At the beginning of 2019, the world held out its hand to catch the last tail of the flow: Yang Chaoyue was on the cover of People magazine, and together with nine women, including team leader Zhu Ting, supermodel he Sui, actor Yao Chen and writer Jiang Fangzhou, she became the face of people in 2018. How did Yang Chao get angry? Yang Chao becomes the "face of the year" of "people"!
When a secular youth flow idol, in a relatively official and serious form, appears in a mainstream media with social credibility and is placed in the same dimension with all kinds of figures of different value levels, some people can't help asking: why is she?
This is not the first case. In December 2018, China News Weekly, another mainstream news media in China, selected Yang Chao as one of the "people of the year who influence China" in the special issue of 2018. At the same time, she landed on the cover of justice Shen Deyong, President of the Palace Museum Shan Jixiang, chairman of the Table Tennis Association Liu Guoliang, new Director Wen Muye and other outstanding figures in the industry. On the cover, Yang Chao stands at the far left of the picture, like a child breaking into the adult world. The public asks, "why is she?"?
Serious accusations such as "entertainment death" and "actors in charge" hit the girl. There is no doubt that Yang Chaoyue is a phenomenal phenomenon and a traffic miracle that cannot be reproduced. It's just that when the traffic heat holds her high and is recognized by the mainstream, the public seems to have been fooled by some kind of success school, rising to a kind of anger.
Yang Chao's reaction with "the person of the year" is not compatible
An idol talent show in the spring and summer of 2018, Yang Chaoyue became the most striking case in the entertainment industry in 2018. A girl with sweet appearance but poor business ability realized the flow fission in the national ridicule. The strong contrast between the rural born family background and the flow fans in the entertainment circle makes her bring her own metaphor of breaking the class separation. At that time, Yang Chao almost monopolized the topic of the entertainment industry, with netizens monitoring. At its peak, Yang Chao's wechat index reached 31 million, while Baidu's search index was far ahead of a group of girls.
In the dark, the public's attitude towards idols has a subtle emotional color. Yang Chao can become a national topic of discussion. The crowd divides into two waves, mocks her and supports her until she reaches the peak of traffic. She can also continue to paddle in the idol women's group. Although she is not good at singing and dancing, a pleasant face and occasionally witty words are enough for her to survive. She can also become a 'Koi' so that the public can see the right luck in her The influence of an ordinary person is envious and disdainful of her good luck - but she can't be on the mainstream with flow or luck. Once she is on the mainstream, her contradictory attributes will be revealed.
The public has a certain antipathy to Yang Chao's access to the mainstream media. The reason is that Yang Chao's way of success is different from the way that the public praise and approve. Yang Chaoyue's "overnight success" makes people sigh that fate really has many possibilities, even to some extent, with the meaning of "get for nothing", but the public obviously admire the glory after efforts and strength certification. Yang Chao can be an entertainment topic, but he can't be identified as a person who has an impact on or even represents Chinese society or young groups. This kind of contradiction is actually an embarrassing problem faced by all young idols, especially Yang Chao.
The media explained that the evaluation standard given by people is "the lady who really has phenomenal significance at the national level". The award speech given by China news weekly to Yang Chao is "the young girl reflects the miracle and dream of ordinary people of the times". From the respective dimensions of the media, the selection is reasonable.
Although there are many controversies, the mainstream media are still willing to make a place for controversial and phenomenal traffic. For example, in China News Weekly, in recent years, there is a star with flow and topic on the cover of the magazine every year: in 2015, Huo Jianhua appeared on the cover of the magazine, and the immortal Xia drama "Hua qiangu" aroused phenomenal enthusiasm at that time, Huo Jianhua quickly promoted to the first-line flow actor in China; in 2016, Lu Han appeared on the cover, and the flow market was still the world of "four big and three small", Lu Han With a strong momentum, he has successively acted in several popular variety shows and films, which is the epitome of domestic idol fan economy. In 2017, Wang Junkai was on the cover of the magazine. This year, Wang Junkai was 18 years old and became an adult. He acted in the film and was admitted to Beijing Film Academy, becoming the first adult nurturing idol in China.
People magazine will also choose cover characters from multiple dimensions. In 2015, Wu Yifan appeared on the cover, Hu Ge appeared on the cover in 2016, and Wang Junkai and Zhou Dongyu appeared on the cover in 2017.
On the one hand, the flow stars' presence in the mainstream media has shaped the young image of the mainstream media, representing the diversity and inclusiveness of the media. In addition to the national society, literature and art and other mainstream events, they also care about the entertainment industry of young people; on the other hand, the fans behind the flow stars stimulate the media sales consciously or unconsciously.
