2. PAGE. 3-4
Batman Vs Spiderman
“Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)”
NET CULTURE PAGE. 5-6
All About Obama
PAGE. 7-8
CCTV Steps into Social Media
3. Batman Vs Spiderman. “Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)”
Netizens Combine Current Trends with Established Net Culture
据说观众都反馈同时上映的蝙蝠侠好看，蜘蛛侠坑爹。
都说了，一个高帅富一个屌丝，差距立显。。。Link
The audience thought Batman was better, Spiderman just
wasn’t as good… just like the gap between rich, handsome
men and losers.
强烈建议先看蝙蝠侠再看蜘蛛侠! 这样才能深刻的感受
到蜘蛛侠面对高帅富的蝙蝠侠时如此完美地演绎了吊丝
的逆袭. 尤其看到蜘蛛侠一针一线地缝装备时, 我的眼泪
都快要掉下来了. Link Recommend you watch “Batman”
first, then “Spiderman”! Only in that way can you feel the
perfect counterattack from “Spiderman”, the “Diao Si”, to
“Batman”. It was really touching to watch Spiderman
sewing his own uniform.
It costs It costs
$682,450,750 $215 to be 由于钢铁侠打不过绿巨人, 同理可证, 蝙蝠侠打不过蜘蛛
侠, 变异的屌丝男必胜高富帅 Link Since Ironman can’t
to be Batman Spiderman beat Hulk, similarly, “Batman” must lose in fighting with
“Spiderman”. The DiaoSi must prevail over “Gao Shuai Fu”.
Summary
With the near simultaneous release of “Batman - The Dark Knight Rises” and “The Amazing Spiderman”, netizens were naturally drawn to compare the movies. In
doing so, they found an easy comparison, well established in China’s net culture; Batman is a “Gao Shuai Fu (高帅富)”, which means tall, handsome and rich,
particularly in reference to a recent meme that set out the cost of his equipment. Spiderman though, is a typical “Diao Si (屌丝)” – ordinary and poor, but full of
ambition. Spoofing, which is a convention of Chinese youth’s online behavior, allows netizens to appropriate the latest trends and this comparison between Batman
and Spiderman generated substantial interest.
Note*: “Gao Shuai Fu (高帅富)” means tall, rich, and handsome. “Diao Si (屌丝)” is a nickname originating on “Li Yi Ba (李毅吧)”, a forum in Baidu Tieba, which is used to describe
guys who are ordinary, poor, or unsuccessful, but still passionate, ambitious and dignified in defeat. Each concept is established in China’s net culture.
(Please click here to view more detailed information about “Diao Si”)
3
4. Batman Vs Spiderman. “Gao Shuai Fu (高帅富*)” Vs “Diao Si (屌丝*)”
Netizens Combine Current Trends with Established Net Culture
The Definition of “Diao Si”: Guys who are ugly, short and poor. They were born into ordinary families and although
they work hard, the odds are that their futures will be decidedly unspectacular. They mean nothing to their
favorite girls. Even so, Diao Si still have a romantic outlook and passion for life. Always the underdog. Link
Diao Si in the Eyes of Gao Shuai Fu Diao Si in the Eyes of the General Public Diao Si in the Eyes of Diao Si
Short, ugly and poor Ordinary Humorous
Envy the rich and handsome Not hard-working Young and cynical
Under qualified Take things as they are Self-made
Jokers Speak more than they act Possess an inner strength
CIC View
Although Batman is widely considered to be the better film, the negative cultural association of “Fu Er Dai (富二代)” (second generation
of rich) means the “Diao Si” are always close to netizens’ hearts. Netizens want the underdog to triumph over the privileged.
The movies are hot, and released so close to Valentine’s Day, they’re popular date movies. They also feature apparitional figures for
young men. These factors combined to create a topic of greater cultural resonance than the movies themselves.
4
5. All About Obama
What Do Chinese Netizens See In Obama?
Netizen Opinion Obama’s PR Image Netizen Spoofing
Obama’s second term is not only being seen as a “Obama Style” <Link>
personal victory, but a victory for the people of
•Retweets：39,513
the United States. Forty years ago in America, •Comments：3,517
black people suffered various indignities and
tensions between the races ran high. But today, Obama Skateboarding <Link>
a black man has become President and won re- •Retweets：14,580
election, it’s great progress of a nation and •Comments：978
national consciousness. It’s not that America
never makes mistakes, but she learns quickly Obama’s Pouty Photo <Link>
after making them. Link •Retweets：401
•Comments：115
To Chinese netizens, Obama’s was a symbol of Obama’s sense of humor has most endeared him to
grassroots victory, of freedom and fair Amiable, smart, funny… and cute. Chinese netizens, resonating with their taste for
competition. creativity, contrast and approachability.
CIC view
Obama’s victory in the 2008 presidential election was regarded a symbol of youthful, grassroots’ success. However, rather than discussion of
Democratic versus Republican party politics, Obama’s image was by far the most popular element in China’s online conversation. However,
despite being seen as an idol of America’s young generation, the electoral campaign went beyond his personal politics, to an embodiment of
China’s perception of the Americans’ dream. So, the election is an interesting balance between star power and wider ideology.
