If chicken soup is a hit in the Moments of middle-aged and elderly friends, then "mourning" is probably flooding the Moments of young people. Below are articles I have collected about why mourning culture is so popular. Let’s take a look!

?

▼What does "sang culture" mean?

Sang culture refers to the fact that some young people born in the 1990s have lost their goals and goals in real life. Hope, trapped in the quagmire of decadence and despair and unable to extricate themselves from life, they lose their minds, aimlessly, staggering, without emotion, consciousness, and restraint, they can only survive numbly like the walking zombies.

"Mourning culture" refers to language, text or pictures with emotions and colors such as decadence, despair, and pessimism that are popular among young people. It is a new form of youth subculture. The emergence and popularity of "mourning culture" represented by "waste" and "Ge Youli" are a microcosm of youth subculture in the new media era. It reflects the current spiritual characteristics and collective anxiety of young people, in a kind of The degree is a symptom of the social mentality and social psychology of young people in the new era.

Simply put, "mourning" refers to such a mentality and lifestyle: not wanting to work, aimless, depressed mood, low desire, just want to live like a zombie, indifferent. "I'm almost a useless person" "I actually don't really want to live" "Aimless decadence" "I don't want to do anything" "Decadent to the point of sadness" are their mantras, "Ge You Paralysis", Peppa Wa, Lazy Dandan Emojis are their favorite illustrations. The American TV series "BoJack Horseman" and a series of Japanese "mourning dramas" contain the outlook on life they admire?

?

　▼" Professional explanation of "mourning culture"

The professional explanation is: "mourning culture" refers to language, words or pictures with emotions and colors such as decadence, despair, and pessimism that are currently popular among young people. A new form of culture. This explanation is a bit professional, but it is actually words or pictures with negative energy. ?

　▼The origin and background of mourning culture

< p> In July 2016, a still from 1993 suddenly hit the screen for some reason, and the word "mourning culture" became a hot search term on the Internet.

Mourning. What does culture mean? Why does mourning culture appear? Why does mourning culture become popular?

In July 2016, Ge You suddenly became an Internet celebrity without doing anything. The photo went viral on our social networks without warning. In the photo, Ge You still has hair, but he is as thin as now. He has a stubble around his mouth, wearing a grandma flower shirt, and his mouth is slightly open like a soul. Out of body, with a look of despair, lying on a comfortable and soft sofa. This picture is from the sitcom "I Love My Family". This episode is about Ji Chunsheng, played by Ge You, eating at Jia's house. The story of drinking.

Ji Chunsheng, this man is not only terrible in personal appearance, but also despicable in his behavior. The image conveyed by this character is that he does nothing every day and does not want to work hard for himself. It doesn’t matter if you are successful, and you want to enjoy the lifestyle of success? A social waste in the 1990s.

This image is contrary to the mainstream spirit of positivity, health and upward promoted by all generations, but it is here. At this moment, it fits perfectly with the youth culture of this era. His decadence, despair, pessimism, and hopelessness are exactly the inner states of these people who work overtime, eat too much, are under great pressure, and have difficulty making money.

?

　▼The meaning of the vocabulary of mourning culture

"I am almost a useless person", "I actually don't really want to live", "aimless decadence" , "I don't want to do anything", "Lie until death", "Decadent to sadness", these words paired with the picture of Ge You lying have never concealed the thoughts and feelings that these young people want to convey through Ge You. . To put it simply, I just want to lie down, don’t want to think, and don’t want to do anything else.

▼A representative figure of mourning culture

Except Ge You. In addition, representative figures of mourning culture include Internet celebrity frog PEPE, salted fish with limbs, and imported lazy eggs and other images. Without exception, they all convey a self-deprecating message of "I am already a waste."

Salted fish

Salted fish will never turn over. No matter how hard a salted fish works, it's still a salted fish and can't become a fresh seafood, so I just go about living casually.

Ge You Lying

With a sprinkling of stubble, wearing floral shorts, eyes blurred, and the corners of his mouth slightly open as if his soul was out of body, "Ge You Lying" gives people the feeling of being alive. Loveless.

