? Northeast talents are the originator of social cattle.

Stills of the movie "The Piano of Steel"

Recently, the word "social cow disease" is so hot that it has invaded the whole Chinese internet circle with a slight stench. A few days ago, the pleasure of "Mr. Guo's account was banned on the whole platform" has not disappeared, and the picture of changing the soup without changing the medicine has begun to reappear.

In the encyclopedia, social cattle refer to extroversion, not afraid of being familiar with others, quickly mixing with strangers, and having many basic attributes of being sociable and versatile, which corresponds to social autism.

As a native of Northeast China, I can't think of anyone who has a better say in the word Niu. Because whether singing "You love me, I love you" at the entrance of Mi Xue Bing Cheng Store, or throwing a birthday party for a stranger by mixing with Haidilao employees, or randomly choosing a lucky passerby to sing a love song for him in the street ...... These scenes (which can also be called confusing behavior) are really seen too much. (Of course, this is not in the northeast of .)

If Northern Europe is a paradise for "social terrorists", then Northeast China must be the hometown of "social cattle people". This ability has already been deeply branded on everyone in Northeast China and penetrated the whole land of China.

No matter in the pre-Internet era, the mid-Internet era or the so-called post-Internet era, no one in Northeast China can compete with it in social cattle.

"Outside Shanhaiguan, it's all Zhao Benshan."

in the 199s, Zhao Benshan from Liaoning province took the stage of the Spring Festival Gala, carrying the wave of large-scale popularization of TV sets, which made the northeast people focus on the national traffic for the first time, and it was unstoppable from then on.

In 1999, Zhao Benshan's masterpiece "Yesterday Today Tomorrow" was born, and the roles he and Song Dandan played "Black Soil" and "White Cloud" were set in the Northeast. The two actors frequently make golden sentences on the stage, perfectly interpreting the humorous "ceiling". Among them, the classic theme sentence "The spring breeze of reform blows all over the place, and the people of China really live up to expectations" is still a hot material for the second creation of the network.

In 1999, the sketch "Yesterday, Today and Tomorrow" exploded in the Spring Festival Evening

Since then, almost every phenomenal sketch in the Spring Festival Evening has been attended by Zhao Benshan's team. Whether it is Xiao Cui Shuo Shi in 23 or Not Bad Money in 29, the cast of Northeastern people is chosen. Mandarin with a northeast accent, loud voice and rural scenery have become the characteristics of classic sketches in many people's minds.

On New Year's Eve, when people all over the country are sitting around the TV to enjoy a wide variety of Spring Festival Gala programs, humorous sketches that criticize the shortcomings of the times are often the most popular.

In the period when TV is the main media, the sketches of the Spring Festival Evening often have great influence, and the lines and elements in them often lead the trend of the next year. The Northeast comedians, who represent half of the Spring Festival Evening sketches, also spread the impression that the Northeast people are enthusiastic, humorous and good at chatting. It can be said that due to the outstanding performance of Northeast artists, China comedies at the turn of the century have formed a sketch and a duet with Zhao Benshan as the representative from north to south; Crosstalk represented by Degang Guo and Deyun Society; And Zhou Libo as the representative.

If the Spring Festival Evening is just a popular IP created by comedians in Northeast China, then a series of TV dramas full of Northeast flavor has become the basic disk for them to show their social skills.

In 21, The Northeast Family, which was produced by British film and television company, directed by Ying Da and starred by Li Qi, Peng Yu and Gong Hanlin, quickly became popular all over the country. It is understood that when planning "Northeast Family", the British brothers had an extravagant hope, that is, to catch all the outstanding comedians from Northeast China. Unfortunately, Zhao Benshan and Huang Hong, two representative figures, failed to reach the designated position. At that time, Zhao Benshan was performing a drama in Guangdong, and Huang Hong was making a movie in the ravine of Hebei.

But this does not prevent the social skills with Northeast characteristics from being displayed to the outside world through this window.

