Da Bing, who was ridiculed by everyone, counterattacked and became the "intimate uncle" in the live broadcast room?

Da Bing, who was once ridiculed for his unique identity label and literary chicken soup works, reversed the negative comments of netizens with sincerity and humor during the live broadcast, becoming a "caring uncle" and demonstrating the wonderful process of deconstruction and reconstruction of the Internet.

Just as "ice science" spread to various social platforms, attracting countless netizens to compete for "study", Da Bing's live slice quietly spread across the Internet. The difference is that although the netizens who watched the live broadcast also made jokes in their words, they also showed more affirmation and appreciation.

"Teacher Da Bing is really nice and sincere. I still like him very much."

"Perhaps after being beaten by society, I found it good to have such an artistic person who likes to pretend but has a kind heart."

"I watched the live broadcast and some haters kept attacking him, but he didn't lose his defense and kept talking reasonably, which made him quite popular."

For a time, related live broadcast content such as #大冰西梅, #大冰装修, #大冰直播每字刺心, etc. also became hot searches one after another, attracting a lot of people's attention.

When it comes to Da Bing, he was first known to the public as a best-selling author. In 2014, the book "Be Good, Pat on the Head" made Da Bing famous. Since then, a series of works including "Amitabha Mua", "Okay, Okay", "I Don't", "You Are Bad" and so on have been on major bestseller lists. These books are collectively called the "Little Blue Book Series".

In an era when social media was not yet well developed, these literary and artistic works became the spiritual memory of a generation.

It was not until October last year that some netizens rediscovered Da Bing's past works and began to judge them from a completely new perspective, especially the identity label with 13 prefixes, the incomprehensible title, and the text with a strong flavor of chicken soup, all of which became Da Bing's points of criticism.

Subsequently, more and more netizens joined the review team and even started to create their own jokes, thus the "ice science" was born. With just one sentence "OK?", one can accurately identify who is an "ice scientist" in the crowd.

The premise for the recent live broadcast to go viral is essentially to continue the popularity of "ice science" on social media.

Surprisingly, Da Bing's recent live broadcast successfully reversed the general negative comments from netizens by sincerely and patiently interpreting various questions raised by netizens, facing netizens' memes, directly confronting black fans, and giving various humorous responses.

The last person who became popular on the Internet for his live interaction with netizens was Li Dan, who is known as the "God of Slicing", but Li Dan's content is concentrated on emotions, and his audience is mainly female groups in first- and second-tier cities.

In Da Bing's live broadcast, there are not only old readers and fans, but also strangers who happen to pass by the live broadcast room, and black fans who come to cause trouble. The content Da Bing outputs also covers various aspects such as decoration, marriage, and self-discipline.

As an old internet celebrity writer, Da Bing has been dragged out again to be ridiculed and consumed, and the reason behind the "Bingxue" reflects the current Internet atmosphere of "deconstructing everything" and the extremely high enthusiasm for secondary creation. After all, there was "Wanxue" before and "Kexue" later, and "Bingxue" is not a unique phenomenon.

In comparison, what is the appeal of Da Bing's live broadcast and why he can reverse his reputation through live broadcast are what many people are really curious about.

“Although I don’t like reading Da Bing’s books, I listened to everything he said in the live broadcast room.”

According to the live broadcast records, in May this year, Da Bing started live broadcasting on the Kuaishou platform, live streaming his cycling during the day and live streaming with the microphone at night.

Since June, many live broadcast clips have been intercepted and widely circulated. In particular, when faced with a certain netizen's comment that "you have never done anything good and you are just a businessman through and through", Da Bing not only did not get angry, but also calmly explained why he signed so many labels, saying that "it was just to make the book more promotional and I added highlights at the request of the publishing house."

Although responding to the "Ice Learning" meme in person has also stirred up some heat, it has not spread widely. One of the key reasons why Da Bing's live broadcast can infect many netizens is that during the live broadcast, one can clearly feel the sincerity and patience.

The most widely circulated video is about decoration suggestions. A netizen asked Da Bing for help on "how to decorate with a budget of 100,000 yuan". In his reply, Da Bing gave detailed decoration suggestions based on practical considerations, from curtains, tables, to toilet selection. After hearing from the netizen's accent that he was from the northwest, he gave suggestions on the time of decoration.

After such a professional presentation, everyone couldn't help but sigh, "Teacher Da Bing is so professional that his hat looks like a safety helmet," and "The decorators said this is pure dry goods."

Such cases are not uncommon in Da Bing's live broadcast room. When a college student asked Da Bing for advice because of "serious procrastination", Da Bing gave the advice of "using external motivation to force yourself to get up at 8 o'clock every day and stick to it for a month";

When a 17-year-old working girl faced a difficult transition period and sought advice, Da Bing contacted the team and directly transferred money to help the girl make the transition; and when an uncle wanted to borrow 3,000 yuan to buy his daughter an electric car, Da Bing also helped him and agreed to repay the money in five years.

The stories and words that emerged from these live broadcasts broke through the abstract "Bingxue" and allowed netizens to see the image of a caring big brother. Regardless of how those books were evaluated, at least in the live broadcast room, netizens began to understand Da Bing again.

The sincerity revealed in the video is only part of it. Another key factor that makes Da Bing's live broadcast popular is the funny scenes that it contributes from time to time.

"Da Bing Plums" which became a hot search on Weibo is one of the famous scenes. It originated from a live broadcast when netizens mistakenly thought that Da Bing was chewing betel nuts in his hand, so they "kindly reminded him not to eat betel nuts". As a result, Da Bing told him that he was actually eating "prunes".

