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The pictures in this article are all from the Cultural Security Branch of Shanghai Public Security Bureau.

The first museum in the world originated from universities, and university museums are rooted in the deep soil of university culture, which is an important symbol of the profound academic and cultural accumulation of universities. Let’s discuss how to build a museum in a university.

1. Shanghai Jiaotong University School History Museum

No.1954 Huashan Road, Xuhui District

The exhibition hall of the school history museum has a total area of about 600 square meters, with three exhibition halls. The first exhibition hall spans from the establishment of Nanyang Public School to the liberation of Shanghai, and is divided into three periods: "the establishment of Nanyang Public School", "the construction of a modern engineering university" and "Jiaotong University combining science, engineering and management". The time span of the second exhibition hall has been from the liberation of Shanghai to the present. Nearly 700 precious cultural relics, documents, photographs and other materials are exhibited in these two exhibition halls, which reflect the development course of the school for more than a century and the fruitful achievements of academic research. The third exhibition hall is the performance exhibition of academicians of Shanghai Jiaotong University. Nearly 200 academicians of China Academy of Sciences and China Academy of Engineering who studied or taught in Jiaotong University were exhibited, and their biographies and major achievements were introduced in order of birth date. There is also Professor Lin Tongyan’s Exhibition Room in the third exhibition room, which displays more than 300 photos, works, papers and pictures of Mr. Lin Tongyan, a famous alumnus of Jiaotong University, an internationally renowned structural engineer, educator and Chinese American scholar.

Opening hours: every Tuesday to Sunday, from 9: 00 to 17: 00, and the telephone numbers are 62932403 and 62932326.

Route: Take bus Xumin Line and get off at Xujiahui Station, and walk for about 1.1 kilometers.

2. Shanghai Fudan University Museum

220 Handan Road, Yangpu District

Fudan University Museum is located in Fudan University, No.220 Handan Road. The museum showroom has a total area of about 800 square meters and is divided into two fixed exhibition halls-Gaoshan folk cultural relics exhibition and cultural relics teaching specimen exhibition, and two temporary exhibition halls. The museum has a collection of more than 2,000 pieces, which are donated by Henan Provincial Museum, Luoyang Cultural Relics Team, Shanghai Museum and other units, as well as the old collections of Fudan University Library, Wenbo College and Biology Department.

Museum fixed exhibition hall

Gaoshan folk cultural relics exhibition: the exhibits in the museum-Gaoshan exhibits were collected by Professor Liu Xian from the Biology Department of Fudan University in the 1920s from the Gaoshan settlements in Taiwan Province; The exhibition selected more than 100 pieces from its 400-odd collections, combined with documents and pictures, reflected the traditional customs and culture of Gaoshan people from various angles, and made some restorative scenes. Under the illumination of special spotlights for the exhibition, the whole exhibition was very bright, beautiful and lively.

Exhibition of teaching specimens of cultural relics: There are nearly 200 pieces of cultural relics of past dynasties, such as copper, pottery, porcelain, stone, jade, bamboo and wood ware, etc. This exhibition mainly serves the professional teaching of the Department of Culture and Art, and it has also become a place for non-professional audiences to cultivate their sentiments and appreciate ancient material culture because of the appropriate artistic expression and easy-to-understand text description.

Temporary exhibition hall of museum

The two temporary exhibition halls hold exhibitions of various collections or foreign art works. The exhibitions that have been held include the Picture Exhibition of Fudan University’s history of more than 90 years, the Introduction Exhibition of Hong Kong University, Guizhou Nuo Sculpture Art Exhibition, American Abstract Art Exhibition, American Indian Art Exhibition and Japanese Kikukawa Guofu Calligraphy Exhibition.

Opening hours: every Tuesday, Thursday and Friday, from 14: 00 to 16: 00 (except winter, summer and holidays). Group visits are reserved in advance and are not subject to the above time limit).

Route: Bus No.118, get off at Fudan University Station, and walk for about 1 km.

3. Shanghai Tongji University Museum

1239 siping road.

Tongji University Museum is located in the 129 building of Tongji University, No.1239 Siping Road, with an exhibition area of about 2,000 square meters. Tongji University Museum, as a historical building with a mixed structure of brick and wood, retains the internal and external formal features of the building to the maximum extent. The two-story high-rise room has a clear contrast between the old and new elements and a clear handover.

Recent exhibition in the museum: "Red Soil Muxia-2018 Australian Aboriginal Artists and China Artists (Shanghai) Joint Exhibition". This exhibition mainly displays 50 paintings, sculptures and ceramic artworks created by Australian aborigines, and 20 works by China artists who have visited Australian aborigines’ tribes reflecting the life of Australian aborigines. The exhibition will last until July 30th.

Opening hours: Monday to Saturday from 8: 30 to 16: 30 (except winter and summer holidays and legal holidays).

Route: Take Metro Line 10 to Tongji University Station and walk about 180 meters.

4. Shanghai University of Finance and Economics Business Museum

No.777 Guoding Road, Yangpu District

The Business School Museum of Shanghai University of Finance and Economics is located in Yuheng Building, No.777 Guoding Road Campus. The Business School Museum is centered on the Business School Museum, supplemented by the Insurance Museum, the Tax Bill Museum, the Currency Museum and the Computer Museum. It displays the evolution and development of China’s century-old higher business education in a panoramic and multi-dimensional way. At present, the Currency Museum and the Computer Museum are under renovation and are closed to the public.

You need to make an appointment on the campus network in advance to visit the Business Museum. The opening hours are from 13: 30 to 16: 30 every Tuesday, Thursday and Saturday.

Route: Take Bus No.406 and get off at Guoding Road, and walk for about 280 meters.

5. Shanghai University Museum

2695 Hutai Road

The Shanghai University Museum is located in the east of the headquarters (No.333 Nanchen Road, Baoshan District). The museum has more than 6,000 pieces (sets) with an area of 4,200 square meters. The future exhibition will show Shanghai (maritime) art and reflect the history of Shanghai University, supplemented by temporary exhibitions, serving the discipline construction of Shanghai University and the alumni of teachers and students, and will be open to the whole society free of charge. The current curator of Shangda Museum is Associate Professor Liu Shaoxue, and the curator of Shanghai Museum, Mr. Chen Xiejun, and other experts in the field of cultural relics museum science and Shanghai culture research inside and outside the school form an advisory committee.

Shanghai University Museum is a member of the Professional Committee of University Museums of China Museum Association and a member of the National Alliance of University Museums for Educating People. It plays the role of museum education through temporary exhibition activities and volunteer work.

Opening hours: Monday to Friday from 8: 00 to 16: 00.

Route: Take Metro Line 7 to Shangda Road Station, exit 3, and walk for about 850 meters.

6. Shanghai University of Traditional Chinese Medicine Museum of Traditional Chinese Medicine

No.1200, Cai Lunlu, Pudong New Area

Shanghai museum of tcm is a national popular science education base, a national traditional Chinese medicine culture publicity and education base, a national 3A-level tourist attraction and a Shanghai patriotism education base. Shanghai museum of tcm was founded in 2003, formerly known as the Museum of Medical History of Chinese Medical Association, which was founded in 1938. The museum has a building area of 6,314 square meters and an exhibition area of 4,050 square meters, and there is a "Herb Garden" of nearly 10,000 square meters outside the museum. The basic exhibition is divided into eight topics: primitive medical activities, ancient medical and health remains, medical management of past dynasties, medical collections of past dynasties, health culture, modern maritime Chinese medicine, herbal prescription appreciation and contemporary Qihuang new look, which reflect the main achievements of Chinese medicine in various historical periods and predict its bright future development.

Opening hours: 9:00~16:00 (Tuesday to Sunday) and closed on Monday.

Route: Take Bus No.1057 to Cai Lunlu Huatuo Road Station and walk for about 120 meters.

7. Donghua University Textile and Apparel Museum

849 Zhongshan West Road

The existing building area of the exhibition hall is more than 6,700 square meters, and the exhibition area of the first phase is more than 3,000 square meters. It is divided into four branches: the popular science museum, the ancient museum, the modern museum and the minority museum.

The first floor of the Exhibition Hall of the Textile and Apparel Museum of Donghua University is the Popular Science Museum, which displays the industrial chain and its characteristic links in the field of textile and apparel in the form of dynamic and static display, supplemented by high-tech display means and interactive exhibitions, and popularizes the scientific and cultural knowledge of textile and apparel. The interactive exhibition area is an important feature of the Science Museum, where a variety of interactive projects such as spinning, weaving, dyeing and clothing design are concentrated, including computer embroidery, knitting and weaving, ink-jet printing, hand-painted T-shirts, buckle knot making, jewelry DIY, dress consultant and digital stitching of clothing styles, etc. Visitors can experience these production and design processes and walk into textiles and clothing.

The second floor is the Ancient Museum, which displays the pictures and objects of textiles and garments in different periods in ancient China, and shows the development of ancient fabrics and textile appliances and the evolution of garments in past dynasties. From the ju loom in the pre-Qin period, the heald loom, the multi-heald multi-nie loom in the Han dynasty and the Zhuang bamboo cage loom in the Song dynasty, to the large jacquard machine representing the highest level of hand-woven satin and circular flower in the Ming and Qing dynasties; At the same time, it shows four famous Chinese brocade with rich colors and exquisite craftsmanship, namely Shu Brocade in Han and Tang Dynasties, Song Brocade and Zhuang Brocade in Song and Yuan Dynasties and Yun Brocade in Ming and Qing Dynasties.

On the third floor, there are the Modern Museum and the Minority Museum. The Modern Museum mainly displays the physical objects and image materials of modern China textile and clothing. The exhibits are mainly China traditional clothing, including related accessories. The contents are divided into three parts: women’s clothing, men’s clothing and children’s clothing. The fabrics of the clothes basically cover the fabric types at that time, reflecting the evolution of modern textile and clothing from the late Qing Dynasty to the Republic of China. The National Minority Pavilion displays the textile processing and the costumes of ethnic minorities through physical scenes, pictures and multimedia presentations.

Opening hours: every Tuesday to Saturday (9:00~16:00), and arrangements will be announced separately during national holidays and winter and summer vacations.

Route: Take Metro Line 4 to Exit 2 of Yan ‘an West Road Station and walk for about 1.1 kilometers.

8. China Fish Culture Museum of Shanghai Ocean University.

No.318 Jungong Road, Yangpu District

China Fish Culture Museum of Shanghai Ocean University is located at No.318, Jungong Road, Yangpu District, Shanghai. It is a popular science education base for aquatic organisms in Shanghai and one of the national culture museums in Shanghai universities. It has a total construction area of 1,036 square meters, 40,000 specimens, about 3,000 species and more than 1,000 species on display. In 1952, Zhu Yuanding, a famous ichthyologist, founded the Fish Specimen Room of Shanghai Fisheries University. In the early days of its establishment, equipment, personnel and funds were very tight. Zhu Yuanding led his colleagues to overcome many difficulties, and started to collect fish specimens and materials by himself. In just a few years, the herbarium has collected more than 900 species and more than 25,000 specimens, forming an elementary scale and soon becoming an important base for ichthyology research in China. Since then, the specimen room has been renamed the fish research room. By the year 2000, the fish laboratory had been one of the four bases for studying fish taxonomy in China.

In 2002, the laboratory obtained the largest sperm whale specimen in China with a length of 18.4 meters. Subsequently, the laboratory was upgraded and evolved into the whale hall of Shanghai Fisheries University.

At the end of 2005, the China Fish Culture Museum was unveiled in the former Shanghai Fisheries University at No.334 Jungong Road. At the same time, Shanghai Fisheries University and Shanghai Ocean Aquarium signed a cooperation agreement, which opened the prelude to the establishment and protection of fish culture in China.

Nowadays, Shanghai Ocean University is moving to the new campus of Nanhui Lingang, and the China Fish Culture Museum will be renamed again. Starting from 2008, the new campus will build the first museum with the theme of ocean in China, realizing the transformation from fish culture to marine culture. The building area of the new museum will reach 7,000 square meters, and 12 exhibition halls will be set up, including Fish Culture Museum, Fishery History Museum, Fishing Gear and fishing method Pavilion, which will become a professional museum integrating teaching, scientific research, popular science and cultural heritage.

Opening hours: 24 hours a day.

Route: Take Metro Line 12 to Exit 2 of Aiguo Road Station and walk for about 1.3 kilometers.

9. Shanghai University of Science and Technology Printing Museum

No.100 Shuifeng Road

The Printing Museum of University of Shanghai for Science and Technology was founded in 1998. It is located on the fourth floor of the library of the School of Publishing, Printing and Art Design of University of Shanghai for Science and Technology. The exhibition hall covers an area of about 1,000 square meters. The museum consists of a historical museum and an equipment museum. The exhibition hall consists of five parts: the origin and development of printing, the introduction and development of modern printing, the start-up and revitalization of national printing industry, the modernization process of Shanghai printing industry and the exhibition of modern Shanghai printing products. The representative cultural relics and materials are displayed, including printing equipment such as printed pottery and wooden movable type, FM network prints, pure gold-plated prints, digital prints and related audio-visual materials, and the exhibition form.

Opening hours: every Tuesday and Friday from 09: 00 to 11: 30; 14:00~16:00。

Route: Take Metro Line 12 to Exit 4 of Longchang Road Station and walk for about 1.2 kilometers.

10. Biology Museum of East China Normal University

Floor 2, Experimental Building B, No.500 Dongchuan Road

The Biology Museum of East China Normal University was founded in 1952, relying on the School of Life Sciences of East China Normal University. The museum has a long history and a rich collection, including animal specimens such as birds, insects, mammals, amphibians, fish and invertebrates, as well as various plant specimens such as seeds, ferns, mosses and algae, with a total of tens of thousands of specimens. Among them, it also includes specimens of many rare animals, including giant pandas, Chinese alligators, crested ibis and sunbirds. The Museum of Biology also has a variety of multimedia videos of biology, in order to help visitors understand the "story behind" of animal and plant specimens more intuitively and deeply.

Opening hours: It is open to the public every Tuesday, Thursday and Saturday (except national statutory holidays).

