On the afternoon of May 19th, 2023, China Association of Universities for the Aged held the "Launching Ceremony of the National Health Education Service Platform for the Elderly and the Opening of Tik Tok". Diao Haifeng, executive vice president of the Association, and Liu Qingwei, deputy director of the Skills Office of National Health Commission Talent Exchange Service Center, attended and spoke. The meeting was presided over by Ping Li, director of the Association’s career development department. Experts from the Propaganda Department of China Association for the Aged, Beijing Youth Political College and Beijing Chaoyang Community College attended the meeting.

　　At the meeting, Diao Haifeng, executive vice president, said that the China Association of Universities for the Aged continued to exert its efforts on the basis of incorporating health education for the elderly into the curriculum system and teaching content, integrating the Internet concept into the whole process of education for the elderly, and striving to promote the modernization of education for the elderly. Two elderly health service modules will be built online and offline simultaneously to promote the digital transformation of elderly education and help build an elderly-friendly society.

　　Liu Qingwei, deputy director, said that with the continuous and in-depth development of the active response to the aging population, the Talent Exchange Center of the National Health and Wellness Commission and the China Association of Universities for the Aged have made joint efforts to speed up the training of a group of skilled personnel with health services for the elderly.

　　Liu Hongbo, director of the Media Operation Department of the Health Project Office of China Association of Universities for the Aged, introduced the training program of health guidance talents for the elderly and launched the "National Health Education Service Platform for the Elderly". The China Association of Universities for the Aged and the Talent Exchange Service Center of the National Health and Wellness Commission shoulder important responsibilities in the field of elderly health, so they jointly launched the training project of elderly health guidance talents. Guided by the health service needs of the elderly, the project is aimed at full-time and part-time lecturers, students and other people who are interested in working in the health of the elderly, and carries out vocational skills improvement training and assessment.

　　Tik Tok, the "National Health Education Service Platform for the Elderly", was officially launched. As the official account of China Association of Universities for the Elderly, it created a healthy and happy life circle for the elderly through short videos and live broadcasts, enriching the healthy and cultural life of the elderly. Build an authoritative, credible and responsible service platform for healthy ageing; Promote high-quality content such as health science, culture and entertainment, live courses, study tours and health care, and medical services to help more elderly people "have fun, learn and be productive" to realize individual value and create social value.

　　At the same time, in order to actively implement "Healthy China 2030", China Association of Universities for the Aged launched the "Health Research Tour of University for the Aged in China" at the same time, leading the students of national universities for the aged, advocating the participation of the whole people, showing the colorful spiritual outlook of the elderly in the new era, promoting active, healthy and positive life for the elderly, and writing a magnificent new chapter in the education for the elderly.

　　CCTV News:On the occasion of the 31st World No Tobacco Day, supported by the Propaganda Department of the National Health and Wellness Commission and the Department of Sports Health and Art Education of the Ministry of Education, the Centers for Disease Control and Prevention of chinese association on tobacco control and Beijing held a youth tobacco control activity in Beijing No.11 School with the theme of "No smoking, I am healthy and fashionable". It is understood that more than half of daily smokers in China started smoking before the age of 20. Organize youth tobacco control activities, form a youth tobacco control volunteer alliance, mobilize more young people to take action, and encourage them to take social responsibility for tobacco control in addition to not smoking themselves.

　　This year’s World No Tobacco Day focuses on "tobacco and heart disease", highlighting the relationship between the use of tobacco products and heart injury and cardiovascular diseases, and raising public awareness of the impact of tobacco use and second-hand smoke exposure on cardiovascular health. Every year, 18 million people die from cardiovascular diseases, and more than 2 million of them die from tobacco use. Smoking and secondhand smoke exposure are sometimes the main factors causing diseases. For example, 69 carcinogens are known to directly cause cancer, and there is sufficient evidence that smoking can cause lung cancer, oral and nasopharyngeal malignant tumors, laryngeal cancer, esophageal cancer, gastric cancer, liver cancer, renal cancer, bladder cancer and cervical cancer.

