Recently, the word "social bovine disease" (hereinafter referred to as "social bovine disease") is very popular, and it has invaded the whole China Internet circle with a faint stench. A few days ago, the pleasure of "Mr. Guo's account was banned on the whole platform" has not disappeared, and the picture of changing the soup without changing the medicine has begun to reappear.
In encyclopedia, social ox refers to extroversion, not afraid of being born, quickly mixing with strangers, and having many basic attributes of being sociable and versatile, which corresponds to social autism.
As a Northeastern, I can't think of anyone who has more say in the word "Niu". Because whether singing "You Love Me, I Love You" at the entrance of Mi Xue Ice City Store, or throwing a birthday party for a stranger among employees in Haidilao, or randomly choosing a lucky passerby to sing love songs for him in the street ..... These scenes (which can also be called confusing behavior) are really seen too much. (Of course, this is not in the northeast of Heilongjiang)
If Northern Europe is a paradise for "social fears", then the northeast of China must be the hometown of "social fears". This ability has already been deeply imprinted on everyone in Northeast China and penetrated into the whole land of China.
No matter in the pre-Internet era, the mid-Internet era or the so-called post-Internet era, no one in Northeast China can compete with social cattle.
"Out of Shanhaiguan, they are all Zhao Benshan."
In the 1990s, Zhao Benshan, Liaoning Province stepped onto the stage of the Spring Festival Evening, bearing the wave of large-scale popularization of TV sets, which made the Northeast people focus on the national traffic for the first time, and it was unstoppable from then on.
1999, the masterpiece of Zhao Benshan's career in the Spring Festival Gala was born. He and Song Dandan played the roles of "black soil" and "white clouds" with the background of the Northeast. The two actors frequently made golden sentences on the stage, which perfectly explained the "ceiling" of humor. Among them, the classic theme sentence "The spring breeze of reform has spread all over the country, and the people of China have really lived up to expectations" is still a hot material for the second creation of the network.
1999 The essay "Yesterday, Today and Tomorrow" exploded in the Spring Festival Evening.
Since then, almost every phenomenal Spring Festival Evening sketch has the participation of Zhao Benshan's team. Whether it is Little Cui Shishuo in 2003 or Not Bad Money in 2009, the actors are all from the Northeast. Mandarin with a northeast accent, loud voice and rural scenery have become the characteristics of classic sketches in many people's minds.
On New Year's Eve, humorous sketches are often the most popular when people all over the country sit around the TV and enjoy a wide variety of Spring Festival Gala programs.
In the period when TV is the main media, the sketches of the Spring Festival Evening often have great influence, and the lines and elements in them often lead the trend of the next year. Northeast comedians, who represent half of the Spring Festival Evening sketches, also spread the impression that Northeast people are enthusiastic, humorous and good at chatting. It can be said that due to the outstanding performance of Northeast artists, China comedies at the turn of the century have formed sketches and duets represented by Zhao Benshan from north to south; Crosstalk represented by Degang Guo and Deyun Society; Represented by Zhou Libo.
If the Spring Festival Evening is just a popular IP created by comedians in Northeast China, then a series of TV dramas full of Northeast flavor will become the basic disk for them to show their social skills.
200 1 Produced by British film and television company, directed by Ying Da and starring Li Qi, Peng Yu and Gong Hanlin, The Northeast Family quickly spread all over the country. It is understood that when planning "A Northeast Family", the British brothers had an extravagant hope, that is, to catch all the outstanding comedians in Northeast China. Unfortunately, Zhao Benshan and Huang Hong, two representatives, failed to reach the designated position. At that time, Zhao Benshan was playing a drama in Guangdong, and Huang Hong was filming in a ravine in Hebei.
But this does not prevent the social ability with northeast characteristics from being displayed to the outside world through this window.
