q3 wp topic three-the diversity of chinese net language
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Topic Three: The Diversity of Chinese Net Language
“The Internet is THE Community”: IWOM white paper Series on Internet Word of Mouth (IWOM) Development in China
2008 Q3
2© 2008 CIC
The Diversity of Chinese Net Language
Editorial Summary
雷到了謽到囧
靐到槑
氼
Orz
JMS
山寨
VS
3Qing
FB
嘦巭深
小福
ωō
O⑦哖⑦冄⑦號兲嫑跑
长草
砳
圐圙
极品
猪坚强
做人不要太CNN
555
打酱油
很好很强大
JS
I 饭
败家稀饭
818
跟风
兽
筒子
绿衫军
Mamba
8147
宅男/宅女
Ke/客
本本
扣肉
闪龙
Yao
大神
The Chinese Internet population is now the largest in the world with 253 million users and The Community is a major element of the Internet experience. The Community is redefining and revolutionizing relationships that individuals have with each other as well the relationships they have with institutions such as companies.
This white paper, “The Diversity of Chinese Net Language,” is Topic 3 of our “The Internet is THE Community” series of reports. In this white paper, we provide an overview of the Internet Community’s diverse and unique net language that is shaping how netizens communicate both online and offline. It is yet another demonstration of the power and impact of the Internet Community.
The full “The Internet is THE Community” series of reports can be downloaded here.
3© 2008 CIC
DOES NET LANGUAGE MATTER?
考纲规定，语文不考繁难字，作文要平时训练各种文
体，用生造的网络语言可能会被扣分。
According to the test guideline, complex-formed characters should not appear in Chinese; all styles of writing are needed for composition practice; use of “net language” could be penalized.
The National Matriculation Test (NMT) is the test given once a year to all Chinese high school seniors to determine which university they can attend. It is a high profile event that receives national attention. A couple years ago, it was announced that “net language,” i.e. slang terms like Ding (顶), Jiong (囧), and Orz coming from the Internet Community, would not be permitted to be used. The ban of net language on the NMT demonstrates the impact of net language on the Chinese national consciousness and the Chinese language, similar to discussion in France to ban the use of English terms in commercial and government communications. The fact that such a distinct “language” exists on a national level without any other media to promote it also proves the existence of a nationwide Internet Culture within the Internet Community.
Net Language VS NMT Composition
甲方：不如考回古文算了Objective: It might as well test for ancient Chinese prose.
乙方：这是正本清源之举Supportive: They are doing the right thing.
丙方：别忽略“生造”二字Neutral: Don’t use coined characters. linkSee CIC’s blog articles on a quick review of
net language in China here. For more information about the diversity of Chinese net language, please refer to CIC IWOM Watch Jun 1-15, 2008
link link
4© 2008 CIC
In this paper we provide an introduction to Chinese net language. If you don’t read Chinese, you may miss some of the meaning and power of the language. However, we will do our best to at least demonstrate how it is used and examples of its impact by organizing discussions according to the sections listed below.
It is our sincere hope our guide will help you to not be “雷ed” (lei) or feel “囧” (jiong) or even be regarded as “槑” (mei) when you are confronted with net language in the future ; P
A NET LANGUAGE PRIMER
Ke Terms客一族
Ke Terms客一族
Mars Characters 火星文
Mars Characters 火星文
Ancient Characters 古文新解
Ancient Characters古文新解
Letters and Numbers 字母/数字类
Letters and Numbers字母/数字类
Category Terms行业网络语言
Category Terms行业网络语言
Coined Terms流行新语
Coined Terms流行新语
Orz, Org, 555, 246…
囧 (Jiong), 槑 (Mei)猪坚强 (Zhujianqiang)，
雷(Lei)， 霹雳 (Pili)
I饭 (I-Fan), 长草 (Grow grass), 小福 (Xiaofu), K24
嚤媿洧嚤劦，莪莈洧The Diversity of Chinese Net Language
Shai Ke, Shi Ke, Pai Ke, Zhui Ke
5© 2008 CIC
Ji Ke 极客 Shan Ke 闪客
Huan Ke 换客
Wei Ke 威客
Bo Ke 播客
‘KE/客’: Different ‘ke’s for different personalities
Shai Ke 晒客 Shi Ke 试客
Pai Ke 拍客
Zhui Ke 追客
Ke Terms
Ke/客
6© 2008 CIC
‘SHAI KE’ (晒客): A netizen who shows via pictures and videos - Netizens ‘shai’ brands, products, personal collections, decorations, pets, and just about everything
Sample Quote:平民不败家之晒晒俺的化妆品.
