The temple hall to the rivers and lakes, experts and scholars of the variety art "go to the sea" road

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Image Source @视觉中国

Wen Haofeng Mangku, author Yu Dajing

From the perspectives of knowledge monopoly, patent protection, social efficiency, specificity and so on, after the debate "the new technology of the strange planet can be shared by the brains of all mankind for a second or not, do you support the" ascending "interpretation? Xue Zhaofeng, an economics professor who has been embroiled in controversy over alternative rhetoric such as "raising train ticket prices to solve the Spring Festival" and "free is the most expensive," has ushered in a "Gao Guang" moment.

According to the Baidu Index data, the "Xi Zhaofeng" three-word search index soared to the highest peak in the past two days from November 17 to 18 after the broadcast of the program, which increased by 1912% compared with the same period last year. The information index increased by 1,130,870% year-on-year. This logic is meticulous, good at analyzing problems from a professional point of view, self-evaluation "no feelings", and once being questioned, "School Xue", who is incompatible with "Qi Yu said", became famous, and there are countless circles.

After Xue Zhaofeng caught fire, a video of Yu Minhong's April speech, entitled "the way to the Future," was also flipped out. Yu Minhong said in his speech that Xue Zhaofeng's economics class after getting the APP online, the number of subscribers to more than 300000, based on the curriculum price of 199 yuan, 50% of the revenue share, Xue Zhaofeng can take away 30 million. The top three likes in Weibo's comment area are: "do you know how charming Xue Zhaofeng is", "what do you think you can do with Professor Xue's charm?" and "what's wrong with people earning what they can make?"

Between words, it is a fan's maintenance of idols. This seems to be divorced from the public's inherent perception of traditional intellectuals. In recent years, such "scholars" and "experts" who have broken the cognitive normal have appeared in variety shows. From the academic temple “down” to the variety of rivers and lakes, they became popular and “pampered” in an alternative way, stirring the variety of ecology and becoming a market force that cannot be ignored.

Experts and Scholars invade the "History of going into the Sea"

Since the day of its birth, the Mainland variety show has been steadily breaking away from the previous "fences" and seeking new changes in the types of programs, processes, and production methods. The roles of experts and scholars in variety shows are gradually evolving in this constant innovation, and three levels are slowly separated due to the degree of participation, the degree of discourse power, and the degree of dominance of the rhythm.

In the early variety market, the program introduced "professionals" for the needs of content arrangement and link setting. For example, in the Treaty of Roses, astrologers have been invited to interpret the coincidence of stars between men and women who have successfully matched each other. In the Collection of the World, Wang Gang, together with appraisers and collectors, has engaged in a "debate" on the truth and falsehood of treasures; < very 61 > set up an advisory panel composed of music, figure, performance, clothing, makeup and other experts to train and package the contestants.

In this period of the program, the "professionals" are very attractive, and the effect on the program is limited to giving advice and summary to some of the content with its own professional knowledge, neither the focus of the program nor the topic.

With the growing variety of domestic variety, in the areas of song and dance, music, games, etc., the variety boundary has been broadened to marriage, beauty, parent-child, puzzle, culture, reality show and other fields. The demand for participating guests has also been upgraded, and professionals are no longer just “condiments”.

During this period, the personal characteristics of “professionals” began to show, and “the prime person” also ushered in the best opportunity for “celebrity”. Many of them have been the focus of the show after being up-and-coming and even become the focus of the program: Le Jia, who has multiple identities such as writers, founders of character color research centers, lecturers and training instructors, has fierce fire in "You Are the One", Meng Fei, men and women The guests were all sprayed by him; well-known scholars Yi Zhongtian, Yu Dan, Wang Liqun and others passed the comprehensive commentary on Chinese history and literary works in the "100 Lectures" and became the new "National Studies" spokesperson; Lang Xianping and a group of economists interpret social events and economic phenomena at the same time; in "The Strongest Brain", as the host's scholar Jiang Changjian, "Scientific Judge" Wei Kunlin and the emerging "Ghost Eye Talent" water brother Wang Hao and other knowledge gods led a new wave of "Smart is a new sexy".

In the past two years, with the increasing popularity of talk and talk show programs, this wave of experts has created a new "evolution."

After becoming a mid-level agent of the Mars Intelligence Bureau, Zhang Xuefeng’s “7-minute comprehensive interpretation of 34 985 colleges and universities” and other video broadcasts and dissemination skyrocketed, becoming the net red teacher in the postgraduate examination; Luo Zhenyu became one of the “Qi Yu said 4” mentor Its "going out of the comfort zone" and "the sum of people is the social relationship" have become the classic arguments of the season, and the label of "Luo Ji thinking" is also more intense; Xue Zhaofeng "debut" is the same as that of Cai Kangyong and Gao Xiaosong. As a program of academic and rational responsibility, "Xue Zhaofeng's economics class" has also been frequently mentioned.

Experts and scholars have previously participated in various variety-related variety related to personal majors. Now they have obvious cross-border meanings. The right to speak in the program has further increased, and there has been a trend of “net redness” and even a business of “calling out”. Appeal.

