The author | Sugar fried hawthorn
The Douban score is becoming a must for "pink and black".
Recently, "The Wind Rises Luoyang" and "Who is the Murderer" have opened scores successively, with the former 128,000 people giving an initial score of 7.0 points, and the latter 40,000 people participating in the opening score of 7.1 points. Two answer sheets that are still popular and well-received in the broadcast drama, but they have never been unified in pointing the spearhead at the same place: "Is the Douban score still reliable?" ”。 This topic, which is not new, is being frequently questioned.
The topic began with two consecutive extremely absurd "advanced reviews" in early December. On December 1, "Wind Rise Luoyang", which was originally scheduled to be launched at 20 o'clock, was delayed by one hour due to technical reasons, who had expected to pour in one-star and five-star reviews on time, but let the previous "invisible" Douban control powder black war fully "appear", but also let the drama's public opinion focus after the Douban score became "high or low" and "credible".
Coincidentally, in the "Who is the Murderer" launched by iQiyi Mist Theater on December 5, after the first two episodes of starring Zhao Liying, which have not yet appeared, a large number of arguments questioning her acting skills, lines and one-star short reviews have also emerged on Douban on time; when public opinion is fermented, the comment area has quickly squeezed into a large number of four- and five-star praise, and the keywords point directly at Zhao Liying's advanced review incident.
The argument that the Douban score is losing credibility is not a day's talk, but such a high frequency, large scale, and sufficient evidence of malicious manipulation of the score still arouses widespread concern in the mass market. In fact, Guo Feng, the producer of "Female Psychologist", also said in response to the Douban score (70,000 people rating 5.1 points) lower than expected that there were many screenshots of high praise and bad reviews sent by netizens ten minutes after the start of the broadcast.
Ahead of the comments, pink and black wars, the market roughly attributed this collapse to the AB side of the traffic actors, Yang Zi, Wang Yibo and Zhao Liying, their joining magnified the reputation controversy of the TV series, but also let the public begin to face up: Douban is in a new position of rice circle culture. It is even certain that at the moment when the big dramas at the end of the year are emerging, the magic scores faced by these three dramas will continue to be staged.
When Douban began to degenerate into a "pink and black war rookie field", and the Douban score began to be "manipulated", will the market continue to trust this scoring system? This question is difficult to judge simply. But a consensus should be that if you simply discuss the decline of the credibility of the Douban score with the infiltration of the rice circle, it is too one-sided.
"High scores and low scores are not important, I believe that every audience who has actually watched the play has a scale in their hearts," wrote the official micro response to the Douban score. This is probably the most ideal state for all content creators, but in fact, film and television dramas are still firmly bound by word of mouth under the domination of Douban: high word of mouth is the best stepping stone for a work to open the market, and vice versa, it is the object of group ridicule.
After experiencing the pink and black war and advanced reviews, how much credibility does the Douban score of "Wind Rise Luoyang" and "Who is the Murderer" still have? A basic situation is that the Douban score of the two dramas hovers at the 7-point line, which is basically the "key area" of word of mouth for film and television dramas, more is a high reputation, and less is reduced to a series with ordinary texture, which also makes the controversy more intense.
From the perspective of classification, "Wind Rises Luoyang" has been rated by 128,000 people, five-star and one-star evaluations accounted for 20.5% and 6.1% respectively, and the cumulative proportion of the largest three- and four-star evaluations reached 59.5%. The situation of "Who is the Murderer" is similar, with four stars and three stars accounting for more than 72%, followed by five stars for 15%, and one star ratings of only 1.8%. To put it simply, the current distribution of the splinters presented by the two dramas is relatively normal.
There are two conclusions drawn from this: First, although the advanced reviews and the pink and black wars have seized a lot of market attention, compared with the extreme "Z-shaped" scores brought about by dramas such as "Douluo Continent" under the impact of the rice circle, the main influence on the reputation of the two dramas is the more huge passers-by disk, as well as Wang Yibo and Zhao Liying's huge fan base in the top position.
Second, the popularity of both dramas in the market remains high, and as more and more viewers enter the evaluation system of Douban after chasing the drama, the rapid rise in the number of scorers will also dilute the influence brought about by the pink and black war. In other words, in the long run, the Douban score can still objectively give the market the texture standard of a drama, and the word-of-mouth counterattack myths frequently staged in the market, such as "Chen Xi Yuan", are so.
However, if you look at the direction of public opinion, compared with praise, public opinion is always easier to remember the voice of criticism, and even be guided by embarrassment, especially the traffic stars who naturally stand under the scrutiny of "criticism is justice". Even in the market, there is a voice indicating that TV series with traffic actors are generally low in ratings.
In the face of the Douban score of the two dramas, Weibo also launched a "high or low" vote, the highest proportion is currently the "low" option, but here is the main position of the rice circle culture, and the voice from fans should not be underestimated. However, in terms of knowledge, the ratings of "Wind Rising Luoyang" and "Who is the Murderer" reached 7.6 and 8.4 points respectively, both higher than the Douban score.
