粟子

網(wǎng)紅，從剛開始的文學(xué)的痞子蔡、視頻的后舍男孩，到后來的時(shí)尚的嗆口小辣椒、個(gè)性的芙蓉姐姐和鳳姐等，可謂是長江后浪推前浪。2016年，可以稱得上是真正的“網(wǎng)紅元年”。有人估計(jì)，2016年“網(wǎng)紅產(chǎn)值”接近580億元人民幣，這個(gè)數(shù)額甚至超過了2015年電影票房的450多億元。在這個(gè)被紛繁色彩填充的“經(jīng)濟(jì)”里，網(wǎng)紅作為互聯(lián)網(wǎng)經(jīng)濟(jì)崛起出現(xiàn)的獨(dú)特的文化現(xiàn)象，逐漸走上了產(chǎn)業(yè)化運(yùn)作的道路，在不經(jīng)意間滲透到了全社會(huì)的方方面面。

“2016中國第一網(wǎng)紅”Papi醬

Papi醬，本名姜逸磊，不到一年時(shí)間，她的身份從中央戲劇學(xué)院導(dǎo)演系研三學(xué)生轉(zhuǎn)換為“2016中國第一網(wǎng)紅”。2016年3月，Papi醬獲得1200萬元人民幣融資，估值1.2億人民幣左右。Papi醬很早就有一顆“想做網(wǎng)紅”的心。在早期，她的微博多為段子和gif動(dòng)圖，2015年7月開始陸續(xù)發(fā)秒拍和小咖秀短視頻，但都是相對常見的無厘頭惡搞視頻。在這過程中，她的風(fēng)格不斷迭代，也始終保持著與粉絲的互動(dòng)。不經(jīng)意間，戳中網(wǎng)絡(luò)爆點(diǎn)的是她的短視頻《上海話+英語第一彈》，這讓毫無準(zhǔn)備的Papi醬的瀏覽量沖破百萬。

Papi醬略帶浮夸的演技，很好地拿捏了用戶的口味，夸張的表演方式卻不讓人反感。很多人覺得Papi醬不修邊幅，隨便穿一件T恤就開錄了，而且很多背景都在一個(gè)簡單的房間內(nèi)完成：你可以看到她掛在沙發(fā)上的大棉襖，可以看到桌上放的零碎雜物。看膩了千篇一律的網(wǎng)紅，接地氣的papi醬更容易被普通網(wǎng)友接受。

在之后的短短幾個(gè)月時(shí)間里，Papi醬憑借40多條原創(chuàng)短視頻，成為2016年當(dāng)仁不讓的第一網(wǎng)紅。她的微信公號(hào)發(fā)布后，點(diǎn)擊量很快就達(dá)到10萬，她的短視頻在騰訊、優(yōu)酷、Bilibili等平臺(tái)累計(jì)播放量過億，發(fā)布當(dāng)天必上熱門。她在那些以吐槽為主的段子里嬉笑怒罵，用靈性和煙火氣聚攏人氣。

從爆紅后的不知所措到開始正面面對輿論，Papi醬用一句略帶無奈的話來描述自己的改變：“我也是經(jīng)過了這幾個(gè)月的時(shí)間，才慢慢明白了不能一直躲在自己的舒適地帶里?！?/p>

2016年6月16日，微博“超級(jí)紅人節(jié)”盛典在上海舉行，站在眾多修飾過度的網(wǎng)紅堆里，穿一件低調(diào)清新小黑裙出場的Papi醬被網(wǎng)友稱為“網(wǎng)紅里的一股清流”。這個(gè)月，Papi醬在微博曬出答辯通過的照片，拿到中戲?qū)а菹荡T士學(xué)位讓人信服，她果真就是“集美貌與才華于一身的女子”。

7月，Papi醬做了一次主播。11日晚上9點(diǎn)，她在八大直播平臺(tái)首秀，穿一件黑色連衣裙素顏出場，一邊聊天一邊吃宵夜。數(shù)據(jù)顯示，截至10點(diǎn)半直播結(jié)束，全網(wǎng)在線人數(shù)超過2000萬?！熬W(wǎng)絡(luò)時(shí)代，大家的注意力本身就是短暫的。”Papi醬并不擔(dān)心，“我是個(gè)有點(diǎn)‘一時(shí)興起的人，拍短視頻就是一時(shí)興起，之后也有可能一時(shí)興起去做點(diǎn)別的什么。這都有可能?！?/p>