Peppa Frog

This may be the saddest frog in the world, always with tears in its eyes and a touch of sadness on its face.

Buddhist youth

?

The last heavyweight is of course the Internet celebrity "Buddhist youth". He made a cup of chrysanthemum tea with wolfberry, a hot water bottle in one hand, and said: fine, anyway. His face was calm and unconcerned.

?

▼ Analysis of the causes of mourning culture

Online media analysis:

We have also seen a lot of research on the post-90s generation . The environment in which they grew up is that China's social and economic development has entered a new stage. They have experienced various pressures such as air pollution, several earthquakes, high housing prices, and employment difficulties. They learned about global developments through the Internet. They knew at a very early age that this was a risk society. Unlike other generations who seek external expansion, the post-90s generation knows that external expansion involves risks. Moreover, they enjoy better material conditions and flatter family and employment relationships, and external expansion is not necessary for them. What they more often talk about is "I", "becoming myself, becoming an independent individual."

Internet tools have become an outlet for their emotions. Some people release their inner personality (here, inner personality refers to their inner thoughts) through the Internet. They release their negative emotions and cynical ideals online, and the "I" in daily life seems to be the same as the "I" on the Internet. I'm not related at all, they look like two different souls in one body. But more of them are the other group of people, who are young people who are unified internally and externally? I am who I am, a complete, independent individual who has the courage to speak out for myself.

This group of young people who are unified internally and externally are happy to be themselves and do not need to play the perfect image of a good young man in other people's minds, so it is not difficult to admit that they are trash. They accept their imperfections, accept their flaws, and live for themselves, accept who they are, and make peace with themselves.

Images with negative emotions like Ge Youli became popular on Weibo. It is young people who have the courage to repost, share, talk, recreate, and tell others "I am like this." "People", "I think it's great to lie down and do nothing." Think about it from another perspective, if in the past, I desperately wanted to be a person who got something for nothing, with clothes on my hands and food on my hands, I would have been ashamed to speak.

I have said before that the decadence, despair, pessimism, and hopelessness shown by Ge You as soon as he lay down are exactly the inner state of these people who work overtime, eat more than they deserve, are under great pressure, and have difficulty making money. . It is easy to understand that there is high pressure, but why does the lack of effort caused by high pressure become a national carnival? What led them to choose Ge Youlai to convey their inner desires?

I think this is because traditional hard work has already It is difficult to achieve qualitative changes in life and rise in class. At present, in this country, due to the high social costs, the space for the upper passage from the lower level to the upper level has gradually become blocked. We all know the inspirational quotes such as "If you don't work hard, you will die" and "The harder you work, the luckier you will be." But what is more certain is that "hard work may not lead to success, but if you don't work hard, it will definitely be easy."

Such a statement of despair reflects the rise of the "sang culture" in which young people understand and are trapped by their own incompetence.

Academic analysis:

The reasons for the emergence and popularity of youth “mourning culture” mainly include the “fictional nature” of reality in virtual networks, the “active stigmatization” of young people’s self, The "unconscious" and "conscious" of the collective and society, and the emotional contagion of the "micro era": four points from "micro" to "big". The "sex and caution go hand in hand" approach should be adopted to treat youth "mourning culture", the advantageous perspective should be used to conduct research on youth "mourning culture", young people should be guided to establish correct values, and the cultivation of a positive social mentality among young people should be promoted.

?

▼Performance of mourning culture

Countless people have been lying like this for thousands of years, and Ge You is not the first. But the popularity of "Ge You Lie" at this moment is closely related to the young people behind it. This group of people retweeted Weibo posts with photos of "Ge You lying down" and left messages saying that they look like this every weekend and want to look like this every day. Most of them are born in the 1990s, which is currently the most active user age group on Weibo.

At the same time, a cup of "Mourning Tea" started to become popular on Weibo. I want to open a "Mourning Tea" opposite "Hi Tea". The menu is as follows: Achievements Milk Green Tea, Nothing to Do Black Tea, Still Single Green Tea, Want Don’t have the courage to make a macchiato, don’t have money for plastic surgery milkshake, can’t lose weight with fruit tea, or your ex-boyfriend’s milk tea with the hope of living better? There is always one for you!