I, a common consumer, just “shai” my cosmetics. link
NIKE的一款婴儿鞋 看起来很喜欢人
Here is one of my Nike baby shoes, which looks so cool. link
Sample Quote:去麦当劳买杯子,这次,我选了蓝色.
I went to McDonald’s to buy this cup, and I chose the blue one this time. link
有人收集了麦当劳的奥运杯么..
Has anyone bought this Olympic cup? link
Netizens voluntarily shai recent purchases
Netizens shai special edition McDonald’s cup
For more information about the diversity of Chinese net language, please refer to CIC IWOM Watch Sep 16-30, 2007
Ke Terms
7© 2008 CIC
‘SHI KE’ (试客): A netizen who loves samples & freebies - Shi Kes are professional samplers happy to participate and join activities for free stuff
With the proliferation of sampling activities and websites like itry and try2U , the Shi Ke (试客) have emerged as professional samplers. They seek out opportunities to try anything and everything and are quite willing to offer up personal information in doing so. They also are happy to write up reviews on sampling sites if requested and even "shai" the samples.
Sample Quote:我收到唇膏了．．．刚到的． 是放在一个白色普通
的信封里寄过来的．好喜欢啊．．．很不错的样呢．
I just received the lipstick enclosed in a white envelope. It was so nice. I really love the lipstick.
link自己收集的几个试用装申请 有兰寇、莱茵、巴黎创
意美、DHC等等的哦!希望大家会喜欢哦
Here is some information about product trial and application, including Lancôme, VOLES, CCB- PSRIS and DHC. I hope everyone likes them.
link
Trial Sites
Trial Products
Share
ShowIWOM
试客
For more information about the diversity of Chinese net language, please refer to CIC IWOM Watch Oct 16-31, 2007
Ke Terms
8© 2008 CIC
Sample Quote:
我要做拍客，支持！！！I want to become a “Pai Ke”. I support it!! link
按照指定的赏金任务完成作品，原创作的呕Create your own work according to the appointed task. link
我拍了好多热门的发不上去。参加不了赏金任务。希望
加我进去. I’ve taken a lot of cool videos but I can’t upload them. Please give me access. link
With the increasing popularity of photo and video sharing sites, Pai Ke (拍客) are netizens who like to take photos and videos with their mobile phones and digital or video cameras. Some sites like KU6, a video sharing site, have tapped into this culture by encouraging “bounty hunter” type tasks. Netizens can submit tasks such as encouraging others to upload videos of animals in need. If the task is officially recognized by Ku6, then those who submit relevant media are eligible to receive reward points.
Netizens who submitted original idea also receive award
Ku6 officially recognizes certain tasks as eligible to receive awards
Netizens submit ideas for
reporting tasks
‘PAI KE’ (拍客): Netizen photo and video reporters - Pai Kes seek out opportunities to capture images of cool or hot stuff
For more information about the diversity of Chinese net language, please refer to CIC IWOM Watch Dec 1-15, 2007
Ke Terms
9© 2008 CIC
MORE KE’S: ‘Bo Ke’, ‘Huan Ke’, ‘Ji Ke’, ‘Shan Ke’, ‘Zhui Ke’, ‘Wei Ke’
link
2
‘Huan Ke’ refers to netizens who barter for goods online.
‘Ji Ke (Geek)’ refers to netizens that are knowledgeable and a fan of a particular field.
link
3
‘ Shan Ke’ refers to netizens who use the multimedia software Flash to create animation, videos etc.
link
4
1
‘Bo Ke (Podcaster)’ refers to netizens who upload user generated content.
‘Zhui Ke’ refers to netizens who are up-to-date on all the latest hot online trends such as online novels and online TV series.
