Traffic fraud is at stake, and the fan economy is “immortal” | gamblock, mpo383

During this year’s Two Sessions, the proposals of celebrity committee members once again targeted industry chaos such as bad actors, falsification of celebrity and film and television data, and remuneration. However, although the front was generous and angry, the back was still happy. Topics such as #starshouldeatfoods sent by fans# and #CelebrityAcknowledged were frequently trending, and the entertainment atmosphere remained the same.

But this year is still a little different. The new policies and regulations brought about by the continuous shocks in film and television in 2018 will be implemented this year and their effects will be tested. Some time ago, the Wu Xiubo and Zhai Tianlin incidents once again triggered public criticism of fraud in the entertainment industry. In other words, the time for rewriting the rules of the entertainment industry may have met the two necessary conditions of top-down policy and bottom-up public opinion.

If so,data fraud will be the first target. Going forward, if the part of data fraud is eradicated, will it be able to shake the current abnormal fan economy? This is worthy of discussion by the industry.

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Reverse thinking on the counterfeiting industry chain

At the beginning of 2019, "People's Daily" published an article, pointing the finger at traffic stars for locking up, brushing up the rankings, and buying fans. Later, it published a series of posts on Weibo, lamenting that "the traffic data of celebrities are rising steadily, and 800 million netizens are not enough." Following suit were Guangming Daily and Beijing Daily, while Ziguangge posted four Weibo posts from January 5 to 9, criticizing popular celebrities and calling for "without the support of high-quality works, those poor performances will eventually be exposed."

The film and television industry is facing a cold spring, and the rise of an "anti-counterfeiting campaign" may be the new trend this year.

Weibo has taken the lead in reacting, announcing various adjustments to the display methods of forwarding and comment counting. Earlier, iQiyi and Youku stopped displaying the number of views.

This is undoubtedly a favorable signal for the dehydration of film and television data and its return to rationality. Video and social platforms themselves are the core media for traffic star creation and fan management. Hiding the playback volume at least eliminates the need for data fraud. Although we have to admit that for the entire industry, this move only prevents data fraud from being too "ugly", but the market signal it releases is positive: the chaos of film and television data fraud may not stop being exposed this year.

Based on this, let’s look at the industry chain of data fraud in the film and television industry. Generally speaking, the seller side provides the traffic brushing business by hiring technical or manual trolls. As for the buyer side, CCTV attributes the promoters of celebrity data fraud to spontaneous fan organizations and celebrity Weibo data stations arranged by brokerage companies.

The needs of the two parties are consistent, and traffic stars gain a certain degree of popularity and status through this operation, thereby plundering performing arts resources.

Producers, investors, and media platforms that provide performing arts resources reap commercial benefits from the participation of traffic stars. Of course, this includes the process of purchasing data for rankings, voting, and forwarding. Unfortunately, this has become the "rule" of survival of the fittest in the market. If the fans' idol data is not good, they will be "badmouthed" by fans of other artists.

It can be seen from this that the traffic economy is a model in which all participants can obtain economic benefits, which also determines that it is difficult to burst the traffic bubble from the inside. But now, under the policy guidance, there are manyThe data fraud industry chain may be forcibly cut off from the outside. If so, what harm will it cause to the fan economy based on traffic?

We can reversely infer that if the data is true, the market's reaction to traffic stars and the content they produce can be clear at a glance. The first and most likely person to give up on them is the content producer. Because compared with actors who rely on their strength, the traffic advantage that traffic stars had with them has been greatly weakened. Now the backlash of word-of-mouth is becoming increasingly serious, and producers can no longer withstand repeated attacks.

Correspondingly, once a traffic star's performing arts resources are reduced and their exposure is greatly reduced, advertisers, media and platforms will soon "get wind of it". More importantly, it is difficult for celebrities to gain new fans and lose old fans. In the long run, there will be no commercial value.

Traffic economy or fan economy?

When the survival of the fittest in the entertainment industry is gradually determined by traffic, if we start from the traffic data itself, we can restrain the growth of chaos in certain industries to a certain extent. But the traffic has shrunk, but the fans are still there.

When Cai Xukun was named by CCTV, the shock was to the industry, but fans seemed not to be afraid. True fans defended the idol and supported Cai Xukun as a good singer who focuses on music. They even said that he had done so much charity before, so why not mention it? On the other hand, they focused their attacks on Weibo and strongly demanded rectification. However, the former is to consider the left and right, and the latter is to divert trouble to the east. In fact, there is no logic in either case.