Route: Bus No.958, get off at Lianhua South Road Station of Dongchuan Road and walk for about 530 meters.

11-1. Museum of Shanghai Normal University

4th Floor, Wenyuan Building, No.81 Guilin Road

Shanghai Normal University Museum is located in Wenyuan Building, Shanghai Normal University, No.100 Guilin Road, Xuhui District, Shanghai. The collection in the museum was formed in the 1950s, and it was officially built in 2001. It has a building area of over 740 square meters, and belongs to an artistic museum, covering more than 2,000 pieces of ceramics, bronzes, calligraphy and painting, jade articles, steles, ethnic minorities and religions. The age spans from Neolithic to contemporary, and the most distinctive features are Tibetan Thangka.

Features: The collection includes jade articles, bronzes, ceramics, inscriptions, calligraphy, paintings, thangkas, costumes, embroidery, etc., among which there are many treasures. The Neolithic jade wares were regular in shape and polished smoothly, reflecting a high level of craftsmanship. Mao Gongding, a three-dimensional rubbing, belongs to the original refined rubbing; The scriptures written by Sui monks and translated by Xuanzang are rare cultural relics. Sheep brain paper gold juice book Tibetan infinite life Buddhist sutra, Tibetan Buddha’s illusion network continued secret sutra, is a rare treasure; Thangka is mostly written in the Qing Dynasty, which has national characteristics. Among the paintings, Wang Yuanqi and Wu Li’s landscape paintings are also excellent; The figure painting of the Qing Palace Temple is also a rare exhibit in Shanghai. The official kiln porcelain from the court is exquisite and gorgeous, showing the unique bearing of the royal family. Shanghai University Porcelain Museum is built on the basis of the porcelain collection of Shanghai Normal University Museum. The collected ceramics started from the painted pottery of Majiayao culture in the prehistoric culture period, and went through various practical and buried ceramics in the Han Dynasty, the Jin Dynasty, the Southern and Northern Dynasties and the Sui Dynasty, including glazed porcelain and tricolor porcelain in the Tang Dynasty, monochrome glazed porcelain, carved porcelain and piled porcelain in the famous kilns in the Song Dynasty, carved porcelain in Xixia, decals, blue-and-white glazed porcelain in the Yuan Dynasty and the Ming Dynasty, and multicolored, pastel, doodle and blue-and-white glazed porcelain in the Qing Dynasty. The collection covers various famous historical kilns such as Ru Kiln, Jun Kiln, Ge Kiln, Longquan Kiln, Jizhou Kiln, Dehua Kiln and Jingdezhen Kiln, which basically reflects the brief history of the development of China ceramics.

Opening hours: Monday to Friday from 8: 00 to 11: 00 and from 13: 30 to 16: 30.

Weekends, national holidays, winter and summer vacations need to be reserved in advance.

Route: Take bus Xumin Line to Humin Road and get off at Guilin Road Station and walk for about 1.6 kilometers.

11-2. Shanghai Normal University "Comfort Women" History Museum

No.100 Guilin Road

On October 22nd, 2016, the China Museum of Comfort Women held an opening ceremony in Shanghai Normal University, located in Wenyuan Building of Shanghai Normal University. The museum contains a collection of commemorative cultural relics donated by survivors of the comfort women system, and it is the only museum in Chinese mainland with the theme of preserving the evidence of the tragic situation of comfort women.

Features: The only museum in China with the theme of preserving the evidence of the tragic situation of "comfort women".

Opening hours: Tuesday to Sunday from 9: 00 to 16: 00 (closed on holidays, winter and summer vacations).

Route: Take bus Xumin Line to Humin Road and get off at Guilin Road Station and walk for about 1.3 kilometers.

12. Shanghai Conservatory of Music Oriental Musical Instrument Museum

No.20, Lane 18, Gaoan Road, Xuhui District

Shanghai Oriental Musical Instrument Museum is the first musical instrument museum in China’s art colleges. Construction began in the summer of 1985, and its predecessor was "China National Musical Instrument Exhibition Hall" and "Oriental Musical Instrument Exhibition Hall". Inspired by Comrade Jiang Zemin’s inscription "Running First-class Music Education, Creating International Advanced Level", it was expanded into "Oriental Musical Instrument Museum" in 2001, with the name inscribed by the old dean He Lvting. The total area of the exhibition hall is about 1200M2. It is divided into four exhibition areas: China ancient musical instruments, China modern musical instruments, minority musical instruments and foreign national musical instruments, and a multimedia exhibition hall. There are more than 400 kinds of musical instruments in the Oriental Musical Instrument Museum of Shanghai Conservatory of Music. It can be divided into four parts: China ancient musical instruments, China modern musical instruments, China minority musical instruments and foreign minority musical instruments. China ancient musical instruments mainly include: Jia Hu bone flute, 48-piece large chimes, 32-piece chimes, bronze drums in Han Dynasty, lyre in Ming Dynasty, etc. Modern musical instruments in China are exhibited in wind instruments, stringed instruments, plucked instruments and percussion instruments. China’s minority musical instruments include Bawu, Mudi, Dong Di, Zhandi, Lerong, Lusheng and Hulusheng. Ma Guhu, Ai Jieke, Hu Xita and other stringed instruments; Dongbula, Komz, Rewap, Zamunie and other plucked instruments; Dabu, Sabayi, Elephant Horn Drum and other percussion instruments. Foreign minority musical instruments include various musical instruments of Korea, India, Japan, Indonesia, Thailand, Russia, Australia, West Africa and other countries and regions.

Opening hours: Monday to Friday from 9: 00 to 16: 00.

Route: Bus Xumin Line and get off at Gaoan Road Station of Zhaojiabang Road and walk about 760 meters.

13. Lei Feng Pavilion of Shanghai Jianqiao College

No.1111, Hucheng Ring Road, Pudong New Area

Building a Bridge Lei Feng Pavilion is the first Lei Feng theme memorial hall in Shanghai universities. It is divided into three sections: Lei Feng Story, Lei Feng Spirit and Lei Feng Building a Bridge. It displays the vivid image of Lei Feng in a diversified way, condenses the achievements of building a bridge to carry forward the moral education of Lei Feng spirit, and encourages teachers and students to further start from me, start from the small things around them, know Lei Feng, love Lei Feng, learn from Lei Feng, and radiate to Lingang, Pudong and Shanghai.

Opening hours: Monday to Friday, from 9: 00 to 17: 00 every day.

Route: From Longgang Express to Shuihua Road Station on Olive Road, walk for about 1.4 kilometers.

14. China Accounting Museum of Shanghai Lixin Accounting Institute

No.2800 Wenxiang Road, Songjiang District

China Accounting Museum is the world’s first accounting museum integrating academic and practical work. The museum is located in the beautiful Songjiang University Town, which is in line with the history and culture of Songjiang, the "root of Shanghai". The museum includes China exhibition hall, international exhibition hall, accounting hall of fame, temporary exhibition hall, collection library, literature database, research room, audio-visual room and other functional places, with a total construction area of 4,500 square meters and an exhibition area of 2,500 square meters. Generally speaking, it presents the functional form of "people, things and history", and comprehensively displays the accounting history of China and foreign countries and accounting celebrities who have made outstanding contributions to the accounting development in China in the 20th century.

China Accounting Museum has collected nearly 7,000 pieces of accounting historical relics and related materials at home and abroad, featuring Chinese and foreign account books, accounting supplies, accounting reports, various deeds and company files. China Accounting Museum serves accounting education and academic research and exchange, and has established extensive academic ties with accounting historians and related research institutions in more than ten countries and regions, including the United States, Italy, France, Britain, Canada, Australia, New Zealand, Japan, South Korea, South Africa, Hong Kong and Taiwan Province. The museum was jointly built by Shanghai Lixin Accounting Institute, Lixin Accounting Firm and Lixin Accounting Publishing House, and received strong support and help from all walks of life.

China Accounting Museum is divided into four parts: Preface Hall, China Exhibition Hall, International Exhibition Hall and Accounting Hall of Fame.

Opening hours: Tuesday to Friday from 9: 00 to 16: 00 (the museum is closed from Sunday to Monday, and the school is closed during the winter and summer vacations, and group visits are arranged separately).

Route: Take bus Songjiang No.17 to Wenxiang Road Station on Long Yuan Road and walk about 340 meters.

15. Fu Lei’s Life Exhibition Hall, School of Business and Foreign Languages

No.505 Guanhai Road, Pudong New Area

Thunderstorm and Rain Building-Fu Lei’s Life Exhibition Hall is located in the library of Shanghai Industrial and Commercial Foreign Languages Vocational College, No.505 Guanhai Road, huinan town, Pudong New Area. The exhibition hall will become the training and development base of oral French skills in this hospital. The exhibition hall of Fu Lei’s life contains pictures, videos, physical objects and other materials of Fu Lei’s life, which reflects the course and achievements of Fu Lei’s overseas study, rigorous scholarship, translation-oriented, versatile, and introduces his nearly 50 million-word translated works and more than a dozen versions of Fu Lei’s Letters. The information is rich and informative, and there is an image playing room. Shanghai Vocational College of Business and Foreign Languages will build the exhibition hall of Fu Lei’s life and build it into a training base for oral French skills, which can give full play to the geographical advantages for students to learn, carry forward Fu Lei’s academic spirit and inherit cultural traditions.

Opening hours: The museum is closed to the public on a daily basis, and an appointment is required. Telephone number is 021-68020687.

Route: From Huilu Special Line to Guanhai Road Renmin East Road Station, walk for about 30 meters.

16. Shanghai Publishing and Printing College Printing Museum

No.100 Shuifeng Road, Yangpu District

The printing museum of Shanghai Publishing and Printing College is located at No.100 Shuifeng Road, which was completed in 1998. It is one of the first national culture museums in Shanghai universities, one of the industrial tourism museums in Shanghai, and also a patriotic education base and a popular science education base in Shanghai. The exhibition hall covers an area of nearly 1,000 square meters and is divided into five parts: Origin, Development and Spread of Printing, Introduction and Development of Modern Printing, Shanghai Printing Industry, Printing Experience and Exhibition of Printing Exquisites. Through a large number of cultural relics, documents, physical models, simulation operations and digital images, the profound printing culture is vividly displayed, the ancient and splendid printing civilization is inherited, and the development of modern printing technology is experienced.

Opening hours: every Tuesday and Friday from 09: 00 to 11: 30; 14:00~16:00 (open by appointment on other working days)

Route: Take Metro Line 12 to Exit 4 of Longchang Road Station and walk for about 1.2 kilometers.

17-1. Exhibition Hall of Shanghai Institute of Sport

4th Floor, Lvwa Building, No.399 Changhai Road

The exhibition hall of Shanghai Institute of Physical Education is located at No.399 Changhai Road, which was completed on the occasion of the 50th anniversary of the school in 2002. It is located on the fourth floor of Lvwa Building, with an area of 840 square meters. The exhibition hall takes "great events, masters and buildings" as the main line, and its style is simple, elegant and plain. It is divided into exhibition areas such as Hall, Historical Exhibition Area, Building Exhibition Area, Master Exhibition Area, Wu Yunrui Thematic Exhibition Area, Competitive Sports Exhibition Area, Recent Development Achievement Exhibition Area and Multimedia Interactive Exhibition Area.

The exhibition hall of Shanghai Institute of Physical Education is open to the whole school and the society free of charge. And now due to the overall renovation of the green tile building, the exhibition hall has been completely demolished. According to the construction arrangement of high-level local colleges and universities in Shanghai, the school will build the "Shanghai Institute of Physical Education Sports Culture Exhibition Hall and Shanghai Institute of Physical Education School History Museum" on the fourth floor of Lvwa Building, which is expected to be completed by the end of 2019.

Opening hours: open by appointment; Tel: 021-51253043.

Route: Take bus 537/842 to Changhai Hospital Station and walk about 80 meters.

17-2. Wushu Museum of Shanghai Sport University

No.399 Changhai Road

The Wushu Museum of Shanghai Institute of Sport is located at No.399 Changhai Road (near Zhongyuan Road or Hengren Road). It was completed in Shanghai Institute of Sport on November 10, 2007, with a total area of 2,000 square meters. It is the first museum in the world to fully display the history and culture of Wushu. The completion of Wushu Museum is of great strategic significance for promoting traditional culture and cultivating national spirit.

There are more than 2,000 pieces in the Wushu Museum, including soldiers’ guns in the Qing Dynasty, warriors’ figurines in the Tang Dynasty, martial arts books, bronze weapons in the pre-Qin period, and stone carvings, plaques and badges related to martial arts in different periods.

Wushu Museum is divided into boxing hall, history hall, exhibition hall, stereoscopic cinema and digital multimedia interactive area. In the exhibition hall, there are more than 500 collections selected from the collection of cultural relics, and the profoundness of China Wushu is displayed from multiple angles by combining literature, pictures and multimedia display means.

Opening hours: every Tuesday to Saturday from 9: 00 to 16: 00. Tickets are free.

Route: Take bus 537/842 to Changhai Hospital Station and walk about 50 meters.

[Tips from Wenbao police]

During the visit, you should always be vigilant, pay attention not only to the exhibits, but also to the state of your belongings. It is best to travel together. Relatives and friends should take care of each other and remind each other, especially those who follow you for a long time and are close to you. Be sure to take good care of personal belongings, valuables and identity documents with you and put them close to your body.

(Original title "Shanghai University Museum Collection")

Now Volkswagen has launched a brand-new model in the Chinese market. This model is quite attractive and attractive. In terms of vehicle shape, LaVida’s overall design is simple and generous, and the entire front face looks very wide. The design of sharp headlights on both sides and the internal light groups are patchy and bright when lit. The waistline of the whole side of the car body rises to create a sense of readiness, which seems to have a strong sense of movement. The design of the rear of the new car is very practical, with a tendency to protrude backwards, which is very playful. The design of taillight lighting is also interesting, and it is very personalized after lighting.

