more than 3 years. The reporter of "Legal Daily" found in the top ten star communities in Weibo Chaohua Community that many fans' Weibo data showed that they were between 11 and 23 years old.

In fact, junior high school students are crazy about idolize, and even acting as a star's "pink head" has become the norm in the entertainment circle. A "pink-headed" bunny with 5, fans in Weibo told the Legal Daily reporter that she is 15 years old. Because primary school students and junior high school students have more time, she is often arranged to do data, control and comment. "We have abundant pocket money, so we are willing to spend money on idols, and we pay the most emotion."

Xiaoqi, a netizen with seven years' experience in rice circles, told the reporter of Legal Daily that the most annoying fans in rice circles are "Bai Piao Party" because they love beans, but they don't spend money on them, such as buying albums and watching concerts, but they enjoy the resources obtained by other fans.

Rabbit said that different stars often have different fan temperament. In terms of spending money, fans generally don't put too much pressure on the student party. However, in the fierce competition such as playing the list, fans certainly hope to do their best. Most of the behaviors such as doing data and buying albums are because of their "love for their brothers". It is unrealistic to want to ban playing the list, brushing the amount, doing data, etc. "Unless the list is completely cancelled, who can bear that their idol ranking falls behind others".

In May this year, Foshan TV Channel interviewed Ms. Huang, the mother of a groupie. Ms. Huang said that in order to buy more peripheral products of stars, her daughter Axin also asked her classmates to borrow money. Later, the classmate added Ms. Huang's WeChat, saying that Axin borrowed money from her in 2 yuan and didn't pay it back, so she had to come to her parents to solve the problem.

By observing these fans Weibo, who are between 11 and 15 years old, the reporter of Legal Daily found that their content mostly focused on Weibo's criticism and forwarding of Weibo with his idol name. Among them, there are many stories about Weibo who "scolded" other star fans.

According to the investigation of the reporter of Legal Daily, such quarrels and abusive contents are often caused by some marketing numbers maliciously comparing or vilifying certain stars. Liu Xinran told the reporter of Legal Daily that many younger fans can't tell the authenticity of the content, and often quarrel with their opponents under the guidance of marketing numbers or even "fans".

According to media reports, Zhu Xiaolei, a Beijing lawyer who has represented hundreds of celebrity rights protection cases, said that in the past two years, many defendants in celebrity reputation cases began to become fans. "In one case, related artists have objections to their positions, and these people all have a strong fan base. Some irrational fans will raise their favorite idols by smearing each other, and there are many forms of insults and slanders, such as creating yellow rumors, cursing each other, and leaving P.

At the same time, minors frequently appear in fund-raising for aid. On a mainstream fan support fund-raising platform, if the user chooses to pay, the fan support fund-raising platform will prompt that the platform does not provide services to minors, and minors need to use the platform services with the consent of their guardians. However, some fans' fund-raising platforms have no clear indication of age limit when paying for aid projects.

"Fund-raising for aid is generally organized by the official support club. The target amount is set first, and it will stop after reaching the upper limit. There is no age limit, and there is no limit on the amount of money spent." Miss Lu, a fan who often runs the celebrity scene in Beijing, told the reporter of Legal Daily that all the students in idolize are junior high school students, just like placing an order on Taobao, as long as they give money, because they need to vote all the time during the competition, so the money should be kept coming in.

Previously, in a group chat of a draft player's voting group, when a reporter from Legal Daily asked if there were any restrictions on minors to make money through the platform, the person in charge said that there was no age limit. Among the 15 fans who are waiting to enter the voting group, 12 are under the age of 18.

Dialectically treat rice circle culture

Guide and promote healthy development

According to a survey conducted by the reporter of Legal Daily, there are students' parties and minors in the anti-gang groups of various stars.

In this regard, Yang Xiu, an associate professor at the School of Journalism of Chongqing University, believes that group loneliness is a very important reason for the formation of online rice circle culture. From the social point of view, contemporary teenagers grow up in an era with rich materials, but the pressure of academic competition is great, and they need peers to relieve their mental stress.

"Teenagers who have been exposed to Internet information for a long time may have a big communication gap with their families, friends, teachers and so on. At this time, they need to find a group of people who have the same hobbies and ideas with themselves to communicate and communicate, and rice circles become the best channel in their hearts. " Yang Xiu said that idolize is a kind of collective activity, and what it shows to the outside world is a kind of identity. There is a high degree of homogeneity in values and lifestyles within rice circles. This similarity or similarity makes it easier for members to communicate, trust and understand, thus dispelling their loneliness to some extent.

In Wang Sixin's view, capital is a powerful force. It always controls various groups in various ways and tries its best to realize its own interests. It is the most commonly used way for capital to control fans and let them voluntarily get involved in some actions to realize their demands.

"Generally speaking, capital will control fans in these ways." According to Wang Sixin's analysis, the first thing is to invest huge sums of money in commercial operation, and make the star into a perfect image in all aspects through pre-designed processes and prepared packaging methods, so that it can gain a high status among fans and make fans have great recognition of the star in personality and ability; Secondly, after the star is packaged as an image recognized by fans, more specific business activities can be carried out. "For example, fans can participate in some activities organized by the company, so that fans can gain a stable and long-term loyal relationship with capital and stars. Then, through spontaneous publicity by fans, fans can expand their recognition of related celebrity endorsement products and finally realize it."

On July 9th, according to the news of Weibo @ Weibo, the official of Sina Weibo community management, Weibo had a talk with Sean Xiao Studio about the management of fan guidance. At the same time, Weibo released a number of accounts that were closed according to relevant community rules. These accounts mainly involved attacking media organizations and publishing false information to guide "abusive wars".

A corrective action is being launched against the abnormal phenomena in the process of minors' idolize.

"If minors can get full understanding and support from their families, schools and people around them, or if they can have good communication with people around them, form a healthy personality and have normal channels to get their recognition, their degree of joining rice circles or their recognition of rice circle culture will be weakened, and they will not get recognition through this abnormal way." Wang Sixin said.