果不其然。最近，《七月和安生》的導(dǎo)演曾國祥執(zhí)導(dǎo)的新作《玲姐大鬧萌貴坊》開始了拍攝。該片由陳可辛監(jiān)制，編劇則是Papi醬。若沒有一定的才情積累，一般的小網(wǎng)紅怎能勝任編劇一職。

顏值不再成為網(wǎng)紅的通行證

有人說，網(wǎng)紅的世界里充斥著假臉、假胸、假鼻子，多數(shù)人早已忘記那個(gè)靠才氣、靈氣、傲氣收獲認(rèn)可的年代。但是只靠身材和顏值走紅的，并不能稱得上是真正意義上的網(wǎng)紅。如今門檻越來越高，博人眼球式的一夜爆紅，已經(jīng)成為過去式。

今天基本不會(huì)有諸如奶茶妹、犀利哥、鳳姐之類的草根角色，現(xiàn)在想要成為網(wǎng)紅，必須是自身在專業(yè)領(lǐng)域堅(jiān)持的一個(gè)結(jié)果。Papi醬的短視頻雖然時(shí)間都不長，但是通過剪輯后信息十分密集，可見其內(nèi)容創(chuàng)作的強(qiáng)度是比較大的，因此輸出才獲得足夠關(guān)注。這一點(diǎn)也印證了網(wǎng)紅的精英化，同時(shí)也說明前期積累時(shí)間正在變長。

網(wǎng)紅從2004年橫空出世的芙蓉姐姐、鳳姐等，到后來以模特、主播、學(xué)生為主的代表，再到如今Papi醬、王思聰甚至薛之謙等精英，構(gòu)成發(fā)生了兩次比較大的迭代，總體表現(xiàn)的趨勢是個(gè)人的綜合素質(zhì)及專業(yè)素質(zhì)顯著提高，高學(xué)歷已成為常態(tài)。文化是擁有梯度效應(yīng)的，例如歐美網(wǎng)紅基本上都是專業(yè)領(lǐng)域的佼佼者，如攝影師、時(shí)尚人物、創(chuàng)意人等。

顏值一般，24歲的澳洲籍亞裔女孩章凝是時(shí)尚界的寵兒。這名大學(xué)生因“無聊”在16歲時(shí)開通了個(gè)人博客，很快就集時(shí)尚博主、攝影師、造型師于一身，在圖片分享網(wǎng)站聚攏了63萬粉絲?？此仆蝗唬鋵?shí)章凝在人后做了很多準(zhǔn)備，一周運(yùn)動(dòng)5次，每次一小時(shí);作為素食主義者，她曬出了自己的健康食譜。她打開時(shí)尚界大門的一個(gè)重要決定是去參加紐約時(shí)裝周，自己承擔(dān)一半費(fèi)用，另一半則通過商學(xué)院項(xiàng)目贊助。澳洲的時(shí)裝行業(yè)發(fā)展滯后，她把這看作是一個(gè)機(jī)會(huì)。她和澳大利亞廣播公司談了一檔節(jié)目，叫“時(shí)尚亞洲”，專門給大家介紹亞洲各個(gè)城市的時(shí)尚、設(shè)計(jì)和藝術(shù)文化。憑著這檔節(jié)目的關(guān)系，她一個(gè)學(xué)期里去了7個(gè)城市，又迅猛地增加了一批關(guān)注者，吸引了更多生活品牌的注意，開始對這個(gè)極具商業(yè)頭腦的女孩進(jìn)行贊助。另外，身為專業(yè)攝影師的她，也指導(dǎo)了一些品牌的大片拍攝。