In terms of decoration, the new car adopts Volkswagen’s latest design style and layout, which is very high-end on the whole. The large plastic coverage of the steering wheel brings a good sense of luxury. Soft plastic materials are used above the central control area in the car, which greatly improves the grade sense of the whole car. It is equipped with an 8.0-inch central control LCD screen, which is clear in display and beautiful in design. The front row is also equipped with a manual air conditioning control system to freely debug the most comfortable space atmosphere. At the same time, the new car also provides leather seats, which can bring certain comfort.

The length, width and height are 4678×1806×1474mm respectively, and the wheelbase has reached 2688 mm. In the same class, the wheelbase of LaVida ranks 15th. One bright spot is that its width reaches 1806mm, which reflects that the horizontal space inside the car is not bad. The skylight of LaVida 300TSI dual-clutch perpetual version provides a wider field of vision, which can create a better visual environment and good sensitivity for the rear passengers and increase the light entrance for the whole vehicle. Among the models of the same price and class, LaVida’s trunk volume ranks fifth. Spatial performance is limited by vehicle positioning, and the performance is acceptable, and the flatness is no problem, but the total space is average.

Volkswagen LaVida is equipped with a combination of 1.5 turbocharged engine (direct injection) and dry dual clutch (DCT). The whole power parameters are superior in power performance among engines of the same class, which can provide better power performance. Ranked fifth among compact car models with more than 800,000.

LaVida’s active/passive safety configuration is complete, includingAutomatic parking、Zero tire pressure endurance tire、Automatic parking、Steep slope descent、hill start assist control、knee airbag、HUD head-up display、Anti-lock braking (ABS)、Braking force distribution (EBD/CBC, etc.)、Brake assist (EBA/BAS, etc.)、Traction control (ASR/TCS, etc.)、Active noise reduction、Engine start and stop、Side safety air curtain、Wireless charging of mobile phone、night vision system、LED daytime running lights、Forward reversing radar、Tire pressure monitoring、Steering wheel heating、Body stability control (ESP/DSC, etc.)、Rear reversing radar、Fatigue reminder、Remote parking、Child seat interface、Lane keeping (LKAS)Equal configuration.

Among them,Automatic parkingYou can avoid stepping on the brakes for a long time or needing to pull frequently;Steep slope descentCan safely pass through steep slope road conditions at low speed;knee airbagReduce the injury of the car interior to the occupant’s knees in the secondary collision.

In order to get a more comprehensive and objective understanding of LaVida, you can go to the LaVida forum and browse the messages of users who have bought the car in history.

　　April 15th to 21st is the 30th National Cancer Prevention Publicity Week. The theme of this week is "Comprehensive Policy and Scientific Cancer Prevention", which advocates everyone to be the first responsible person for their own health. According to the report released by the National Cancer Center, in 2022, it is estimated that there will be 4.825 million new cancer cases and 2.574 million new cancer deaths in China. Among the new cases, the top five cancer types are lung cancer, breast cancer, colorectal cancer, thyroid cancer and liver cancer.

　　the whole world

　　Lung cancer has become the largest cancer killer in the world, followed by breast cancer and colorectal cancer.

　　IARC)Freddie, the International Agency for Research on Cancer (IARC) under the World Health Organization.
The team led by Bray recently published the latest cancer report in authoritative journals in the medical field. According to IARC data, in 2022, it is estimated that there will be 19.974 million new cancer cases and 9.744 million cancer deaths worldwide. Among them, the number of new cases of lung cancer reached 2.481 million, accounting for 12.4% of the new cases of cancer in the world. This is also the first time that lung cancer has become the largest cancer in the world after being surpassed by breast cancer in 2020.

　　At the same time, lung cancer is also the largest cancer killer in the world. In 2022, it caused 1.817 million deaths, accounting for 18.7% of all cancer deaths, followed by breast cancer, colorectal cancer, prostate cancer and gastric cancer.

　　According to the assessment of FreddieBray’s team, about one-fifth of people in the world will get cancer in their lifetime, and about one-ninth of men and one-twelfth of women will die of cancer. However, due to the difference of development level, the cancer detection rate and cancer survival rate may be significantly different among different countries. Take breast cancer as an example. In areas with very high human development index, one in every 12 women will be diagnosed with breast cancer, and one in every 71 will die of breast cancer. However, in areas with low human development index, although only one in every 27 women will find that they have breast cancer, one in every 48 women will eventually die of breast cancer.

　　China

　　The incidence of female lung cancer in China is 2.6 times of the global average.

　　In the cancer data released by the International Agency for Research on Cancer, the situation in China was jointly calculated by the Agency and the National Cancer Center (NCC) in China. The National Cancer Center has also published a number of studies, such as "Analysis on the Epidemic Situation of Malignant Tumors in China in 2022", which introduced the latest cases of malignant tumors in China in detail.

　　In 2022, it is estimated that there will be 4.825 million new cancer cases and 2.574 million new cancer deaths in China. The first cancer in China is lung cancer. Only compared with the whole world, the disease burden of lung cancer in China is more prominent. Throughout 2022, the number of new lung cancer patients in China reached 1.061 million, equivalent to 75.1 per 100,000 people suffering from lung cancer.

　　At the same time, lung cancer is also the most "fatal" cancer in China. In 2022, 51.9 out of every 100,000 people will die of lung cancer. This is related to the fact that lung cancer usually has no symptoms in the early stage. Once found, it may have developed to the advanced stage. Moreover, the prognosis of lung cancer is poor. Research shows that the five-year survival rate of lung cancer patients in China is only 19.7% from 2012 to 2015.

　　However, the incidence and mortality of lung cancer in women are significantly lower than those in men.

　　Thyroid cancer and breast cancer are common health problems of women in China, both of which are related to estrogen level. It is found that there is an increasing risk between these two cancers. Compared with the general population, patients with either of these two cancers are more likely to develop the other cancer.

　　Fortunately, the mortality rates of breast cancer and thyroid cancer are not very high-in 2022, for every 100,000 women in China, the number of deaths from breast cancer and thyroid cancer was 10.9 and 1.1 respectively. As early as 2010 to 2014, the five-year survival rate of breast cancer patients in China has reached 83.2%.

　　Among the top ten high-incidence cancers in China, the incidence and mortality of other cancers are higher than the global level except those in reproductive organs.

　　What is striking is that the incidence of lung cancer among women in China is 2.6 times that of women in the world, while the smoking rate among women in China is only 1.85%, which is lower than many countries in the world. It is speculated that the high incidence of lung cancer in women is partly due to the air pollution in the outdoor environment and the indoor air pollution caused by the burning of solid fuel during home heating and cooking.

　　remove doubts

　　Is it an illusion that more and more people are suffering from cancer?

　　Compared with the incidence announced in previous years, the incidence of some cancers among China residents in 2022 increased a lot. For example, the crude incidence of thyroid cancer was 13.9 per 100,000 people in 2017, and by 2022, this figure soared to 33.0.

　　In this regard, the National Cancer Center reminded in a study that the detection rate of cancer is indeed rising due to the improvement of people’s awareness of cancer prevention and the increase of people who take the initiative to seek medical treatment. However, a statistical factor that can’t be ignored is that the cancer data of China released by IARC before came from the situation of some cancer registries in China, instead of being calculated based on the data of 2,806 existing cancer registries in China in 2022. Therefore, the gap between IARC’s cancer data in China IARC2022 and before does not accurately reflect the changes of cancer in China.

　　Is the incidence of cancer among China residents on the rise? Based on the continuous follow-up data of 22 cancer registries in China, some researchers analyzed the changes of incidence and mortality of different cancers in China from 2000 to 2018, thus eliminating the influence of changes in data sources.

　　Their conclusion is that in recent 20 years, the incidence of cancer in China is increasing and the mortality rate is decreasing. In terms of gender, the incidence rate of women is increasing significantly, while that of men is in a stable trend.

　　In 2022, the new cases of thyroid cancer in China accounted for more than half of the new cases of thyroid cancer in the world, which is also a significant increase of cancer for both men and women in China, with an annual increase of 16.9% and 15.7% respectively from 2000 to 2018.

　　However, thyroid cancer is not terrible. It is an inert asymptomatic tumor. The rapid rise of thyroid cancer in recent years is mainly related to the improvement of people’s awareness of cancer prevention, better medical care opportunities and the popularization of detection technology.

　　In China, the incidence and mortality of liver cancer, gastric cancer and esophageal cancer, which have high incidence and poor prognosis, are declining continuously. At the same time, some cancers, such as colorectal cancer, prostate cancer in men and breast cancer in women, which used to be low in China and high in developed countries, are on the rise.

　　suggestion

　　How to reduce the risk of cancer in daily life?

　　How to reduce the risk of cancer in daily life? Listen to the advice of experts.

　　■ Change the unhealthy lifestyle

　　Smoking, alcoholism, obesity, stress, lack of exercise and unreasonable eating habits are all risk factors for cancer. Smoking cessation and alcohol restriction, balanced diet, moderate exercise and keeping a good mood can effectively reduce the occurrence of cancer.

　　■ Pay close attention to carcinogenic factors.

　　Cancer is not contagious, but some bacteria (such as Helicobacter pylori) and viruses (such as human papillomavirus, hepatitis virus, EB virus, etc.) closely related to cancer are contagious. Maintaining personal hygiene and a healthy lifestyle can prevent cancer.

　　■ Stay away from carcinogens around you.

　　There are many definite carcinogens around us, such as formaldehyde, aflatoxin and nitrite. It is recommended not to eat moldy food, and to eat less fried and pickled food.

　　■ Vaccination to prevent some cancers

　　HPV vaccine can prevent cervical cancer, oropharyngeal cancer, anal cancer, penile cancer and other cancers. Hepatitis B vaccine can prevent hepatitis B virus infection, and hepatitis B is a high risk factor for liver cancer. Vaccination can avoid infection with related bacteria and viruses, so it is recommended to vaccinate as soon as possible.

　　■ Stay optimistic.

　　A good attitude is a good medicine to prevent and fight cancer, and a positive attitude can help us maintain a normal and reasonable life. Learn to be optimistic and cheer up. Good at self-comfort, self-liberation. Avoid impatience, anger or unhappiness.

　　■ Choose individualized anti-cancer physical examination

　　Tertiary prevention can effectively reduce the incidence and mortality of cancer. At present, most common cancers can be found early by technical means. For example, low-dose spiral CT can be used to screen lung cancer, ultrasound combined with molybdenum target can screen breast cancer, and gastrointestinal endoscopy can screen digestive tract cancer.

　　Choosing individual physical examination items according to individual genetic history, disease history, age and previous examination results is the key to improve the early diagnosis rate of cancer.

　　■ Be alert to early symptoms

　　The earlier cancer is found, the better the treatment effect and the longer the survival time. When the body has symptoms such as abnormal lump, persistent pain, blood in sputum, painless hematuria, changes in stool habits and characteristics or blood, you should go to the hospital in time.
Comprehensive The Paper, etc

Source: Huashang. com-Huashang Daily

Text | Lei Bao Duan Qing

Edit | Nur Hachi

A lot of animal IP have been fired this year. Among them, the capybara can be described as a well-deserved "top stream", and related videos and surrounding areas have already exploded the major social platforms in China.

In recent years, terms such as "lying flat", "anti-involution", "slow life" and "emotional stability" have become popular among young people. The capybara, a creature, has been warmly sought after by virtue of its "calm and absurd" mental state. It has an enviable "sense of relaxation" and can take it in stride no matter what happens. Birds, cats and dogs, turtles and even crocodiles can coexist harmoniously with it.

In addition, there are net stalks such as "Smith?" and "Rat, Mouse and Me", which bring fire to animals such as monkeys and mice, which are not popular. They are widely spread because they can represent the mental state of young people.

In the high-pressure and fast-paced life, many young people have become loyal followers of "Dolphin Gate", which has also attracted more and more brand attention, tapped the commercial value of these "spiritual idols", created animal IP-related surroundings, and attracted consumers to pay.

So, why did the "Dolphin Gate" rise? How does the animal IP derived from epidemic stalks evolve? What commercial realization attempts have the brand made?

How are the "Capibala" popular?

In the eyes of the elders, capybara, monkey and mouse, which are admired by young people, seem to be in a strange fire.

For capybara, at first, it was just a niche animal that would appear in popular science videos. Its earliest memory on the Internet can be traced back to 2010, when a video of a capybara bathing in an orange spread on Youtube. This video didn’t really make it a online celebrity, but slowly enriched its own "dolphin design" through popular science.

Until this year, a blogger moved the popular song "Capybara" from the internet to the Tik Tok platform, and cooperated with the video created by the capybara, which began to spread widely on the Internet. The related words of "dolphin gate" emerged, and "Capybara" became synonymous with capybara.

Subsequently, the official operation of Xiaohongshu launched the topic of "One Dolphin a Day" to lead young people to join the "Dolphin Gate"; More merchants began to collect peripheral design schemes and launch products in Xiaohongshu.

It can be said that the capybara is based on its cute appearance, catching young people by relying on "emotional stability" and "relaxation", and finally relying on platform traffic to officially push the heat to a climax and realize rapid commercialization.

The monkey "Malou" also originated from the popular terrier. During the Spring Festival in 2022, Guangxi merchants could not resist the voice of netizens urging the listing of sugar oranges, and they all said that "Moluo’s life is also life". As a result, the humble "Molou", which represents migrant workers and college students, has become a "substitute" for young people to oppose involution and vent their pressure.

"Mouse, mouse and me" originally came from the lines of netizens poking fun at celebrities, but what really made this stalk fire was the "mouse man" expression pack derived from it, which also released the emotions and pressure of "bottom workers".

It is not difficult to see that the animal IP born from these netted stems has gone through the process from cognition, identification to resonance among young people. So how can these animals be very popular, occupy the life circle of young people, and even attract them to pay willingly?

First of all, it is an alternative way for young people to express themselves. When people are too tired, young people begin to turn into "spiritual animals". Faced with the pressure of life, they express their sense of resistance by laughing at themselves, while expecting to accept everything emotionally and lay flat like a capybara, but retaining hope for life.

Secondly, this is the projection of young people’s anxiety under the "anti-involution" culture. Or cute or funny animals, with a unique sense of humor, resonate with young people’s inner anxiety and struggle.