Today you are sure Are we "mourning"? Let us just lie down and lie there until death? After the craze of "positive energy" and "little luck" recedes, self-destruction and negative energy are pouring out on the Internet at an even faster pace. , and formed an unstoppable cultural phenomenon? mourning culture. Soon, marketers and advertising people stepped up to break the gap and barriers between them and young people.

　

(1) Why has "mourning" become a trend?

If you want to understand "mourning culture", you have to learn from the "mourning culture" of young people. Talking about the "Doutu War". This summer, a picture of Ge You from the 1990s sitcom "I Love My Family" went viral. In the picture, Ji Chunsheng, played by Ge You, has a stubble on his face and is wearing a grandma flower shirt. He has an out-of-body experience and a look of lovelessness. Taking this as a starting point, "Lazy Dandan", "Pepe's Frog", "Salted Fish", "I May Meet a Fake XX" and other expression packs with unique drawing styles have appeared in various "picture battles". , without exception, all convey a kind of self-deprecation of "I am already a waste". This is the embodiment of "mourning culture"? Black humor, pessimism and negativity.

1. Mourning is a kind of "anti-chicken soup" emotional catharsis

High housing prices, high competition, high pressure? These undoubtedly play an important role in destroying young people's vitality. You They think that a "lost person" never works hard, but the reality is that they are really busy, busy at work, crowded in the subway, and struggling to cope with various social interactions outside of normal working hours. We are as busy as a dog, but there is no hope of promotion or salary increase. In this case, let us lie down and lie down until we die.

2. “Mourning” is a self-deprecating expression for young people

Life is not only about the present, but also about tomorrow and the day after tomorrow. It is not difficult to find that this is a typical young person’s behavior. Complaints and self-deprecation are expressions on the Internet. A group of people gather around popular movie, TV or game characters to complain and then laugh at themselves. Even more brands are taking the initiative to create "grooves" in order to satisfy young people's desire to complain.

(2) Is the "mourning culture" marketing guide really "mourning" enough?

Today, "emotional consumption" has evolved into a powerful force The consumption motivation, such as various movies focusing on nostalgia, can always trigger the collective memories of netizens. When the same "mourning" is a group emotion, it has the soil to survive.

1. Use of "mourning symbols"

Case: Taobao emoticon package of the same style

Mourning emoticons represented by "Ge Youpara" have swept the Internet. These emoticons It is no longer a concrete emoticon, but an emoticon of mourning. With this, a variety of peripheral products related to the "paralysis" expression are also sold on a certain website, such as Ge Youpara mobile phone cases, Ge Youpara T-shirts, Ge Youpara pillows, etc. What sells is not the price, but an attitude. "Mournage", even Zhang Wei, a joker, must have a T-shirt by Ge Youpara in his wardrobe.

?

2. Create “Mourning Culture IP”

Case: NetEase Wang Sansan Mourning Tea Endorsement

As netizens’ self-made “Mourning Tea” copy became popular on Weibo, NetEase News Alliance’s Ele.me really opened a ““Mourning Tea” pop-up store”, although it only lasted for 4 days (April 28- May 1st), but the entire May Day saturation hit the screen.

Of course, NetEase, which is taking advantage of mourning marketing, not only sees the popularity of mourning tea, but also attaches great importance to the fit between "mourning" and its brand image. NetEase News Yangtuo Editor-in-Chief Wang San Third, the character is a very sad sheep, with the corners of the mouth turned downward all the time. This sad expression is very suitable for being the spokesperson of Mang Tea. Behind the mourning marketing is NetEase News's ambition to create an IP image. In addition to mourning tea marketing, Wang Sansan will also participate in various marketing activities of NetEase News in his personal capacity.

