Gimmick marketing of film and television works has become a common phenomenon Guangming Daily: malicious hype spoils the social atmosphere

in the current cultural market, the success of a work does not seem to depend entirely on artistic level and ideological connotation. Whether the flow is large, whether the topic effect is strong, and whether the conversation capital is enough seems to be the key factor to win the market, and most of these are obtained by bad hype. The far-reaching impact of this bad phenomenon on the film and television industry, the cultural circle, the public opinion field and even the whole society should attract our attention.

some comments have listed "hype" as one of the "top ten vulgar" phenomena in today's literary and art circles, which is not too qualitative. In this era of "no hype, no entertainment, no hype, no marketing", the promotion of norms has become a rare thing. Due to the lack of tidbits, many word-of-mouth works can not attract enough attention from the society and fail to get the expected market feedback. On the contrary, some artistically controversial film and television works are successful in the market because the marketing team wantonly creates topics and gimmicks, so that the fermented conversation materials continue to draw the attention of the audience. In the current cultural market, the success of a work does not seem to depend entirely on artistic level and ideological connotation. Whether the flow is large, whether the topic effect is strong, and whether the conversation capital is enough seems to be the key factor to win the market, and most of these are obtained by bad hype. The far-reaching impact of this bad phenomenon on the film and television industry, the cultural circle, the public opinion field and even the whole society should attract our attention.

at present, all kinds of hype in the show business emerge one after another. When a work is shown online, it has become a common routine to make a fuss about the creator's emotional problems and background in order to increase its exposure. Some artists can not even come up with a work, but by virtue of superb hype means continue to create public opinion flashpoints, become "hot search" figures, flow stars, easily get high film pay and good resources. On weekdays, artists go shopping to set up seemingly casual street photos, send messages enthusiastically by fans when they go to the airport, and write a group of "gorgeous over Qunfang" manuscripts to participate in Fashion week. Celebrity weddings are comparable to the "Spring Festival Gala" in the entertainment industry, from what brand of clothes the newlyweds wear, to who is invited to attend and how many red envelopes they receive, to the on-the-spot performance of relatives and friends, all kinds of lace are bombarded indiscriminately to satisfy the public's desire to peep. Divorce is also like a love blockbuster, today issued a statement affectionate money, tomorrow's press conference burst into tears, it can be said that twists and turns, soul-stirring, attracting a large number of "onlookers" to watch. There is also falling in love, getting pregnant, having children, and whenever something happens, it is used by the publicity team to create a series of news. In order to make headlines, some "people in the entertainment industry" go to great lengths, even forgetting their proper conduct as public figures, making comments and releasing "indecent videos", not to mention fabricating, distorting facts, slandering, abusing and criticizing, constantly challenging the moral bottom line of the public, and even the legal bottom line of society. The media, which are supposed to be discerning, are often led by malicious marketing by the nose, in order to seek attention and earn "contributions", regardless of social responsibility, adding fuel, fanning the flames, and aiding evil. What is more, he also acts as a participant, planner and promoter in concocting malicious speculation cases.

to put it bluntly, malicious speculators seek commercial benefits by misleading consumption, confusing the public, suppressing others and other vicious competition, thus corrupting the atmosphere of the industry. Under the guidance of such utilitarian thinking, Bad money drives out good. In the long run, fewer and fewer writers and artists will be willing to devote themselves to creation, overdrawing the vitality of the cultural industry. On a large scale, the prevalence of such unhealthy tendencies and evils, which can be made up of falsification, will create an atmosphere of impetuous, depraved and hypocritical public opinion in the whole society. Of course, under the background of the essential improvement of the audience's media literacy today, the hype in the general sense is difficult to work, it is just an after-dinner conversation, and to some extent, we are used to the miasma atmosphere of publicity and marketing. However, the most frightening thing is this kind of "getting used to it". Different from other material products, cultural products are an important carrier to improve the aesthetic level of the public and cultivate noble moral sentiment, and their responsibility is more to shape and lead the human spiritual world. If most of the cultural products that people usually come into contact with are accompanied by false, pretentious or even malicious hype, the social and cultural ecology will be greatly polluted. As the old saying goes: "and poor human settlements, such as into the abalone restaurant, for a long time but do not hear its stench, but also with it." "people are not good", its harm can not be within the radius; if "literature is not good", with the convenience of the Internet, its harm will not only spread thousands of miles.

publicity and marketing is an indispensable part of the cultural industry chain. In the context of the increasing improvement of the market mechanism, standardized and effective promotion is particularly important. Only when the works created by writers and artists are appreciated and understood by the audience can the due artistic value be realized. Especially for some excellent works of literature and art, we should make greater efforts to drum up and cheer for them. only in this way can we maximize their cultural functions and stimulate more positive and far-reaching social effects. Normal publicity and promotion depends on works and strength, focusing on the artistic characteristics of film and television works and the cultural achievements of practitioners, which is essentially different from the malicious hype that blindly consumes the enthusiasm of the audience in order to mislead consumption and confuse the public. The so-called quality is not enough, let's get the topic together. A work, an artist, only in the lack of sufficient cultural and artistic connotation to attract the audience, only need to think hard to do something else to fill the empty nothingness. A work of excellent quality and a skilled artist must disdain to attract the attention of others through the inferior means of exposing privacy, distorting facts and causing controversy, because what is attracted in this way can only be looked at with contempt, contempt and suspicion.

in the final analysis, creation is the foundation of cultural industry. Publicity and marketing must serve this core, not to rob the host, let alone to engage in crooked ways. Although the market economy pursues commercial benefits, it must be based on the realization of social effects. It is expected that those writers and artists and media practitioners who are caught in the quagmire of hype can rein on the brink of the precipice, wake up at an early date, return a clear atmosphere in the literary and art circle, and return a fair and sincere environment to the society.

Edit: nancy