According to incomplete statistics, in 2017, Wang Junkai's sales volume of China News Weekly exceeded 9000, while in 2018, Yang Chaochao's sales volume reached 15000 in two and a half hours. The authenticity of the data may not be verified, but to some extent, it reflects the sales promotion of fans economy on Star related products. When a star appears on the cover of a magazine, fans will have conscious sales data.
This year, after "zhenhun" made Bai Yu and Zhu Yilong's two waist actors' flow soar rapidly, the first online electronic magazine "zhenhun special" of fashion bazaar created amazing data. In three days, the number of purchases exceeded 410000 (converted by 6 yuan / volume, the sales volume was nearly 2.5 million), the number of visitors exceeded 9 million, the number of "bazaar in 'app started to break through 4 million, and related microblog reading was started The volume exceeded 40 million.
The flow star needs to pass the official media certification to enter the public vision from the fans circle, and the media needs to use the flow star to complete the content rejuvenation and diversification, which is a win-win cooperation, but the contradiction between the two is not resolved because of the common interests, instead, it runs through the fans and the public in a delicate state, which causes controversy as well as controversy More attention.
How long can Yang Chao's "flow myth" last?
But the timeliness of this kind of attention is not long. With the iteration of various flows in the entertainment market, the value of idols is like the fluctuating stock market, and few people can maintain the peak state.
Yang Chao's female idol group "rocket girl 101" seems to have entered a period of decline compared with before her debut. Before the debut, 101 young girls in the program "creation 101" competed for 11 places to make their debut. Behind the screening mechanism of jungle law, a symbolic popular icon like Wang Ju was born, which gave birth to nearly 50 million yuan of aid. When 11 young girls formed a group, a battle broke out between the platform and the brokerage company due to the brokerage agreement of Meng Meiqi and Wu Xuanyi.
And all this traffic heat is shown in the advertising endorsement, album sales and event tickets after the young girls came out. Within a few months from the program to the group, the rocket girls (groups or individuals) won 12 endorsements, including McDonald's, cereal, Master Kong's iced black tea, dove, and micro vision, with a total amount of nearly 100 million.
And the album launched "bump", the sales volume is linked with the tickets of the meeting, and the fans' sales volume battle is carried out. Whoever buys the most albums will get the most tickets. Through this round of stimulating consumption, according to the statistics of netizens, according to the way of album score tickets, the highest price of rocket girls' first special meeting tickets exceeded 50000.
This may be the data created at the peak of rocket girls' traffic. From June to now, the data has not been as good-looking as expected. On January 12, rocket girl's first flight concert will be held in Shanghai. On December 28, 2018, tickets will be pre sold. The price of barley net is up to 1680 yuan (two-tier stand). Before the concert, some scalpers began to discount tickets.
Looking at the whole entertainment market, Yang Chao's flow myth seems to begin to end. The time that the market gives flow stars is not much. At the beginning, the flow output is completed by variety shows or film and television works. After that, if there is no corresponding topic and works to maintain the heat, the flow market will quickly complete the change.
Before that, the pattern of "four big and three small" has changed. Li Yifeng and Yang Yang realized that IP idol drama has not been able to stabilize the flow of traffic and started to seek transformation; tfboys is developing in their own way, and the name of "the first generation of idols in the Internet Era" is fading, and the new generation of performers is replaced.
Cai Xukun and Zhu Yilong, who are called "double top flow" by fans through "idol exerciser" and "zhenhun", still maintain the peak flow and reach the peak within the fan group, but in the public impression, in addition to "idol exerciser", other information appears vague; the latter completes the circle after "zhenhun", with "know whether it should be green, fat, red and thin" play Through fermentation, the recognition is further improved. However, the celebration of all the rice circles in zhenhun period is a rare event.
The cruelty of the matter lies in that when a new wave of idol variety shows and film and television dramas come in 2019, new dark horses may appear in the market, and the pattern of traffic market will inevitably change. In the Internet age, previous records are used to break, and the peak heat may always belong to the latecomers.
Recently, the State Administration of radio, film and television released the nationwide recording and publicity of TV series shooting and production in December 2018. Among them, the ancient costume drama "Chang'an Nuo" starred by Yang Chao has been officially recorded, with a total of 68 episodes, and is expected to be completed by the end of 2019. This may be the key to whether she can continue the popularity of traffic. The ending of the limited group has been clearly revealed. The symbol of "Koi" will also be out of date. Only works can be held in her hands.