Stills of TV series "Northeast Family" (Photo: Douban)
In an article entitled "The most authentic Northeast Jianghu is hidden in Northeast People's Houses", it is said that all Northeasters in old-school schools keep the habit of playing "Northeast People's Houses" circularly, which is the real Northeast Jianghu parasitic on sitcoms. "Cui Hua, Pickled Sauerkraut" is the starting formula of all the stories in this sitcom. After knocking on the transitional music on the stove, a northeast industrial factory with a time filter started at the door of a residential unit that ignored the feng shui pattern.
This is just the beginning to show the social ability of the northeast people.
On September 30th, 2006, "Country Love" premiered on China Central Television (CCTV), which is based in the northeast countryside. At that time, all the top TV stations became the first choice. This drama series, which truly reflects the contemporary rural life in China, has changed people's impression of being backward and outdated, and once it was broadcast, it gained super high ratings. The series "Country Love" itself is excellent enough, and the cast team has also participated in popular works such as "Liu Laogen" and "Ma Dashuai" before, and the quality belongs to the first echelon.
Northeastern dialect is the closest to Mandarin, and there is almost no understanding cost. These stories, which happened in the rural areas of Northeast China, keep up with the times and contain topics of interest and concern to farmers all over the country, and naturally become the winners of this round of traffic growth.
Up to now, the Northeast people are still the best people to shoot rural TV series, and "Country Love" has grown to17,700 episodes. Small Shenyang, Dapeng, Song Xiaobao and other comedians in Northeast China are still active on the stage, becoming a force that cannot be ignored in China's comedies.
In 2008, the voice of YY came out. This software originally used for game voice was changed by users, and users spontaneously performed in the software, promoting YY to become a live broadcast platform.
Although the live broadcast industry at that time was still in a primitive state, the subcultures such as "alternative" and "social shake" originated in the northeast were also quite controversial.
But there is no doubt that the Northeasters are indeed the first passengers on the Internet live train.
Just like Zhao Benshan in the TV era, in the mobile Internet era, Northeast anchors began to spread their social skills through various platforms. Almost half of the top 20 anchors on each platform are from the Northeast.
Photo: The movie "The Piano of Steel"
With the popularity of smart phones and tablet computers and the decline of mobile traffic costs, entertainment platforms with short videos as the main form began to rise on 20 16. Because short videos are more in line with the current users' usage habits, countless users have poured into platforms such as Aauto Quicker and Tik Tok from major live broadcast platforms. For example, brands Qi and Gaudi have quickly accumulated tens of millions of fans.
The rise of short video platform is of course the first batch of traffic contributed by Northeastern people. In particular, Aauto Quicker, which rose earlier, has become the platform with the strongest presence among the people in Northeast China, such as the top stream in Northeast China such as Simba, a network celebrity of the new generation.
At the unveiling ceremony of Xinxuan (Simba Company) Guangzhou base in 2020, Simba said that Xinxuan had more than 35 million users, the repurchase rate of goods reached 90%, and the cumulative service brand SKU 1000+. In the future, seven such newly selected bases will be distributed all over the country, open to users to come in and spend, and let them buy cheap brand goods. That night, Simba also started the first spike activity.
According to Kasi's statistics, the sales volume of the goods carried that night exceeded 600 million, and the highest popularity exceeded 4.4 million, which set the highest flow of Aauto's personal live broadcast. Simba's personal account also rose by 2.378 million that day.
After the "Fake Bird's Nest" incident broke out, the Simba family began to decline gradually, but this did not prevent the old irons in Aauto Quicker from loving the Northeast people. Data can prove everything. According to the digital red list of Xiao Hulu, the top 20 winners of Aauto's faster live broadcast are often contracted by the Northeast. According to the "20 17 China City Network Anchor Number Ranking" released by the first China Internet Live Broadcasting Conference, among the top ten cities in terms of anchor number, all three northeastern provinces are on the list, and the proportion of network anchors is 15. 03%, ranking first in the country.
