Writing a new culture, reading for survival

Writing a new culture, reading for survival

A few days ago, the biggest focus of the industry was the launch of Tencent UP2018. The UP conference is held once a year and is the most important conference for Tencent's mutual entertainment. Many heavy news will be released on the same day.

This year's UP conference is still very informative, and many important products (lines) have been announced, and UP itself has made a lot of bigger changes, from one day to two days. On the first day, I invited all kinds of Wenchuang big coffee people to come to the lecture. The next day was the Tencent mutual entertainment business conference.

The bigger change is that Tencent has abandoned the slogan of “pan-entertainment” that has been used for many years and changed it to “new creation”, so UP2018 is also called “Tencent New Culture Creation Ecological Conference”.

It seems that it has just changed its slogan, but it actually reflects the undercurrent of the undercurrent.

In 2012, Tencent held the first UP conference in Beijing. At that conference, Mutual Entertainment proposed a word called "pan-entertainment."

Tencent later packaged a lot of strategic terms, but "pan-entertainment" is the most successful one. Before Tencent proposed, you went to search for "pan-entertainment". In fact, there is no such single word. Only "pan-entertainment" is a derogatory term. It refers to a kind of "entertainment to death, to consumerism and hedonism." At the core, all fields are moving towards the trend of entertainment, and from time to time they have been criticized.

In 2011, the website of Renmin.com and the State Council Information Office reprinted a manuscript. The title was called “Critical Pan-Entertainment Tendency Criticism”. The first paragraph was asked:

“When pure entertainment has gradually evolved into a pan-entertainment with a strong commercial atmosphere, can we still sit on the sofa with peace of mind and enjoy the so-called spiritual feast?”
After a year, Tencent proposed a pan-entertainment strategy.

At that time, Tencent redefined the word. Mutual entertainment accordance with the interpretation given by the so-called pan-entertainment, is to IP licensing as the axis, to game operators as the basis for cross-cutting, cross-platform new business model. After this, “pan-entertainment” became the core strategy of Tencent's mutual entertainment. Tencent mutual entertainment has gradually changed from online game business platform to an interactive entertainment entity containing games, animation, literature, film and other related businesses.

Later, the word was beyond the scope of Tencent and became a hot word in the industry. The country also recognized this concept. In 2014, “Pan Entertainment” was also included in the industry reports of the Central Ministries such as the Ministry of Culture, the Press, Publication, Radio, Film and Television Administration and highlighted.

Until now, the word is still a high-frequency vocabulary in the PR drafts of various companies. It is said that the layout must be popular, and that IP is all in the whole industry chain.

Today, six years later, this rhetoric is already tired. But in 2012, the IP statement is still very fresh. Turning to the end of 2013, the mobile game industry leap forward, because of the powerful capacity, the power of IP has gradually been recognized by the industry, the mobile IP era is also officially kicked off.

Tencent saw the industry's development trend earlier than most people.

Six years after the "pan-entertainment" was proposed, in the 2018 UP conference, Tencent invented another word, "New Culture."

"New Culture" is a complete new word, the official said to be upgraded from "pan-entertainment." According to the explanation at the time of the speech, the so-called new culture is a more systematic development thinking, namely -

Promote more efficient digital cultural production and IP construction through a wider range of subject connections that promote mutual empowerment of cultural and industrial values.
The main body connects and empowers each other... These words, "Every word knows that they are connected, they don't know what to say," are put into this passage, and it becomes very difficult to understand immediately. It can be said that it is not like human words.

The official speech also added a more "popular" explanation, saying that new culture is business to make culture more prosperous and culture to make business better.

Popularity is commonplace, but this sentence is no different from saying nothing.

What is the new Wenchuang? I have seen no less than ten media interpretations and PR drafts in the past few days. Under the question of knowing the corresponding questions, there are dozens of answers. Many large and small Vs have sprinkled a large part, but I don’t know what to say.

The festival is selected from Tencent’s official answer to Xin Wenchuang. The word “resonance” is the same as the “energy” mentioned above, which is in line with Tencent’s recent TOB sense.

Pan entertainment is good, why do you suddenly want to hold such a difficult concept?

The story behind this should be combined with reality.