網(wǎng)紅在中國逐漸成為了一種職業(yè)。從特征上來看，他們更像是娛樂圈藝人，需要定期主動(dòng)尋求曝光激活粉絲的活躍度?，F(xiàn)在也是一個(gè)集體消費(fèi)網(wǎng)紅的時(shí)代，網(wǎng)紅們通過自身在社交媒體上的口碑、創(chuàng)造力和影響力，吸引大量粉絲和流量，而這些社交資產(chǎn)的商業(yè)價(jià)值早已爆發(fā)出來。

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有人說，“網(wǎng)紅是個(gè)迅速躥紅的群體，但同時(shí)也是個(gè)速朽的群體。”無論依靠時(shí)尚、美食、旅行，抑或依靠攝影而走紅的網(wǎng)紅，他們都需要在各個(gè)領(lǐng)域有一定的耕耘，這樣才能擁有持久的活躍度和生命力。在不遠(yuǎn)的將來，我們勢必見到更多的網(wǎng)紅橫空出世，為我們貢獻(xiàn)出不止是美貌更是才華。

（本文圖片由肖奇提供）

Ever since the Chinese ‘web red scene was opened by such hits as Riffraff Cai， Sister Furong and Sister Feng years ago， the countrys ‘web celebrity economy has grown into a powerhouse that yielded about 58 billion yuan in the year 2016， regarded as the first year of Chinas ‘web red era. The whopping output value even beat the countrys cinema box office revenue of 2015. The past few years have seen the rise of the ‘web reds power in the bustling Internet economy as a new industry is blooming with its far-reaching influences impacting all aspects of the life of ordinary people.

Known as the online moniker Papi Jiang， Jiang Yilei is a Chinese comedian known for her comedy on video blogs， where she pokes fun at everyday topics including entertainment news， dating and family relationships. She attended Chinas Central Academy of Drama， where she received her undergraduate and postgraduate degrees. It took her less than one year to shoot to fame by posting original sarcastic videos via social media. She was “the No. 1 Internet Celebrity” in China in 2016. Also in 2016， Papi Jiang landed RMB 12 million （USD 1.8 million） from investors and an online video show called Logic Talk Show. Her videos have received more than 290 million hits on major media platforms in just four months.

While her meteoric rise to popularity is like many other ‘web reds， whats behind it is different. One of her most popular videos is a rant about when people in love are engaged in PDA （Public Displays of Affection）. She also parodied white-collar young women who gossip about and trash their more attractive colleagues. In another series of popular videos she parodies people who talk in a mixture of Shanghais regional dialect， English and the occasional Japanese phrases. In a sense， Papi Jiang proved herself a non-stereotypical ‘web red with a down-to-earth stance that brings her closer with an ever-growing hard-core following on major social media platforms such as Youku and Bilibili.

Regarding all the changes that have been brought by her catapulting to fame， Papi Jiang said， “It took me several months to realize the importance of getting out of ones comfort zone.” At the award night of the 2016 Super Web Celebrities held in Shanghai on June 16， 2016， Papi Jiang won a new army of fans with her low profile， and a picture posted on her Weibo and showing her graduating from the university with a Masters Degree in Directing adds more to her popularity.endprint

The world of ‘web reds has changed a lot over years. It takes a lot more than a plastic， good-looking face and a sexy figure for someone to shoot to fame overnight and stand in the limelight for a long time. The times of ‘Sister Milk Tea and ‘Brother Sharp have become history. Nowadays， it takes high specialization in a professional field to stand out in the ‘web celebrity legion， as has been proved in Papi Jiangs case.

Today， Chinas ‘web red frontlines are dominated by TV anchors， models， students and industrial elites such as Wang Sicong and Xue Zhiqian. Xue is a Chinese singer， record producer， actor and television host who achieved huge success in his 2016 comeback and gained immense popularity which can be seen from his participation in over 50 popular variety programs solely in 2016.

A good example of how the brain， instead of physical beauty， is the key to success is Zhang Ning， a 24-year-old Chinese Australian. Behind the sensational launch of her blog at the age of 16 is the girls unremitting effort and perseverance in marching into the frontlines of the worlds ‘fashion club. Seeing the stale fashion industry of Australia as an opportunity to enhance her exposure， she launched a program called ‘Asia and Fashion with the Australia Radio. Over the years， she has built a reputation with her stunning business acumen and photography skills.endprint