At the same time, it is also an emotional outlet for young people. It can let them let go of their burdens, freely vent and export their emotions, reconcile with their own "ordinary", unload their decent camouflage, return to the most primitive animal instinct, and get a moment’s respite.

On this basis, as long as we grasp some characteristics of animals and combine the Internet traffic to amplify their emotional resonance with consumers, such as the "emotional stability" of capybara, the "humble" and "rotten" of Moluo, similar to the explosion of animal IP, it is actually completely possible to achieve re-engraving.

Why did "Capibala" evolve from net stalks to "real money"

After these animals’ IP is abstracted as the symbol of "spiritual stability" and "lying flat", people’s love for them is no longer limited to video, graphic and other creative forms, and the related willingness to pay is increasing day by day, and the surrounding business represented by "Capibala" is booming. Up to now, the number of views on the topic "around capybara" in Xiaohongshu has reached 10 million.

As a category with low threshold and mature supply chain, plush’s commercial value is first valued.

On the one hand, it can fully restore the plush feeling of animal IP itself, so that young people can meet with "spiritual idols" at a little cost; On the other hand, as a typical representative of the healing economy, plush toys have officially become a major category of the 100 billion-wave playing track, and the market of "plush +IP" is also accelerating.

The first to take this step is a new brand "Long live the velvet shop", and capybara is the second plush product of this brand. In August this year, Viva Velvet Store announced that it had joined the "Dolphin Gate" and provided a number of plush design schemes, which were developed and put into production in combination with the opinions and feedback of netizens.

Subsequently, Jellycat, a plush top-stream brand, and The Green Party, a domestic chain lifestyle brand, also launched capybara plush toys, which triggered a wave of buying by consumers.

From left to right, there are capybara plush toys from Long Live Furry Store, Jellycat and The Green Party.

The new tea brand that will "follow the fashion" most has also been launched, and a wave of effective marketing has been completed among young people.

Brands such as Starbucks, Ningji, and Yongpu Coffee have launched Capibala related products and surrounding areas; Xicha directly adopted the capybara "Almond" of Nanjing Hongshan Forest Zoo and made an unexpected linkage.

From left to right are the capybara products of Starbucks, Lemon Season, Yongpu Coffee and Xicha.

As mentioned above, it is not a case that this kind of animal IP has gone from fire to rapid commercialization. Penguins from Jellycat, sharks from IKEA, dogs with light IP lines from Korea, Loopy, etc. all use certain characteristics of animals to capture young people, and then drive consumption.

Combined with the case, it is not difficult to see that, first of all, there is still a lot of room for development of unpopular animal IP.

In addition to the common animal images such as cats, dogs, rabbits and bears, the introduction of IP of unpopular animals like capybara and beaver can bring freshness to consumers on the one hand; On the other hand, there are few products related to unpopular animals, and brands can seize the copyright opportunity to some extent by commercializing them.

Secondly, Internet popularity is a natural means to expand the voice volume of this kind of IP.

The threshold of the net stem can be very low, and the volume can also be small, even just a sentence and an expression pack. As long as it can help young people express themselves and vent their emotions, and meet consumers’ emotional needs and social needs, the net stem can have a "viral" diffusion ability.

Capibala emoticons created by users of Xiaohongshu

Then, the development of IP characteristics can build a new marketing model.

In the past, brands built IP and authorized cooperation, basically relying on the traffic between brands and IP to borrow from each other to improve exposure. However, under the background of the prevalence of healing economy, relying on IP’s own characteristics to quickly resonate and impress consumers and directly achieve effective customer acquisition is a breakthrough in IP marketing.

Finally, young people have a strong willingness to pay for emotional expression.

This phenomenon can be seen from capybara capybara, or Lei Bao’s previously reported Korean light IP, plush play and MBTI marketing. Under the general trend of consumption degradation, young people’s emotional consumption power is more prominent than before.

Generally speaking, behind this kind of IP destruction, IP is no longer just used as a simple image to ridicule and get cured, but more as a spiritual and cultural symbol and an identity symbol. "Capibala" is the symbol of "self" pursued by young people. On this basis, it can provide users with a sense of identity and belonging in line with their needs, which can further strengthen IP value and brand image.

The trend is always changing with each passing day. Compared with "catching up" with the trend, finding the fundamental logic behind the trend, understanding the real psychological needs of consumers, and then "creating" the trend is something that brands and IP licensees should do for a long time.

As the saying goes, food is the most important thing for the people! When you come to Great America, how can you not eat? Especially as a senior foodie, we should not only eat well and eat completely, but also eat chic and authentic!

The United States has its own unique food culture, and there are countless American cuisines that can be exported. However, is the delicious American food we are after really loved by local people? What are the different eating habits of people in American States?

America is a famous meat-eating country. Although the per capita meat consumption of American imperialists has been declining in recent years, it is close to the consumption level of 100 pounds per person per year, and there are few rivals in the world.

What is unknown, however, is that the favorite meat eater is actually Montana, which consumes the most red meat every year in the United States. In fact, the residents of this state eat steaks and hamburgers on average for three or four days a week.

At the same time, Maine people eat meat at least once or twice a week on average, generally not more than three times. Children’s shoes who can’t stand the daily meat supplement can consider applying here!

My mother told me since I was a child that eating more vegetables is good for your health! Outside the country, the most common cooking practice of vegetables is probably the salad of various colors.

Surprisingly, however, those areas in the central United States where all kinds of fruits and vegetables are planted and farms are everywhere are indeed the places that don’t like vegetables the most.

On the contrary, people in California, new york City, Florida, District of Columbia, Oregon and Hawaii prefer to eat fresh vegetables every day. You know, most Hawaiians eat green leafy vegetables three to four days a week.

Donuts, cupcakes, American pies, brownies and so on are all standard American desserts. Among them, the American people who love sweets are in the District of Columbia. In order to keep local tourists, the shops here will add double sugar to desserts! The capital is like this, no wonder the obesity rate in the United States is only rising.

In addition to the District of Columbia, several big states along the coastline are also fond of sweets. In contrast, the central and western regions are much calmer in the face of the temptation of dessert. Instagram also made a statistic, and they found that 89.7% of users in North Dakota prefer "fitness" to "sweets", making it the most "rational" state in the United States.

As early as August 2013, a poll showed that the number of people who prefer wine and beer in the United States is almost half-split. However, this kind of love has distinct regional differences.

In fact, wine is more popular in the eastern and western coasts, while beer is more sought after by people in the central and western regions.

Moreover, the colder the place, the more people love to drink. In areas like Wisconsin, North Dakota and Montana, where the temperature is ten to twenty degrees below zero in winter, the number of bars they own even exceeds that of grocery stores, which is simply nothing! Wine! No! Huan!

Soda is a part of American history. Although soda is called differently in different parts of the United States (soda, pop, coke), there is no doubt that the American people love all kinds of soft drinks deeply.

However, the survey found that the farther to the southeast, the more people like to drink, and this trend is surprisingly consistent with the latest distribution map of obesity in various States in the United States. Babies who want to lose weight, please resist the temptation of sweet water, okay?

According to one of the top ten fast food chain brands in the United States — — According to a survey by Dunkin’ Donuts, 61% of workers in the United States need to drink more than 2 cups of coffee every day, and 28% will need more than 3 cups. Among them, scientists and computer engineers like to refresh themselves with coffee.

Although Starbucks is the first thing that comes to mind when people think of American coffee, in fact, people on the east coast prefer to drink Dunkin’ Donuts freshly ground coffee; Starbucks is more common in the Pacific coast, especially its birthplace — — Near Seattle. Don’t think that Dunkin’ Donuts just eat doughnuts. Try their coffee.

There are countless international fast food chains that originated in the United States. Take McDonald’s as an example. So far, it has opened stores in more than 35,000 regions around the world, and there are as many as 20,000 branches in the United States alone!

However, the fast food chain popular in more States is not McDonald’s, but this — — Chick-Fil-A fil-a love chicken.

Fule Chicken is the second largest chicken fast food chain in the United States, with more than 1,700 branches, and its customer service and product quality are almost perfect. Their fried chicken burger is claimed to be the best fried chicken and burger in the United States and even in the world! However, there is no store in their home in China.

Chinese food also has a certain scale market in the United States. Nowadays, the number of restaurants in the United States and China has exceeded the sum of McDonald’s, KFC, Burger King and Wendy’s! As the picture shows, there are quite a few Chinese restaurants even in Hawaii and Alaska. . .

Especially in the northeastern States of the United States, Nevada and along the coast of San Francisco, Chinese restaurants are more densely distributed. Unless you are really tired of Chinese food and go to a "Chinese food desert" like the north of Dakota and the west of Texas, Chinese food will linger in the United States like the smell of chili pepper.

　

　

Meng Wei, a researcher at China Academy of Social Sciences.

[Abstract] Rice circles are the most authentic way of life for teenagers, showing the characteristics of different cultures based on age factors, so they can be regarded as a contemporary youth subculture. The rice circle culture has formed the self-organizing structure of "love" and exerted the coercive force of limited power, but its group decision-making power, ownership and control power have fallen behind, and the dominant position of entertainment capital has not changed. Therefore, in order to make the rice circle culture enter the mainstream culture, it is necessary not only to have unique discourse expression and behavior style, but also to have the rationality and rules to absorb and shape a wider social group, as well as the resources and ability to achieve common value goals.

[Keywords:] rice circle culture participatory democratic cultural industry

【 Chinese Library Classification Number 】 G124 【 Document Identification Code 】 a

【DOI】10.16619/j.cnki.rmltxsqy.2020.19.007

In recent years, the growth of rice circle culture is impressive — — The original loose spontaneous behavior, formed on social media with the help of capital connection, reconstructs the life of fans in the virtual space parallel to reality, and has achieved a new cultural group. Focusing on rice circle culture, this paper tries to answer the following questions: With the help of social media, what kind of cultural change has rice circle communication brought? What is the relationship between the constantly optimistic rice circle culture and the social, political and economic fields? Does it really show the side of empowering democracy and getting rid of control? What is the value of cultural growth? What impact will it have on teenagers and mainstream society? However, no matter what conclusions are drawn on these issues, an undeniable premise is that these young fans, both boys and girls, push us to think about the changes of the times and the evolution of culture.

What is the "rice circle"? — — The growth track of a subculture

"Culture is a very vague word". [1] The concept of "culture" has always been interpreted from multiple perspectives, but as far as rice circle culture is concerned, the definition given by Raymond Willis sounds more to the point — — "Culture is lifestyle". [2] Rice circles are the most authentic way of life for teenagers. More precisely, they are a self-contained life system formed through social media platforms, represented by symbols and texts, and composed of technology, concepts, behaviors and attitudes. This way of life has its own uniqueness, which can be attributed to "those sub-regions with unique cultural characteristics in a large cultural region". [3] It shows the characteristics of different cultures based on age factors, so it can be regarded as a contemporary youth subculture.

The prototype of rice circles appeared in the 1980s and 1990s. Young people who are obsessed with film and television art, idolize and chase film and television stars like Beijing opera fans are given the title of "groupies" in the new period of reform and opening up. They take the heroes and heroines in the film and television works "Huo Yuanjia" and "Shanghai Beach" as idols and are fascinated by singers such as Steven Liu and Tong Ange. They are the main body of entertainment culture, and also the main consumer of posters, photo stickers, cultural shirts and other products. Fans are mainly students, and their actions are spontaneous, individualized and decentralized, making them the most fashionable and dazzling group.

The cross-century talent show has reset the name of fireworks for fans — — Fans. "fans" is a transliteration of fans, which was originally used to describe those who "enthusiastically participate in ball games, entertainment or business activities, admire and infatuate with movie stars or sports stars", and then extended to "people who have strong interest or appreciation for specific people or things". [5] In 2005, the contestants of Hunan Satellite TV’s Super Girl champion PK entered the public’s field of vision under the high-profile crowd of fans, showing the momentum of the entertainment program. Behind the success of the program, fans contributed a lot. They personally held up the lights and shouted heartily at the scene, cheering for their favorite players with the most authentic attitude. They are active behind the scenes, contacting relatives and friends, and canvassing votes through the Internet and mobile phone text messages. Their fanaticism is shocking. "Super Girl" has led to a number of talent shows for a time. At this stage, the role of the fan team appears, and the fan group will consciously, systematically and systematically plan activities as idol platforms, but most of the activities are confined to offline, and the advantages and disadvantages of its behavior have triggered fierce debates in the mainstream cultural circles, and the view that fans are popular with "vulgar art" [6] is quite dominant.

The fan base is proud of the mainstream culture with a reasonable and legal attitude, thanks to the popularity of the Internet in China for 20 years. In 2014, with the maturity of social media platform technology application, Lu Han and other traffic stars became popular, and "fans received unprecedented attention". [7] In 2018, after the idol-cultivating variety shows such as "Idol Trainee" and "Creation 101" became popular, the fan group had a more affinity name — — Rice rings. The name of fans has changed, and the behavior paradigm has also shown new characteristics. First, the group is more closely linked. Idolize is no longer fighting alone, and there is a new system of star support club, which is responsible for affairs management. Secondly, membership is more behavioral: co-financing, playing the list and anti-triad. Finally, the autonomy of circle group activities is enhanced, and idolize and star-making gradually merge.

Semantically, "rice circle" is a popular collective noun, and "rice" means "fans". "Circle" adds the meaning of group boundary, division and restriction. It can be said that the change of address announced the establishment of an independent cultural circle, showing the ability of fans to build new social relations with the help of the Internet. At the same time, in China’s traditional culture, "Food is the most important thing for the people" has a kind and confident title, which shows the universality, popularization and rationalization of contemporary youth’s subculture behavior trend.