Slightly different from the situation of the above two dramas, "Female Psychologist" has gathered 156,000 people to score at the moment, and the 5.1 before the Douban score has also slowly climbed, but it has only fallen at 5.3 points. In the classification arrangement, the proportion of three-star, four-star and five-star is significantly higher than that of other parts. The expansion of scarce subjects and the novel language of the lens still need time to be accepted, at least in the eyes of large audiences.
Pink and black wars are becoming the normal performance of film and television dramas starring traffic actors, and even the popular film and television dramas "Rebels", "Douluo Continent", "Lady Huzhu" and so on will be found in this search. However, if you can't face the word-of-mouth controversy of film and television dramas in the market with partial generalizations, or even use this as a fig leaf, this is probably not a fortunate thing for the creators.
One-star and five-star movements on Douban are becoming more and more common, and the rice circle culture has obviously become a dominant target. From the "227 Incident" in which "Chen Qingling" and "Point of Light" were angrily beaten a star, and the magical "Z-type" rating of "Douluo Continent", to the advanced review of "Who is the Murderer" and "The Wind Rises luoyang", the Douban score is being wrapped up in the rice circle culture, and what is more worth exploring is the cultivation and gradual scale of the gray industrial chain behind the invasion.
The landmark event was probably an article from Last November titled "Voices from an Editor: Wang Yibo's Fandom, Please Stay Away from My Book!!! " crusade. The article directly refers to the behavior of the powder circle Douban Yang number. According to media reports, the origin of the matter was that Wang Yibo's fans, in order to score his upcoming film and television works and increase the weight of their accounts, have targeted the books that were on the home page of Douban's new book recommendation at that time.
This is certainly not an isolated case, once upon a time even the daily tasks of "data women", they have a complete set of considerations. Especially after the closure of the front-end broadcast volume and the closure of star data, the importance of Douban scores in the film and television drama evaluation system has become more prominent, and the number of the number has become a crucial part. ——Under their long-term operation, they have long been rid of the "brush points" suspicion of background system certification.
The same is the formation of the water army industry chain. "It is basically certain that the current Douban score reflects the public view," Abei replied in 2015. Nowadays, although the pink and black war has experienced round after round, the Douban score will always have a new story, but this still seems to be what the market believes, and in the case of the increasingly amplified word-of-mouth effect, Douban has naturally become a new round of marketing base.
The delayed launch of "Wind Rise Luoyang", the unseen appearance of Zhao Liying in "Who is the Murderer", not only the rice circle culture pink war, but also many "water army" accounts, one-star bad reviews and five-star praise. The traffic actors amplify the gray-black zone of the Douban score, but behind this is not only the rice circle culture, but also the fate of many forces.
According to media reports, in order to control the Douban score, not only do they have numbers, buy and sell accounts, but also marketing companies are well versed in the operation of the way, recruiting part-time brush score control users on the network. In the summer hit drama "Rebel", there were screenshots of the task of the BlackWater Army circulating, and the price of 1 yuan and 0.8 yuan can often pry a large number of groups or bad reviews or likes.
And, of course, there's the "rave of praise." Similarly, some media reported that in the past year, online movies have frequently achieved inflated ratings through multiple means such as brushing praise and watching movies in advance, and these works often have a rapid decline in word-of-mouth after they are officially launched. During the hit of "Inspection Tour", the producer also revealed to the entertainment unicorn that he had received an olive branch of "3 million guaranteed Douban 8 points" from the marketing company.
It is worth noting that in today's extreme movement of Douban one-star and five-star, it cannot be summed up in the culture of the traffic star rice circle, and it is the inevitable trend of Douban after it has become more and more an Internet community.
Taking the suspected abuse of cats in "The Housewife" as an example, the Douban score plummeted to 2.7 points within a week, and more than 150,000 people poured in on the platform. This is not a rating of the quality of the film and television drama, and the speeches of the latecomers are full of emotional catharsis and justice. And so on, there was also the former "I am Yu Huanshui" deeply involved in the feminist storm, "Beautiful Li Huizhen" deeply trapped in the water storm, they are more of netizens emotional catharsis.
In addition, there are some inherent "chains of contempt" that affect the Douban score. For example, overseas dramas have more word-of-mouth advantages over domestic dramas, and old dramas have more word-of-mouth advantages over new dramas; even Douban netizens on the theme also have their preferences, such as the main theme, suspense, sweet pet and other genre themes, often easier to get high scores than costume dramas and realistic themes. This is the subjective evaluation of netizens, and it will naturally show a trend of preferences and preferences.
On the other hand, the dissolution of the credibility of the Douban score is also related to its own mechanism. The increasingly confusing opening time and the way to deal with the pink and black war, etc., for the industry phenomena concentrated in the market in the past two years, the market is difficult to trace to the end. This kind of tightly closed operation, which rarely responds publicly, will of course make it the first to be questioned by the credibility after the outbreak of the Pink and Black War and the end of the water army.
Rice circle culture, marketing position, emotional catharsis, gray production zone, Douban score is encountering an unprecedented collision. Today, do you still believe in the Douban score? Perhaps before asking this question, everyone should think about what role they want to play in it.
We still look forward to this hard-won scoring mechanism that can truly return to the content itself, become a position for value exchange, and become a booster for high-quality content.