© 2011 CIC IWOM WATCH © 2012 CIC

IWOM WATCH COMPILATION 2012

IWOM WATCH

网论观察 2012

PAGE. 3-4

Batman Vs Spiderman “Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)” PAGE. 5-6 All About Obama PAGE. 7-8 CCTV Steps into Social Media

NET CULTURE

Batman Vs Spiderman. “Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)”

Netizens Combine Current Trends with Established Net Culture

3

Note*: “Gao Shuai Fu (高帅富)” means tall, rich, and handsome. “Diao Si (屌丝)” is a nickname originating on “Li Yi Ba (李毅吧)”, a forum in Baidu Tieba, which is used to describe guys who are ordinary, poor, or unsuccessful, but still passionate, ambitious and dignified in defeat. Each concept is established in China’s net culture. (Please click here to view more detailed information about “Diao Si”)

Summary With the near simultaneous release of “Batman - The Dark Knight Rises” and “The Amazing Spiderman”, netizens were naturally drawn to compare the movies. In doing so, they found an easy comparison, well established in China’s net culture; Batman is a “Gao Shuai Fu (高帅富)”, which means tall, handsome and rich, particularly in reference to a recent meme that set out the cost of his equipment. Spiderman though, is a typical “Diao Si (屌丝)” – ordinary and poor, but full of ambition. Spoofing, which is a convention of Chinese youth’s online behavior, allows netizens to appropriate the latest trends and this comparison between Batman and Spiderman generated substantial interest.

It costs

$682,450,750 to be Batman

据说观众都反馈同时上映的蝙蝠侠好看，蜘蛛侠坑爹。都说了，一个高帅富一个屌丝，差距立显。。。Link The audience thought Batman was better, Spiderman just wasn’t as good… just like the gap between rich, handsome men and losers. 强烈建议先看蝙蝠侠再看蜘蛛侠! 这样才能深刻的感受到蜘蛛侠面对高帅富的蝙蝠侠时如此完美地演绎了吊丝的逆袭. 尤其看到蜘蛛侠一针一线地缝装备时, 我的眼泪都快要掉下来了. Link Recommend you watch “Batman” first, then “Spiderman”! Only in that way can you feel the perfect counterattack from “Spiderman”, the “Diao Si”, to “Batman”. It was really touching to watch Spiderman sewing his own uniform. 由于钢铁侠打不过绿巨人, 同理可证, 蝙蝠侠打不过蜘蛛侠, 变异的屌丝男必胜高富帅 Link Since Ironman can’t beat Hulk, similarly, “Batman” must lose in fighting with “Spiderman”. The DiaoSi must prevail over “Gao Shuai Fu”.

It costs

$215 to be Spiderman

4

CIC View

Although Batman is widely considered to be the better film, the negative cultural association of “Fu Er Dai (富二代)” (second generation of rich) means the “Diao Si” are always close to netizens’ hearts. Netizens want the underdog to triumph over the privileged.

The movies are hot, and released so close to Valentine’s Day, they’re popular date movies. They also feature apparitional figures for young men. These factors combined to create a topic of greater cultural resonance than the movies themselves.

The Definition of “Diao Si”: Guys who are ugly, short and poor. They were born into ordinary families and although they work hard, the odds are that their futures will be decidedly unspectacular. They mean nothing to their favorite girls. Even so, Diao Si still have a romantic outlook and passion for life. Always the underdog. Link

Diao Si in the Eyes of Gao Shuai Fu

Short, ugly and poor Envy the rich and handsome Under qualified Jokers

Diao Si in the Eyes of the General Public

Ordinary Not hard-working Take things as they are Speak more than they act

Diao Si in the Eyes of Diao Si

Humorous Young and cynical Self-made Possess an inner strength

Batman Vs Spiderman. “Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)”

Netizens Combine Current Trends with Established Net Culture

All About Obama

CIC view Obama’s victory in the 2008 presidential election was regarded a symbol of youthful, grassroots’ success. However, rather than discussion of Democratic versus Republican party politics, Obama’s image was by far the most popular element in China’s online conversation. However, despite being seen as an idol of America’s young generation, the electoral campaign went beyond his personal politics, to an embodiment of China’s perception of the Americans’ dream. So, the election is an interesting balance between star power and wider ideology.

The use of humor is an engaging juxtaposition with someone at the pinnacle of world politics; a juxtaposition that’s particularly pertinent to a Chinese audience. However, humor has been a recurring feature of Obama’s campaign engagement, seen to be integral in shortening the distance between himself and America’s voting public. The Obama brand is largely based on this approachability and many brands have been built in China in exactly the same way. Chinese net culture is well practiced with this type of engagement, embracing an opportunity to exercise creativity in reimagining and amplifying marketing message. Brands in China, as ever, were quick to capitalize.

What Do Chinese Netizens See In Obama?

