If chicken soup is a popular item in the circle of friends of middle-aged and elderly friends, then "funeral" is likely to be brushing the screen of the circle of friends of young people. Here are the articles I collected about why funeral culture is so popular. Let's have a look!
▼ what does "funeral culture" mean?
Funeral culture refers to some post-90s young people who lose their goals and hopes, fall into the mire of decadence and despair and are unable to extricate themselves from life in real life. They lose their mind, aimless, stagger, have no emotion, consciousness and constraints, and can only survive numbly like walking corpses and meat.
"Mourning culture" refers to the language, words or pictures with decadence, despair, pessimism and other emotions and colors popular among youth groups. It is a new form of youth subculture. The emergence and popularity of "funeral culture" represented by "waste firewood" and "Ge youlie" is an epitome of youth subculture in the new media era. It reflects the spiritual characteristics and collective anxiety of current youth, and is a representation of youth social mentality and social psychology in the new era to a certain extent.
Simply put, "mourning" refers to such a mentality and lifestyle: do not want to work, aimless, depressed mood, low desire, just want to walk the dead and live numbly. "I'm almost a loser", "in fact, I don't really want to live", "aimless decadence", "don't want to do anything", "decadence to sadness" is their mantra. "Ge youtan", pepeva and lazy egg expression bag are their favorite pictures. Their outlook on life is respected in the American drama Ma man bojek and a series of Japanese "funeral dramas"
▼ "funeral culture" professional explanation
The professional explanation is that "funeral culture" refers to the language, words or pictures with decadence, despair, pessimism and other emotions and colors that are popular among youth groups. It is a new form of youth subculture. This explanation is a bit professional. In fact, it is a text or picture with negative energy.
▼ origin and background of funeral culture
In July 2016, a 1993 still photo suddenly brushed the screen for some reason. The word "funeral culture" has also become a hot search word on the Internet.
What does funeral culture mean? Why is there a funeral culture? Why did the funeral culture brush the screen and catch fire?
In July 2016, ge you suddenly became a netizen without doing anything. A photo from 1993 became popular on our social network without warning. Ge you in the picture still has hair, but he is as thin as now. With a beard on his mouth, wearing a grandma's flower shirt, his mouth was slightly open, just like a soul out of the body. He had no love on his face and collapsed on the comfortable and soft sofa. This picture is from the sitcom "I love my family". This episode tells the story of Ji Chunsheng, played by ge you, eating and drinking in Jia's house.
Ji Chunsheng, this man not only has poor personal appearance, but also his behavior is despised. The image conveyed by this role is a way of life that does nothing every day, idles around, doesn't want to struggle, doesn't matter whether you succeed or not, and hopes to enjoy your success - a social waste of the 1990s.
This image is contrary to the positive, healthy and upward mainstream spirit advocated in all ages, but at this moment, it fits seamlessly with the youth culture of this era. His decadence, despair, pessimism and lovelessness are the inner state of these people who work overtime, eat too much, are under great pressure and are difficult to earn money.
▼ vocabulary expression and meaning of funeral culture
"I'm almost a loser", "in fact, I don't really want to live", "aimless decadence", "don't want to do anything", "lie dead to death", "decadent to sad". These words matched on Ge You's lying pictures never hide what thoughts and feelings these young people want to spread through ge you. In short, I just want to lie down, don't want to think, and don't want to do anything.
▼ representatives of funeral culture
In addition to ge you lying down, the representatives of funeral culture also have the images of net red frog Pepe, salted fish with limbs, imported Lazy eggs and so on. They are all delivering a self mocking message of "I'm already a waste".
Salted fish
Salted fish will never turn over. Salted fish is still salted fish after hard work. It can't become a fierce seafood. Therefore, it's just to muddle along.
Ge youlie
With bits and pieces of beard residue, wearing flower short sleeves, blurred eyes, slightly open corners of the mouth, as if the soul was out of the body, "Ge youlie" gives people the feeling that life is loveless.
Pepe frog
This may be the saddest frog in the world, with tears in his eyes and a faint sadness on his face.
Buddhist Youth
Of course, the last heavyweight is the online celebrity "Buddhist Youth". He made a cup of chrysanthemum tea with medlar, a hot water bag in one hand, and said: fine, any way His face was calm and indifferent.
▼ cause analysis of funeral culture
Network media analysis:
We have also seen a lot of research on the post-90s. The growth environment in which they live is that China's social and economic development has entered a new stage. They have experienced air pollution, several earthquakes, high house prices, employment difficulties and so on This is a kind of pressure. They know the global dynamics through the Internet. They know that this is a risk society very early. Different from seeking external expansion in other times, the post-90s know that external expansion has to take risks. Moreover, they enjoy better material conditions and more flat family and employment relations. For them, external expansion is not necessary. They talk more often about "I" and "being myself, being an independent individual."
