Some time ago, the Xiaomi SU7 car was launched, which caused heated public opinion. Subsequently, various Shuangwen related to Lei Jun, the founder of Xiaomi, appeared on the Internet, and some people called him "the walking Shuangwen male protagonist". And Lei Jun later responded in the live broadcast, "When I learned that the outside world called me 'the first male protagonist of Shuangwen', I felt uncomfortable."
In fact, cool dramas are not new, the martial arts and romance novels we have watched since childhood, and the Hong Kong and Taiwan TV series we have chased, there are many "cool points" implied in them. The mediocre protagonist himself was unexpectedly assigned by a master outside the world and became a master of the world, with wine in one hand and rivers and lakes in the other, chivalrous and righteous, happy and revenge, which makes people look hearty and depressed.
So, in the Internet era, how did Shuangwen Shuang drama develop? What does their popularity reflect?
One
"In the morning, the martial arts are all wasted, and in the afternoon, the leader of the martial arts alliance" "Today's family property is taken away, and tomorrow a huge inheritance will be harvested", "The little palace maid who is beaten and scolded will eventually become a favorite concubine"...... In the Internet era, such routine plots are common in all kinds of cool articles.
The wind of film and television adaptation has also blown to the "cool" in the literary field, and the cool texts on themes such as Xianxia, crossing, and workplace have been adapted into TV series, giving birth to a large number of cool dramas. The rise of short videos has brought new opportunities for "cool culture". The mini program short drama of "climax at the beginning" takes the traditional cool text routine to the extreme, so that a large number of viewers are willing to pay for it.
Although the themes and styles are different, "Shuangwen Shuang Dramas" have similar basic routines, and they are highly formulaic and templated in content design.
For example, the "cool point" is clear. This kind of "cool point" can be the boss falling in love with Cinderella, or the "rebirth" transformation of housewives, or the successful "counterattack" of the little people to save everything. In short, many viewers still want to watch an episode, read a chapter and still want to read, and unconsciously immersed in the pleasure it creates, "I am so happy" that I can't stop.
For example, the plot is compact. The fast pace of Shuangwen Shuang drama happens to be at the same frequency as current life, providing the audience with a fragmented "electronic mustard". From masochism to revenge, from fantasy to satisfaction, from obscurity to fame, the "big counterattack" must be realized in one or two chapters or one or two episodes, and even in many micro-short dramas, there is a dense "cool point" of "a small climax in three minutes and a dramatic reversal in five minutes".
For example, emotionally. "Cool culture" products often have the characteristics of low material value and high emotional value. Many cool and cool dramas are relatively simple in production, with almost no foreshadowing and blank space, and some even have typos and rough pictures, but because of the character design, plot development, etc., to meet emotional needs, it has attracted a group of stable users.
"Breaking the Firmament" animation scene Source: "Breaking the Firmament Animation" WeChat public account
Two
The data shows that the online novel "Breaking the Sky", known as the "originator of Shuangwen", currently has a total recommendation of more than 7 million on a website, and has been adapted into animation, movies, games, etc., releasing a lot of IP commercial value.
As a social phenomenon, the popularity of Shuangwen Shuang drama is not accidental, but to a certain extent, it is based on the inevitability of current social culture and social psychology. What is the reason for the popularity of "cool culture"?
A "soothing" for anxiety and stress. The rush of life makes many people "can't slow down" like tightening clockwork, and various emotions such as anxiety, tension, and depression inevitably come and need an outlet. Compared with the plots in some long-form dramas such as "the misunderstanding that can be solved by saying one more sentence is not opened until 15 years later" and "the protagonist is always tortured by the supporting roles again and again", the simple and direct narrative method and the clear plot of grievances in some cool dramas may indeed be a faster way to "decompress" and "return to blood" for "workers" who end a day of tired work.
Traffic-driven "creative tide". Behind the popularity of cool and cool dramas, there is also the promotion of the platform. Through algorithms, the platform accurately pushes a large number of cool dramas to target customers, and conducts a new round of screening and recommendation through feedback information. Today, Shuangwen Shuang drama has formed an industry, and there are even alternative Shuang Wen Shuang drama generators. Under the business logic of "cool-oriented" and "traffic first", some creators exchange "coolness" for click-through rates, turning the audience's "flow" into cash flow, thus creating a hot phenomenon of supply and demand in the "cool culture" market.
The "daydream" of modern people. Whether it is a cool article or a cool drama, the protagonist can often "change his life against the sky" and achieve a "hanging" life. This routine also creates an opportunity for people to "daydream", which is in line with the psychological "projection identity". In the fictional world, people temporarily substitute their thoughts and thoughts into the protagonist, and immerse themselves in how the protagonist can easily "pass the level". As one reader said: "There are too many things in life that you want to do but can't do, but Shuangwen makes people escape from reality for a short time, and the hope in their hearts can also find sustenance." ”
Three
In the field of public opinion, Shuangwen Shuang drama has always been a controversial topic, and supporters believe that it can relax and unwind; Opponents compare it to "spiritual opium", believing that excessive indulgence in cool literature and drama is not conducive to the cultivation of young people's sound personality and the shaping of values. What do you think of cool and cool dramas? The author thinks of three sentences.
Rationally look at the prevalence of "cool culture". We should look at this cultural phenomenon dialectically and rationally, and we should not "beat it with a stick" and should not overly praise it. On the one hand, the production and development of Shuangwen Shuang drama is not only the soil of social demand, but also the boost of traffic logic, which is the product of a variety of factors.
But on the other hand, it is important to know that everything is too much. The popularity of some cool dramas that blindly create for speed and excitement may have a certain impact on the creation and market of serious literature and film and television products; For readers and audiences, "temporary coolness" may not be "always cool", and indulging in "cool culture" products is not only easy to waste time, affect study and work, but also may make people fall into nothingness and be out of touch with real life.
Embrace the ups and downs of life. Shuangwen and Shuang dramas do relieve the anxiety and pressure of some people to a certain extent, bringing pleasure and coolness. It is understandable to watch cool texts and watch cool dramas to relax your mood, relieve stress, and satisfy your "hero dream" and "rich dream" in fantasy.
However, the overly powerful protagonist's aura comes more from the needs of the plot setting of the work, and "cool logic" cannot replace the "true logic" of the real world. In real life, no one can succeed casually, and no one's life can be "open" forever. The ups and downs of life are the norm in life. Put aside illusions, bravely face difficult problems, do more hard reading and deep thinking, and find answers in the classics of the sages, this process may be painful and requires a certain amount of patience, but this is where the tension of life lies, where the value of life lies.
Regulate the creation of Internet content. The popularity of Shuangwen Shuang drama lies in the fact that it has grasped the psychological needs of some netizens and found the traffic password of the Internet space, but the harm caused by "rushing up" and "being cool" has begun to take shape.
For example, in the micro-short drama market, some dramas have lines, pictures, and plots involving soft pornography, violence and blood, bad values and other violations, and have been rectified and removed from the shelves. Creation can't just be born for "cool", "cool" for "cool", and even play side balls and gain traffic, cool dramas should also abide by social ethics, have a correct value orientation, and provide users with more high-quality content that is upward and benevolent.
In fact, traffic is always full of changes, and keeping up with traffic is not a long-term way to create content, and those works that can "compete" with time and affect the growth of generations are often more extensive and thick. I look forward to the development of Shuangwen Shuangju towards a more standardized development path, and I also look forward to everyone being able to have fairy tales in their hearts, but not indulge in fantasies, and harvest a beautiful and tenacious life in the struggle of reality.
Source: Zhejiang Propaganda
Process edit: u031