Cultural Cognition of Rice Circles: Similarity and Limitation

Regarding the cognition of fan culture, there are similarities between domestic and foreign studies, mainly focusing on the revelation of antagonism and creativity. John Fiske, a scholar who put forward the concept of fan economy, believes that fan culture is a "shadow culture" and "opposes official culture, strengthens popular culture, and at the same time commandeers and remolds some values and characteristics of official culture". [8] Budic believes that the "otherness" of fan culture is manifested in the misappropriation of mainstream cultural symbols, giving them new meaning in the opposite context and forming a confrontational expression. [9] Michel de Certeau uses "poachers" and "nomads" as metaphors for fan groups, and thinks that fans and text creators have launched a "struggle for text ownership and meaning control", which is a contest between "production power strategy" and "consumption tactics". Henry Jenkins revised Desaido’s theory, arguing that fans create a unique and lasting community culture with a more conscious structure, build an artistic world beyond the control of producers, and their behavior is more productive and creative. [10] Lawrence Grosberg(Lawrence Grossberg) does not agree with the elite view of fans, but also denies that fans are regarded as "people with immature minds and lack of sense of responsibility", and thinks that fans’ enthusiasm and creativity are manifested in "organization rather than chaos, which can produce a kind of ‘ Essential map ’ " Guide people to "join the world". [11]

On the one hand, domestic academic circles pay attention to the explanation and verification of the theories of "entertainment to death", information cocoon room and group loneliness [12], which continuously shows the conservatism of the research; On the other hand, the voice against "stigma" has obviously increased. For example, Yang Ling vehemently refutes that "most elite intellectuals either turn a blind eye to the phenomenon of fans or regard fans as tragic victims of consumer ideology", [13] thinks that fans should be regarded as resistance "‘ Rites collapse and music breaks down ’ The chaos, the spread of cynicism, the erosion of money worship, the indifference and isolation of modern urban life are treated by stubborn idealists. Some studies began to explore the antagonistic-constructive significance behind the fan/rice circle culture, emphasizing the understanding and tolerance of rice circles from the perspectives of field, constructive significance and social intervention. For example, Liu Xun and Zhang Yuxuan believe that fans "actively construct a set of meanings projected by themselves through the Internet", [14] and some studies are more optimistic that rice circles "contain distinctive humanistic spirit characteristics". [15]

Although the expansion of angle and path shows the gradual cognition of fans/rice circles, there are still limitations in excessively focusing on antagonistic and creative meaning exploration. Directly aiming at the research on the cultural issues of rice circles, the argument logic often has a distinct color of binary antagonism, and some conclusions have obvious labeling traces, which have not yet gone out of the argument of either-or views. Restorative rationality, for the investigation of a culture, needs to go deep into its complexity and development, not only tracing back its history of formation and evolution, but also clarifying the changes of its semantics and the connotation of the concepts involved. More importantly, it should be placed in the social macro-context to investigate its position, interdependence and the role of political and economic forces, and then discover its value to the social community, which is the purpose of this study.

Democratic illusion in participatory culture

The most extensive interaction of groups has created the most remarkable feature of rice circle culture — — Participatory. Treating fan activities and participatory culture equally, Jenkins defined the concept earlier: "Fans and other consumers are invited to actively participate in the creation and circulation of new content". [16] He believes that this participatory culture has the following characteristics: First, the low threshold for expressing participation. The second is strong support for creation and sharing. The third is the informal mentoring system. The fourth is to trust the members who make contributions. Fifth, members with certain social connections.

The revelation of participatory cultural characteristics has stimulated the imagination of democracy in academic circles. For example, Don Tapscott and Anthony Williams put forward that consumers can "play an active role" and become "material grassroots users who are meaningful to individuals and society", and their sharing, writing, mixing, using and changing will inevitably lead to the emergence of "new economic democracy … … All of us have taken the lead. " [17] Clay Shirky’s research supports it from the technical theory, arguing that social media can "let people use their free time as a global shared resource and use its advantages to design a new cooperative participation and sharing model". [18]

The view that the participatory culture of fans leads to the natural appearance of democracy is representative but doubtful. A basic problem lies in that it replaces the technical possibility of combining production and use with the inevitability of social change. There is no convincing evidence on how the technological potential can inspire people to actively seek community identity and unity, and then form a new democratic social framework. On the contrary, the obvious fact is that the struggle between different fan groups is escalating. For example, under the "one-sided" public opinion war of stars, social media is more likely to form an atmosphere of prejudice, rather than creating a democratic environment characterized by dialogue and listening.

From the basic conditions of participatory democracy, firstly, participatory democracy emphasizes decision-making participation, which is included in the decision-making process. Second, participatory democracy needs to show equality. Individuals need to have equal intrinsic value, and individual interests should also be considered equally. [19] Third, participatory democracy has development value for the public: enabling them to enjoy freedom, exercise their abilities and implement equality. [20] However, analyzing the meeting of rice circle members in social media, although they can share the content through collective interest, this participation has not yet matched the basic elements of democracy.

Most people in rice circles cannot participate in decision-making, but are excluded from the decision-making process. First, consumers’ identity and organizational structure make them have no right to enter or lack the conditions to enter the decision-making process. The participation of rice circle culture occurs at three levels: production, selection and dissemination, which is mainly realized through the creation of "micro-content". The personalized content production, selection and creative conception of netizens, as well as the interweaving and convergence of opinions in interaction are valuable, but they are unpaid parts. Most members connect the creativity of netizens’ culture through social media and relationship networks, but for them, it is more unconditional to tell the whole story, which has neither economic benefits nor the right to make decisions. At the same time, they have to pay for celebrity meetings and concerts. Second, this kind of participation is attitude rather than willingness and limited participation. On the surface, rice circle members can initiate topics and design actions to promote consensus with their own wishes, but in fact, most rice circle members only express two attitudes towards star idols through identification — — Either support (idols) or oppose (idol competitors), it is not up to them to decide which image the stars will show in the end, and the will of rice circles is mostly suspended in the auxiliary reference level, which constitutes the reality that it is difficult to fully participate in rice circle culture — — The expansion of the number of people and attention has promoted the presentation of cultural diversity, but the barriers to the democratic decision-making of star-making still exist. Third,Ownership is always the core of decision-making, and at this point, most members of the rice circle have no rights at all. They are only involved in the star-making movement through open channels to increase or decrease the flow of stars, while idols are always others who have nothing to do with their rights and interests, and their time, energy and intellectual creation are unconditionally occupied. In this way, participatory democracy stagnates at the symbolic level of cultural expression: as members of the rice circle with creative production capacity and active interaction, what they enjoy is only the illusion of democracy. Its essence is that symbolic democracy and instrumental rationality hit it off, and loyalty and demand are quietly replaced by cultural goods.

Capital, Control and "Dream Stolen" in Cultural Industry

No matter what kind of freedom the participants in the rice circle culture enjoy, a potential fact that cannot be ignored is that they have never got rid of the fetters and control of capital. Not only that, they have injected extraordinary new capital into the cultural industry and made the entertainment industry more profitable.

There is a unique control structure in the spread of rice circles: the top layer is the decision-making layer, which is controlled by the investors who make stars. They open the logic of their cultural operation to rice circles. Below it can be called the promotion layer — — Star support club. Its core figure "Pink Head" is closely related to the management, and some of them are star team members. They will be invited to join the star action planning creativity, discuss the development plan with the management and the star, and therefore, they are often the envy of fans. For fans, Pink Head is a well-informed person, and idolize has rich experience, so he can play a role similar to an opinion leader. On the one hand, they will try their best to convey the employers’ intentions to the members of the rice circle through the support meeting, design and guide the action direction for the fans, and determine the prescribed actions; On the other hand, the fans’ opinions will be absorbed by the fans, and they can also be passed on or integrated into the star development blueprint. There are a series of departments at the promotion level as operating institutions, which can be regarded as a bridge connecting employers, stars and rice circle members, and then become an obvious control force of rice circle culture. At the basic level are rice circle members, who participate in activities for emotional, interest, realization and other purposes, providing attention, creating events, contributing to the flow, and expanding the team, as well as iron powder (people who always love and resolutely support idols regardless of their success or failure) and fan powder (only like a member under the premise of understanding the basic situation of the group to which he belongs and its members — — Fans who love beans), CP powder(I am crazy about being a fan of a couple in variety entertainment and other programs), black powder (people who oppose a star, maliciously discredit or provoke the relationship between a star and fans), etc. As far as individuals are concerned, some members are simple and some hold cross-identities. Some members will apply to join support clubs or form support branches to accomplish common tasks. There is also a platform layer around the rice circle, such as Weibo, QQ Group, Baidu Post Bar, Douban Community, etc., which is the activity field of rice circle members and a source of parallel control. In this way, the spread of rice circles has formed a strict system, and its closed cycle maintains the firmness of capital control: capital control opinion leaders (referring to the powder head/core layer), opinion leaders control support clubs, rice circle members/branches control media events, media events control social platforms/algorithms/traffic platforms/algorithms/traffic control social public attention, and at the same time, they have the ability to pay attention to stars and companies, opinion leaders and support clubs, support stations and rice circles.

Further analysis, the star company is a powerful capital manipulator, which can intuitively display the commercial value of the star, and will "do everything possible to encourage fans and strive for maximum benefits". [21] For example, they will set up a special statistical agency to launch statistical coordinates showing star rankings at a fixed time to "spur" fans to hit the list. They will establish a monitoring system of star flow and its realization, measure the value of stars and seize business opportunities. For companies, star appeal and fans’ purchasing power based on popularity, traffic and data are the most important sources of capital benefits.

The outer social platform is also the main beneficiary of economic benefits. For example, in recent years, Sina Weibo has launched the celebrity power list, Chaohua and other applications to benefit a lot from the rice circle. In 2019, Weibo’s value-added service revenue in the first quarter reached US$ 58 million, an increase of 24% over the same period of last year. [22] The platform has the online behavior and personal information data of users, technical manipulation means such as algorithms, and also controls the hidden power to support or close users and channels.

"You and I didn’t have a chance, but I spent all my money." For the members of the rice circle, spending money is a necessary option to express their love and loyalty to idols, which constitutes a new source of star capital. In 2018, when a player participated in the "Idol Trainee" program, he voted to raise more than 2 million yuan. It is reported that fans spent more than 10 million yuan to buy virtual flowers to keep him in the first place. In 2019, the income of the power list alone exceeded 100 million yuan. [23]

Through the circulation of the system, the capital control of rice circle has produced such uniqueness: First, economic interests and cultural interests have been closely exchanged, and idols and fans have formed an asymmetric interest community. On the surface, fans’ interest has incorporated entertainment stars and products, and capital serves the cultural interests of rice circles. In fact, the entertainment industry has never relaxed its anti-incorporation, and they have become the ideal "dream thieves" of rice circle culture, and can grasp the direction of capital through fan interaction. At the same time, the reward of rice circle has become a key part of star capital, so the exchange of economic interests and cultural interests is asymmetric. Second, the biggest winner is the entertainment industry dominated by the management. Commercial capital has a strong influence through the support of traffic data, and rice circles spare no effort to present their dream orientation and provide consumer protection. The paradox of contemporary youth subculture control is thus formed — — The rice circle group may affect the idol’s advance and retreat by adding new capital, but as far as individuals are concerned, the control power is not only irrelevant to them, but makes them more deeply trapped by commercial capital, makes idolize’s behavior more insane, and even leads to new problems such as violent conflicts due to excessive addiction.

Structural Function and Power Operation: Self-organization as "Love"

It can be said that the hierarchy of the rice circle system is distinct, the capital control is strong and hidden, and a self-organizing structure with rich characteristics and strong operation is formed (as shown in Figure 2)— — According to the rules of tacit understanding, the members of the rice circle do their part to coordinate their actions and automatically play their functional roles, thus jointly enhancing the influence of the rice circle culture. The self-organization of rice circle is mainly composed of three parts: core layer (powder head), management layer (subsystem) and basic layer (rice circle). From the core "powder head" to the management, to the branches and ordinary fans, the self-organization includes several subsystems and sub-subsystems, and the members of the support club subsystem bear different responsibilities: it can be subdivided into art group, copywriting group, data group, publicity group, anti-gang group, financial group, etc., to ensure the mutual cooperation of technology, planning, publicity and communication functions. The support club subsystem controls the members of the rice circle by joining the club, and some members have consciously established sub-systems in different regions at home and abroad — — Support branch organizations, and branches can differentiate into smaller organizations such as aid stations at a lower level in different activities. This ensures the smooth communication of information in a wide area or even in a global scope. Not only that, the self-organization of rice circle also has the high efficiency of feedback system, and its internal information flows openly. All support clubs and support stations will open social media accounts and publish information at any time for members to supervise and give feedback. The complexity and orderliness of the structure and function make the rice circle run effectively.

The characteristics of self-organization of rice circles are: first, the goal is clear, that is, the system, subsystem and branches work together to help idols. Second, rice circles have organizational rules, which are manifested in two levels: explicit rules and hidden rules. For example, the "Sheep Village Fans Convention" requires that "the fans who pick up and drop off the plane should not be noisy, crowded, pushing and other behaviors that affect public order" and "Please control your emotions when helping your idol, and don’t hurt others because you are too excited", etc. [24] This is an obvious rule shared by the "Sheep Village" rice circle around the world. However, the awareness of star protection, reward and anti-gang behavior constitute the hidden rules of the leading group. If this principle is not followed, it will be difficult for new powder to enter the circle, and old powder will be rejected. In this way, even if there is an accident in which "powder head" runs away with money, the members of the rice circle still respond with a "tolerant" attitude, and their enthusiasm for contributing money and rewarding has not wavered. Third, special language symbols — — Pinyin abbreviations constitute the cultural identity symbol of rice circles. For example, dbq stands for sorry, pyq stands for circle of friends, and zqsg means true feelings, etc. If you don’t understand these terms, you can’t take the "He Z generation" (referring to people born between 1995 and 2009 and deeply influenced by the Internet, instant messaging, smartphones and tablets — — Author’s note)The first step of happy communication. " [25]

Power relationship is the key to understand the self-organization of rice circles. Intellectuals’ cognition of power mainly includes two dimensions. One is Max Weber’s view of power. Max Weber defines power as "the ability to asymmetrically influence other actors’ decision-making ability in a way that is conducive to strengthening the actors’ own will, interests and values" and "the opportunity to realize their own will when they encounter opposition from others who participate in the action in social action". [26] The second is power from the perspective of Anthony Giddens’ social structure theory, that is, power is "the ability to change" — — The ability to intervene in an event so as to change it in some way. [27] Max Weber’s understanding of power emphasizes the relationship between compulsion, domination and asymmetry, [28] Giddens tends to understand the power generated by change from the social system with symmetrical distribution of power.

