Young people gather at the market to appreciate the "spirit of life" in the hustle and bustle

This article analyzes the "spiritual massage" full of fireworks from the perspective of the young people who flock to the market. It is recommended for those who want to understand the young people who flock to the market.

"Today's young people are happy to flock to the market, not only because they are rebelling against the "sense of refinement", but also because they want to enjoy a "spiritual massage" that soothes their souls in the midst of the hustle and bustle of life."

A wide variety of seasonal ingredients, enthusiastic hawking, bustling crowds, and wisps of smoke rising between stalls... When we talk about markets, such scenes may emerge in our minds.

In the countryside, every town has its own market day. Every time the market comes, people from nearby areas will tacitly join the bustling crowd, follow the aroma to an inconspicuous stall, eat a basket of steamed dumplings and drink a bowl of hot noodle soup, chat with the stall owners, and then take some fresh fruits and vegetables that are much cheaper than those in supermarkets and go home.

(Hot topics about Ganji on social platforms)

Recently, the rural market, which had been shelved for a long time amid the hustle and bustle of the city, has returned to the attention of young people. Going to the market, which has long been integrated into daily life in rural areas and is very common, has transformed into a "new weekend leisure idea" for young people on the Internet.

On the screen , the " Going to the Big Market" series of rural short videos restores real rural life and leads young people to return home online .

Outside the screen , contemporary young people are happily flocking to the market to enjoy a soul-soothing "spiritual massage" amidst the hustle and bustle of life .

01 "Ganji" short video: composing a true picture of rural areas

(The number of short video views under the topic of "Ganji" exceeded 10 billion)

Searching for "Ganji" on a certain short video platform shows that the number of views of related topics has exceeded 10 billion. The popularity of rural fairs, which are responsible for the purchase and trading of agricultural products, has risen rapidly, and works on related themes have occupied a large position in rural short videos.

(Some of Li Ziqi's video works)

On major social media platforms, many short videos based on rural fields present rural life to people from different angles. When it comes to rural-themed short videos, the most popular one is Li Ziqi, who has become popular with her series of videos on traditional Chinese food production. Rural self-media creators represented by her have created a rural "utopia" that is fascinating.

At the same time, the contrast with the extreme beauty of the countryside is the once popular rustic culture. From the rustic dramas that have no bottleneck period to the rustic Internet celebrities who often sweep the Internet with incomprehensible buzzwords. The rustic culture that has no bottom line in attracting attention and competing for traffic to satisfy the audience's curiosity about ugliness is gradually spreading.

But is this really the true appearance of rural areas? Real rural life is different from the rural "utopia" built by professional teams , and it is also different from the exaggerated and showy rustic gathering places . The ultimate beauty or the ultimate ugliness may not be able to fully interpret rural life .

There is an obvious gap between the rural areas depicted in short videos and the real rural areas. In this awkward gap, short videos recording the ordinary daily life in rural areas come into people's eyes and quietly harvest a large amount of traffic.

(The short video of preparing pig food for rural pigs has attracted attention)

Not long ago, a video creator who called himself "Mountain Farmer" became famous for his short videos of preparing pig food for rural pigs. "Someone actually likes to watch something I do every day" - the blogger expressed his surprise at the popularity in the caption of one of his videos.

However, if you look closely, you will find that the popularity of such works is not accidental. Whether it is preparing meals for rural pigs, going to the market, or eating a big banquet, these short videos taken from the fields do not use cumbersome camera techniques or superb editing techniques. Just the real record of ordinary daily life is enough to break people's stereotypes about the countryside and restore the true appearance of rural life.

(Short video recording daily life in rural areas)

On the one hand, the series of short videos recording daily rural life unveil the "paradise" of the countryside and satisfy the curiosity of people who have lived in cities for a long time.

On the other hand, following the camera to immerse oneself in going to the market and eating at banquets can also lead young people who are struggling to make a living in the hustle and bustle of traffic to "return home in spirit" for a moment. People can appreciate a different kind of rough beauty in the simplicity and purity of such rural short videos.

02 Gathering together at the market: rebelling against “refinement” and tracing back to “life”

(“Ganji Guide” on the Internet)

With the support of traffic from the rural series of short videos, rural markets have regained their vitality. Many netizens choose to follow the "market guide" on the Internet and experience the vitality of the market offline. Going to the market has been labeled as a "new idea for weekend leisure", which has set off a craze on social platforms that used to pursue a "sense of refinement".

(Assembly line copywriting of some food bloggers)

On social platforms where "refinedness" is prevalent, assembly-line copywriting such as "How many times have I gone to xx just for this taste", "I will cry if anyone doesn't know", "xx cuisine ceiling" and so on have made one "treasure internet celebrity store" after another popular with insufficient taste and more than enough gimmicks. The mediocre taste and inflated prices of internet celebrity stores seem to be covered up by the function of taking photos and checking in.