The solemn explanation coupled with the forced smile of the "golden left cheek" was widely circulated on the Internet. Netizens dubbed it as Teacher Da Bing's latest masterpiece "Isn't a kind reminder bad?" and he also got a new identity as "Plum Connoisseur".

In addition to the prune joke, there was also the scene where Da Bing was listening carefully to netizens' questions in the live broadcast room one second, and was knocked off the screen by his own dog the next second; he connected with fans on the mic and the fans performed "snoring" on the spot. In desperation, Da Bing sang a lullaby on the live broadcast to suit the situation.

The new jokes in the live broadcast room and the abstract ice science now have something in common. Many netizens sighed, "Teacher Da Bing is indeed an innate abstract saint," and "I was controlled by Da Bing's books ten years ago, and now I am controlled by Da Bing's live broadcast."

In addition, Da Bing's comments on social hot topics such as urging marriage have become a mouthpiece for young people and have attracted a lot of praise. When a parent complained that his child didn't want to get married, Da Bing directly asked, "Do you have to get married if there is a throne to inherit in your family?"

Many netizens said, "Why push it to me? Push it to my mom." Observing the relevant clips, many videos have more reposts than likes and comments.

However, Da Bing's live broadcast room also attracted a lot of black fans. For example, when some netizens clamored to "come and hit Da Bing", Da Bing did not get angry, and even replied to the opponent's attack with "bounce back". This provided a lot of fun for netizens who like to watch the fun, and also increased the fun of Da Bing's live broadcast.

Of course, there are also fans who ask about the follow-up of the characters in the book, but such live broadcasts are relatively rare and it is difficult to arouse netizens' enthusiasm for spreading the news.

It has to be said that every time a new meme is born, or some sincere live broadcasts are held, the value of "Ice Science" is increased.

It was also observed that in addition to core book fans, many netizens who visited Da Bing's live broadcast room or connected via live broadcast also included many "Ice experts" and strangers who met on the Internet. Everyone either joked or sincerely asked for help. This attraction and user base beyond the circle made Da Bing's live broadcast break away from the inherent personality and became popular again.

As mentioned earlier, the significance of this live broadcast is not only to bring Da Bing a "second spring" of popularity, but also to reverse his personal reputation on the Internet.

After all, the rise of "Bingxue" is essentially a kind of criticism and deconstruction. Netizens understand Da Bing's past works in a new context, find irrational clues and words that seem pretentious now, and deny the "chicken soup and literature" created by these books. At the same time, they find a kind of fun in judgment and create secondary memes.

Similar to this is the Renaissance of "late learning" on social platforms such as Xiaohongshu. So far, there are still a large number of "late scholars" who are constantly updating courseware and imitating repeatedly. The phrase "let's learn" from late scholars has also become an Internet term in a specific context.

As well as the recently popular "Ke Xue", classic quotes such as "Milky and light milk flavor", "Micro-do, only about 40%" have spread across the Internet and have been applied to various scenarios.

Both are products of the Internet's deconstruction perspective. "Wanxue" and "Kexue" are still being criticized. In particular, although Wanwan also tried live streaming to sell goods a while ago, she failed to catch the huge traffic and was boycotted by netizens at the beginning of the live broadcast. Many netizens even formed groups to attack the brand department, saying bluntly, "If Wanwan sells goods, I will not buy them in the future."

The sales volume and the number of people online were also extremely mismatched. The live broadcast room with tens of thousands of people online in real time had only tens of thousands of GMV. The embarrassing sales volume was also included in the late learning courseware and was repeatedly mentioned and criticized.

In contrast, the "Ice Science" that triggered the Internet trial carnival began to be dissolved and reversed in Da Bing's live broadcast room.

An important premise is that although Da Bing has been ridiculed for his identity label, the low content of his works, and the title of his book, at least so far, there are no obvious loopholes in his character setting. However, Wan Xue has been more or less labeled with some moral hats, such as the public opinion crisis caused by the art museum incident.

Moreover, netizens’ ridicule of “Ice Science” itself is not a malicious personal attack, but more of an imitation and creation of memes just for fun.

Da Bing has been actively playing with his own memes in the live broadcast room recently. For example, after introducing the rules of the live broadcast, he added a sentence "Okay? Okay", which is equivalent to continuing the fun of netizens playing with the "Bingxue" memes.

In addition, Da Bing’s choice of live broadcast platform also has a certain blessing. Although the live broadcast clips are widely circulated on Xiaohongshu and Douyin, these sources all come from Da Bing’s live broadcast on Kuaishou.

Compared with other content platforms, Kuaishou users are older and most of them are from second-tier cities and below.

These users may not know Da Bing, but they are willing to tell their stories in front of a caring big brother. This simplicity also gives Da Bing a place to re-narrate, and Da Bing's patient interpretation also has a foothold and response. After all, if it's all black fans and ridicule, it's hard to stay peaceful.

At present, Da Bing’s live broadcast on Kuaishou does not involve selling goods, and he has also made it clear that he “does not plan to sell goods and is unwilling to consume the readers accumulated over the years”. However, compared with the GMV brought by live broadcast, the popularity and good reputation may be more valuable to Da Bing, a best-selling author and operator of several pubs.

If "Ice Studies" is a kind of deconstruction under the changing context of the Internet, then Dabing Live is using mainstream media to output content that conforms to the current trend of netizens playing memes and their value tendencies, and has reconstructed a new image.

Perhaps it is still impossible to completely wipe out everyone's ridicule and enthusiasm for "ice science", but at least when people talk about it again, there are more positive comments.

Topic interaction: Are you an "ice scientist"?

Author | Douya This article is written by the operation author [Chop Pepper TMT], WeChat public account: [Chop Pepper Spicy], original/authorized to be published on the operation party, and any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 protocol.