From the semantic point of view, Giddens’ power connotation seems to be more able to show the power of the Internet community. In Manuel Castells’ research, the power of network society is further divided into four types: access right, normative right, internal control right and network construction right. [29] However, for social groups like Fanquan, it seems too rough to simply divide them according to this, because the determination of these four powers is still limited to the scope of the impact of technological changes, and it is impossible to fully demonstrate the freedom and strength of action of subculture communities based on self-awareness and goal strategies. In parallel with technical empowerment, the cultural power controlled by the rice circle organization is bidirectional: on the one hand, the power is manifested internally as mandatory and dominant rules; On the other hand, power manifests itself as the antagonism of cultural consciousness. No matter which direction you point, the coercive power comes from "love". Because of the value of guarding love, fans can spread out large-scale alliance formations; Because of the persistence of love, self-organization may show antagonistic impulse in generate; Because there is no doubt about love, the originally calm social circle may ignite a "flame war" in an instant. [30]

According to Abraham Harold Maslow’s hierarchy of needs theory, people have physiological, safety, love and respect needs, and self-realization is at the highest level of needs. [31] Rice circles project the feelings of love on idols, because idols satisfy their various demands — — Such as understanding, love and respect. Love idols represents their affirmation of the value of youth: love beauty, fun and inspiration. Loving idols fills the gap in their desire for their dream partner. Love idols also convey their desire to achieve their goals and realize themselves. The theory of "narcissistic self-reflection" can open a skylight of understanding by deeply exploring the motive force of this kind of love. Historian Christopher Lasch pointed out that consumerism gave birth to narcissistic culture, and its important support was the media and fans. Cornel Sandvoss further believes that under the narcissistic psychology, fans will have a "narcissistic self-mapping" on the object. By looking for common ground, they will project their physical characteristics, experiences and value beliefs on the object, and the object will thus become an extension of themselves. On the one hand, consumption provides an important symbolic resource for the formation of self-identity; On the other hand, consumption integrates itself into the order dominated by economy, society and culture. [32]

Not only that, members of subculture can identify each other, learn from each other and complement each other by means of organization and borrowing algorithm technology, and can quickly produce effective self-guidance and realize the strength of self-class groups. In this way, the social self is full of fun — — It not only has the ability to influence others’ behavior and create events, but also can make members get rid of loneliness and powerlessness as individuals. As a result, the self-organization of "love" has achieved the dream of youth, encouraging cultural individuals to pounce on rice circles like moths.

Conclusion: a highlight moment of subculture

All of the above shows that although the rice circle culture influences the social life of teenagers with the increasing number and influence of people, it has always been creeping on the edge of the mainstream culture, and has not changed the sub-cultural background of the pioneers advertised by fans: the rice circle culture has gone through the process from offline to online, from individuals to groups, from individual behavior choice to platform event operation, but it has not escaped the state of symbolic democratic participation; This culture has formed a strict self-organizing structure of "love" and exerted the coercive force of limited power, but its internal decision-making power, ownership and control power are still sidelined, and the dominant position of entertainment capital has not changed.

然而，即便如此，近年来另一种现象还是格外引人注目。2019年8月，一个喧嚷香港独立、抹黑中国的海外论坛，在不到一天的时间里被饭圈女孩刷了5万多个回击帖，饭圈女孩联盟为共同的爱豆“阿中”（即中国）打响了舆论保卫战。在Twitter、Facebook、Instagram等社交平台上，她们列数据、做动漫、写文案、上视频，摆事实讲道理，分工合作表达爱国立场，为当代青年亚文化群体的价值观表达积累了独特的文化经验。

多方联动形成合力，饭圈也成为参与社会行动的一支重要力量。2020年新冠肺炎疫情期间，不少饭圈组织及个人自发捐款捐物，在公益领域发挥作用。“FUNJI粉丝团抗疫公益行动记录”数据显示，截至2020年2月29日，饭圈为疫情捐款超800万元，捐口罩超100万只，还捐助其他医用物资及生理用品。[33]在共同完成一件件大事的过程中，饭圈成员“获得了集体组织的安全感和力量感，也从中获得了日常生活难以企及的使命感和崇高感”。[34]

Participating in the efficient operation of social governance action shows the reality of rational development of rice circle culture from one side, which inspires us to make the following expectations — — If a subculture not only has its unique discourse expression and behavior style, but also has the rationality and rules to absorb and shape a wider range of social groups, as well as the resources and ability to achieve common value goals, then it will no longer be "the residue of grabbing and borrowing from popular culture", [35] and it will really have the strength to build social life, and then it will inevitably usher in the highlight moment of entering the mainstream culture.

annotate

[1] [Germany] Wolfgang Fritz Haug: Cultural Differences, translated by Yang Junjie, Zhengzhou: Henan University Press, 2017, p. 1.

[2] Liu Jilin: The Significance of Raymond Henry Williams’s Cultural Theory and "Key Words" Research to China, Journal of Wuhan University of Science and Technology (Social Science Edition), No.4, 2011.

[3]Gordon, M., "The Concept of the Subculture and Its Application", Social Forces, 1947(1).

[4] See [America] Henry Jenkins: Text poachers, translated by Zheng Xiqing, Peking University Publishing House, 2016.

[5]Price, L.; Robinson L., "’Being in a Knowledge Space’: Information Behaviour of Cult Media Fan Communities", Journal of Information Science, 2016(7).

[6] See Quotations of Liu Zhongde’s Criticism of Super Girls, Sina. com, http://ent.sina.com.cn, updated on May 3, 2006; Criticism of Super Girl Fans’ Idol Complex Baidu Post Bar, https://tieba.baidu.com/p/125448192?. Red_tag=1965194535, updated on August 20th, 2006.

[7] Hu Cencen: From "groupies" to "rice circles", China Youth Studies, No.2, 2020.

[8]Fiske, J., The Cultural Economy of Fandom, The Adoring Audience: Fan Culture and Popular Media, London: Routledge, 1992, pp. 30-49.

[9]Hebdige, D., "Subculture: The Meaning of Style", Critical Quarterly, 1995(6)

[10]Jenkins, H., Textual Poachers: Television Fans and Participatory Culture, New York: Routledge, 1992, p. 45.

[11] [America] Lawrence Grosberg: "Are there any fans in this room? — — Emotional Perception of Fandu, edited by Tao Dongfeng: A Reader of Fan Culture, Peking University Publishing House, 2009, pp. 134-136.

[12] Xu Tian: "The Harm of Sub-culture Phenomenon in Rice Circles in China and Its Guiding Path", "New Media Research", No.8, 2020.

[13] Yang Ling: A Study of Fan Culture from the Perspective of Western Consumption Theory, Changjiang Academic, No.1, 2011.

[14] Liu Xun and Zhang Yuxuan: Self-construction and Functional Value Analysis of Domestic Rice Circles, Sichuan Drama, No.3, 2020.

[15] Yuan Zhixiang: "The Construction of Youth’s Subjective Consciousness under the Culture of Rice Circles", People’s Forum, mid-May 2020.

[16]Jenkins, H., Convergence Culture, New York University Press, 2008, p. 331.

[17]Tapscott, D.; Williams, A., Wikinomics: How Mass Collaboration Changes Everything, New York: Penguin, 2007, p. 15.

[18]Shirky, C., Cognitive Surplus: How Technology Makes Consumers into Collaborators, London: Penguin, 2011, p. 27.

[19] [America] Robert A. Dahl: On Political Equality, translated by Xie Yue, Shanghai People’s Publishing House, 2010, p. 3.

[20] See [English] David Held: The Model of Democracy, translated by Yan Jirong, Beijing: Central Compilation and Publishing House, 2008.

[21] Qiu Yujuan: Fanquan Culture: Fan Culture 2.0 from the Perspective of Communication, Satellite TV and Broadband Multimedia, No.8, 2020.

[22] Weibo Releases Financial Report for the First Quarter of 2019, Sina Game, http://games.sina.com.cn/y/n/2019-05-23/hvhiews4076886.shtml, May 23, 2019.

[23][25] Sun Yifei: "KPI of rice circles in the era of traffic", "New Financial Watch", July 29, 2019.

[24] Sheep Village Fans Convention, Hupu. com, https://bbs.hupu.com/36035612.html, June 17, 2020.

[26]Weber, M., Economy and Society, Berkeley, CA: University of California Press, 1978, p. 926.

[27]Giddens, A., The Nation-State and Violence, Cambridge: Polity Press, 1985, p. 7.

[28]Habermas, J., Theory of communication, Boston, MA: Beacon Press, 1987.

[29]Manuel Castells, Communication Power, Oxford University Press, 2009, pp. 43-47.

[30][31] Meng Wei: "Network Interaction — — Interpretation of Meaning and Discussion of Rules, Beijing: Economic Management Press, 2004, pp. 147 and 156.

[32]Sandvoss, C., Fans: The Mirror of Consumption, Cambridge: Polity Press, 2005, pp. 95-109, pp. 113-114, pp. 154-165.

[33] "When Girls in Rice Circles Rush to the Anti-epidemic Field", 澎湃 Network, https://www.thepaper.cn/newsDetail_forward_6646110, March 23, 2020.

[34] Chen Liqin: Action Logic of "Evolution" and Construction of "Common Meaning" of Girls in Rice Circles, Journal of Shenzhen University (Humanities and Social Sciences Edition), No.3, 2020.

[35] [America] Henry Jenkins: Popular Culture: Fans, poachers and nomads — — Desaidu’s Popular Cultural Aesthetics, Journal of Hubei University (Philosophy and Social Sciences Edition), No.4, 2008.

Meng Wei, researcher of China Academy of Social Sciences, director and professor of Network Science Research Office of Institute of Journalism and Communication. The research direction is network new media and its social influence, public opinion, media ethics, literacy and media integration. His main works are Network Interaction: Meaning Interpretation and Rules Discussion, Moral Arguments of Media Ethics, Communication Practice and Thinking, etc.

Editor/Xiao Han’s question

As many places in the country enter the "two sessions" in 2024, various places have also announced the "annual report" of the economy in 2023.

As of January 25th, 29 provinces (autonomous regions and municipalities) have announced the annual economic performance in 2023. Judging from the published information, the growth rate of 15 provinces has outperformed the whole country.

The growth rate of 15 provinces outperformed the whole country

Statistics from the National Bureau of Statistics show that the gross domestic product (GDP) of China in 2023 was 126,058.2 billion yuan, an increase of 5.2% over the previous year at constant prices.

The reporter consulted the work reports of local governments and the official data of statistical departments and found that among the 31 provinces, autonomous regions and municipalities in China, except Xinjiang Uygur Autonomous Region and Hubei, the growth rate of 15 provinces outperformed the whole country in 2023, while Beijing was the same as the whole country. All provinces with disclosed data have achieved positive GDP growth.

Specifically, Tibet’s GDP growth rate reached 9.5%, temporarily leading the country; Hainan, which followed closely, grew by 9.2%; Inner Mongolia ranked third with a growth rate of 7.3%. Other provinces with growth rates above 6% include Ningxia, Gansu, Jilin, Chongqing, Shandong, Sichuan and Zhejiang.

Multi-provincial GDP has reached a new level.

Present potential of western China

Looking through the "transcripts", we can find that the economic development of many places has reached a new level. Guangdong, Jiangsu and Shandong accounted for the top three economic aggregates of China Province in 2023, all exceeding 9 trillion yuan. In particular, Guangdong, as the largest province in economy, became the first province in China to exceed 13 trillion yuan in annual GDP, ranking first in the country for 35 consecutive years.

The economic aggregates of Shandong and Zhejiang, two other major economic provinces, have also leapfrogged, with annual GDP exceeding 9 trillion yuan and 8 trillion yuan respectively. Hunan’s annual GDP exceeded 5 trillion yuan for the first time. Liaoning has successfully entered the "3 trillion GDP Club", surpassing the national growth rate for the first time in 10 years.

In addition, the rise of the western region is obvious. In addition to Tibet, where the economic growth rate leads the country, the growth rates of Ningxia and Gansu both exceed 6%, and Ningxia even announced that all economic indicators are the best in the past years; Sichuan and Chongqing announced that their GDP exceeded 6 trillion yuan and 3 trillion yuan respectively, and the Chengdu-Chongqing double circle as a whole reached a new level. Yunnan’s GDP exceeded 3 trillion yuan for the first time, and Qinghai’s economic growth rate was 5.3%, which also outperformed the whole country.

"Trillion City" expanded by 3 trillion into a new benchmark

Cities also provide a new perspective for observing China’s economy in 2023, among which the most striking thing is that the "GDP Trillion Club" welcomes the new again.

After Changzhou, Jiangsu, and Yantai, Shandong successively announced that they had broken through one trillion yuan, the number of "GDP trillion clubs" in China has increased to 26. Among them, Jiangsu has five "trillion cities", surpassing Guangdong and becoming the province with the largest number of trillion cities in China. From the perspective of urban agglomerations, the Yangtze River Delta and the Pearl River Delta with strong economic vitality have also become "trillion cities" gathering areas, with 9 and 4 respectively.

At the same time, "3 trillion" is also becoming a new starting point for competition among domestic head cities.

Chongqing and Guangzhou announced that the regional GDP will break the 3 trillion yuan mark in 2023. After Shanghai, Beijing and Shenzhen, the number of "3 trillion GDP clubs" in China has expanded to five. Chongqing became the first city in the western region whose GDP exceeded 3 trillion yuan, while Guangzhou was the second city in Guangdong Province after Shenzhen.

Set goals in various places to make progress steadily.

After the economic aggregates of many provinces and cities reached a new level in 2023, how to set economic targets in 2024 attracted people’s attention. Of the 29 provinces that have disclosed data, 26 mentioned the growth target in 2024 in their government work reports.

Up to now, Tibet and Hainan, the two provinces with the fastest GDP growth in 2023, have the highest growth expectations this year, both of which are around 8%. Most other provinces that have disclosed data have set the regional target of economic growth in the range of 5%-6%.