6
‘Wei Ke (Witkey)’ refers to netizens who receive payment for sharing knowledge and exchanging services and information.
link
link
link
5
Ke Terms
10© 2008 CIC
Dear Jing:
I didn’t make a draft of this letter before writing to you, but I will make an exception this time. Without you, my life resembles a piece of paper filled with black and white letters. I am missing the time we spent together laughing and hanging out at home. Although you haven’t answered my letter, it’s ok.
Mars characters are composed with a combination of symbols, pictographs, rare and traditional characters. It is a “language” especially popular with the 90’s generation. Netizens have created dedicated sites, manuals and even software for Mars language. Below is a letter composed completely in Mars characters.
Personal Letter Written with Mars
MARS LANGUAGE: The mark of the 90’s generationMars Characters
link
link
Sample Quote:
看来现在的小孩子越来越厉害喽，时代在发展呢！
It seems that today's children are becoming smarter and smarter. The world is developing quickly! link
Mars Sites
Mars Manual
Mars Software
link
link
11© 2008 CIC
“囧 (Jiong),” one of the oldest Chinese characters, now leads a new wave of net culture
Sample Quote:
将大囧文化发扬光大
Let us promote Jiong Culture! link
“囧”行网络, 很囧很强大。
“Jiong” is spreading all over the internet . It is so powerful. link
An ancient Chinese character, “囧
(jiong),” has attracted a large amount of attention within the Internet community. The original meaning of this classical hieroglyphic Chinese character was “bright,” however, the new “net language” definition of the term is “sad, frustrated,” because it resembles this expression on a human face. The character’s design ignited netizens’ passion and inspired them to use the character creatively in different social applications. For example, people created Jiong expression icons (see left), bloggers used it in their blog names (see Jiong Pig) and some netizens even built an official website for Jiong. (check out 囧.WS).
“Jiong Everyday” displayed on Youku (a hot video sharing site) reaches 1,000,000 PV: link
Over 500 Jiong BBS were born overnight - Baidu “Jiong Village” is one of them: link
A Milk Tea Shop named itself “囧” and increased
sales: link
Popular Jiong Bags
Video
BBS
Branding
Product
Ancient Characters
For more information about the diversity of Chinese net language, please refer to CIC IWOM Watch Apr 16-30, 2008
12© 2008 CIC
MORE ANCIENT CHARACTERS: 槑, 囧’s family
Sample Quote:外国超（级）跑（车）把我看槑了.
I am Mei (spellbound) by foreign sports cars. link
“槑” is a good example of netizens’ creativity in coining new terms. The original meaning of this classical hieroglyphic Chinese character was “梅(Mei)” or plum blossom. But now, since it looks like two “呆(Dai)” (meaning spellbound or dumbfounded) put together, netizens use it to describe something that causes them to be overly shocked or dumbfounded.
link
Netizens’ are passionate about finding new ancient Chinese characters to integrate into their net vocabulary and have created a whole family of net terms for “囧”.
囧’s family
崮 (gu): 囧国国王/ the king of Jiong empire
莔 (meng) : 囧国皇后/ the queen of Jiong
empire
商 (shang): 戴斗笠的囧/ the Jiong with a
bamboo hat
回 (hui): 没眼睛的囧/ the Jiong without eyes
四 (si): 没嘴巴的囧/ the Jiong without a mouth
d 囧 b:百事可乐“爱中国”的手势/ the “Love China”
Pepsi gesture
T囧T: 鄙视你的囧/ the Jiong looking down on
you
囧rz and ssr囧: 下跪的囧/ kneeling person with
Jiong face
囧囧有神: 十分囧,囧到“有神”/ very Jiong
Ancient Characters
13© 2008 CIC
Combining letters and numbers allows netizens to communicate in a simple yet powerful way
Orz: 跪倒/ shows respect to an expert or well regarded professional as it resembles a person kneeling.
