Sometimes, it's hard to connect the "young people" you see online with the "young people" you feel offline.
Online, outward, "crazy" at any time under the identity of a digital nomad, and get instant happiness by finding Internet neighbors who are boiling at the same frequency as themselves; Offline, cold, willing to pursue a "nothing light" way of life, in a seemingly peaceful state of mind to stand high self-boundary.
But this oncoming sense of disconnection is magically disappearing into a public space: the urban subway.
The tree hole of the Xiamen subway is full of jokes about life:
The big screen of Guangzhou Metro displays the festive feeling of birthday celebration as if no one is around:
Hangzhou Metro is to put the "confession wall" of the student era back on the electronic screen:
Xi'an Metro, leaving a heartfelt submission that is easy to miss by the bowed people on the "subway handle":
On the one hand, the surging crowds of people in the morning and evening rush hours, and on the other hand, the vivid speeches that pierce the calm, make people inexplicably feel a trance: everyone who seems to be contradictory will also like to stretch their emotions in these spaces.
Breaking away from the fast-food mantra of "I have honestly begged to be let go" and "the soul of a worker", the emotional value was suddenly infinitely magnified in this scene.
If you make a public appearance in a place where a crowd gathers, you will often be labeled as a "social death" by yourself or bystanders, and the derogatory color is self-evident.
But in fact, different from the serious situation of falling into disrepute due to online violence, "social death" that stays at the level of self-deprecation has long been regarded as the existence of joy in life like "watching the excitement on the street".
Take the endless interactive marketing as an example, isn't it "social death" with the clerk to take orders from the code? Isn't it "social death" to be surrounded by strangers and sing birthday songs? But everyone often refuses and has fun at the same time.
This kind of play not only makes people have a kind of "want to show" impulse for identity recognition, but also uses the "ugly" effect to promote the spread of the topic.
The purpose of the brand is also straightforward: to create a new experience, to stimulate cognition with embarrassing experiences.
In contrast, the reason why everyone is willing to post messages and expose the "social death" side in the subway space is that it has a more friendly sense on the basis of "entertainment".
As a product of urbanization, the subway is not only a means of transportation, but also hides a strong emotional imprint. It is not only a public space with a sense of real-world involvement, but also a huge distribution center for digital nomads, and the overlap of the virtual world and the real world makes everyone's sense of security and identity highly condensed.
The content interaction cut from this scene can easily trigger a small-scale outburst of passers-by's emotions, especially in the face of these non-marketing emotional content, the resonance is often more viral.
· movie "Time and Space Traveler"
Just imagine, in the last second, everyone was immersed in this atmosphere that was both awkward and exciting; In the next second, the dense crowd surged, and it changed in an instant.
In this "extraction" scene, the sense of focus brought by the text makes people reverie after looking directly, and the emotions are invisibly amplified.
Or distracted, becoming a factor that changes someone's mood "accidentally" but "decisively":
or poisonous tongues, triggering laughter in sharing self-deprecation:
Or brainy, children read storybooks, and adults play "truth or dare solitaire" in the subway:
Or QQ space wind, so that long-dormant memories and goosebumps revive at the same time:
Compared with the simple "thick people" or "light people", the shades are appropriate, and it seems to have reached a balance in the space of the subway.
In other words, in the short journey of "low-altitude flight" in the subway, when these scrolling words are noticed by passengers, the breathing side of life is also displayed.
Just like using "post-it notes" to write down words that you are embarrassed to express or have no chance to express in person, subway submissions with a sense of authenticity and interest often attract the attention of passers-by and open a small window for urban humanities.
After Guangzhou Metro allowed individuals to place advertisements in January this year, various contents such as birthday wishes, blind date information, and job resumes flashed one after another, which was not only jokingly called a "large-scale whole event scene" by netizens, but also related topics rushed to the hot search on social platforms.
Among them, there are those who advertise themselves, and by the way, "cool down" the subway with cold jokes:
There are also birthdays for cats:
The sentence "Although the kitten can't go out, the owner will always work hard to let the furry child see a different scenery", thawing the tired and numb hearts of passers-by.
There are also advertisements for happy events in life:
The use of large electronic screens to transmit and store happy memories can also be regarded as a sense of digital ritual in the cyber era.
I believe that most of you are holding a mood of "I'm going crazy" when you submit a message, but judging from the actual response, this wave of operation of Guangzhou Metro is obviously an unintentional effect of planting willows and willows on the proposition of "urban humanistic care".
Everyone's messages have made the city's character more concrete, and in turn, by acting as a microphone for the city's individual voice, the city's inclusive and diverse regional label has also been printed more firmly by everyone.
A mysterious discussion about "what style is the tree hole of the XX city subway" has also begun.
Hangzhou Metro "Love Letter" message wall, style: love hodgepodge (mixed with chicken soup)
It is also an expression of warm emotions, compared with the Netease Cloud Music comment area, the Hangzhou Metro Tree Hole is more suitable for use in combination with the scene, and the experience is like opening a blind box.
If you happen to see a post about parting in the mood of farewell, there is a high probability that this is a kind of "metaphysics" small luck; Of course, if what you read in this situation is an earthy love sentence, you can't stop the embarrassment of "picking your toes at the ground" from rushing to your heart.
Xiamen Metro Tree Hole: Instead of embarrassing yourself, it is better to embarrass others, and instead of self-reflection, it is better to ask everyone.
If the content of Hangzhou Metro's submission is simple language and strong emotion, then the tree hole of Xiamen Metro expresses emotions, relieves stress and resonates with humorous complaints.
Not only was everyone playing a sense of dialogue between you and me, but netizens were even happy to collect all kinds of jokes everywhere, and summed up the rule that "everyone has the strongest desire to create on Monday morning".
Guangzhou big screen: The happiness of conspicuous bags must be understood.
There are ads for blessing strangers:
There are brain holes that leave the job to punch in their own advertising:
In the past, we would say "you stand on the bridge and look at the scenery, and the people watching the scenery look at you from upstairs", but now the location is changed, when the conspicuous bag is a conspicuous bag that "contags happiness", I believe that it is inevitable to take a few more glances when passing by.
When the sense of life pours into the subway, looking up, some people complain about the "anti-human" of the eighth morning, some people feel the beauty of friendship, and some people laugh at the sadness of life...... It's not a gorgeous verbal expression, but it's a landscape of its own.
This kind of change in deconstructing the subway with "crazy words" and taking 10,000 steps back is actually advertising a city. Just like this netizen's statement, don't step on it, but the subway space could have better human potential.
And if you look further, you will find that almost every city subway has its own content out of the circle.
may not only be a message submission, but the promotional slogan of the subway itself has been "poked" by many passers-by:
Seeing everyone here, I believe that they can't help but want to take out their mobile phones @ their own city subway: when will it be arranged? I can't wait.