Throughout 2017, the entertainment industry is still hot, and the huge cash flow is enviable. However, the entertainment industry has become an industry that is “rich and in danger”.

From February to April 2017, the Hunan Provincial Party Committee's First Inspection Team conducted a patrol on Hunan Radio and Television Station to “look back.” On May 4, the provincial party inspection team reported the inspection opinions to the Taiwan Party Committee.

In the inspection opinion, it has been written that for a long time, some comrades have become deeply ingrained in the idea of "entertaining the stage" and "taking the hero on the ratings", and some channels are swinging around in dealing with social and economic benefits...

In response to this opinion, Hunan Satellite TV quickly launched a rectification.

In 2017, the self-made online comprehensive program "Golden Bachelor" was completely offline, and "Where is Dad?" The fifth season TV station was stopped, and it was broadcast only on the Internet. "Hunan News Network" launched the theme of "Five Years of Enthusiastic Progress", "Precision Poverty Alleviation in Sanxiang", "Opening up New Hunan", "Cultivating the Belt and the Road", and independently planning and launching "Famous Masters", "New Spring Walks the Grassroots Live Su Mudu, "The most beautiful is the hometown", "The Rise of the Storm" and other key reports, carefully planned and launched the news blockbuster "for the people", "Poverty Alleviation", "Eight Day Eternity", organized a large-scale live broadcast report "Precision for Poverty Alleviation".

A lot of things happened in 2017, and Hunan Satellite TV is just a footnote in the new era.

In June, the "General Rules for the Review of Contents of Internet Audio-visual Programs" was released, which included professional online audio-visual programs including online dramas, micro-movies, online movies, film and television cartoons, documentaries, and arts, entertainment, technology, finance, sports, and education. Detailed rules.

The General Principles put forward the principle of pre-trial and post-audit and review, demanding the promotion of Chinese traditional culture, insisting on correct orientation, and not spoofing heroes. The General Principles also lists homosexuality and sexual perversion, incest, etc. as "abnormal sexual relations" and places them under the paragraph "rendering obscene pornography and vulgar low-level fun" and prohibiting them from appearing in audiovisual programs.

At the end of the year, the hip-hop singer GAI suddenly retired from the "Singer". On the second day, Gao Changli, Director of the Propaganda Department of the State Administration of Radio, Film and Television, made clear at the publicity meeting that the guests invited by the radio and television should adhere to the "four absolutely no use" standards and clearly requested The program does not require tattoo artists, hip hop culture, subculture (non-mainstream culture), funeral culture (declined culture). The hip-hop culture was banned, and the dyed artists on the TV show were marked with mosaics.

Any friend who has a little concern about social news should be able to directly feel that the control of mass entertainment is getting tighter in the past year, and the rate of policy tightening has not been seen in previous years.

Not just entertainment. Not long ago, the connotation section APP was ordered to be permanently banned because of the vulgar content and misdirection. On the same day, the second season of the "Kiqi Conference" video was removed from the Internet.

At the same time, the main person in charge of the fast hand and today's headline was interviewed by the regulatory authorities and were required to rectify. After the rectification, the entire homepage recommended a new style of painting, a new era of full screen.

On the afternoon of April 9, today's headlines, Phoenix News, Netease News and Daily Express were temporarily removed. On April 11th, WeChat and QQ began to suspend the direct play function of the short video APP, and all the video information from the external short video APP link could not be directly opened on WeChat and QQ.

Earlier, because of the hype of pornography and misorientation, the person in charge of Sina Weibo was interviewed by the Internet, and the hot search list, hot topic list, and microblog question and answer function were temporarily downlined for a week. When I went online again, I added a new era section.

When the People’s Daily commented that the connotation was closed, it said that it is not just worth, not values. Like Hunan Taiwan’s “Entertainment Stand, Heroes on the Ratings”, excessive entertainment and vulgarity are all to be resolutely defeated.

At this time, what do you think about the "Critique of Popular Pan-Entertainment Tendency" 7 years ago? Help you review:

The game naturally cannot be alone. On the surface, what the outside world sees is that Tencent’s "Glory of the King" dominates the world, and Tencent sees that most of the chickens are in the battlefield. In the 2017 MOBA tide, in 2018, Tencent won the most successful products, with unlimited scenery and beautiful prospects.