3. Looking for the “mourning” song

Case: Rainbow Choir’s “Feeling My Body Has Been Hollowed Out”

In August last year, a piece of “ The divine song "Feeling My Body is Being Empty" quickly swept social networks. After the song was released, it received tens of millions of clicks on major video websites. The song was composed by the Rainbow Choir, which is famous for its divine song. Netizens also called it "The Overtime Dog" "Song", looking at the lyrics, the whole thing is "mourning" in capital letters, "I feel like my body is hollowed out, I am as tired as a dog, I haven't taken off my makeup for eighteen days, and I have been wearing monthly disposables for two and a half years?" After Ge You's paralysis, " "I feel like my body has been hollowed out" hit the hearts of countless netizens with a deep sense of "mourning".

(3) “Mourning marketing” may be just a flash in the pan?

With the popularity of “mourning culture”, mourning marketing is being increasingly used Applied to brand promotion, this kind of marketing that is suitable for young people also makes the brand image fuller and shortens the distance with consumers.

However, "mourning" marketing is not a panacea. On the one hand, if a brand goes too far in "mourning" marketing, it may give young people a sense of clumsiness as "the elders are trying to make emoticons for me" On the other hand, marketing such as NetEase’s mourning tea is really difficult to copy. Who knows how long this sudden trend of mourning will be popular? In the end, whether mourning marketing can bring effects to the brand depends on the product’s incompetence Copy the core.

?

(4) Why did “mourning culture” marketing suddenly become popular?

1. “Mourning culture” is in line with the psychology of today’s young people; < /p>

According to statistics, most of the people who retweeted "mourning culture" pictures such as Ge Youlai and BoJack Horseman are born in the 1990s and are currently the most active users on the Internet. Behind the forwarding of these messages is actually the collective anxiety caused by some young people born in the 1980s and 1990s who have lost confidence and hope in life. This is actually the result of changes in the entire social environment. It is said that the generation born in the 80s and 90s are very happy. They are also only children and have been loved a lot since childhood. However, when these people are working overtime, cannot afford a house, and have no time to talk, Falling in love, lack of sleep...the Internet has become an outlet for negative emotions, and when you see these negative energies, you will scream.

Let’s play a “mourning culture” song “Feeling My Body is Empty”

2. Consumers are already bored with chicken soup articles;

From childhood to When growing up, most people will hear a lot of success in learning chicken soup, but in the process of growing up, more and more young people have already recognized the truth that real life is far more difficult than imagined. For those who "God is for you" The Chicken Soup article "Closed a door, but opened a window for you" is becoming less and less patient, and is more willing to believe that "God closed a door for you, and then he went to sleep."

So it is difficult to stimulate them with these chicken soup articles. On the contrary, simple and crude marketing such as "mourning culture" can make them scream and arouse their emotional excitement. Moreover, it is not that the words of "mourning culture" will definitely bring negative energy to people. Most people will only use it to satirize and complain about some current situations, and these "negative energy" are sometimes the source of "positive energy". This is also Why wouldn’t consumers be offended by these depressing words.

3. Reverse thinking The marketing model finds a gap in the market.

In addition, "Mang Culture" has used the reverse thinking marketing model common in the business world to find gaps in the market. The reverse thinking marketing model is easy to understand. The most typical case is the Volkswagen Beetle. In the 1960s, large cars were popular in the United States, which were spacious, comfortable, and of course fuel-efficient. The Volkswagen Beetle suddenly emerged with the advertising slogan "It's better to be small when you think about it" and attracted a large number of consumers. The same is true for "negative energy" marketing. Nowadays, when chicken soup articles are everywhere, adding a little "poisonous chicken soup" to season it may not be a bad thing.

Although "mourning culture" has developed extremely rapidly in the past two years, from emoticons to marketing, and even the People's Daily published an article to remind everyone not to be brainwashed by "mourning culture", in the final analysis "mourning culture" is actually It's more like a kind of self-deprecation. Just like the word "Diao Si" before, many people will compare themselves to "Diao Si", but in fact, many people don't really give themselves such a position. The same goes for "mourning culture". Most of those who say "It doesn't matter if I don't have money now, there will be many days without money in the future" will not really be decadent. They will still work hard to make money and buy a house and repay the loan. Therefore, don’t take “mourning culture” too seriously. If you take it too seriously, you will lose.