It can be said that from the magazine era, TV era to the new media era, Zhang witnessed the upsurge of military enthusiasm in the whole society and experienced the gorgeous transformation of traditional media figures in the new media and Internet era.
Last week, funny golden sentences such as "kelp wrapped around submarine" and "smog and missile prevention" in Zhang Yin's military programs, which were affectionately called "bureau seat" by netizens, became popular unexpectedly. Debuted for the first time in a "talk show conference" full of young people, and his performance was eye-catching. According to the atmosphere of the bureau, although I have been hacked countless times, I never wear a vest online. With the fan base of my real name Weibo 666, I am very happy to shout two yuan from a distance. Although the age is high, but the network language is handy, this debut can be described as another bold attempt of the "bureau seat" in the field of network new media.
The bureau's real name is Zhang, a famous military theorist and critic, with a military rank. Since its participation in the production of CCTV military columns in 2006, the bureau seat has been humorously called "bureau seat" by the audience because of its unique military and political views and some controversial topical remarks.
On the Internet, Zhang is an enduring topic. Today, Zhang is an internet celebrity. After quitting CCTV, he launched his own official WeChat account and Weibo. He not only participated in various TV programs and variety shows, but also wrote a column in the official WeChat account, which is a model for new media people.
Zhang is one of the earliest and most famous military critics in China. Because of its witty explanation, the audience was deeply impressed by the seats, and some comments were dubbed as "causal weapons" by netizens. In fact, Zhang has always dared to speak frankly. He made accurate predictions about some international military hotspots, but also expressed some unclear views. For example, "smog laser protection" and "kelp wrapped submarine" and so on.
The seat is a man with a stalk all over his body. Because of some previous views, that seat was controversial on the internet at that time. Earlier, when we talked about the bureau seat, people always thought of an image of a commentator full of topics. However, the classic quotations of that year were enlarged and excavated by netizens, which gave rise to various explanations of politics, military affairs, even animation games and the second dimension. It can be described as enduring and deeply sought after by domestic otaku cultural people.
The bureau took the lead in flowering in the second yuan, which means that he accidentally hit the trend of Meng culture. Later, the rise of a new generation of military fans attracted attention. People who like military affairs and love politics often know that the appearance of games and animation works will help them win fans quickly. Then the games explained by the bureau are all related to the military. This is the road to transformation after retiring from the screen.
At present, the bureau has opened WeChat WeChat official account to provide the public with historical and military knowledge interpretation through multiple channels. He thinks that for people over 40, I basically know what they think. I don't know much about post-90 s and post-00 s. Out of curiosity about young people's culture, the bureau decided to engage in new media.
The bureau seat is willing to learn, especially for new things, and he has a stronger curiosity than young people. Therefore, Zhang, who is in her 60s, started her second venture. Open an official WeChat account to write articles, make videos, engage in radio, go on programs and do live broadcasts. Also did not fall, is already an authentic self-media person. Up to now, his official WeChat account has more than 654.38+0 million fans. In order to run this account well, Zhang personally recruited a group of young people to help run it. Because he believes that young people will always know the market better than he does.
When he first started writing new media articles, he was worried that young people would not like to read them, and later hired someone to help him pack and edit them. Now, the long text of more than 10,000 words has been edited and changed to more than 2,000 words, and then it has become a popular language for young people, striving to present it to readers with the most suitable thinking for young people.
Looking back at Zhang's previous TV programs, we will find that not all his attempts in the field of new media are familiar. Although he wrote a composition on the same topic in the army, his approach has completely changed and the direction of topic selection has also changed.
He attributed this to the change of identity. In the past, there were editors and producers in TV programs who decided on topics and invited more guests to analyze the current situation in combination with hot topics. Now that I am retired, I have less comments on current politics and more topics for planning and guidance.
On the other hand, Zhang told me that it was also a challenge to himself. From commenting on TV as it is, to chatting alone for dozens of minutes now, involving a large number of background events and regional stories, knowledge content has gained the upper hand, and there are many difficult materials. This piece is actually his blind spot. In particular, we must grasp the discretion. The audience may not be interested in speaking too professionally. As a talk show, he should pay attention to his image. He asked himself not to hesitate and lose his fighting spirit, and he could not "read the manuscript" for dozens of minutes, which made him very headache.
With the development of information network, Zhang's advantage in English ceased to exist in 1980s and 1990s. To stand out in the tide of information, he needs to find some fresh and unique angles, rather than the repetition accumulated in the past. He found it more and more difficult to give lectures. To this end, he said that in addition to eating and sleeping every day, it is a few hours of normal study. In addition, Zhang may never have thought that there will be no funds for making programs, and there will be no funds for a long time. Nowadays, although there are many sponsors for local programs after the fire, it still makes him deeply worried about the operation of the whole process.
In addition, this year, a photo of a local subway playing with a mobile phone instantly became popular on the Internet. Different from the past, in addition to its simple costume, even the handbag with the words "kelp wrapped around submarine" around it attracted hot discussion from netizens, calling for the same paragraph. The handbag in a photo, under the influence of the bureau seat, can receive such attention and enthusiasm intentionally or unintentionally. It can be seen that the huge influence of the bureau seat in the current social media can not help but remind people of the e-commerce realization mode of the current hot network celebrity economy.
Obviously, I don't want to miss the opportunity of e-commerce entrepreneurship and spare no effort to promote personal micro-stores, which is also the best way to repay fans after retirement. As the bureau seat quietly became popular on the Internet, its personal derivative IP also became the main content of fans' consumption. The popular "kelp wrapped submarine" handbag is a good example. It uses its topicality and influence to promote the marketing of peripheral products. At present, this handbag has become a product that fans grab. It is worth mentioning that Zhang also promoted his e-commerce business during the live broadcast and pushed the same T-shirt in his WeChat mall. But the bureau itself said that the sales volume was not impressive. These things add some income to the team, but these incomes are far from enough.
Although the bureau seat is old, it has been involved in forums, blogs, self-media, e-commerce, live broadcasts and other fields, and can be played in a variety of ways. From being a soldier at first, to working in TV media, and then to playing social media after retirement, the bureau has completed the transformation again and again. It is admirable to be able to keep up with the new era and understand the realization of online celebrities.