yidianyujian｜a brief analysis of the chaos of "selling misery marketing" based on the suspected collapse of the yunnan internet celebrity "xiaoying's family"
2024-09-26
한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina
recently, a yunnan internet celebrity "xiaoying's family" with more than 5 million fans on the douyin platform encountered unprecedented public pressure and was caught in the storm of "collapse of the house", "selling misery" and "giving up girls for adoption". this series of events has attracted widespread social attention and has been on the hot search list of major platforms many times, leading to discussions on the topic of "selling misery marketing". according to the qilu frog eye public opinion big data platform, from september 17 to 10:00 on september 25, the total amount of information on the relevant topic on the entire network was about 182,000, forming 49 hot searches.
public opinion trend chart
(photo from qilu frog eye public opinion big data platform)
distribution of some hot searches
(photo from qilu frog eye public opinion big data platform)
keyword cloud
(photo from qilu frog eye public opinion big data platform)
1. what is “misery marketing”?
as the name suggests, marketing by selling misery is to attract traffic and attention by selling misery, so as to achieve the purpose of commercial promotion. this marketing method often targets the weak, and inspires the public's sympathy and compassion by showing their plight, pain or misfortune, so as to achieve the purpose of selling products or services. on the douyin platform, xiaoying's image is a rural woman living in the mountains of yunnan. her family is in poor financial condition. she is alone with two children and has a lot of farm work to do every day. through the video, we can see that she is optimistic and strong. in her spare time, she likes to share her hard but real daily life on the short video platform, which has attracted many fans.
screenshot of the douyin video of "xiaoying's family"
2. “selling misery marketing” damages more than just public sympathy
the parties involved in the marketing of pity often over-exaggerate their own difficulties and pain, causing misunderstanding and sympathy from the public opinion. but in fact, this behavior does not really solve the problem. this behavior not only hurts themselves, but also hurts those who help them. in addition, the marketing of pity may also have a potential negative impact on the regional image. if short video bloggers in a region often engage in marketing of pity, then the outside world may have a negative impression of this place, believing that the people in this place generally lack the ability to solve problems by themselves and are too dependent on external assistance. this impression not only damages the regional image, but is more likely to affect the "double recruitment and double introduction", which is not conducive to the local economic development.
3. there are signs that “misery marketing” has failed
after sorting out, it is not difficult to find that many anchors have been investigated for suspected falsification of tragic experiences for marketing. for example, the anchor "liangshan mengyang", who has about 4 million fans, was investigated and dealt with by the liangshan police in sichuan in accordance with the law for suspected fabrication of scripts and posing to sell misery as a gimmick. for another example, the internet celebrity "xiao xiao hard life" with millions of fans even fabricated his biological mother as his adoptive mother, and used this as an excuse to sell misery live, and was eventually detained for 10 days by the shenyang police in accordance with the law. the 2023 cctv 3·15 gala exposed the fraudulent behavior of some internet celebrity anchors who used false identities and emotions to deceive the trust of elderly audiences and then sell low-quality goods. these anchors pretended to be orphans, disabled people or cancer patients in the live broadcast room, trying to win the sympathy of the audience, especially the elderly, and then sell goods. in summary, "selling misery marketing" has become a chronic disease in internet platforms, especially in the field of live broadcasting.
4. there is commercial hype behind “selling misery marketing”
according to media reports, some "miserable internet celebrities" have formed a complete profit-making operation model through live broadcasts of misery and falsely helping farmers. this model is not just an individual behavior. some mcn organizations have become the driving force behind it. they have created a large number of "miserable" internet celebrities to attract fans and profit from them. the problem of identity fraud in these "miserable marketing" is not uncommon. in addition, some so-called "original agricultural products" sold by internet celebrities under the banner of "helping farmers" are actually just goods purchased at low prices from wholesale markets. this behavior not only damages public sympathy, but also involves false propaganda.
v. conclusion
in general, we should take a rational attitude towards the so-called "misery marketing" chaos. we need to condemn the unethical behavior of those internet celebrities and their teams, crack down on illegal behavior, and rationally guide the curiosity and sympathy of the netizens who may exist. only in this way can we create a healthy and positive network ecology and make the network platform a real important position for spreading positive energy.
(liu daoxun, public opinion analyst of dazhong daily and qilu yidian frog eye)
news clue reporting channel: download the "qilu yidian" app from the application market, or search for the wechat mini program "qilu yidian". 800 reporters across the province are waiting for you to report online!
