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    微博助推冰桶挑战的流行

    Weibo Contributes to the Popularity of Ice Bucket Challenge in China

    放大字体??缩小字体 ??来源:新浪微博??浏览次数:608
    核心提示:目前关于“冰桶挑战”的话题讨论量,已经达到18.1亿。而中国挑战冰桶第一人,雷军8月18日接受的挑战,到今天不过四五天的时间,在如此短的时间里,达到如此多的讨论量实在令人咂舌,再次印证了微博在大事件中起到的决定性作用。
     08月22日

    最近几天,最火爆的全民娱乐事件,肯定非“冰桶挑战”莫属,目前关于“冰桶挑战”的话题讨论量,已经达到18.1亿。而中国挑战冰桶第一人,雷军8月18日接受的挑战,到今天不过四五天的时间,在如此短的时间里,达到如此多的讨论量实在令人咂舌,再次印证了微博在大事件中起到的决定性作用。
    从世界范围来看,除了Facebook的创始人扎克伯格选择Facebook上发布自己的挑战信息以外,其他参与挑战冰桶的名人无疑都是通过微博来发布自身的挑战信息。微博的开放性和弱关系,可以让名人的信息快速流动,也可以让挑战信息像“击鼓传花”一样向下传递,微博在“冰桶挑战”的全球流行中变成为主要的社交网络平台和主战场。
    关于“挑战冰桶”为什么会流行?小编从内容、渠道、触发机制等三个方面,解读一下“挑战冰桶”流行的原因。这里面提到的渠道,主要是两个方面,一个是社交网络平台,其实主体就是微博。再一个就是明星,明星作为微博上拥有大量粉丝的意见领袖,本身也是一个影响力巨大的微博自媒体,他们就是这次行动参与主体,同时也是此次行动传播的重要渠道。
    通过微博等社交网络,全球的所有人已经高度联接,信息的流动速度已经超乎想象,特别是对于“挑战冰桶”这样的流行病毒,社交网络更是完全没有抵抗性,这就像干柴碰到烈火,想不火都难,微博的弱关系属性更是让“挑战冰桶”这把火越烧越旺。
    大家都知道,这次参与行动都是明星,具有很强的“明星效应”。明星本身就是舆论的焦点,他们参与一切的行为都具有话题性,这种话题性可以让信息快速流动,让这项行动快速传播。当然,一项行为之所以流行,就跟病毒流行一样,肯定背后有起诱因或者触发机制,“挑战冰桶”是怎么这样传递下去的呢?首先,在这项行动的规则设计里就有一条,就是挑战者要提名三名其他人士参与挑战。名人提名的还都是名人,还都是影响力巨大的明星,通过这样的“提名机制”可以让这项行动像病毒一样“传递”下去。微博的@功能,简直就是为这种“击鼓传花”的传递行为带来天然便利,很容易就能与下一个挑战者“隔空传话”。
    在明星微博的带动之下,网民的的热情也被点燃起来,网友的分享这场娱乐事件中也起到的作用也很大。正如前面所说,网友都非常乐于看到名人“湿身”或者“出糗”的视频,何况是这种带着“善意”的捉弄,网友更是乐于分享,网友的集体参与让信息快速扩散。
    在小编看来,微博在这次“冰桶挑战”过程起到助推器的作用,是这次事件全球流行的主战场。首先,微博独特的社会动员能力,让活动从名人之间的挑战,迅速扩展至媒体(新华社、央视)、政府机 构、企业(中粮)、草根之间的全民爱心接力,越来越多的旁观者变成参与者。
    (由中国进出口网编辑整理)
    冰桶-挑战
    Aug. 22, 2014

    Recently, the most popular national entertainment event will certainly be the "Ice Bucket Challenge". Currently, discussions of the "bucket challenges" has reached 1.81 billion. The first person to take the challenge, Lei Jun completed his challenge on Aug. 18. only four or five days later, in such a short time, the discussion is really surprisingly hot, which once again confirms the fact that Weibo played a vital role in spreading such a hot event.
    From a global perspective, except that the Facebook founder Mark Zuckerberg choose to publish the information of his challenge on Facebook, other participating celebrities are undoubtedly publish their own challenges through microblogging. The openness and weak ties of microblogging allow the rapid flow of information about celebrities, but also allow the same challenges of the information passed down like a "flower drum transfer". Microblogging becomes a major social networks in the spreading of the "ice bucket challenge".
    As to why "Ice Bucket Challenge" becomes popular? The author of this article analyzes three reasons. First, the channels. Here they refer to mainly two aspects, one is the social networking platform, in fact, the subject is microblogging. Another is the star, stars have a lot of fanson microblog, which is also a huge influence on microblogging. Through this media, they are not only involved in the subject of this action, but also an important channel for the dissemination of the action.
    By microblogging and other social networks, everyone are connected globally. The speed of information flow is very rapid just beyond imagination, especially for the pandemic virus like "Ice Bucket Challenge" , social networking has no resistance. It is like dry wood encountering fire, which is hard not burnt together. The nature of weak ties microblogging has also help the spread of the "Ice Bucket Challenge".
    As we all know, the participants are popular stars, who have a strong "star effect." Stars themselves are the focus of public opinion. The fact that they participate in all actions has a topic of conversation. This topic makes rapid information flow leading the rapid spread of this action. Of course, a behavior is so popular, just like a virus epidemic, certainly with trigger mechanism or incentive. Then how "Ice Bucket Challenge" spread? First, the design of this action has a rule that is the challenger to nominate three other persons involved in the challenge. Celebrity nominations also are celebrities. You can make this action through such "nomination mechanism" like a virus spreading. Microblogging @ function, simply like "flower drum transfer" with natural facilitate transfer behavior, can easily "deliver a messenge" to the next challenger.
    With the driving force of star microblogging, enthusiasm of Internet users are also lit up, sharing this entertainment events everyday and ervrywher, which also play a big role. As previously mentioned, users are very happy to see celebrities' wet body "or" embarrassment "of the video, not to mention this is a selfe-teasing with a " goodwill ". Users are more willing to share information. The collective participation of users also lead to the quickly spread of the information.
    In my opinion, microblogging play a role like a booster during the "Ice Bucket Challenge" process. First of all, microblogging has a unique social mobilization feature, which make the challenge activity among celebrities quickly extend to the media (Xinhua News Agency, CCTV), government agencies, businesses (COFCO), universal love among people; more and more bystanders turn into participants.

    (Translated by www.sharonvillefinearts.com

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