Internet tools have become an outlet for their emotions. Some people release their inner personality through the Internet (here, inner personality refers to inner thoughts). They release their negative emotions and cynical ideals on the Internet. In daily life, the "I" seems to have nothing to do with the "I" on the Internet. They look like two different souls sharing a body. But there are more people in another part. They are young people with internal and external unity - I am me. I am a complete, independent individual who has the courage to speak for myself.
This group of young people with internal and external unity are willing to be themselves and do not need to play the perfect image of the three good youth in the eyes of others, so it is not difficult to admit that they are garbage. It is a person who does not live and reconcile with themselves, and accept such a person as themselves.
For example, GE youlie has an image with negative emotions, which has become popular on Weibo. It is the young people who have the courage to forward, share, talk and re create, and tell others that "I am such a person" and "I think it's great to lie down without doing anything". From another perspective, if in the past, my heart was eager to be a person who got something for nothing, stretched out his clothes and opened his mouth, I would be ashamed to speak.
As I said earlier, the decadence, despair, pessimism and lovelessness shown by GE Youyi is the inner state of these people who work overtime, eat too much, are under great pressure and are difficult to earn money. It's easy to understand the pressure, but why does the lack of effort caused by the pressure become a national carnival? What led them to choose ge you to lie down to convey their inner desire?
I think this is because traditional efforts have been difficult to realize the qualitative change of life and the rise of class. At present, in this country, due to the high social cost, the upward space of the lower channel has been gradually blocked. We all know inspirational quotes such as "die if you don't work hard", "the harder you work, the luckier you are", but we are more sure that "working hard may not succeed, but it will be easy if you don't work hard."
Such a statement of despair is the rise of the "s à ng culture" in which young people are aware of and trapped in their own incompetence.
Academic analysis:
The reasons for the emergence and popularity of youth "funeral culture" mainly include the realistic "pseudo structure" of virtual network, the "active stigmatization" of Youth Self, the "unconsciousness" and "consciousness" of collective and society, and the emotional infection of "micro era": from "micro" to "big". We should treat the youth "funeral culture" in the way of "sex and caution", study the youth "funeral culture" from an advantageous perspective, guide the youth to establish correct values and promote the cultivation of youth's positive social mentality.
▼ expression of funeral culture
For thousands of years, countless people have been lying like this. Ge you is not the first. However, the popularity of "ge you lie" at this moment is closely related to the young people behind it. These people forwarded microblogs with photos of "ge you lying down" and left messages saying that they were like this every weekend and wanted to be like this every day. Most of them are post-90s, which is the most active user age group on Weibo.
At the same time, a cup of "funeral tea" began to become popular on Weibo. I want to open a "funeral tea" opposite to "happy tea". The menu is as follows: milk green with nothing to do, black tea with nothing to do, green tea still single, Macchiato with no courage to die, milk shake without money, fruit tea with no weight, milk tea with better living ex boyfriend... There is always one for you!
Are you really "lost" today? Let's lie down and lie dead... After the upsurge of "positive energy" and "small happiness" has subsided, self darkness and negative energy are pouring out on the Internet with a more rapid trend, forming an irresistible cultural phenomenon - funeral culture. Soon, marketers and advertisers relay to break the gap and obstacles with young people.
(I) why has "mourning" become a trend?
If you want to understand the "funeral culture", you have to start with the "doutu war" when young people talk. This summer, a picture from the 1990s sitcom "I love my family" ge you became popular on the Internet. In the picture, Ji Chunsheng, played by ge you, has a bearded face, wears a grandma's flower shirt, his soul is out of the body, and his face is loveless. Taking this as a starting point, "lazy egg", "Peipei frog", "salted fish", "I may encounter a fake XX" and other strange expression packages have successively appeared in various "doutu wars", all of which are conveying a self mockery of "I'm already a waste", which is the embodiment of "funeral culture" - black humor, pessimism and negativity.
1. Mourning is a kind of catharsis of "anti chicken soup" emotion
High house prices, high competition and high pressure... These undoubtedly play an important role in destroying the vitality of young people. You think a "lost X" never works hard. In fact, the reality is that they are really busy. They are busy working and crowded on the subway. They are also tired of dealing with all kinds of social activities outside normal working hours. Busy as a dog, but there is no hope of promotion and salary increase. In that case, let's lie down and die.
2. "Mourning" is an expression of self mockery by young people
Make complaints about the life and the future of the day after tomorrow. It is not hard to find that this is typical young people's expression on the Internet. They are self serving and ridicule. A group of people make complaints about the popular movie, TV or game characters. Even more brands create the "groove" to make complaints about the desire of young people.
(II) is the marketing guide of "funeral culture" really enough for "funeral"?
Nowadays, "emotional consumption" has evolved into a powerful consumption power. For example, various nostalgic films can always trigger the collective memories of netizens. Similarly, when "mourning" is a group emotion, it also has the soil for survival.