For example, Guangdong, Jiangsu and Shandong, which ranked the top three in China in 2023, have all aimed at the figure of 5% this year. Among them, the goal of Guangdong is set at "5%", while Jiangsu and Shandong should strive for "more than 5%". The expected target of Tianjin’s economic growth rate is below 5%, which is set at around 4.5%, but it is still higher than its economic growth rate of 4.3% in 2023.

The goal has been set, and the key to the future lies in how to accomplish it. When planning the road map for development in 2024, many places showed strong interest in emerging industries, and new quality productivity and new industrialization became the focus of attention.

Shanghai: We will actively promote new industrialization, cultivate and upgrade high-end industrial clusters such as new energy vehicles, high-end equipment, advanced materials, civil aviation and space information, and accelerate the construction of future industrial leading areas.

Chongqing: Insist on putting the high-quality development of manufacturing industry in a more prominent position, persistently grasp the leading belt ecology, promote industrial agglomeration, technological innovation and integrated development, and vigorously cultivate new quality productivity.

Promoting consumption is still the key work in the work reports of many provincial governments.

Jiangsu: Vigorously develop digital consumption, green consumption, healthy consumption, sports and leisure consumption, increase the cultivation and promotion of new consumption formats of cultural tourism, and create more domestic "trendy products" and brand-new consumption scenarios.

Beijing: We should "make great efforts to stimulate potential consumption", promote the transformation and upgrading of traditional business districts, build an international consumption experience zone, boost bulk consumption, cultivate "fashionable products" of domestic products, support the development of service consumption, and promote the integration of diversified consumption formats.

　　In the spring when everything is revived and the grass grows and the warblers fly, some people may "have a snot and a tear" every day. They are the groups allergic to pollen.

　　In recent years, the incidence of pollen allergy has been rising, from infants to 60-year-olds, there have been allergic cases, and it is estimated that the allergic population in China exceeds 200 million.

　　Experts summarize the main symptoms of pollen allergy and teach you how to spend this pollen season smoothly.

　　Pollen concentration will reach a peak.

　　In the face of the upcoming pollen season, many patients with allergic rhinitis have already "shivered". According to the data of previous years, the pollen concentration in most areas reached its peak in the middle and late March, and the 2024 pollen detection and forecast service in Beijing began on March 2.

　　Qin He, deputy chief physician of Otolaryngology Head and Neck Surgery, Chang Gung Hospital, Tsinghua, Tsinghua University, said that the number of patients with allergic rhinitis who came to see a doctor recently increased significantly.

　　The biggest pollen allergy in spring is trees, and the common ones are Sabina vulgaris, Sycamore, Willow, Poplar and Elm. These pollen are spread by wind, which are large in quantity and small in diameter, and are easy to induce allergies.

　　If the following symptoms appear periodically every spring, it may be pollen allergy:

　　Rhinitis: inflammation and swelling of nasal mucosa, itchy nose, nasal congestion and sneezing, and watery nose. Usually, the symptoms in the morning will be more serious than those in the evening, and it will be aggravated in dry and windy weather, and it will feel a little better indoors than outdoors.

　　Conjunctivitis: the eyes are bloodshot, itchy and tearful, and I always want to rub my eyes.

　　Allergic asthma: cough, chest tightness, shortness of breath, and even "hissing" abnormal sound can be heard when panting.

　　Rash: The skin, ears, mouth and palate are itchy, and rashes may appear on the skin, or little red dot and eczema like mosquito bites may appear.

　　Accompanied by food allergy: people who are allergic to pollen may have symptoms such as swollen lips, vomiting and diarrhea after eating fruits or nuts.

　　3 strokes to deal with pollen allergy

　　Pollen allergy in spring usually lasts until May, and people with allergic history can relieve discomfort through the following measures.

　　Advance medication

　　Seasonal allergy can be treated first, and people with allergic history should use anti-allergic drugs according to the doctor’s advice 10~14 days before the allergic season comes. For example, nasal glucocorticoid spray and nasal antihistamine can help the nasal cavity to establish a protective barrier and reduce allergic symptoms.

　　Watch the sky go out.

　　Dry weather, high temperature and strong wind are more conducive to the spread of pollen and easy to cause allergic reactions.

　　Allergic patients should reduce going out in this weather, especially during the period of high pollen concentration from 10 am to 5 pm. Pay attention to pollen monitoring and forecasting, and reduce outdoor activities when the index is high.

　　Make good protection.

　　When you have to go out, you should take necessary protection, wear masks and goggles, and apply cream to exposed skin, which can play a role in isolation. After returning home, clean the exposed skin such as nose, face and hands, and put on clean clothes.

　　In addition, it is necessary to open the window less during the pollen season, and try not to hang clothes, sheets, etc. outdoors to avoid pollen contamination.

　　Don’t "carry it hard" after allergies.

　　Many people choose to "carry" after allergic symptoms appear, thinking that the symptoms will disappear when the allergic season passes.

　　This practice is actually not desirable. If allergic rhinitis is not treated for a long time, it may further lead to diseases such as bronchial asthma and sinusitis. Children’s rhinitis may also cause secretory otitis media and aggravate adenoidal hypertrophy.

　　Can be used for treating different symptoms, and can effectively relieve the discomfort caused by allergy.

　　1 Pollen allergic rhinitis

　　When the nose is itchy, runny nose or sneezing, you can use a nose washer and wash the nasal cavity with normal saline prepared with nasal washing salt. It is not recommended to use pure water or self-prepared salt water, which is easy to choke and cause danger.

　　When the symptoms are serious, antihistamine oral medicine and local nasal spray can be selected according to the condition under the guidance of a doctor.

　　2 Pollen allergic conjunctivitis

　　When the eyes are itchy, you should close your eyes and gently press around the eyes to avoid touching the eyeball. Don’t rub your eyes with your hands, it may bring in more germs and cause infection.

　　Some allergic conjunctivitis should be treated with hormone eye drops, which should be used reasonably under the guidance of a doctor.

　　3 pollen allergic dermatitis

　　When the skin shows mild erythema and rash without exudation, calamine lotion can be used to relieve itching.

　　Pay attention to sun and pollen protection when going out to avoid aggravating dermatitis.

　　4 pollen allergic asthma

　　Asthma patients should take preventive measures before the pollen season, and keep salbutamol, terbutaline and other drugs according to the doctor’s advice, and relieve the acute attack in time.

　　How to distinguish pollen allergy from cold?

　　Guan Kai, deputy chief physician of Allergy Department of Peking Union Medical College Hospital, said that the symptoms of pollen allergy and cold are different.

　　The number of sneezes is different. The number of cold sneezing attacks and the number of continuous sneezing are relatively small, generally 1~2 at a time. During the attack of allergic rhinitis, there are often several paroxysmal sneezes every day, ranging from 3 to 5 at a time to more than a dozen or even more.

　　Whether the nose itches. When catching a cold, the main symptom of the nose is not itching, but prolonged nasal congestion and runny nose. The common symptoms of anaphylaxis are itchy nose and a large number of clear-water nasal mucus and nasal congestion.

　　Are there any systemic symptoms? A cold is often accompanied by fever, headache, fatigue, muscle aches and other general malaise symptoms. Allergies are generally not accompanied by systemic symptoms such as fever.

　　What is the state of the eyes? If you are allergic to eyes, you will often rub your eyes and blink frequently in severe cases.

　　People with no allergic history, if they often have itchy nose, sneezing, runny nose and stuffy nose, sneeze many times at a time, and have no symptoms such as fever and general weakness, should not treat a cold directly or take cold medicine by themselves, so as to avoid the harm to health caused by wrong medication.

　　Interviewed experts:

　　Qin He, Deputy Chief Physician of Otolaryngology Head and Neck Surgery, Chang Gung Hospital, Tsinghua, Tsinghua University.

　　Guan Kai, Deputy Chief Physician, Department of Allergy, Peking Union Medical College Hospital

Special feature of 1905 film network On December 31, 2018, the single-day box office was 261 million.

On January 1, 2019, the single-day box office of the film was 11.4131 million.

On January 2nd, the single-day box office fell off a cliff again, earning only 1.96 million yuan, and plunged by 99.3% in two days, setting a record for the highest decline in China film history.

At the same time, the score of Douban movies dropped from the initial 7.5 points to 6.8 points; Taobao Film’s score dropped from 5.4 to 3.4; The cat’s eye score dropped from 3.7 points to 2.8 points.

Perhaps "The Last Night of the Earth" is one of the films with the lowest score in 2018 of the two ticketing platforms.

　

Whether it’s a resumption or before evaluating the above data, let’s turn the time and go back to December 6, 2018.

　

It seems that from that day on, a content was frequently brushed on the vibrato short video software. This content was just a simple switch between two pictures: one was the page details page of "The Last Night of the Earth" on a certain platform, and the other was from other social platforms. A user’s broadcast reads: "Make a small wish: I want to watch" The Last Night of the Earth "with my favorite people on the last night of 2018."

Of course, there is a sentence attached to some content, "Hug and kiss at the end of the movie until the next year."

　

On December 7th, the film propagandist issued a new media poster in the official Weibo. At the same time, the slogan of the film changed to "One Kiss for the New Year".

In terms of distribution, it even issued a statement on the relevant New Year’s Eve activities, emphasizing that "the cinema can choose this film as a New Year’s Eve activity, and it can choose to start at 21:50 on December 31, and the film will end at exactly 0: 00 on the New Year’s Eve. The audience can spend the most ceremonial night with the most important people and kiss the New Year!"

At the same time, the number of people who want to see "Earth" has increased rapidly in the order of 10,000. By the time it was released, Taobao Film wanted to see 370,000 people and Cat’s Eye wanted to see 280,000 people.

In addition, this director, who seems to be completely incompatible with variety entertainment, took part in the "Thirteen Invitations" for the film to start; I also went to "Tucao Conference" and "Tucao" Jing Wong’s bad films; I even participated in Durex’s Q&A activity.

The director is very calm, and the caliber is the same. "Publicity arrangements, I’m here to work."

Bi Gan participated in Durex related activities.

At this time, more and more fan groups began to speak out, and the propaganda party was falsely marketing and even began to "swear" the propaganda party.

　

On December 16th, Bi Gan publicly responded to the marketing at an activity, saying, "My colleagues in Xuanfa don’t steal, rob or kneel down, but do one thing by their own ability and knowledge. I don’t think they are at fault." "Then there is an art film that has suddenly become empathetic with the public, and everyone should enjoy it at this moment. Of course I know the result. Maybe people don’t understand it, maybe they don’t like it, but what kind of movies do they like? We haven’t chosen yet, and we can have one more chance when we have no choice. "

　

During the period, on the ticketing platforms such as Taobao Film and Cat’s Eye, many theaters specifically noted, "The film The Last Night of the Earth does not support refunding tickets. Please contact the cinema for consultation if you need to refund tickets."

On December 25th, the pre-sale box office was 100 million. Before the final release, the pre-sale achievement exceeded 150 million. Only the Spring Festival files and the summer files.

However, the higher the pre-sale results, the louder the doubts seem to be.

　

On December 27th, Tian Qi, the producer of the film, made some "restless venting" in the circle of friends.

　

In a long article, he repeatedly asked, "Who is the’ audience’ and who is the’ ordinary audience’ for the last night of the earth?"

　

On December 31, the film was officially released. After the first screening, there was a wave of abuse on the Internet, and the topic "I can’t understand the last night of the earth" was on the hot search list. It is in complete contrast with the evaluation of the film after it was shown at Cannes International Film Festival.

Today, on the third day of release, the box office of "Earth" has not exceeded 2 million in a single day, and the ratings of all platforms are almost locked. Only the voice of public opinion remains constant.

　

Whether it is "fraudulent marketing" or "marketing that goes down in history", everyone from different angles has their own answers, but as far as box office performance is concerned, it may make the early investment too high and get the guarantee of capital recovery.

　

Starting from "one kiss for the New Year", it is destined to "rotate"

　

There is a line in "The Earth", "Read the spell on the cover page of the green book and the room will rotate". At the end of the movie, the protagonist Huang Jue read the sentence — — After "you counted the stars in the sky/they are like birds/always parachuting on my chest", the room did spin, and the protagonist did kiss.

　

However, beyond movies, word-of-mouth and box office have also begun to spin earth-shaking.

Is the film quality really that bad? Xiao Dianjun, frankly speaking, no, it is actually a more refined upgrade of the director’s previous work. Of course, there is not much analysis on the evaluation of the quality of too many films here.

　

The Roadside Picnic won a total of 6.46 million box office, with Douban scoring 7.8, Cat’s Eye and Taobao Film scoring 8.1. The film itself is not high at the box office, but it has received high enough recognition. However, in terms of box office results, it does seem that the threshold is slightly higher for ordinary audiences who pursue fast pace.

　

In "Earth", although famous actors such as Tang Wei, Zhang Aijia, Huang Jue and Hong Chi Lee were invited, the film still maintained the style of the previous work, even more extreme in terms of sense of form than the previous work.

In the face of such a film with strong authorship, the marketing side has grasped the concept of kissing at the end of the film and made every effort to make a marketing model for commercial films.

　

It can be found from Cat’s Eye and Taobao Film’s desire to watch movies that it was December 6th, the day when the marketing event of "One Kiss for New Year" started, and the desire to watch movies surged wildly, which became the peak in the growing list.

It is true that this has naturally become the key point of the audience’s word of mouth.

　

Since the beginning of 2018, "Former 3" successfully carried out a wave of emotional marketing on the short video of vibrato, the platform has been paid more and more attention by various propaganda teams. However, there is no other emotional marketing that can really arouse strong and drive purchasing power again after "Former 3".

Until the appearance of "Earth".

　

In general, users can easily compare things conceptually after seeing relevant information. Many viewers were moved by the romantic concept of "one kiss for New Year’s Eve" and watched a movie similar to "Former 3" directly, but watched a so-called "literary boring film".

　

This is the turning point of the whole marketing event — — "One kiss for the New Year" strongly captures the audience’s mood and logic of paying the bill.

