Do you think I am talking about Santa Claus? No, he's Xu Jinjiang.
It is such a middle-aged actor, neither a high-profile traffic niche nor a new play. Because a film and television model with a white beard and a red hat has spread all over the internet. I have to say, Xu Jinjiang is proficient in communication psychology. He was not angry at the spoof of netizens. Instead, I used emoticons as pictures on my personal Weibo, sent Christmas greetings to netizens and gained a lot of fans!
Besides Xu Jinjiang, I'm afraid Jacky Cheung is the celebrity emoticon we are more familiar with. Why are Yan characters so popular? We have to start with the appearance of expression packs.
Before the expression pack, people used more people's expressions. The earliest human word expression ":-)" was used by Professor Scott Farman of Carnegie Mellon University in the early electronic bulletin board of 1982, meaning "smile". Since then, there have been ":-o" for surprise, ":-("for sadness, and some words, such as: (? _)? (? )? .
1999, Satoshi Kurita created emoji. Thanks to the help of Apple's IOS 5 input method, emojis are popular all over the world. Since then, major social platforms have also designed graphic expressions in their own software. For example, after the QQ expression appeared, our happiness and anger were expressed with a yellow face.
With the popularization of Internet and the gradual development of mobile communication, more and more people begin to use instant messaging tools. As a result, the types and quantities of expression packs began to multiply. Some people even did an experiment, in the whole chat process, they used facial words without a word, so that everyone could communicate without obstacles.
Now, if a person doesn't use Yan characters in online chat, it may be difficult for him to integrate into group chat, and everyone will think that he is an "old-fashioned".
Why do Yan characters spread so easily? Because it conforms to the communication rules of the world of public opinion.
Each of us lives in two worlds, one is the real material world and the other is the public opinion world. The study of the real material world began from the day of human birth, and now it has formed a rich natural science category; As an independent discipline, the study of communication in the world of public opinion has a history of less than one hundred years.
Maybe you, like me, think that public opinion and communication are the work of news media, newspapers and magazines, and public opinion also involves public events and celebrity hotspots, which is far from the lives of ordinary people. In fact, communication is closely related to each of our lives.
Recently, Dr. Zou Zhendong, a professor at Xiamen University and a network celebrity, published a book entitled "Philosophy in the World of Public Opinion-Weak Communication". At the beginning of the book, he pointed out:
Professor Zou Zhendong is from School of Journalism and Communication, Xiamen University. Distinguished professor, doctoral supervisor, School of Journalism and Communication, Xiamen University. He is also the executive director of China Public Opinion Research Committee and the consultant of People's Daily New Media Think Tank. In the summer of 20 16, Professor Zou Zhendong gave a speech at the graduation ceremony of Xiamen University as a teacher representative. After the video was put on the Internet, it quickly became popular, and the cumulative broadcast volume of the whole network exceeded 1 100 million times. He is also known as the "network celebrity professor" of Xiamen University.
This speech is popular because Professor Zou Zhendong made a detailed analysis with the theory of "weak communication" in his book "Weak communication".
You must be curious, what is the "weak communication theory"?
In short, it is a theoretical system of world outlook and methodology about the world of public opinion constructed by Professor Zou Zhendong after 20 years of brewing and analysis, including "one principle", "four laws", "three laws, three theories" and several methodologies. To sum up:
Just like other natural sciences, it is difficult for us to understand this theoretical system just by looking at the so-called "axioms", "theorems" and "laws". Therefore, Professor Zou listed many cases from real life in his book, from the words we use every day, the star events that can be seen everywhere on the Internet, to the major events that affect society, the promotion activities of commercial companies, and even the political party elections and public opinion wars between countries.
"Just talk and don't practice fake tricks", and then we will use the "weak communication theory" put forward by Professor Zou to simply analyze why it can spread all over the network.
Before that, let's clarify a concept. What is public opinion? In short, public opinion is the expression and gathering of concern. In other words, only the attention and expression of the public and groups can be called public opinion. Pay attention to quantity, so public opinion also has size, which means that the world of public opinion has strong and weak points.
Professor Zou believes that the world of public opinion is a superficial world built in the struggle for attention, recognition and superficiality, and its biggest feature is the law of the jungle. This is the core of the "weak communication theory" system.
On the basis of the "weak principle", Professor Zou put forward "four laws of the world of public opinion":
Expression is the most primitive expression tool of human beings, and also the most primitive communication tool of human beings. The core of expression is the expression of emotion, which only represents people's attitude. With the progress of science and technology and the development of new media, this powerful tool can be separated from people's bodies with the help of advanced internet technology, spread in a symbolic way, and finally form an expression pack.
The world of public opinion is the world of attitude, and what goes hand in hand with attitude is emotion. Traditional newspapers can only see words, radio stations can only hear voices, and TV programs are mostly news figures and actors. The expression of these attitudes belongs to a very small group, that is, the strong in real life. It was not until the era of mobile Internet that ordinary people's emotions were spread most conveniently and quickly through expression packs. This also shows the emotional law of the public opinion world, that is, the public opinion world is a world dominated by emotions and emotions.
Which is easier to spread, the expression pack or the essay? Of course, it is an expression pack, because it is simple, flexible and light, and it also conforms to the habit that people are getting lazy in the Internet age. Since a simple expression pack can express 1000 words in it, why should I type so hard? "The lighter things, the better they spread." This is the bright law of the public opinion world.
As mentioned earlier, traditional media, whether newspapers, radio or television, all express the attitude of minorities. These people are very strong in real life, and the voices of ordinary people are hard to be heard. In the Internet age, everyone can freely express their attitudes and emotions. No matter what class you are in real life, as long as you can enter the world of public opinion, you can express your attitude with expression packs.
"Only when a character becomes an expression pack does it mean that he is recognized by the vast majority of netizens. Only when a celebrity on the Internet changes from a character to a symbol can he truly become an Internet celebrity. " In other words, the strong group in real life is the weak group in the world of public opinion. Only when they are connected with the vulnerable groups in the real world can they gain recognition in the world of public opinion.
As for the "theory of points", it is better to understand. Look through the words stored in your WeChat. Is there a theme? Deliberately not remembering, can you say "socialist core values" immediately?
The above analysis of "emoticons" is just my suggestion.
In fact, the volume of this book is far from what I can explain clearly in this article. It is called "the philosophy of the world of public opinion" because Professor Zou boldly assumed and seriously verified his "theory of weak communication of public opinion" with the rigorous attitude of professional scholars, from the perspective of building a theoretical system and from the perspective of natural science. For example, the collection of mathematics, the spread of pollen and even the theory of quantum mechanics are all involved. The rigorous and ingenious argument makes people can't help but applaud it.
In the first chapter of this book, Professor Zou wrote:
After reading the complete book, I want to say, "Lucky is not Professor Zou, but us readers."
This book has given me many different reading experiences. In the process of reading, I found that any theory in the book can be confirmed in reality.
No matter what status you are, student, employee, boss or civil servant, no matter what stage you are in life, I hope you don't miss this book.