The stills of the TV series "Northeast Family" (photo: Douban)

In an article entitled "The truest Northeast Jianghu is hidden in the Northeast Family", it is said that all Northeasters of the old school school school keep the habit of playing "Northeast Family" circularly, which is a real Northeast Jianghu parasitic on sitcoms. "Cui Hua, Pickled Sauerkraut" is the starting formula of all the stories in this sitcom. After knocking on the transition music on the stove, a Northeast industrial factory with a time filter begins at the door of the residential unit that "ignores the geomantic pattern".

this is just the beginning to show the social ability of the northeast people.

On September 3th, 26, Country Love premiered on CCTV I, which was based in the northeast countryside, and all the top TV stations at that time became the first choice. This drama series, which truly reflects contemporary rural life in China, has changed people's backward and outdated impression, and once it was broadcast, it gained super high ratings. The series "Country Love" itself is excellent enough, and the cast team has participated in popular works such as "Liu Laogen" and "Ma Dashuai" before this, and the quality belongs to the first echelon.

However, the Northeast dialect is the closest to Mandarin, and there is almost no understanding cost. These stories happened in the rural areas of Northeast China keep up with the times, including topics of interest and concern to farmers all over the country, and naturally become the winners of this round of traffic growth.

Up to now, Northeasters are still the best people who shoot rural TV dramas, and Country Love has grown to 17 volumes with more than 7 episodes. The comedians in Northeast China, such as Xiao Shenyang, Dapeng and Song Xiaobao, are still active on the stage and become a force that cannot be ignored in China's comedies.

in 28, YY voice came out. The mode of this software originally used for game voice was changed by users, and users spontaneously performed in the software, which promoted YY to become a live broadcast platform.

Although the live broadcast industry was still in a primitive state at that time, and the subcultures such as "otherness" and "social shake" originated in the Northeast were also controversial,

There is no doubt that the Northeastern people were indeed the first passengers on the Internet live broadcast train

Just like Zhao Benshan was in the TV era, in the era of mobile Internet, the Northeast anchors began to spread their social skills wildly with the help of various platforms. Almost half of the top 2 anchors on each platform are from Northeast China.

Photo: Movie "Piano of Steel"

With the popularity of smart phones and tablets and the decline of mobile traffic costs, entertainment platforms with short videos as the main form began to rise in 216. Because short videos are more in line with the current users' usage habits, countless users flood into platforms such as Aauto Quicker and Tik Tok from major live broadcast platforms. Such as brand Qi and Gaudi, quickly accumulated tens of millions of fans.

The rise of short video platforms is of course the first batch of traffic contributed by the people in Northeast China. In particular, Aauto Quicker, which rose earlier, has become the platform with the strongest sense of existence among the people in Northeast China, such as the top stream of Northeast China such as online celebrity Simba in the new generation.

At the unveiling ceremony of Xinxuan (Simba Company) Guangzhou base in 22, Simba said that Xinxuan had more than 35 million users, the repurchase rate of goods reached 9%, and the cumulative service brand SKU was 1,+.In the future, seven such Xinxuan bases will be distributed all over the country, and will be open to users to come in and spend, so that they can buy cheap brand goods. That night, Simba also launched the first spike activity.

According to the statistics of Cass, the sales of goods that night exceeded 6 million, and the highest popularity exceeded 4.4 million, which set the highest flow of personal live broadcast in Aauto Quicker. Simba's personal account also rose by 2.378 million on the same day.

After the "Fake Bird's Nest" incident broke out, the Simba family began to decline gradually, but this did not prevent the fast-handed old irons from loving the Northeast people. The data can prove everything. According to the digital red list of small gourd, the top 2 winners of Aauto Quicker live broadcast were often contracted by the Northeast people. According to the "217 China City Network Anchor Number Ranking" released by the first China Internet Live Broadcasting Conference, among the top ten cities, all the three northeastern provinces are listed, and the proportion of network anchors is 15. 3%, ranking first in the country.