Nowadays, young people who have been repeatedly deceived by the "head-pressing recommendations" of food bloggers have gradually realized that compared to queuing for hours just to take photos and check in at popular restaurants, finding half a day to drive to the suburban market to walk around and have a look may be a more economical and affordable leisure option.

(Local markets on social platforms)

Various markets that are popular on social platforms have lost the “earthy flavor” that used to be associated with them, and “human touch” and “breath of life” have begun to become synonymous with markets.

The long alleys of the market are bustling with people. After the smoke dissipates, the market makes the "human fireworks" that are like flowers in the mirror and moon in the water appear in a more concrete way before people's eyes, showing the true appearance of life after the glitz has faded.

Outside the screen , young people flock to the market , which is actually a rebellion against the "sense of refinement" and a return to the "spirit of life" .

Looking at the Internet today, such "rebellion" and "backtracking" are not groundless.

(Related video of "The Most Rustic Princess Afternoon Tea")

Not long ago, the challenge of "the most rustic princess afternoon tea" became popular on the Internet. Compared with the past perception of exquisitely presented snacks and tea, "Princess Afternoon Tea" represents the most ordinary regional specialties.

The "taco" enjoyed by the Northeast Princess is a large and affordable rice dumpling, the "pasta" enjoyed by the Shaxian Princess is a large bowl of fried noodles with strong wok flavor, and the "pancake" enjoyed by the Zibo Princess is a lamb skewer wrap wrapped with cumin... These regional snacks commonly seen in the streets and alleys are given the name of "afternoon tea" and are introduced into the mainstream. The "refinement" contained in afternoon tea is gradually dispelled in the jokes and memes of "princesses" from all over the country.

Compared with the fashionable demeanor , these young people seem to be more willing to seek the warmth of the market . In the ever-changing Internet hot spots, the emerging "lifestyle" has gradually grown and become strong enough to compete with "sophistication".

Compared to running around to one popular check-in spot after another, savoring the affordable "Princess Afternoon Tea" in a simple environment, or feeling the hustle and bustle in a bustling market has become another way for contemporary young people to open up their lives.

03 Enter the market: have a "spiritual massage" full of fireworks

Nowadays, the market, which is synonymous with "market temperature", is a rare sight in cities full of high-rise buildings.

Nowadays, the Internet has permeated the lives of young people. Grocery shopping and interpersonal communication can be achieved with the touch of a finger and through various mobile phone apps. It is true that Internet technology makes people's lives more convenient, but it also makes the distance between people farther.

(Screenshot from the interview program "13 Invitations")

Anthropologist Xiang Biao once mentioned the concept of "disappearing neighborhood" in the program "13 Invitations". He said: "In today's society, people do not have the desire or ability to immerse themselves in the world around them and form a narrative . "

Young people working in first- and second-tier cities often repeat a daily routine of shunting between their workstations and rental homes. With no time to eat properly, they mostly fill their stomachs with takeout, and can’t even remember the last time they picked their own ingredients.

The lack of "nearby" means that despite living together day and night, people know very little about the city and community they live in, and their perception of "nearby" in reality gradually fades.

Regaining the "lost neighborhood" is actually about finding a more "concrete" way of life. Between the cold concrete high-rise buildings, the market in the suburbs of the city carries the meaning of "nearby" very well. It reconnects people with each other and with the environment. Today's market is not only a place for commodity exchange, but also a place for interpersonal communication and a space for relieving stress.

(Young people on social media are going to the big market)

Amid the bustling crowds, the market can bring young people a moment of freedom and relaxation. These young people who are keen on going to the market are trying to confirm their connection with the "nearby" through this seemingly insignificant thing, and gain a sense of existence and happiness as an individual in the "nearby".

Contemporary young people are happy to flock to the market , not only out of rebellion against the "sense of refinement" , but also because they want to enjoy a "spiritual massage" that soothes their souls amidst the hustle and bustle of life .

(Records and sharing of Ganji on social media)

When the day off happens to fall on a market day, you can buy some small items that remain in your childhood memories, ask the grandpas and grandmas selling the ingredients for advice on how to cook, and hone your bargaining skills with every move... All of these remind us that the young people running around between workstations, rental houses and takeaway counters are "living passionately and concretely," and that this is the most beautiful form of ordinary life.

"Food from all over the world is nothing more than a bowl of worldly fireworks."

Young people who flock to the market enjoy the lively market atmosphere so close to them on their way to distant places.

References:

[1] Young people, looking for their hometown in short videos. Ginkgo Finance

https://baijiahao.baidu.com/s?id=1759253832020574334&wfr=spider&for=pc

[2] The end of the universe for contemporary young people: attending big markets and eating big banquets in short videos. China News Service, Beijing Media

https://mp.weixin.qq.com/s/BrD2JLbN5stDWqsirkEwSw

[3] Why do young people love to go to the market again? . Extraordinary fried dough sticks

https://mp.weixin.qq.com/s/SPg9dWsJeTr31g2ELdvn3Q

(Picture from the Internet)

Author: Soft Candy King

WeChat public account: Zhizhu.com (ID: covricuc)