Abstract: Ghost animal culture is a typical subculture that is popular nowadays. This article briefly introduces ghost animal culture and its development in China, and briefly discusses the connotation of ghost animals from a subcultural perspective. At the same time, it also discusses the characteristics of ghost animals. I made a simple guess about future development.
Guiwu’s original name is Yin MAD. Yin MAD refers to multimedia works in the fields of animation culture, prank culture, and fan culture. By using parts with different pitches in a piece of sound material as musical instruments, it is re-edited and A video work of tuning to perform a piece of music.
Today’s domestic ghosts and beasts are no longer just MAD. In the gradual evolution process, it has evolved into three categories:
The largest ghost and beast video publishing website in China - Bilibili Danmaku.com’s definition of audio MAD is: a non-commercial video that uses material audio to perform certain secondary creations to restore the original song.
To put it simply, MAD uses the selected sound material to completely perform an existing track.
Sound materials come from various sources, which extremely tests the creativity, imagination and editing ability of editors. For example, on the Bilibili Danmu website, there was a complete interpretation of a track using the sound of tearing off tape. video.
In Sound MAD, the picture is not the core, the most important thing is the performance effect of the sound. Some famous MAD videos even only have one frame. Of course, there are also many audio MAD videos with well-edited picture effects.
Ghost Training
Bilibili Danmaku.com defines ghost training as: using materials to do certain processing on the audio and screen to achieve a certain sense of synchronization with the background music. video.
Ghost animal training generally takes well-known two- and three-dimensional famous figures, film and television actors, etc. as the main training objects. The materials are spliced ??or hollowed out. The theme can be about a certain person or something. It can also be a purely meaningless comparison of pitch and rhythm.
Ghost Animal Training requires the unity of lines and pictures. Most of the time, there is no specific wording, but synchronized interception and speed-adjusted splicing of pictures and sounds, sentence by sentence. For example, today's popular training video "Brother Gloves × Brother Selling Shoes" on Bilibili's barrage website is a cross-editing of the famous shoe sales character material and the recent new glove sales material, creating a It creates a comic effect of two people competing against one another in promotion.
On the Bilibili Danmaku website, human-made VOCALOID is defined as the technology of artificially tuning a character or a cappella material of a character to make it sing like a VOCALOID.
Artificial tuning can make the material appear in the tone and word form desired by the author, and the author's lyrics can be sung, so human VOCALOID is relatively the most free among various forms of ghost beasts, with various lyrics There are often various excellent works appearing in it, and it is not just simple comedy and banter.
For example, the famous work of the same name "This thing is absolutely loud in the world" by the video author of Station B (abbreviated as Bilibili Danmu.com) "This thing is absolutely loud in the world" tells the story of Zhuge Liang and Wang Situ's conversation in front of the battle. , the lyrics fully revealed Zhuge and Situ’s views on the world, causing everyone in the barrage to think, debate and shed tears.
Ghost and animal culture has thrived in China since it entered the country. The main development site has gradually shifted from the original Acfun Danmaku website to the current Bilibili Danmaku website. Bilibili Danmaku.com is a well-known domestic video website. It initially mainly spread two-dimensional subculture, but now it is increasingly recognized by mainstream culture, including ghosts, dramas, beauty, live broadcasts, dance, fashion, technology, and life. Wait for multiple partitions. There is a famous saying at Station B: "Station B has only two areas, the ghost animal area and the ghost animal material area." Although this sentence is a joke from netizens, the ghost area is indeed a huge traffic entrance for Station B in the early days. The most famous video in the Ghost Zone of Station B now has nearly 20 million views, which may be a little shabby compared to the hundreds of millions of views on other famous domestic video sites, but when you think about it, the ghost behind this data is actually only a relatively small person. With the popular culture, 20 million is still amazing.
The production of Guiwu itself is not a simple matter. It requires a familiar understanding of the melody of the song, witty or profound lyrics, natural and vivid tuning techniques, and imaginative editing and retouching methods, etc. .