Simba and his wife Chu Xuerui (photo: Simba Weibo)
LT (ID: Lingtai _ LT) in the past article "The Rise of Su Hua and the Fall of Simba" mentioned that Simba has the typical characteristics of the Northeast people, and now it can be regarded as a "social cow"-in the profile of Aauto Quicker, Simba's identity is "to be a farmer, to feed the people, the son of a farmer and the anchor of the people". In the studio, Simba is neither a businessman nor a high-flying person.
"I have another principle. I don't cooperate with factories. I only cooperate with farmers and let them get the money they deserve." In the new era dialogue, every word of Simba is inseparable from its own cooperative principle, and Simba, who is loyal and willing to lower himself, has become a phenomenal figure in Aauto more quickly. In the later development, this phenomenon began to be copied to other Simba family anchors, and deepened the image of Aauto Quicker in Northeast China.
Ma Hongbin, senior vice president of A Auto Quick, who is in charge of marketing and strategy, even clarified at a sharing meeting that A Auto Quick is not a Northeast APP.
With the gradual commercialization of traffic, the huge benefits brought by the network celebrity effect also attract more and more Northeast people to join this feast.
Why are you from the northeast? Whether it's Uncle Benshan's sketch comedy or the active Northeast anchor in recent years, why does it always give people an impression of strong social skills?
When we talk about a social phenomenon, we will inevitably start with the logic behind it. The TV series "Going East" about population migration broadcast on CCTV 1 in 2008 may explain the reasons behind it.
TV series "Go to the East" (Photo: Douban)
In the modern history of China, there were three great waves of immigrants-going to Kanto, going to the west and going down to Nanyang.
Guandong refers to the area east of Shanhaiguan, that is, the northeast land of Liaoning, Jilin and Heilongjiang provinces today. As we all know, the northeast of China has vast land, dense forests and rich minerals. During the Ming and Qing dynasties, a large number of farmers came here to cultivate land and settle down. Immigrants mainly come from Shandong, Shanxi, Hebei, Henan and other provinces, especially Shandong. Since the Northeast was commonly called "Kanto" after the Ming Dynasty, people called this phenomenon of population migration "going to Kanto".
In this play, a famous population migration is vividly displayed through the story that a Shandong family was forced to leave their hometown to live.
Shandong began to "copy" in Kanto, transplanting the culture of the Central Plains through migration, and because of the large number of people, it was able to maintain its own culture without adapting to local social customs and languages. Zhao Zhongfu, a professor of Law School of Renmin University of China, honorary dean of Zhuhai Branch of School of Law and Administration of Beijing Normal University and a famous expert in civil and commercial law, once said, "In a social sense, the four eastern provinces are basically Shandong agricultural society." Shandong and the four eastern provinces are similar in language, religious belief, customs, family system, ethical concept and economic behavior. The most important thing is that the members of the immigrant society in the four eastern provinces have no different ideas from the cultural matrix. "
Alien and independent immigrants from all over the country constitute the main body of the Northeast people. Compared with traditional social relations such as deep clans in rural areas in other areas, Northeasters are less constrained in many forms. In the early days of the People's Republic of China, Northeast China was the most industrialized region. The huge industrial population has given birth to a high education rate and gender equality. It is the first land to enter urbanization and industrialization. The modern mode of production has also made the northeast people move towards a society full of strangers and developed strong social skills.
Coupled with the cold climate in the northeast, people can only stay indoors for three months a year, and the population density is small. In order to help each other and kill time in the cold winter, they can only exercise their strong social skills.
It can be said that the social ability of the northeast people is the result of the combination of the right place and the right time.
Nowadays, with the development of the Internet era, countless young people in Northeast China have left their homes for distant places, and the development of the Internet has enabled them to find social substitutes. Their wanton expression on major Internet platforms is sometimes a sight, which makes many people feel that "Northeasters are rude" and "Northeasters only talk hard". ...
Aside from the simple and malicious evaluation, we may find a new antidote to "social fear" when summing up the enthusiasm and humor of "Northeast-style socialization".