Orz also has some variations:sto: 换一边跪/ kneel in a different directionorg: 美人鱼/ the mermaidprz: 长发垂地的orz/ kneel with hair hanging straight downszQ: 换一边并舔地的orz / kneel in another direction and lick the floorOTL: 这是完全失落/ totally frustratedOroz: 这是有小腹/ kneel with fat stomach
Sample Quote:
我就受点委屈吧，不就是5块钱嘛，555~~
Fine, I can endure this, only 5 yuan, 555 link
555: 哭/ onomatopoeia for crying sound8147: 不要生气/ don’t be angry1314: 一生一世/ forever520: 我爱你/ I love you360: 想念你/ miss you88: 拜拜/ bye246: 饿死了/ I’m hungry82475: 被爱就是幸福/ being loved is pure happiness4242: 是啊是啊/ yes5871: 我不介意/ I don’t mind
Letters & Numbers
Letters Numbers
14© 2008 CIC
“Zhujianqiang” or the “persistent pig,” survived for 36 days after the Wenchuan earthquake by drinking rain drops and moisture off of charcoal. The persistent spirit of this pig impressed netizens and as a result his name became hugely popular on the Internet. Some artists even composed songs to praise the pig’s ability to live through tough times. These songs were then widely copied and pasted onto video portals and BBS, receiving thousands of page views. Even real estate mogul Pan Shi Yi referred to the pig’s persistence when expressing his attitude towards the ailing economy.
COINED TERMS: As a sign of the times, Zhujianqiang “猪坚强” represents persistence when facing tough times
The video of Zhujianqiang’s commendation conference link
Sample Quotes不错，旋律很好听，我喜欢
Sounds wonderful, I like this melody. link
看勒眼睛都湿润勒``在现实社会中``我们也要坚强！！
My eyes clouded up while watching this video. We also need to be persistent in tough times.
link
The song about Zhujianqiang link
The pig survived for 36 days after the earthquake
Zhujianqiang appeared as a synonym for a persistent spirit in the face of downturns in the real estate and banking markets
Coined Terms
15© 2008 CIC
Sample Quote:最能“雷”到菲尔普斯的估计非下面这句莫属了
The comments by the TV analyst that will ‘Lei’ Phelps the most are…
所谓自由泳，就是什么泳姿都可以采用…..等等，“霹
雳”到大批的电视观众。
Freestyle swimming means you can swim using any style, so the swimmer can ‘Pili’ the audience.
菲尔普斯原是“宅男”Michael Phelps is a ‘Zhainan’
More new terms created by netizens to express their strong feelings
打酱油 (Dajiangyou): to buy soy sauce/none of my business叉腰肌 (Chayaoji): iliopsoas/hip muscle山寨 (Shanzhai): “bandit”, knockoff很…很…: very…, very…做人不要太CNN: don’t be like CNN
雷 (Lei)：to shock somebody霹雳 (Pili): extra “Lei”宅男/宅女 (Zhainan/Zhainv): people who prefer to stay at home俯卧撑 (Fuwocheng): pushups/none of my business
link
Coined Terms
It’s very interesting to talk about the Olympics using net language
Coined Terms
link
16© 2008 CIC
CATEGORY NET LANGUAGE: Information Technology
本本(Ben Ben)：Nickname for notebook
悍马(Han Ma)：The name of a motherboard series produced by Jetboard, which is well- known for its high performance-price ratio.
A饭
(A-Fan)：
“A-Fan” refers to AMD fans, it also refers to ATI fans in the graphic card BBS forums. However, after AMD acquired ATI, ATI fans are also considered as AMD fans.
小黑(Little Blackie)：Lenovo ThinkPad
本友 (Ben You)：Owner of a notebook
I饭 (I-Fan)：“I-Fan” refers to Intel fans.
Popular IT net language buzz notes
7,132
3,047
2,332
1,383
1,172
27,369本本
悍马
A饭
小黑
本友
I饭
Data Source: 583 selected IT related forums, CIC Cross Industry Study, 2008Q3
For more on the net language for IT industry, see seeisee blog article here Sample Quote:
I饭进....想给个妹买台搞动画制作的主机..
I-Fans, please help me…I want to buy a computer that’s
good for creating animation. link
Unit: mention
IT Term frequency*, 2008 Q3
Category Terms
*Note: the frequency is according to CIC Keyword Frequency Analysis around IT terms in terms of No. of mentions.