"Everything can be a ghost" is a very famous saying in the ghost community. Looking at various types of ghost and animal materials, the ones that are used more often, that is, those included in the so-called ghost animal all-star lineup, can actually be roughly divided into the following categories
The more grounded ones represented by Papi Jiang and PDD Angry Internet Celebrities
Brainwashing advertisements represented by Jin Gaila and Fu Yanjie
Classic film and television clips represented by Zhuge Situ and the anger of the head of state
Unique variety show clips represented by Bolan Brother and Gluten Brother
Popular song MV videos of the year represented by My Skateboard Shoes and Pure Land
Featuring Lei Jun, Jackie Chan and Celebrities in business, politics and entertainment represented by Trump
Weird social news protagonists represented by the girl showing off her wealth and Brother Dali
Europe and America represented by King Billy and that man Clips from GV film and television works
…
Judging from the above content, the content related to ghost animals basically covers all aspects of our social entertainment life, but in summary, according to the famous ghost animal video producer Mr.Lemon’s statement has two elements: exaggeration and flaws.
The various ghost and animal materials contain not only the richness and excitement of the ghost and animal world, but also the mentality of "everything can be entertained and everything can be broken" among the ghosts and animals. Xian Tanju, a senior Japanese comic culture enthusiast, defines Guiwu this way, "Guiwu is the satirical culture of young netizens, which contains both rebellion against traditional values ??and the innocent anger of young people."
The traditional scene of Zhuge and Situ being at odds with each other can also be turned into a rap and flirting in front of the battlefield in order to win Zhugejun’s smile. The inconspicuous little monster in Journey to the West can also tell a story about himself after being trained by the creator of Ghostly Animals. sad past.
Ghost animal culture has very obvious subcultural characteristics. Young video producers use their skillful skills and imagination to deconstruct and reorganize the cultural materials that the public is accustomed to, so that they can use new expressions to show a new The theme of resistance to many mainstream cultures can also be seen in their works. "Ultimately" celebrities are loved; GV actors who are not recognized by mainstream culture are revered as kings; repetitive brainwashing advertisements that are usually disgusted by others have become popular material.
At the same time, homogeneous values, similar expressions, and joking attitudes have gradually brought members of this subculture closer together, and they have gradually formed their own circle culture. Among them, famous ghost video authors drive the development of this cultural circle as opinion leaders in their own circles. Their selection and organization of materials have an important impact on the entire production of ghost videos.
In the process of the cultural development of the ghost animal circle, a set of its own discourse system has also been applied. "Jiao Zhuo" and "Yijie Jinlan" are all words exclusive to this circle. Some of the popular phrases such as "duang" and "don't give me a hundred dollars" have even entered the mainstream cultural perspective, impacting the expressions and attitudes of mainstream culture with the core of subculture.
In the long-term development process, ghost animals are no longer a niche subculture known only to a few people. From the nationwide explosion of Jackie Chan's "My Shampoo" to Lei Jun's "Are You OK?" ” was retweeted by Xiaomi’s official Weibo account and was watched by the entire internet. Ghost animals have entered mainstream culture again and again, and gradually left an impression on the public. Although many people cannot make detailed distinctions between ghost animal training and MAD music, they can quickly identify ghost animal videos.
It is also worth noting that as ghosts gradually move towards mainstream culture, they should not abandon the core of their playful spirit. This is currently done very well in the ghost animal section of Station B. Video producers insert advertising content into well-produced ghost animal works. Most of the viewers just smile knowingly and make comments such as "caught off guard".
We look forward to Guiwu conquering more people with his unique attitude and form in the process of colliding with mainstream culture, and more high-quality works can be presented before our eyes.
References:
1? Wang Lei, Xu Huiwen: "Style and Transformation of Network Subculture Communication Codes", "Discussion and Debate"
2 ? Huang Shuai: "What makes "Wang Situ" and "Italian Cannon" popular in the "ghost animal" world", "China Youth Daily"
3? Ding Muhan: "Interpretation of ghost animal videos based on accompanying text theory", "Journalism Research Guide"
4? Lin Xu: "The Communication Mechanism of Ghost and Animal Culture under the Background of Subculture", "Theoretical Perspective"
5? Huang Tianhong, Zhang Qin: "Simple "On the Form, Connotation and Expansion Strategy of Ghost and Animal Culture", "Today's Media"
6? Hu Han: "Ghost and Animal Video Carnival: An Exaggerated World and Interesting Young People", Peel the Onion people WeChat public account< /p>