　　Since the entry into force of the WHO Framework Convention on Tobacco Control in China, China has made positive progress in tobacco control implementation. Eighteen cities across the country have promulgated local laws and regulations prohibiting smoking in public places, especially in Beijing, Shenzhen and Shanghai. Li Nong, deputy director of the Propaganda Department of the National Health and Wellness Commission, pointed out that China’s tobacco control implementation still faces some challenges, and the adult smoking rate is still at a high level. The survey shows that the smoking rate of teenagers in China is 6.9%, the rate of trying to smoke is 19.9%, and 180 million children suffer from the harm of second-hand smoke. We must attach great importance to adolescent tobacco control, adhere to the concept of "great health, great health" and the policy of "integrating health into all policies", adhere to the working mode of "government-led, multi-sectoral cooperation and participation of the whole society", make joint efforts of the government, schools, families and the whole society, formulate tobacco control policies, build a supportive environment for tobacco control, strengthen tobacco control health education, and create a social atmosphere conducive to adolescent tobacco control.

　　The Outline of Healthy China 2030 has set the goal of "By 2030, the smoking rate of people over 15 years old will be less than 20%". Liao Wenke, vice president of chinese association on tobacco control, pointed out that in order to achieve this goal, it is necessary to strengthen tobacco control among teenagers. Only by strengthening the education of smoking control among teenagers and stopping them from smoking can we effectively reduce the number of new smokers and achieve the set goals. To strengthen adolescent tobacco control work, we must innovate educational methods and technologies, enrich educational channels and means, and popularize tobacco control knowledge in ways and means that young students can hear, understand and listen to. We should not be satisfied with publicity and education in content and form, but work hard on pertinence and effectiveness to truly implant the knowledge and concept of tobacco harm to health into people’s hearts.

　　Xu Zhen, deputy director of the Department of Sports Health and Art Education of the Ministry of Education, pointed out that the Ministry of Education attaches great importance to tobacco control in schools and actively promotes tobacco control in schools from two aspects: system construction and health education. The theme of this activity is "I am healthy and fashionable if I don’t smoke". I hope that the majority of young students will take non-smoking as "fashion", take the lead in establishing new ideas in lifestyle, including interpersonal communication, take pride in non-smoking and take non-smoking as the high quality of life, and form a model of healthy lifestyle, thus driving more people in the whole society to pursue this new fashion.

　　In China, more than one million people die of diseases caused by tobacco every year. Sun Jiani, an official of the World Health Organization’s representative office in China, believes that the hope of reducing smokers in China is pinned on young people, and the hope of reducing smokers in the world is pinned on China, because smokers in China account for one-third of the world’s total, and tobacco consumption accounts for 44% of the world’s total. Tobacco control in China has not only protected national health and sustainable economic development, but also made great contributions to the world. In order to realize a smoke-free future, I hope volunteers dare to say "no" to tobacco. It is expected that more teenagers will join the tobacco control team and appear on the tobacco control stage in the future, which will add new strength and inject more fresh blood into the tobacco control team in China and even the whole world.

　　Deng Ying, director of Beijing Municipal Center for Disease Control and Prevention, introduced the preparation of the Youth Tobacco Control Volunteer Alliance on behalf of the Youth Tobacco Control Professional Committee. Since 2016, the Youth Tobacco Control Committee has established a youth volunteer team on a pilot basis, and organized tobacco control activities through the volunteer alliance, making students the main body of tobacco control activities, which has received great attention and affirmation from the society. In order to promote the youth tobacco control volunteer alliance to carry out activities on a larger scale, chinese association on tobacco control registered the National Youth Tobacco Control Volunteer Alliance on China Volunteer Service Network this year, calling on all governing units of the volunteer alliance to carry out the national youth tobacco control volunteer activities simultaneously during the World No Tobacco Day, and starting the recruitment activities of the National Youth Tobacco Control Volunteer Alliance before the World No Tobacco Day, calling on more young people to join the National Youth Tobacco Control Volunteer Alliance and participate in the tobacco control activities of tobacco control volunteers.

　　Wu Jing, deputy director of China Health Education Center, talked with you about the harm of tobacco and how to carry out health promotion and education on tobacco control in schools from the perspective of health education professional institutions. He believes that smokers will not only inhale tobacco smoke themselves, but also spread the smoke into the air, forming second-hand smoke. A large amount of research evidence shows that smoking can lead to multiple malignant tumors and other chronic diseases, leading to abnormal reproduction and development. Most young smokers will continue to smoke when they enter adulthood, and it is difficult to quit. The younger they start smoking, the more they smoke in adulthood, and the greater the harm caused by tobacco. Therefore, taking effective measures to prevent teenagers from smoking is the key measure to curb tobacco epidemic and reduce tobacco harm.