17© 2008 CIC
CATEGORY NET LANGUAGE: Cosmetics
晒
(Shai, show off) ： Take a picture of cosmetics collection, then upload on BBS to show off and share user experience with JMs. 败 家
(Spendthrift) ：
A way to describe netizens who spend too much money on high end/luxury brand cosmetics to maintain their skin and beauty.长草
(Grow grass)：
“Grow grass” refers to netizens that are motivated to buy products after seeing other netizens “shai” or show off the product. Netizens use the phrase when they are influenced or looking to be influenced by recommendations from likeminded consumers. 跟风
(Follow trend)：This means someone was influenced by the opinion of another user and persuaded to buy a product. Usually these products have positive IWOM or are frequently discussed on BBS. 兽
(partial tone of Show, Show off)：Same as Shai.818：Talk about it
Popular cosmetics net language buzz notes
Sample Quote:有用过BB霜的JM吗？近来狂长草，想要败一瓶
Any JM’s tried BB cream? I am “growing grass” as I want to buy one (looking for recommendations). link
5,667
4,097
2,247
1,777
798
16,397晒
败家
长草
跟风
兽
818
For more on net language for the cosmetics industry, see seeisee blog article here
Data Source: 451 selected cosmetics forums, CIC Cross Industry Study, 2008Q3
Unit: mention
Cosmetics Term Frequency*, 2008 Q3
Category Terms
*Note: the frequency is according to CIC Keyword Frequency Analysis around Cosmetics terms in terms of No. of mentions.
18© 2008 CIC
福克斯51.8%
FCS0.2%
福福0.4%Focus
8.0%
小福28.5%
FKS11.1%
CATEGORY NET LANGUAGE: Automobile
Sample Quote:我的小福我做主。I am the master of my own Xiaofu. link
各位TX，小的刚成为福友不久，想在十一期间带上自己
的LD出去自驾游。
TX (Friends), I become a fan of Ford Focus recently, I want to take my LD for a drive. link
肉 (Rou)：Weak driving power or acceleration
FB (FuBai)：A humorous usage of the term “corruption.” Friends on BBS like to spend money and hang out with each other by organizing offline activities such as dinner parties or travelling. They call these activities “fubai” or FB.
LD (LingDao, leader) ：
While the literal meaning is boss, netizens usually use it to refer to their wife, girl friend, and/or children.
Popular auto net language buzz notes
For more on net language for the auto industry, see seeisee blog article here
28,593
14,343
27,764
肉
FB
LD
Data Source: 3,813 selected automobile forums, CIC Cross Industry Study, 2008Q3
Unit: mention
Focus Nickname Buzz Share in Q3, 2008
Data Base: 213,580 Focus buzz unit(1) in Q3,2008
Automobile Term Frequency(2), 2008 Q3
Category Terms
Note (2): the frequency is according to CIC Keyword Frequency Analysis around Automobile terms in terms of No. of mentions.
Note (1): buzz unit is the number of posts which mention the keyword.
19© 2008 CIC
CATEGORY NET LANGUAGE: Sports
5,542
3,758
1,921
33,686姚蜜/黑
筒子
卡路里
绿衫军
Data Source: 1,676 selected sports forums, CIC Cross Industry Study, 2008Q3
某蜜/某黑
(-- lover/ -- hater): The people who show strong support for certain athletes or teams are called “-- lover,” e.g. Yao lover (姚蜜). On the contrary, those who frequently criticize certain athletes or teams will be named “-- hater,” e.g. Yao hater (姚黑).
筒子
(Mates): Used to refer to other netizens chatting in the same forums. It is frequently used in sports forums.
卡路里
(Calorie): In a particular basketball e- community, this term refers to virtual money within the forum (not the heat energy unit).
绿衫军
(The green shirt army) ：This term refers to the Celtics.
For more on the net language for sports industry, see seeisee blog article here.