1. Use "mourning symbol"
Case: Taobao facial expression package
The mourning expressions represented by "Ge youtan" swept the network. These expressions are no longer a concrete expression package, but also an expression symbol of mourning. Thus, a treasure has also sold various peripheral products related to "paralysis" expression, such as GE youtan mobile phone shell, GE youtan T-shirt, GE youtan pillow and so on. Selling is not price, but an attitude - "funeral". Even Zhang Wei's wardrobe must have a Ge youtan T-shirt.
2. Create "funeral culture IP"
Case: Netease Wang Sansan's funeral tea endorsement
With the popularity of netizens' self-made "funeral tea" copywriting microblog, Netease News Alliance really opened a "funeral tea" flash store. Although it lasted only four days (April 28-May 1), it brushed the whole may day on the screen.
Of course, Netease, taking advantage of funeral marketing, not only sees the popularity of funeral tea, but also attaches importance to the fit between "funeral" and its brand image. Wang Sansan, editor in chief of Alpaca of Netease News, is a very lost sheep, with the corners of his mouth down all year round. This expression of funeral is very suitable to be the spokesman of funeral tea. Behind the funeral marketing is Netease News's ambition to create an IP image. In addition to the funeral tea marketing, Wang Sansan will also participate in a variety of marketing activities of Netease News in his personal capacity.
3. Find the resonance of "mourning"
Case: Rainbow chorus "feeling your body hollowed out"
In August last year, a Divine Song "feel your body hollowed out" quickly swept social networks. After the song was released, it received tens of millions of hits on major video websites. The song creator is the rainbow Choir famous for the Divine Song. Netizens also call it "song of overtime dog". When you look at the song, it is a capital "funeral", "I feel my body is hollowed out. I'm tired like a dog. I haven't removed my makeup for 18 days, and I've worn it for two and a half years..." after Ge You's paralysis, "feeling my body hollowed out" hit the hearts of countless netizens with a deep sense of "loss".
(III) "funeral marketing" may be just a flash in the pan?
With the popularity of "funeral culture", funeral marketing is being more and more used in brand promotion. This kind of marketing that fits young people also makes the brand image fuller and shortens the distance with consumers.
However, "mourning" marketing is not omnipotent. On the one hand, if the brand goes too far in "mourning" marketing, it may give young people a sense of awkwardness that "elders are hard and I am embarrassed"; On the other hand, such as Netease funeral tea marketing is really difficult to copy. Who knows how long this sudden trend of funeral can be popular? In the final analysis, whether marketing can bring effect to the brand depends on the core of the product.
（4） Why is the marketing of "funeral culture" suddenly popular?
1. "Funeral culture" is in line with the psychology of today's young people;
According to statistics, most of the "funeral culture" pictures forwarded by GE youlie and Ma nanbojack are post-90s, and they are also the most active users of the Internet at present. Behind forwarding these messages, in fact, are some post-80s and post-90s young people who have lost confidence and hope in life, resulting in collective anxiety. In fact, many people who have been in love since the 80s and 90s have not been loved by the whole society, but this is the result of not having enough sleep and not being loved by the only child since the 80s and 90s The Internet has become a vent for negative emotions. Seeing these negative energies will resonate.
A "funeral culture" song "feel your body hollowed out"
2. Consumers are bored with chicken soup;
From small to large, most people will hear a lot of successful learning chicken soup, but in the process of growing up, more and more young people have long recognized that real life is far more difficult than expected. They are less and less patient with those chicken soup texts that "God closed a door for you, but opened a window for you". Instead, they are more willing to believe that "God closed a door for you, and then he went to wash and sleep."
Therefore, it is difficult to stimulate them with these chicken soup texts. On the contrary, simple and rough marketing such as "funeral culture" can resonate with them and arouse their emotional resonance. What's more, it is not the word "funeral culture" that will bring people negative energy. Most people will only satire and tuckus some of the current situation. These negative energy are sometimes the source of positive energy, which is why consumers will not make complaints about these discouraged words.
3. The reverse thinking marketing mode has found a vacancy in the market.
In addition, "funeral culture" uses the common reverse thinking marketing model in the business community to find the vacancy in the market. The reverse thinking marketing model is easy to understand. The most typical case is Volkswagen's beetle. In the 1960s, big cars were popular in the United States, which were spacious, comfortable and of course fuel consuming. The Volkswagen Beetle rose suddenly with the slogan "think it's better to be small", attracting a large number of consumers. The same is true of "negative energy" marketing. Now that chicken soup is flying all over the sky, it may not be a good thing to have some "poisonous chicken soup" seasoning.
Although the "funeral culture" has developed very rapidly in the past two years, from expression package to marketing, even the people's Daily has issued articles to let everyone not be brainwashed by the "funeral culture", in the final analysis, the "funeral culture" is more like a kind of self mockery. Like the previous word "loser", many people will compare themselves to "loser", but in fact, many people don't really give themselves such a positioning. "Funeral culture" is the same. Most of those who say "what's no money now, there will be many days without money in the future" will not really be decadent. They still work hard to make money and pay off their loans. So, don't be too serious about "funeral culture". If you are too serious, you will lose.