Chinese Internet culture: from chasing traffic to seeking quality | slot998, pinjaman tanpa jaminan dan kartu kredit proses cepat

"What basic scientific breakthroughs will affect the Internet technology industry in the next ten years? What changes will be brought about by the integration and innovation of the industrial Internet and the consumer Internet?" Ma Huateng's question on Zhihu not long ago triggered a wide range of waves and discussions.

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A few days ago, Zhihu founder and CEO Zhou Yuan released data on Ma Huateng’s questions about the industrial Internet at the Wuzhen World Internet Conference. Currently, this question has more than 3,300 answers, and the answerers come from users in nearly a hundred industries. Involving data storage and transmission, artificial intelligence, quantum computers, 5G communications, battery technology, automobiles, epidemiology and many other fields.

It can cause such a large-scale discussion. I think there are several reasons:

First, Ma Huateng, who has always been low-key, actually also asks questions on Zhihu. This contrast brings people curiosity and spreads the topic effect;

Secondly, there is a huge market and demand for the exploration and thinking of in-depth topics on the Internet, but this demand has not been well released;

The third is the release of the platform effect of the Internet - the Internet is a large space and square, with senior industry professionals from all walks of life and scientific researchers in various basic disciplines. They have been lurking in the deep waters of the Internet, and Ma Huateng’s question on Zhihu brought them all out.

But judging from today’s Internet environment, without Zhihu and Ma Huateng’s question, such a group of creators who can contribute high-quality content and in-depth thinking to the Internet may have been lurking in the deep waters and become the silent majority.

Because in today's Internet content field, all major platforms are turning to social entertainment, and there are very few platforms that can allow researchers, thinkers, scientific researchers and other groups in various vertical fields to display their talents and let them speak out. Zhihu has become one of the few exceptions here.

Why is this happening?

In fact, judging from the current situation of the Internet today, as Zhihu Zhou Yuan said, we don’t need more traffic, but better quality.

On the one hand, traffic is the current market value, future prospects, KThe absolute core under the PI mechanism. On the other hand, we found that many communities that originally produced in-depth content have been squeezed out of their living space by the entertainment trend. Many of the old topic communities with a certain quality in the past have declined or transformed.

Instead, intelligent recommendations, unlimited screen swiping, and information flows that cater to users’ attention are becoming standard features on many content platforms. The content production of the entire Chinese Internet has formed a traffic-centered operating mechanism.

Of course, it caters to a certain extent to people’s needs for fast-food reading and personalized reading in the fragmented era of the mobile Internet. However, the negative effects it produces are that on the one hand, the content tends to be vulgar, and on the other hand, it is utilitarian - for example, through the reward mechanism, users are addicted to reading news and earning gold coins.

As an Internet company, profit is the top priority. However, if driven by this traffic-centered business model mechanism, more and more Internet users are indulged in the entertainment-to-death nipple fun, which is not a healthy Internet culture.

This is why I agree more with a point Zhou Yuan made at the Wuzhen World Internet Conference:

The Internet is not just about traffic culture, fan culture and utilitarian culture. What is needed is a culture where you can win if you are serious. This is a culture of helping each other, growing together and pursuing new knowledge.

Looking back at the current situation of the domestic Internet, today’s domestic Internet has created large companies with market values comparable to those of Silicon Valley technology giants, and China has become the center of global Internet companies.

Currently, among the 20 Internet companies with the highest market value in the world, China accounts for 9 and the United States accounts for 11. Compared with 5 years ago, China only occupies 2 companies, while the United States occupies 9 companies. China's Internet economy is unleashing the energy and potential to catch up with the United States.

This actually also sends a signal. As Chinese Internet companies grow in size and influence, they are not only responsible for producing financial report data that satisfies the capital market from a profit perspective, but also assume more social responsibilities for future netizens.

According to this year’s Internet Queen Report, the growth of Internet equipment and users has continued to slow down in the past year. As of 2018, global Internet users have reached 3.6 billion. Although it has exceeded half of the global population, the user growth rate is 7%, lower than the 12% of the previous year.

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The growth of new Internet users has peaked. With the replacement of old and new Internet users, more Internet natives are growing and maturing, and they have more demands for higher content quality.

And leading technology giants naturally need to have leading cultural output. From Google to Apple, from Facebookk From Amazon to Quora, Twitter, etc., American Internet companies have exported geek culture to the world, as well as the values ​​of not doing evil, advocating openness, freedom, individuality and equality, as well as the bottom line and principles of respecting user privacy. Values ​​not only affect the company's code of conduct, but also affect the behavior and connotation of netizens.

But currently,Although Chinese Internet companies have bid farewell to the worship of Silicon Valley, they are not yet ready to form a value output from a cultural level. In this context, it is currently a crucial step for China to improve the content quality of the entire Internet and then improve the literacy and connotation of netizens.

Information flow is not an upgrade in content consumption, but a downgrade in consumption

Today's Chinese Internet, from social media to short video live broadcasts, to two-dimensional communities and news and information platforms, generally presents a short-chain, shallow-level social and content carnival. An example is the intelligent recommendation and information flow model from various current information platforms to live short video platforms. Users create content fast food that caters to short-term eyeball stimulation, which lacks the accumulation of knowledge and coherence.

This content fast food model is very similar to the "yellow journalism" popular in the United States at the end of the 19th century. At the end of the 19th century, Pulitzer ran a cartoon column in his newspaper Le Monde. The column used the words of "yellow kids" to tell recent news events in New York. In order to attract readers' attention, he selected sensational events for reporting, and even fabricated shocking news.