But for Tencent, the past year is also a very dangerous year. It is not an exaggeration to use "rich and dangerous".

The first was "Glory of the King", and a round of "Nine Commentaries" came down and was almost sieved. Tencent has accumulated a lot of wealth with this product, and there are still a lot of risks.

At the end of the year, the Game Working Committee issued a document saying that the State Administration of Radio, Film and Television has noticed the situation of the game of "Jesus Survival: Great Escape" and kept close attention. Because of the bloody and violent content of such games, and seriously deviating from the core values of socialism in China, it is not conducive to the physical and mental health of young consumers. For this type of game, the General Administration will have a clear negative attitude and it will be difficult to obtain a publishing operation permit.

So there was a situation of two days of ice and fire. On the other hand, Tencent vigorously laid out the chicken category, and the mobile version was born. On the one hand, the agent's "Jesus Survival" national service is difficult to produce.

"H1Z1" is even worse. Tencent has already won the agent of this game. As a result, the official website has no face after revealing a face.

WeGame, the main stand-alone game, is actually awkward. There are always people worried that WeGame is bad for Steam behind it. I want to replace it. I don’t know if the mud bodhisattva is too difficult to protect itself. The lack of predictions for the game review has become a game introduced by WeGame. The biggest stumbling block in front of the business. "This is my war" was put on the shelves and was taken off the shelves. Because the domestic stand-alone game market is ridiculous for many years, there has not been a pure digital version of the stand-alone game for a long time, and the related review process is not clear, and the results are not submitted for trial.

Looking back, in the past year, Tencent came under the fire of all kinds of XX network XX daily newspaper. From the beginning of the 17th to the present, although Tencent holds a variety of phenomena-level games, it is also dangerous. Compared with Tencent’s past big and small crises, the game business has never encountered such a big “top-down” danger.

By 2018, the game industry's environment has not improved with the advancement of the times. Since last year, the game drug theory that has ebbed for more than a decade has re-enacted.

In January, Beijing's multi-ministerial committees jointly enforced the law and launched a special campaign for online games. The "Blue Line" and "Destiny: Crown Positionation" were all on the list because the female characters were exposed and violated social morality.

In March, dozens of representatives of the two associations and members expressed their position to strictly control online games.

In April, the Ministry of Culture and Tourism announced that in order to further strengthen the supervision of the online game market and protect the legitimate rights and interests of minors, the organization will conduct investigations on 50 popular games, including Tencent Games, Netease Games, and Sanqi Mutual Entertainment. "Explosive models" products.

The biggest impact is the punishment for TapTap. In March of this year, TapTap announced that it would provide unaudited approval for overseas game downloads in China due to violation of relevant department regulations, accept punishment from now on, carry out comprehensive rectification, stop online game operation activities for three months, and stop all during the period. Game download service.

The download service of the unreviewed game has been provided in almost all channels in the past. This is the first time that such a large penalty has been imposed. The meaning of killing chickens and monkeys is beyond words.

Everything is reminded: the game is making money in China, and it is still an industry on the edge of the cliff.

In the face of the crisis of the past year, Tencent has shown a strong desire for survival.

After the "Glory of the King" was besieged by public opinion, Tencent quickly took out a series of means. Firstly, it set up an anti-addiction system called "the strictest in history" for the minor, and then launched a series of actions to popularize the history and culture, and engaged in the history of the king. Lesson, adding a historical introduction to the characters in the game.

Later, the "Jesus Survival" mobile game was even more cautious. A friend told me that at the end of last year, Tencent pushed "Glorious Mission" and "CF Desert Island Special Training". In the propaganda draft, even the chickens could not be mentioned. It is absolutely forbidden to contact with "Jesus Survival: Great Escape". . The "big escape" game can not be said, the relevant rhetoric has also changed to no standard, from "airborne competition" to "survival shooting" has changed several waves, and finally unified as "tactical competition", for fear of stepping on the policy red line.

After the success of "Stimulus Battlefield", Tencent did not hesitate to invite Wu Jinglai, who was the patriotic sentiment of the last year's violent movie "War Wolf 2".