Simba and his wife Chu Ruixue (photo: Simba Weibo)

In the past article "Suhua Rising, Simba Falling" of Zero State LT (ID: Lingtai _ LT), it was mentioned that Simba has the characteristics typical of the Northeast people, and now it can be regarded as a "social cow"-in Aauto Quicker's profile, Simba's identity is "out of farmers and for the people. Simba is not a high-flying businessman or capitalist. Fans affectionately call him "Bug" and "Positive Energy". In the live broadcast room, he waved flags for fans, strived for low prices, and did not hesitate to openly tear with his own brand.

"I have another principle. I don't cooperate with factories, but only with farmers, so that farmers can get the money they deserve." In the column "Dialogue in the New Era", every word of Simba is inseparable from its own cooperation principles, and Simba, who is loyal and willing to lower himself, has become a phenomenal figure in Aauto Quicker. In the later development, this phenomenal level began to be copied to other Simba family anchors, and deepened the image of Aauto Quicker's northeast characteristics.

Ma Hongbin, senior vice president in charge of marketing and strategy in Aauto Quicker, even clarified at a sharing meeting that Aauto Quicker is not a Northeast APP.

With the commercialization of traffic, the huge benefits brought by the online celebrity effect attract more and more people from Northeast China to join this feast.

why are you from the northeast? Whether it is Uncle Benshan's sketch comedy or the active Northeast anchor in recent years, why does it always give people an impression of strong social skills?

when we talk about a social phenomenon, we will inevitably start with the underlying logic. The TV series "Going to the East" about population migration broadcast on CCTV1 in 28 may explain the reasons behind it.

TV series "Go to the Kanto" (Photo: Douban)

In the modern history of China, there were three major waves of immigrants-going to the Kanto, going west and going to South Asia.

Guandong refers to the area east of Shanhaiguan, that is, the northeast land to which Liaoning, Jilin and Heilongjiang provinces belong today. As we all know, Northeast China has vast land, dense forests and rich minerals. During the Ming and Qing Dynasties, a large number of farmers came here to cultivate land and settle down. The immigrants mainly came from Shandong, Shanxi, Hebei, Henan and other provinces, especially from Shandong. Since the Northeast was commonly known as "Kanto" after the Ming Dynasty, people called this phenomenon of population migration "rushing to the Kanto".

In this play, a famous population migration is vividly displayed through the story of a Shandong family who was forced to leave their hometown for life.

Shandong started the "reproduction" in Kanto and the plane transplantation of Central Plains culture through migration, and because of the large number of people, they were able to maintain their own culture without adapting to local social customs, languages and characters. Zhao Zhongfu, a professor at Renmin University of China Law School, honorary dean of the School of Law and Administration of Beijing Normal University, Zhuhai, and a well-known expert in civil and commercial law, once said that "in social sense, the four eastern provinces and regions" Shandong and the four eastern provinces are similar in language, religious belief, customs, family system, ethical concept and economic behavior. The most important thing is that the members of the immigrant society in the four eastern provinces have no idea of being different from the cultural matrix. "

Alien and independent immigrants from all over the country constitute the main body of the Northeast people. Compared with traditional social relations such as deep clans in rural areas in other areas, people in Northeast China are less constrained in many forms. In the early days of the People's Republic of China, Northeast China was the region with the highest degree of industrialization. A large industrial population gave birth to a high education rate and equality between men and women. It was the first land to enter urbanization and industrialization. Modern production methods also enabled Northeast people to move towards a society full of strangers and develop strong social skills.

Coupled with the cold climate in Northeast China, people can only stay indoors for three months in a year, and the population density is low, so they can only exercise their strong social skills, so as to help each other and kill time in the cold winter.

it can be said that the social ability of the northeast people is the result of the combination of the right time and the right place and * * *.

Nowadays, with the development of the Internet age, countless young people in Northeast China have left their hometown for distant places, and the development of the Internet has enabled them to find social substitutes. Their wanton expression on major Internet platforms is sometimes a spectacle, which also makes many people think that "Northeasters are rude" and "Northeasters only talk hard" ...

Putting aside simple and malicious comments, we may find a new antidote to "social fear" when summing up the enthusiasm and humor of "Northeastern social interaction".