Variety content upgrade, "Xue Zhaofeng" does not swear business appeal

In 2016, along with the rise of the Internet video platform, the variety market has undergone important changes. Young viewers have become the main audience of the show, and their behavioral preferences and characteristics have attracted much attention from the market. Different from the content line of “grabbing” in the past, the video platform and production team began to deeply cultivate the vertical field of youth culture and focus on the circle culture.

According to the "China Variety Industry Report of 2018" released by iResearch, "in terms of demand for variety, users will rise from entertainment demand to spiritual demand, and some purely entertaining variety games will be eliminated in the face of short video, phenomenon level Variety will be produced from a variety show with unique characteristics on the excavation and resonance of human nature."

In other words, users focus on the variety content “meeting spiritual needs and creating a sense of resonance”.

Therefore, the content creation of variety shows has been upgraded, from looking at “flow” to “quality”. In the past two years, the fixed team and flight attendants of the variety show have more or less introduced the role of “experts and scholars” to enrich the content of the program and enhance the texture. The traditional, high-profile, boring, and old-fashioned experts and scholars took the opportunity to become the makers and disseminators of the core content of the mainstream variety.

Under the relaxed and lively tonality of variety shows, their seriousness and calmness brought about the effect of “contrast sprouting”, and they also realized the shaping of personal image and “circle powder”.

Compared with the experts and scholars who have not picked up too many "water splashes" before, the "Xue Zhaofeng" in this period is undoubtedly lucky. They just happened to be successful in the upgrade of the variety content.

And why are they willing to "go down" in the ivory tower? In my opinion, strengthening personal IP and realizing knowledge realization through variety shows may be the main reason behind.

With the get, answer, Zhihu, Himalayan FM, dragonfly FM and other platforms, the knowledge payment industry rose simultaneously during the transformation of variety arts. According to the 2018 China online knowledge payment Market Research report released by Eli Consulting, the size of the knowledge payment industry in 2017 is about 4.9 billion yuan. Under the combined effects of talents, hours, pricing and other factors, the market size will reach 23.5 billion in 2020.

In Luo Zhenyu's eyes, "audience" is not "audience", but "user". In the latest issue, Xue Zhaofeng said directly that "the vast number of strangers is everyone's real food and clothing parents." the vast majority of our daily welfare comes from strangers, and business is the biggest charity. "

Get the home page of APP, and the curriculum is divided into six categories: humanities, scientific kinship, business school, college of vision, etc. As of May, only one and a half years after its launch, it received 20 million users, 730000 daily active users and 3.61 million subscriptions. Li Xiang Business in the online three months, generated 70,000 subscribers, generated 14 million revenue.

Li Xiaolai’s column “The Road to Wealth and Freedom” exceeded 50,000 in one month and earned 10 million. "Xue Zhaofeng's Economics Course" has reached 320,000 subscriptions and has a revenue of more than 60 million.

A course with a revenue of tens of millions, the return of the "rich" content payment era has arrived. The "professional identity" and the personal appeal that the experts and scholars have been amplified through the variety effect are perhaps the "preheating" of this knowledge change.

Scholars "IP", new fan economy era or arrival

Experts and scholars "IP" is not a new creation. Luo Yonghao and Lei Jun, who are doing mobile phones, Hong Tao and Che Che, who are doing programs, Ma Yun and Ma Huateng, who are doing Internet, are representatives of the ultimate "IP" in various industries, carrying their IP. The effect is the personal label and symbol that is strengthened through various channels day after day. In the words of Luo Zhenyu, you must learn to tying a certain label or brand and gain extra profit or exposure to form a “personal charm”.

Experts and scholars gain "flow" through variety show, become the new favorite of variety audience, then gain "sales" in the field of knowledge payment, the audience into users, subscribe to the corresponding courses, as a result, a new form of fan economy closed-loop formed. The difference is that in the traditional fan economy, fans are criticized as "impulse" and "brainless" for paying for IP, for love beans. In the new fan economy, the consumer behavior of the audience may still be impulsive, but the products consumed carry a distinct "knowledge" background. To a certain extent, this is indeed a kind of progress.

Although the signal sent by the "new fan economy" is positive, the linkage between the variety, the knowledge payment, and the scholars' IP also has some vigilance. This kind of vigilance comes from the knowledge payment itself. In February of this year, the knowledge-paying pioneers re-named the name “in the line” in order to “change the skin” for the new students. Previously, the content of the answer was removed, and its founder Ji Xie lamented: “The biggest mistake is not to pay attention to content security as early as possible. The quality of the course of the Knowledge Paid Platform has received unprecedented attention.

Recently, Yu Minhong, Luo Yonghao, and Li Xiaolai have all gone from the New Oriental system, and the “experts” who have been favored by the market have all fallen from the cloud. The IP people they have established for a long time are questioned by public opinion. Because of the concentration of knowledge stars and knowledge network red, the "sense swindler theory" and "slow anxiety theory" are also popular in the market.

For the scholars, the variety of "the sea" on the road must be remembered in the temple, the meaning of the rivers and lakes; for the audience, how to identify the "marketing vest" worn by experts in variety shows, in the vigorous variety of heat Reason is the key. The variety show that earned enough attention and achieved content upgrades has become the biggest beneficiary of this scholar's “going to the sea” tide.

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