　　Wu Fengqin, Vice President of Beijing No.11 School, highly praised the youth volunteer activities for tobacco control. He believed that organizing the youth tobacco control activities through the volunteer alliance not only created a good atmosphere for tobacco control in the school, but also helped to improve the cultural quality and moral cultivation of the majority of young people, and helped them adapt to and integrate into society. The school will actively support and encourage students to join the volunteer team of youth tobacco control, and also hope that students will actively participate in and organize tobacco control activities in line with their own reality, and effectively promote the extensive development of tobacco control activities in schools.

　　Zhou Rundong, a representative of youth tobacco control volunteers, introduced the previous experience of youth tobacco control volunteers’ activities, and told the gains from participating in youth tobacco control volunteers’ activities from the perspective of students, which infected the student representatives who participated in the activities with their true feelings of participating in tobacco control volunteers’ activities. Chinese association on tobacco control hired Tong Jian, the world champion of figure skating, as China’s ambassador for tobacco control, and Vice President Liao Wenke presented him with a letter of appointment. Ambassador Tong Jian made a speech on tobacco control based on his own experience: figure skating is a sport that combines strength and beauty, and both a healthy body and a beautiful posture are necessary for figure skating. Without a healthy body and a strong body, it is impossible to complete difficult training, let alone complete beautiful movements on the field. Smoking not only damages health, but also damages the beauty of human body. I hope that the majority of teenagers will pay attention to their physical and mental health, develop a healthy lifestyle of non-smoking and diligent exercise, stay away from tobacco, resolutely refuse to smoke the first cigarette, and become a new generation of "non-smoking makes me healthy and fashionable".

　　At the end of the meeting, the leaders and guests jointly launched the national recruitment activity of "National Youth Tobacco Control Volunteers Alliance". At the scene, many students went to the information desk to learn about the related issues of registering young tobacco control volunteers, and some students completed the volunteer registration on the spot.

The last three months of advance on demand.

Wen | Fu Qiongyin

Edit | Zhang Youfa

The Fog Theater has not been officially aired, and it has been searched four times.

In the third quarter of last year, Misty Theater became a hot topic with many suspense dramas such as Hidden Corner and Silent Truth, and a wave of suspense short plays rose in the market. The concept of theater is also considered as a new stage of content operation of streaming media platform.

The way of unified investment promotion and publicity in the theater also makes the business model of short plays explore further. At this point, the wind of advanced on-demand has blown up, and every work in the theater has also started to advance on-demand

By the time the Fog Theater returns this year, the drama market has changed greatly.

Two years after it was invented, the advanced on-demand mode was cancelled by Aiqiyi, Tencent and Youku. For the first time, the delayed drama that adopted the advanced on-demand mode has become the object of criticism by the official media this year, and only appeared silently in the overseas film list of the streaming media platform. The trend of short plays is still there, and long plays are getting shorter and shorter, but plays with more than 30 episodes and less than 50 episodes are still the mainstream in the market.

Looking back at the three months before the disappearance of VOD, some changes are already brewing.

When costume drama becomes a joke

From the word of mouth, this is the season when costume dramas become jokes.

"Ugly man in ancient costume" is a hot topic this season. The top 10 and 6 short comments on the costume drama "Jun Jiu Ling" are all accusing the actor of being ugly, and the comment that the tucao actor is "ugly out of the realm" has 778 people like it. Netizens even listed a list of "Ugly Men in Costume 101" to accuse the actor in costume drama of "unable to bear to look straight".

The hero’s "Yan value" is not satisfactory, but it is only a side reflection of the poor performance of costume dramas. In Yunhe data "TOP20 of the Top 20 of the Top 20 of the Top 20 of the New Series Played in Q3", there are only four costume dramas, and only "Zhou Sheng as usual" scored above 7 points, and the masterpiece "Song of the King" of Huanrui Century did not make the list.

In addition to the periodicity of content creation, the high proportion of sweet pet dramas in this quarter may be the main reason.

Zhou Sheng as usual and All My Life, which are split from the same novel, use the sadomasochism of the former to solve the "boredom" of the sweet pet of the latter; There are four men around the hostess of "Jun Jiu Ling" who never leave; "Song of the King" is the old way of "the belly-black emperor falls in love with me"-the scores of the last two films are not more than 5 points.