In addition to the superficial content, it even deliberately adopts titles and formats that are prone to ambiguity. This is exactly the same as the eye-catching traffic method popular on the Chinese Internet today. It brings short-term traffic and money-attracting effects, but it is not beneficial to the accumulation and improvement of the entire Internet culture.

It does not guide people to dig a hole through a problem, bring about a series of in-depth thinking and questioning, encourage more people to participate in in-depth topic discussions, and promote solutions to social problems, science, philosophy, and various industries. Instead, it satisfies the current sensory stimulation without thinking.

"Yellow journalism" such as Pulitzer's "World" was once notorious in the history of the American newspaper industry because it failed to adhere to its mission, principles and bottom line when pursuing profits and distribution goals, and also lowered the standard of journalism.

From this perspective, what the current information flow model should think about is how to maintain its corporate brand reputation and win respect through the high-quality tonality of the platform. This requires that they should guide netizens from superficiality to deep thinking and rational thinking from the content level, and promote content consumption upgrades rather than content consumption downgrades.

Of course, there arePeople say that Zhihu is a banner and benchmark for content quality communities and a breath of fresh air for content platforms. However, the current situation of the entire Chinese Internet is producing more information content headlines. They have brought more traffic to the giants, but users have not become better versions of themselves. They waste their fragmented time on various entertainment and leisure activities to replenish depleted dopamine. This has brought users emptiness of meaning and confusion of value.

This is actually a conflict between technology giants’ pursuit of traffic and profits and their social responsibilities.

When the Internet develops to a higher stage, it needs to be responsible for the growth of users

If the Internet development in China and the United States reaches parity, in the future, Chinese Internet platforms will still cater to the vulgar and superficial needs of users through the core idea of obtaining traffic. The negative effects it will often bring are that on the one hand, users will become addicted to various entertainment content products and cannot extricate themselves. Netizens' impetuousness, emptiness, and spiritual poverty will become the norm. Secondly, it will bring more controversy and social problems.

Of course, it is undeniable that the current giants are also beginning to consider social responsibility issues. For example, from Google to Facebook, Tencent and Douyin have launched anti-addiction functions for their related traffic-based applications. However, if the overall content production model does not change, it is actually treating the symptoms rather than the root cause.

As the Guardian pointed out: The introduction of anti-addiction features by technology companies is like giving away nicotine patches for smoking cessation when buying cigarettes.

As users mature, the quality of content under the traffic-oriented model is difficult to meet higher-level spiritual needs. To ensure its subsequent retention rate and renewal rate, Internet platforms need to rely on the production of richer spiritual food and enhance the thickness and depth of Internet content.

How should it be done?

In the author’s opinion, Internet platforms should first adjust the platform mechanism and the direction of content output to balance the conflict between traffic and quality as well as the balance between profit and social responsibility. It needs to consider taking certain responsibilities for the growth of network individuals from the perspective of content quality output.

The second is to create a high-quality content production mechanism and content coherence from a mechanical perspective.

For example, if we look at Zhihu’s model, the excellent answers it has accumulated over the years can be used repeatedly. Over the past three to five years, the answers to relevant questions have been in a state of updating and information expansion. This is a case of using the platform model to give content coherence and richness to promote the accumulation and improvement of knowledge and help personal growth.

Third, it is crucial to let more individuals speak out and create a more equal and rational Internet culture.

It is not easy to promote the rational voice of the silent majority. It relies on high-quality content and a platform atmosphere of rational thinking to connect and promote experts, scholars and even ordinary people from all walks of life to participate in the Internet platform to drive the growth of the next generation.

Zhihu CEO Zhou Yuan mentioned in his speech in Wuzhen a teacher who teaches primary school Chinese in an after-school training institution. She has been a volunteer public editor on Zhihu since 2012. In the past 6 years, she has made more than 50,000 public edits, helping questioners correct grammar, typos, expressions and other errors.

It is actually a direction that content platforms can observe - to encourage moreIndividuals stand up and speak out to grow themselves and help others, and engage in equal dialogue. The impact of this is that it can shape a more equal and rational Internet culture.

Of course, this involves the reshaping of the current culture of Internet giants and the adjustment of product mechanisms, which is destined to be a difficult road. But for Internet giants, this is a sustainable development path.

In addition, through the output of online culture, we can create a more rational online and offline atmosphere and values. Throughout the Chinese Internet, once many popular events such as the death of Hawking in the past to the recent Chongqing bus falling into the river occurred, there would often be a lot of worthless and mutually contradictory emotional information noise. Impetuous fan culture, emotional and hostile mutual hostility will also affect individuals in real society.

The Internet is the second society. It continues to reduce the cost of social communication and market transactions, and also affects the principles and ways of doing things offline. The health of cyberspace determines the appearance of Chinese society to a certain extent.

Some people have made the conclusion in the past that in 20 years there will be no distinction between Internet companies and non-Internet companies in China, and all companies will be Internet companies.

When the Internet no longer only relies on traffic to obtain revenue, but penetrates deeply into people's work and life to promote changes in production methods, the network environment will greatly affect social individuals at this time, which requires more Internet platforms to output new industry standards and benign culture and values. Traffic thinking and culture that is purely eye-catching will hardly win people's inner recognition and respect.

And if more Internet platforms begin to take responsibility for the growth of users, mobilize users to participate in more meaningful and high-quality content production and topic discussions, promote a culture of common growth, adhere to high-quality content guidelines, and enable the new generation of Internet natives to gradually come out of their impetuous and spiritually barren state and become more substantial and rational, it will also affect the social outlook of offline individuals.

This may be the social responsibility that Internet platforms need to bear in the future -Guiding changes in culture and values through platform mechanisms and content production mechanisms, allowing netizens to become better versions of themselves and help others become better versions of themselves, is the way forward for the Chinese Internet.