5

“Obama Style” <Link>

•Retweets：39,513

•Comments：3,517

Obama Skateboarding <Link>

•Retweets：14,580

•Comments：978

Obama’s Pouty Photo <Link>

•Retweets：401

•Comments：115

Obama’s second term is not only being seen as a personal victory, but a victory for the people of the United States. Forty years ago in America, black people suffered various indignities and tensions between the races ran high. But today, a black man has become President and won re-election, it’s great progress of a nation and national consciousness. It’s not that America never makes mistakes, but she learns quickly after making them. Link

To Chinese netizens, Obama’s was a symbol of grassroots victory, of freedom and fair competition.

Amiable, smart, funny… and cute. Obama’s sense of humor has most endeared him to Chinese netizens, resonating with their taste for creativity, contrast and approachability.

Netizen Opinion Obama’s PR Image Netizen Spoofing

2012.11.7 12:24 2012.11.7 13:00 2012.11.7 14:19 2012.11.7 14:41

All About Obama

6

Link Link Cadillac MINI China Durex

• Durex are renowned for real-time, witty appropriation of current trends via their official Sina Weibo account.

• Durex leveraging the pictures of the wives to

illustrate the “Difference between Obama

and Romney” with a cheeky irreverence in-

keeping with the brand’s persona in the

Chinese market.

• Retweets: 61,687; Comments: 17,134

• Cadillac is firmly established as a leader in the luxury car market and an expression of the American spirit overseas.

• Cadillac leveraged their physical and psychological proximity to Obama and the Presidency in promotion of these core brand values.

• Retweets: 32,496; Comments:

3,213

• Mini’s success was most impressive in its simplicity; tactfully leveraging snapshots that inextricably link their brand to Obama and the feel-good aura around him.

• This clarity of expression is also a recognizable feature of Mini’s personality.

• Retweets: 43; Comments: 14

Link Obama Wins

These brands leveraged the election to create topics that were timely, fitting and effective.

In essence, it was the simplicity of message and mechanism, while cleverly marrying brand cultures, that set these apart as excellent examples of reactive social media marketing.

Brands Build On Election Buzz to Maximize Marketing Impact

CCTV Steps into Social Media

7

CCTV’s Increased Interaction with Netizens

CCTV Anchors Interact with Netizens Via “Micro-Interviews”(微访谈)

向 @央视新闻 提问: 请问《新闻联播》结束之后，你们会说些什么？经常看见你们会互相交谈 Link Could you let me know what you talk about at the end of CCTV news？It seems to me that you often chat to each other. CCTV: 郎永淳：今天没播错，终于可以不紧张了…… Link Lang Yong Chun: I didn’t make a mistake today. What a relief, I can relax now.. Netizen Replied: 诶呀读错一个字扣好多钱···

Ah, so you’ll be fined if you make mistakes in the broadcast.

CCTV: 你猜，你继续猜，肯定不会说待会到哪儿吃饭 Link You guessed, you can keep guessing, but it’s definitely not “where will we have dinner later” Netizen Replied: 央视也卖萌，哈哈

CCTV also acts cute, haha

Netizen Spoofing

Summary As the official TV network of China, CCTV’s standing and sheer scale traditionally kept their audience at a distance. One of the symptoms of this disassociation was a sense of mystery about what went on behind the scenes. When CCTV first opened its Sina Weibo account, the content did little to redress this distance, simply tweeting links to CCTV News videos and generating little engagement.

However, the network has recently started drawing on social media as a source for news stories and public opinion, leveraging social platforms to actively engage with netizens. As new generations of Chinese media consumers elect to do so on their own terms, traditional media has to adapt to survive. CCTV’s decision to embrace social as a resource and reporting medium suggests a step towards their audience.

Netizens add dialogue to anchors’ pictures, suggesting they feel more accessible and approachable to viewers. Link

CCTV Steps into Social Media

8

CCTV’s Engagement via Sina Weibo

CIC view So far, netizens have viewed CCTV’s increasingly approachable repositioning as a success. By engaging more with grass-root level netizens, CCTV are effectively aligning themselves with a new, young audience who barely watch TV but are net savvy and essentially, better informed than the core CCTV audience that precedes them. CCTV, and other traditional media outlets, no longer the enjoy the aura of credibility inherent to their official standing as a resource for news and current events. Faced with the increasingly fast moving and peer populated information highway that is social media, netizens simply have faster access to more relevant news than the official channels themselves. In the race for breaking news, CCTV proves if you can’t beat them, join them.

Encourage Netizen Voting on Sina Weibo Which anchor would you prefer to appear on CCTV’s 2013 wall calendar? Link

Turn Netizens into CCTV News Contributors CCTV’s annual special, “Move Through 2012” offers netizens a chance for their best tweets about CCTV’s 12 hottest topics to be broadcast on CCTV News. Link

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