Sample Quote:姚明是不是在做一件伟大的事情？姚蜜姚黑免不了要争
论，因为这题目背后涉及的东西有些复杂
Is Yao Ming accomplishing great things? Yao lovers or Yao haters have something to argue about since this is a complex question … link
请问各位筒子，哪里可以买到龙腾祥云奥运颁奖服我十
分想要，太好看了。象征着咱中国的荣誉啊
Can anyone tell me where I can buy the uniform they wore during the gold medal ceremony at the Olympics? They are so pretty and also represent the honor of our nation. link
Unit: mention
Sports Term Frequency*, 2008 Q3
Category Terms
*Note: the frequency is according to CIC Keyword Frequency Analysis around Sports terms in terms of No. of mentions.
Popular sports net language buzz notes
20© 2008 CIC
629
79
3,211
30,503
15,673
Yao
大姚
要命
姚哥
大Y
CATEGORY NET LANGUAGE: Nicknames of sport stars
Data Source: 1,676 selected sports forums, CIC Cross Industry Study, 2008Q3
Category Terms
*Note: the frequency is according to CIC Keyword Frequency Analysis around Sports terms in terms of No. of mentions.
Yao
大姚 (Big Yao)
要命 (sounds like
“Yaoming”)
姚哥 (Big Bro Yao)
大Y (Big Y)
KB
大神 (Great God)
小飞侠 (Peter Pan)
K24
Mamba
12,068
26,609
1,825
211
1,129
KB
大神
小飞侠
K24
Mamba
Nicknames
Unit: mention
Unit: mention
Kobe Nicknames Term Frequency*, 2008 Q3
Yaoming Nicknames Term Frequency*, 2008 Q3
21© 2008 CIC
More Net Language References on seeisee Blogs, IWOM Watch and Tech Blogs
English articles• Understanding the Local Online Community Landscape• Netizens share experience about National Matriculation
Test online• Net language: Implications for Search Engine Marketing• 3 pathways to net culture
Chinese articles• 网络语言大拼盘之大众流行
• 网络语言大盘点之电脑IT流行
• 网络语言大拼盘之丽人流行
• 网络语言大拼盘之汽车流行
• 网络语言大拼盘之体育流行
Tech articles• Zipf定律，最省力原则及网络语言
• 文本挖掘技术在CIC的应用
• 情感分析(Sentiment Analysis)的难题
22© 2008 CIC
DESIGN AND METHODOLOGY
• All collected messages were categorized and mined according to a library of terms (including Internet slang) representing companies, brands, products, and attributes customized for the unique linguistic environment of mainland China.
• The unit of buzz volume is based on single post (a message posted in online forum)
• All obviously “Irrelevant Messages” such as 灌水 (guan shui) were filtered out. Also, messages containing the characters that refer to something other than the intended object were filtered out. For example, “大众” the Chinese name of Volkswagen, when referring to “people,” and not the brand, was not counted.
• All the sample quotes in this white paper are selected from top BBS in China
• All the pictures and quotes are from online social media
23© 2008 CIC
ABOUT CICCIC is the leading Internet Word of Mouth (IWOM) research and consulting firm in China. Since 2004, CIC has pioneered the concept of Internet Word of Mouth (IWOM) that is redefining the relationship between brands and consumers. CIC coined the term Internet Word of Mouth and is the thought leader in utilizing it for strategy planning and application in marketing communications. CIC is committed to both providing objective third party strategic advice to clients and promoting the healthy development of the Internet Community in China. CIC’s research and discussion of IWOM’s impact and best practices can be found on company blogs, IWOM white papers and IWOM watch reports and through its IWOM roundtable events such as IWOM summit and IWOM classroom.
CIC offers customized research and consulting service to its stable of retainer clients through its expert IWOM analysts supported by proprietary Chinese language based text mining technology (patent pending), data processing technology and data visualization technology. CIC’s retainer relationships stretch over multiple years with multinational clients from Fortune 500 companies.
CIC’s continual development and evolution is driven by a unique, powerful and open mindset and learning culture which at its foundation continually seeks to understand how the Internet, and Internet Word of mouth, is redefining the relationships between brands and consumers.
For more information, please visit www.cicdata.com (CIC website), www.seeisee.com (CIC Company blog in Chinese) and www.seeisee.com/sam (CEO's company blog in English).
Thank You
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CONTACT US:[email protected]
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