The use of humor is an engaging juxtaposition with someone at the pinnacle of world politics; a juxtaposition that’s particularly pertinent to a
Chinese audience. However, humor has been a recurring feature of Obama’s campaign engagement, seen to be integral in shortening the
distance between himself and America’s voting public. The Obama brand is largely based on this approachability and many brands have been
built in China in exactly the same way. Chinese net culture is well practiced with this type of engagement, embracing an opportunity to exercise
creativity in reimagining and amplifying marketing message. Brands in China, as ever, were quick to capitalize.
5
6. All About Obama
Brands Build On Election Buzz to Maximize Marketing Impact
Durex Link Obama Wins MINI China Link Cadillac Link
2012.11.7 12:24 2012.11.7 13:00 2012.11.7 14:19 2012.11.7 14:41
• Durex are renowned for real-time, witty • Mini’s success was most impressive • Cadillac is firmly established as a
appropriation of current trends via their These brands leveraged the in its simplicity; tactfully leveraging leader in the luxury car market and
official Sina Weibo account. election to create topics that snapshots that inextricably link their an expression of the American spirit
were timely, fitting and effective. brand to Obama and the feel-good
• Durex leveraging the pictures of the wives to overseas.
In essence, it was the simplicity aura around him. • Cadillac leveraged their physical and
illustrate the “Difference between Obama of message and mechanism, • This clarity of expression is also a psychological proximity to Obama
and Romney” with a cheeky irreverence in- while cleverly marrying brand recognizable feature of Mini’s and the Presidency in promotion of
keeping with the brand’s persona in the cultures, that set these apart as personality. these core brand values.
Chinese market. excellent examples of reactive • Retweets: 43; Comments: 14 • Retweets: 32,496; Comments:
social media marketing.
• Retweets: 61,687; Comments: 17,134 3,213
6
7. CCTV Steps into Social Media
CCTV’s Increased Interaction with Netizens
CCTV Anchors Interact with Netizens Via “Micro-Interviews”(微访 Netizen Spoofing
谈) Netizens add dialogue to anchors’ pictures, suggesting they feel more
accessible and approachable to viewers. Link
向 @央视新闻 提问: 请问《新闻联播》结束之后，你们会说些什么？经常看见你们会互相交
谈 Link Could you let me know what you talk about at the end of CCTV news？It seems to
me that you often chat to each other.
CCTV: 郎永淳：今天没播错，终于可以不紧张了…… Link Lang Yong Chun: I didn’t make a
mistake today. What a relief, I can relax now..
Netizen Replied: 诶呀读错一个字扣好多钱··
·
Ah, so you’ll be fined if you make mistakes in the broadcast.
CCTV: 你猜，你继续猜，肯定不会说待会到哪儿吃饭 Link You guessed, you can keep
guessing, but it’s definitely not “where will we have dinner later”
Netizen Replied: 央视也卖萌，哈哈
CCTV also acts cute, haha
Summary
As the official TV network of China, CCTV’s standing and sheer scale traditionally kept their audience at a distance. One of the symptoms of this
disassociation was a sense of mystery about what went on behind the scenes. When CCTV first opened its Sina Weibo account, the content did
little to redress this distance, simply tweeting links to CCTV News videos and generating little engagement.
However, the network has recently started drawing on social media as a source for news stories and public opinion, leveraging social platforms
to actively engage with netizens. As new generations of Chinese media consumers elect to do so on their own terms, traditional media has to
adapt to survive. CCTV’s decision to embrace social as a resource and reporting medium suggests a step towards their audience.
7
8. CCTV Steps into Social Media
CCTV’s Engagement via Sina Weibo
Encourage Netizen Voting on Sina Weibo Turn Netizens into CCTV News Contributors
Which anchor would you prefer to appear on CCTV’s 2013 wall CCTV’s annual special, “Move Through 2012” offers netizens a chance for their best tweets
calendar? Link about CCTV’s 12 hottest topics to be broadcast on CCTV News. Link
CIC view
So far, netizens have viewed CCTV’s increasingly approachable repositioning as a success. By engaging more with grass-root level netizens, CCTV
are effectively aligning themselves with a new, young audience who barely watch TV but are net savvy and essentially, better informed than the
core CCTV audience that precedes them.
CCTV, and other traditional media outlets, no longer the enjoy the aura of credibility inherent to their official standing as a resource for news and
current events. Faced with the increasingly fast moving and peer populated information highway that is social media, netizens simply have faster
access to more relevant news than the official channels themselves. In the race for breaking news, CCTV proves if you can’t beat them, join them.
8
13. Shanghai:
Room 108, Building A, UDC Innovative Plaza, No.125,North Jiangsu Road
Shanghai, 200042, China
Phone: 021 - 52373860 | Fax: 021 - 52373632
Beijing:
1006 / 10F, Block C, No. 60, Dongsihuanzhong Road, Chaoyang District
Beijing, 100025, China
Phone: 010 - 59080268
This document is for private commercial use only. Distribution to third
parties and/or publication in whole or in part is strictly prohibited
without expressed written consent of CIC.
本文件是针对CIC客户的相关品牌和企业的商业文件。未经CIC的书面
许可，本文件或文件中的任何内容不得转交给第三方， 同时也不得
发表本文件或文件中的任何内容。
