Li Qiao, Vice President of the Cooking Xiao Xian Alliance: Why do we launch the "100 Drama Critics Program"?

The slogan of the "Hundred Drama Critics Project" is "Be a Drama Critics with Attitude". It hopes to tap some professional, objective and authoritative commentators and do some modest efforts to reshape the public opinion ecology of film and television criticism.

As we all know, public accounts have undergone a relatively large-scale rectification some time ago, and many entertainment and gossip public accounts have been permanently banned. However, as the largest self-media matrix cooking alliance in the film, television and entertainment industry, it launched a "100 drama critics" program at this year's Shanghai Magnolia TV Festival "How to Develop Quality Drama under the New Entertainment Ecosystem" theme forum. Why did the Cooking Xiaoxian Alliance launch this plan at this time? For this reason, we specially interviewed Li Qiao, vice president of the Cooking Xiaoxian Alliance. The following is a record of the interview:

Q: As far as I know, the Cooking Xiaoxian Alliance is a self-media matrix perpendicular to the film and television entertainment industry. The reporting content is mostly b-end content such as industry, creators, and works. What is the original intention of launching the "Hundred Drama Critics Program"?

A: Some time ago, the rectification of public accounts has caused many practitioners to be "reluctant". Although the Cooking Xiaoxian Alliance has always been positioned as a TOB industrial media, the principles it has always advocated and followed are good people, good deeds, and good works. It advocates observing the industry from an objective and professional perspective, using first-hand interviews and reports to demonstrate facts, and speaking out for truly valuable works and outstanding creators in the industry. Therefore, it is unlikely that the so-called "red line" will be touched, but this storm still brings us a lot of shocks and thoughts.

As I watched my colleagues enter the so-called permanent title list, and some of them were accidental injuries, I began to ponder a common sense, but at the same time, in the process of our daily content creation and operation, it is easily ignored. That is, as a media and self-media platform that can mobilize public resources and have a "microphone", what kind of mentality should we hold to comment and speak out? If it is criticism, what is the purpose of our criticism? And what impact and changes we hope to bring to the industry through our comments? This is the original intention of launching this plan.

Q: As we all know, the film and drama criticism community is very active nowadays, but there are also many chaos, such as human relations manuscripts, following the trend, etc. So how do you view the current film and drama criticism ecology?

A: Actually, I am a media person who has transformed from traditional media. I have experienced the impact of the change of old and new media forms on the media industry. I have also seen the development of new media and the prosperous side of content entrepreneurship. Our industry has also emerged. Many excellent content heroes and opinion leaders. But at the same time, the convenient entrance and the lowering of the threshold have made the high-ranking film reviews and drama reviews increasingly a matter without threshold in the paper media era. Anyone can express their viewing experience on scoring software such as Douban and Cat Eye.

The rise of public account entrepreneurship has made some film critics with professional aesthetic abilities and sharp insights stand out. They are opinion leaders empowered by the audience and technology, and play a one-stop role among the audience. Many of the opinions they express are largely determined to a large extent whether the audience does not contribute to the box office and ratings of this movie or TV series.

Public accounts have promoted the vitality of film and television reviews, but at the same time, some public accounts have begun to take some shortcuts in pursuit of the so-called 100,000 +. In order to create boos and exchange traffic, we usually take some titles that stir up social emotions and sensational, and the writing is vicious and mean, often scolding for the sake of scolding and spitting for the sake of spitting. For quite some time, comments with evil as the keynote have almost occupied the top of the public opinion field. Relying on the strong way of speaking and number of people, the voices of some film critics with dissidents have been drowned in the torrent of saliva. In fact, sometimes they are not objective. Even if you read some comments, they are really the two extremes of low reading understanding and emotional excitement, but the audience is the most easily guided by emotions.

Q: Well, many people may feel that their methods are to encourage film and television practitioners to adopt this more extreme comment method. Do you think it makes sense?

A: Many things in China can easily shift from one extreme to another. For example, the so-called water army uses paid reviews to create momentum for film and television works. Naturally, this kind of commentary that takes money to speak out and is not objective and fair is harmful to the audience and the industry. However, now this kind of commentary atmosphere that focuses on emotional venting, has low professionalism, and even has business logic and model behind it, can it really serve as a warning to the domestic film and television industry?

I think that professional and good film and drama reviews should be measured. First of all, you must be kind in purpose and objective, fair and professional in methodology. Expressing our insights into our film and television works is also the reporting principle that the Cooking Xiaoxian Alliance has always held, and it is also the reason why we launched the "100 Drama Critics Program".

Q: What is the purpose of the "Hundred Drama Critics Project" you mentioned? What goals does this plan achieve?

A: The slogan of the "100 Drama Critics Project" initiative is "Be a Drama Critics with Attitude." We hope that through this action, we can tap some professional, objective and authoritative commentators and do our best to reshape the public opinion ecology of film and television commentary. I am very gratified that in less than 10 days after the launch of this plan, more than 100 teachers have joined our camp and become our drama review consultants.

Q: Hearing you say that, it feels like our organization is similar to the Film Critics Alliance. Can you reveal the main content of our plan and this plan? How will it be implemented?

A: Our action specifically includes three aspects: First, we will recommend a good drama that is being or will soon be popular every month through a list of drama reviews, and invite about 20 commentators to make insights. Short comments and score; at the same time, professional data organizations are invited to analyze the audience and sales of the drama to form professional voices + real data to protect the quality drama.

Secondly, we will regularly organize some offline viewing activities on campuses, clubs, bookstores, traditional theaters and other places. Invite drama critics, media, and audiences to watch the drama offline, and cooperate with the support of professional drama reviews + public ratings + data to advance the reputation of good dramas and guide objective and rational comments.

Finally, we will spare no effort to spread this drama review list. There are more than 40 self-media outlets in the Cuixiaoxian Alliance Flag, with wide communication channels and coverage. We hope to convey quality reputation through fair, objective and rational voices. Coupled with our unique media advantages and the elements of live broadcast and Weibo interaction, Let this drama review group and drama review list reach more audiences.

Editor: jessica