In fact, it is very simple. Most viewers are willing to spend 10-30 seconds watching a short video without thinking, and at the same time attract the short video content simply and rudely. Only a few of them will spend another 5-10 minutes.Carry out its contentInspection.

　

This has directly become the most basic and shallow authentication of the audience to the film itself, thus completing all the ticket purchasing behaviors in a specific time situation. This situation is also the smartest place for the marketing side of Earth.

　

But, was it successful?

　

Judging from the box office revenue, yes, and it was very successful. But we forget that word-of-mouth maintenance is also included in publicity and marketing. But obviously, "The Earth" has not been maintained, or the maintenance is not as strong as the audience’s "self-attack".

　

Will the publicity and marketing party have no expectations? Xiao Dianjun believes that the propagandists who have successfully publicized films such as "Roadside Picnic" and "Suddenly Cracked and Silent" will not have no forecast.

　

So, why?

　

"One kiss for the New Year" is actually "coincidental"

　

When interviewed by a certain media, the propagandist of the Earth team said that the team’s plan before December 6th was completely different.

　

The schedule is set on the last day of 2019 (1-2 days later than the film of the same period), which is very suitable for the title of "The Last Night of the Earth". Especially after the synchronization of the schedule, many fans on the Internet have called for similar New Year’s Eve viewing activities on the 31st.

This appeal has also successfully stimulated the film’s propaganda ideas.

　

The "Earth" team once said in an interview, "Our initial planning was based on the consideration of the content of the film. We planned to arrange 10: 50 at night, so that the film would enter the zero point when it was played to the 70-minute node, which was also in line with the expression appeal created by director Bi Gan himself."

　

Of course, with the coverage of Tik Tok’s publicity, then the publicity team slowly adjusted the plan, and the concept of "one kiss for the New Year" came into being.

　

Compared with the previous content propaganda of the film, it focuses on film festival awards and overseas word of mouth, which is a typical propaganda route of literary films. In the later stage of publicity, the love element in the film was grasped, and through a series of UGC communication, the publicity sank successfully. In particular, it attracted a large number of audiences in third-and fourth-tier cities.

　

Judging from the pre-sale of the film, a large number of audiences concentrated in the 21: 40 session on December 31st, and even some cinemas opened three or more cinemas during this period.

Facts have proved that the pre-sale results have already affirmed this publicity plan. Of course, some other voices will inevitably appear in the network. When Tian Qi, the film producer, sent out a series of long rhetorical questions in the circle of friends, in his view, as a film propagandist, he could not screen the audience with films.

　

But in fact, in today’s movie market,Film box officeWhen it is more and more linked to movie word of mouth, there are nearly 100 million box office experiences before. However, when achieving a pre-sale goal, the producer asked such a question of "stealing the concept", which was somewhat lacking in atmosphere.

In the past experience, people often think about how to win more effective games for art cinema. With the concept of "New Year’s Eve with a kiss", the "Earth" team successfully won the support of the cinema, and even got the support of the audience to buy tickets. At first glance, this time is a success.

　

However, if you look closely at the events on December 31st, it is mainly around 21: 40. There are few events at other times, and the attendance rate is relatively unremarkable. The audience is choosing a movie, and the movie is also choosing an audience. Perhaps, the box office outside the New Year’s Eve of "The Earth" can prove the attitude of domestic audiences to literary films to some extent.

　

Let the audience who don’t usually watch literary films try literary films, okay? There is no denying that this is good. However, this kind of attempt and acceptance requires a gradual process, not the current "recommendation".

　

For investors, can this box office achievement really enhance their confidence in investing in literary films and make the creation of directors more possible? Maybe we should draw a question mark. The marketing of Earth is destined to be a phenomenal special case, and it is difficult to form a real project case for promotion.

　

As for the quality of the film, Xiao Dianjun believes that time will tell. Just like at the beginning, it was controversial, and now the Douban score has gradually returned to 7.2 points from below 7 points during the screening period.

As for this marketing campaign, is it a success or a simple "one-stick sale"? I can’t stamp it now. In 2019, China’s films will gradually step into a "movie power", and all the literary films that were originally impossible to be released will have more and more opportunities to meet the audience.

　

Then, at that time, the market will verify the rationality of all this.

What is the purpose of "one kiss for the New Year"?

However, let’s go back to the essence of "one kiss for the New Year". Why do you want to do this?

The answer is simple, even those who make bad reviews can understand that in order to make money, in order to get the movie back.

It has been rumored on the Internet that the production cost of "The Earth" is nearly 100 million yuan, and some people have come out to clarify that it is around 70 million yuan. Counting the publicity expenses, you really have to face nearly 300 million box office to return to the book. However, Bi Gan’s previous work "Roadside Picnic" cost only 200,000 yuan in the early stage, and the total cost was about 1 million yuan with the expensive music copyright fees and publicity fees in the later stage.

Nowadays, the cost has increased by nearly 70 times, which is really lucky for a director who just made his second work. Even for many directors who have been making literary films, almost no one has ever traded such a large fund.

On the eve of the release, Shan Zuolong, the producer of "The Earth", published an article in his company’s WeChat official account, "The Dark Hour of" The Earth ". I recalled that I met Bi Gan from a roadside picnic, and then started to write the behind-the-scenes story of The Earth together. Many readers are moved by the plain words, and it is not easy to see a filmmaker behind the words. At the same time, we can also see that a new producer and a new director are unprofessional when trading tens of millions of funds.

In fact, when directors and producers "willfully" spend these tens of millions, they are already ready to face this problem. How can this problem be solved? They seem to have no choice but to give the answer, "Give it to the propaganda team".

Now, the result is coming. "One kiss for New Year’s Eve" solves the problem of "returning to the original". At the same time, however, the so-called overdraft of publicity trust has also followed, and the audience has criticized the marketers for using "one kiss for the New Year" fraud.

Not only that, there will be some audiences who are afraid of literary films. It is often said in the propaganda and marketing industry that the audience has a weak memory of movies. But in fact, the audience just has a poor memory for mediocre movies.

The audience can remember the good movies they saw at the beginning of the year and even pay for the director’s next work; In the bad movies watched in the past, the audience remembers a little fresh meat with facial paralysis in it, and maybe his works will become cautious.

Did "Earth" hit them hard? Big, maybe not. Just like the film propaganda, it is greeted with a sense of ritual. It is this simple word "sense of ceremony" that probably captures the memory of the audience, so in the future, this kind of film, this director’s work … … Will the audience still believe it?

The most important thing is, will this "gifted scholar" in the eyes of film critics be overdrawn by consumption this time?

This answer is difficult to give, but there must be doubts.

Therefore, if the current situation of word-of-mouth bite back from the film marketing problem, it may have existed from the beginning of the filming period.

Original Hong Xiu Shuo Entertainment DJ Yaqing

In the 1960s, this excellent theme was selected by Bayi Factory, and it was decided to make a film "Tunnel Warfare". Later, Xudong Ren, Xu Guoteng, Wang Junyi and Pan Yunshan wrote the script and constantly polished it. In 1965, the film Tunnel Warfare was filmed and released on New Year’s Day in 1966. By the end of 2012, this film has set a record of billions of people watching it, and it can be said that it is one of the most familiar movies for Chinese people.

Fu Gengchen, who is in charge of the soundtrack in the film, has written songs for many outstanding works such as Sparkling Red Star, Advancing into the Central Plains and Sparkling Red Star. Fu Gengchen was only 29 years old when he wrote music for Tunnel Warfare.

Anyone who has seen the movie "Tunnel Warfare" should be deeply impressed by the theme song "Tunnel Warfare" and the episode "Chairman Mao’s Words". In fact, the author of the lyrics is Xudong Ren, the director of this film. Accompanied by "the sun shines everywhere, Chairman Mao’s thoughts shine golden", Gao Chuanbao read "On protracted war"; "Guerrilla warfare was launched in the Great Plains, and villages and households were connected into tunnels. The invaders dared to come and beat him to death." The enemy was defeated. The song in "Tunnel Warfare" was once described as follows: The enemy was frightened when he heard it; Hearing this, the people are full of blood and infinite strength in their hearts!

The prototype of "Gaojiazhuang" in the film is Gaoping Village, Zhengding County, Hebei Province, which is also called "Anti-Japanese Pioneer Village". But at that time, because of the flood, the local tunnel did not meet the shooting conditions. The film crew turned to Ran Zhuang, Lizhuang and Tangzhuang, which were nearby, for combined shooting, and tried to restore the scene at that time.

Ranzhuang Tunnel Warfare Site

The tunnels criss-crossing in the movie and the shadowy guerrillas must have left a deep impression on everyone. In fact, all the pictures in the tunnel in the film were set in Bayi Factory, but with excellent lens application, it looks like shooting in a real tunnel.

In the movie, the first appearance is Gao Laozhong, the party branch secretary played by Bingyu Wang. In order to cover the villagers’ evacuation and escape, he risked his life to sound the alarm, but unfortunately he was discovered by the Japanese army, and finally he sounded a Grenade and died with the enemy. When playing this role, Bingyu Wang was actually only in his twenties, but it was a big test to play a father and son with Longguang Zhu, who was similar in age, and to show a sense of vicissitudes of life.

Bingyu Wang, an actor from Beijing Film Factory, has played the roles of Uncle Man in Private Zhang Ga, Zhou Yunpeng in Journey to Wan Li and Liu Dabo in Hai Xia. Unfortunately, Bingyu Wang died in 1982 at the age of 47. It’s a pity that we didn’t see more of his works on the screen.

Gao Chuanbao, the son of Gao Laozhong and the captain of the militia, was played by actor Longguang Zhu. He also performed brilliantly in films such as "Jiao Yulu" and "Wooden House". Besides, he also played an amazing role, that is, the Tathagata Buddha in the 86th edition of The Journey to the West. Do you know? If it weren’t for the introduction of the audience, I wouldn’t have recognized him as Gao Chuanbao who was praised by director Xudong Ren as "handsome, mighty and good at acting". In September this year, it was Longguang Zhu’s 82nd birthday, and Hong Xiu wished him a long and healthy life, smiling often.

The prototype of Gao Laozhong and Gao Chuanbao was Liu Fool, the party branch secretary and militia captain of Gaoping Village at that time. Although his name didn’t sound severe, during the War of Resistance against Japanese Aggression period, he led a militia team of 70 or 80 people to repel thousands of Japanese attacks.

Zhao Ping, the district chief who formulated the "Sparrow" tactics, was originally played by Zhang Yongshou. He has played Shao Jianbo in Lin Hai Xue Yuan and Fang Yong in Surprise. As a famous actor and director of Bayi Film Studio, Zhang Yongshou has many works on the screen.

He is also regarded as Liu Xiaoqing and Tang Guoqiang’s Bole on the road of performing arts. At that time, when filming the movie "South China Sea Storm", he chose Tang Guoqiang; When filming the Great Wall of the South China Sea, he chose Liu Xiaoqing. Today, 87-year-old Zhang Yongshou and his wife Zhang Jiamao live in Beijing. Zhang Xihe, the eldest son, and Zhang Wang, the second son, are both film and television workers. Zhang Wang is a famous producer, who has produced films such as Sunny Days and The Great Wall. The youngest daughter, Zhang Man, is developing her career abroad.

Zhang Yongshou and Zhang Man.

Xiujie Liu, who plays Lin Xia, director of the Women’s Rescue Association, has only appeared in a few films, but her simple and natural performance can touch many audiences, and her performance is both physical and mental. In the film, she said to Longguang Zhu, "Pass the treasure, be careful" is gentle; He was firm when he said, "We want to fight wolves, but we can’t let them bite us.". However, in the later stage of Xiujie Liu’s acting career, little information can be found, but the Lin Xia she created has been fixed in the hearts of the audience. On July 27th, 2020, Xiujie Liu died at the age of 87.

Wang Xiaozhong, an old actor with rich experience in villains on the screen, plays the Japanese army captain Yamada in Tunnel Warfare this time. When Wang Xiaozhong was young, he studied in the Telecommunications College of Fengtian Railway Institute set up by the Japanese, and many teachers in the school were retired soldiers. I think this is also the reason why he played a very thorough role in the image of Japanese soldiers. He has appeared in the image of Japanese many times on the screen, such as Nakamura, the special high-tech director in Never Gone Radio, and Tada, the intelligence consultant in Wildfire and Spring Breeze Fighting the Ancient City. But every role he plays is different, and in his opinion, even a supporting role needs careful consideration. On January 22nd, 2016, Wang Xiaozhong died in Guangzhou at the age of 88.

Tang Bing, commander of the Imperial Association Army, will be played by the famous actor Liu Jiang. Liu Jiang likes performing arts since he was a child, and he is particularly interested in movies and dramas. He has appeared in the movies "Sparkling Red Star" and "Breaking through the Wujiang River", and has also created many classic vivid images, leaving impressive lines, such as "I’m Hu Hansan back!" And "high, really high!" .

However, he was in poor health in his later years: in 1995, Liu Jiang was diagnosed with various cancers. However, he is optimistic and cheerful, but he has also appeared in several films, most of which are positive images. On May 1, 2020, Liu Jiang died in his sleep at the age of 95. This also means that the "five villains" on the screen: Ge Cunzhuang, Statement, Chen Qiang, Fang Hua and Liu Jiang have all passed away.

There are many excellent supporting actors in the film, such as Zhu Qi who plays Cui Lianchang, Han Dong who plays Dakang, and Hu Zihe who plays Niu Wa. Zhu Qi died in 2007; Han Guodong and Hu Ziru are both actors of the Cultural and Art Troupe of the Political Department of the Corps of Engineers, and Hu Ziru once served as the vice captain of the drama team.

Pay tribute to the previous artists for their dedication to China’s film industry. One of the classic lines, such as "quietly into the village, don’t shoot!" Do you remember? I wonder how much the audience still remembers the plot in Tunnel Warfare? Welcome everyone to interact with more netizens and fans through the message area. I’m Hong Xiu. Thank you again for your attention, praise and sharing.

This article is original by Hongxiu. Please don’t copy it without permission! Offenders will be prosecuted!

Original title: The movie "Tunnel Warfare" Longguang Zhu Zhang Yongshou is alive, "Yamada" and "Commander Tang" have passed away.

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