As for the end of the "Jesus Survival", look at the following picture to know how easy this road to survive is:

Another phenomenon is that new key projects have begun to strive to move closer to the public welfare and traditional culture. Although Tencent's cooperation with traditional Chinese cultural projects has already begun, it has never been as concentrated as it is now.

When the "QQ Speed" mobile game was launched, the Great Wall Protection Plan was announced at the press conference: "QQ Speed" mobile game will promote the inheritance and development of the Great Wall culture among young people by means of various presentations of the game.

At the end of last year, Tencent and Dunhuang Research Institute reached a strategic cooperation, and under the background of the Belt and Road, the “Digital Silk Road” program was launched, and the “Seeking Immortals” mobile game was used to promote Chinese traditional culture. In February of this year, "Xian Xian" also took a documentary about "Seeking Fairy and Too White" as a case documentary for the game industry to protect Chinese traditional culture and broadcast it on CCTV and other channels.

Of course, not only Tencent, the manufacturers' sense of smell is very sensitive. After all, the current highest order is "compacting the main responsibility of Internet companies."

At the end of last year, the attitude of the radio and television to the big escape game was just coming out. Netease quickly rectified the "Wild Action" and announced that it would "adhere to the socialist core values and promote the traditional cultural habits of the Chinese nation in the game." "Ethics" will stop maintenance and "worldview iteration" of the game.

After the iteration, the background of the game becomes a drill, the poison circle setting becomes the signal receiving range, and the game style becomes like this:

The latest news is that "Wildness Action" has to carry forward the positive energy of the navy.

At the end of last year, "Chu Liuxiang", the Spring Festival also specially carried out a special event to promote non-legacy culture, and joined hands with Zhejiang non-genetic people to showcase six intangible cultural heritages.

This year's UP conference, Liu Ming, vice president of Tencent Games, spent half an hour on the stage to introduce functional games. Some time ago, NetEase also started a "functional game". Tencent announced the "榫卯", "Folding Fan", "Picture of the Border" and "Euclidean Geometry". NetEase has also prepared for this, and then announced the agent programming educational game "Geek Wars".

Since last year, Tencent and Netease have frequently combined the promotion of their own games with positive energy, positive values, and traditional culture, striving to weaken the entertainment attributes of the game, and strive to communicate a signal:

"Our game is also positive."
But is this useful? It is hard to say that Hunan Taiwan has worked so hard. The first phase of "Daddy Goes 3" went to the Red Revolution Holy Land. Dajun’s father Lin Yongjian is the actor of the General Political Song and Dance Troupe, who has shaped the image of countless revolutionary great men, and is also the awards and Spring Festival Gala. The frequent visitors, it can not stop saying that the broadcast will stop broadcasting.

When we look at the real background of the Tencent game in the past year, and then look at the "new creation", the perspective is much clearer.

Observing Tencent's specific examples of explaining new creations, there is a clear commonality.

Under the answer to the new Wenchuang, Tencent's official account took the example of "Journey to the West" to explain the new Wenchuang, saying that this traditional cultural classic can last for a long time because of various interpretations including games, movies, and animation.

In the speech of the UP conference, Tencent cited examples of the H5 works and the National Treasures of the Emperor Zhu Xi of the Ming Dynasty, and mentioned that the Eastern Emperor Taiyi in the "Glory of the King" made the traditional culture more recognized. Say the profound Chinese traditional cultural heritage behind "Foxboy Little Matchmaker" and "Under the One Man" and talk about the theme of the Forbidden City created in "Every Day Love Elimination".

In addition to the words, they are full of positive energy, and the game, animation and film and traditional classic culture are deeply bound and combined. Tencent also mentioned the digital culture of China, which is also the key word of the 19th.

"Pan entertainment" is not mentioned, because the orientation of this concept is not so correct. "New Wenchuang" has explained hard work, because you have to upgrade from pan-entertainment, but also to build high-rise buildings, but also to deepen the core of the classic culture. Even if Tencent is a master of concept, it is hard to say that it is round. A little bit.

So what is the new culture? Tencent is trying to add a few pieces of traditional culture and positive energy to the game anime. It is tightly wrapped. If there is winter in the future, let them not freeze in the winter.

Writing a new literary creation, read as a desire for survival.