From this perspective, fans themselves are part of the traffic. Even if the traffic data is dehydrated to the greatest extent, stars such as Cai Xukun and Lu Han, who are currently more in line with the aesthetics of young groups, still have a large number of fans remaining. They are the core of the fan circle.

In other words, even if fans do not spend money to boost traffic for their idols, they still have other ways to convey and prove the value of their idols to the outside world. It can even be simply said that as long as fans are willing to spend money for their idols, in the eyes of producers and brands, celebrities have commercial value.

This is mainly because in the current film and television industry,fans seem to be in the downstream of the harvested industry, but in fact they dominate the popularity and commercial appeal of idols.

On the one hand, fans have participated in the career planning of their idols and used their own strength to fight for good resources for their idols. The market has also recognized this approach. What advertisers and producers value most now is no longer the professional level of celebrities, but the power of fans behind them. Therefore, even if the market can put aside traffic data, the difference between actor and celebrity fan groups cannot bias commercial resources towards the former.

On the other hand, fans of today’s traffic stars have shown a powerful and terrifying collective power. If data falsification is no longer allowed, their influence on public opinion can also help stars maintain traffic reconstruction. To be extreme, common phenomena such as fans shouting and fighting, once promoted, become a natural traffic explosion point in this fragmented era.

Therefore, what data counterfeiting can correct is only the traffic economy, but cannot touch the deeper fan economy.

Today, the order of generation of fans and traffic has been blurred, which is caused by data fraud. However, fans are the foundation, and the traffic economy can be said to be a form of amplification after the intervention of capital and the crazy worship of fans. This is similar to the idea that traffic is king in the mobile Internet era.Dimension, in fact, they have different approaches but the same purpose. However, as the mobile Internet enters the second half of service upgrades, the traffic economy of the entertainment industry is declining.

Celebrities "die" from fans?

Once the industry rules and interest chains surrounding fans and celebrities are formed, it is actually difficult to rectify even one link, let alone expect internal self-improvement. But thankfully, the reason why the current traffic economy is gradually revealing its truth is that its external opposition is becoming increasingly powerful, which also urges the market to form a new set of elimination rules.

The most obvious thing is the film industry, where popular stars have repeatedly tested the waters, making investors no longer able to withstand the torment. In 2016, the "little fresh meat + big IP" model was highly sought after. In 2017, the only traffic stars participating in the summer season war were Yang Yang and Li Yifeng. By the 2018 summer season and Spring Festival season, Yang Yang, Lu Han and others had long disappeared. Even though Li Yifeng's "Animal World" was highly praised, it still couldn't make back its money at the box office.

Data show that the national movie box office in 2018 has exceeded the total box office in 2017 of 55.911 billion yuan, setting a new record. However, there are no young actors among the top ten box office movies.

Traffic stars began to be excluded from the big screen, and once the impression they left in the industry was determined, investors would only avoid them. The next person to reject traffic is the audience, which can easily cause traffic stars to lose the opportunity to transform, or even be permanently included in the scope of attack.

This is a side effect of word-of-mouth backlash. For example, when "The Age of Entrepreneurship" was first aired, many people hadn't watched the show yet. They only knew that Yang Ying was starring and gave a one-star rating. Dilraba single-handedly raised the rating of "Sound on the Scene" to 4.3.

A classic role can make a star, but one star may also destroy many roles. The audience will vent all their dissatisfaction on popular stars, and will no longer objectively consider whether the script or director is not good.

However, the reputation of the work is mostly due to popularity among passers-by, and the market eliminates traffic stars through this side-effect backlash. After all, it is a relatively slow process. The key is that the die-hard fans behind them are still the capital for their "comeback". So the disappearance or death of a traffic star depends entirely on the fans.

This is also true. We have seen thatthe collapse of personality is the fastest way to cause a star to fall recently, and the essence of personality is to cater to fans. The fan psychology hypothesis believes that star chasing is a kind of identity. Fans understand themselves and shape their values ​​​​through the "mirror image" of celebrities. Once fans discover that this "mirror image" is false, the sense of identity disappears instantly, and they will feel like they have been deceived.

Of course, fans are also fickle. They will naturally disappear, and traffic stars will be abandoned by the market.

It is always good for the false bubble of traffic data to be burst, but the chaos in the entertainment industry cannot be cured. After all, it is the fans who praise the stars too high.

[Source: TMTpost Media Author:]