　

The sweet pet drama, which often strikes back at a small cost, has become a hot type in the market since 2015 when "go princess go" was set to strike back all the way with the thunder people of the "poor crew" and became a popular online drama.

According to the "Research Report on Domestic Drama Market in 2020" released by Yien Data, sweet pet dramas account for 44% of the total number of online dramas broadcast in 2020, and most of them are small dramas with less than 30 episodes. At present, there are many costume dramas that are being spit out by the audience, and many of them are such low-cost accounting dolls.

Go princess go (Source: Douban)

On the contrary, in the contemporary theme, there are many works with both word-of-mouth and enthusiasm. Urban theme is still the mainstream in this quarter. There are 33 urban dramas in the new dramas in 2021Q3, accounting for 29% of the total new dramas in the world, and the effective broadcast accounts for 44%.

Among them, Sweeping the Black Storm, You are My Glory and Yunnan Worm Valley are among the top three in Yunhe Data, and the TOP10 of the 10 new domestic dramas in 2021Q3 are rated as contemporary themes, with the highest score of 8.2, I’m fine in another country.

However, as the champion and runner-up of Q3 episodes, Sweeping the Black Storm and You Are My Glory are hard to copy.

The former has a golden lineup of "Endorsement of the Central Political and Legal Committee+Tencent Video Production+Sun Honglei+500 Directors", which is an unofficial work that is difficult to shoot; The latter is authorized by the glory of the king for the first time, and has established contact with Penguin Film and Television since the stage of writing novels in Gu Man, and the drama series can even go to the space base when shaping the hero’s space career.

While making good use of the scarce value, Sweeping the Black Storm and You Are My Glory also have some "atypical" operating ideas.

In order to be different from the past detective dramas, Wu Bai used a lot of subjective shots such as "the protagonist’s perspective" in "Sweeping the Black Storm" to strengthen psychological description, which is usually more used in movies; "You are my glory" is different from the "rapid progress" of the general sweet pet drama. It was not until the 21 ST episode that the relationship was formally determined, and at the same time, it tried its best to describe the "grounded" side of the "ungrounded" career.

The scarcity of the theme provides the audience with a long-lost freshness. The atypia means that the production of high-quality modern themes is not only a production problem, but also a resource acquisition problem. The ability to control and integrate scarce resources will continue to be the advantage of the future platform.

Although the "film sense" of "Sweeping the Black Storm" is effective in both the subject matter and the shooting method, it also has the problem of "acclimatization".

Although the score of "Beizhenanyuan" is only 5.0, its photography and lighting team almost meets the requirements of film texture, but when the plot of a series is widely questioned, emphasizing texture is putting the cart before the horse; Douban 7.0′ s "Double Detective" is full of film resumes, which can’t save the slightly loose plot.

The exploration of film sense continues this season, but the IP that has been verified by the market has been questioned.

This is a season of collective decline in the word-of-mouth of grave robbery. The "Stealing Pen" series has just earned back a part of its reputation by Ultimate Notes, and it has been severely trampled by Genting Tiangong with a score of 2.6. As of press time, the douban score of Yunnan Worm Valley is 6.3, while the previous work Longling Cave has a high score of 8.3. The "Trio", which has been highly praised, has been questioned by the routine in this film.

"Yunnan Worm Valley" is the fourth ghost blowing lamp produced by the same team. How long can the long-term value of the drama IP last?

The last season of advance on demand

This is the last season of advanced on-demand existence, and the shutdown came by surprise.

On September 10th, Tencent Video rushed to Weibo for hot search in one fell swoop due to the adjustment of advance on demand. Since the Shanghai Consumer Protection Committee and China Consumers Association thought that "unlocking episode by episode" was unreasonable, Tencent’s video was adjusted in "Yunnan Worm Valley", and then the episodes on demand in advance can be unlocked. According to china securities journal, iQiyi and Youku will also follow up.

In the third quarter, advanced on-demand is still going on as usual and making steady progress.

According to Yunhe data, 46 advanced on-demand dramas were launched in 2021Q3, an increase of 9 over the same period of last year. Super-drama accounts for 41% of the total number of new dramas in the world, an increase of 11 percentage points year-on-year. In addition, the effective broadcast of the advanced on-demand drama series during the on-demand period was 600 million, an increase of 82% compared with 2020Q3; Among them, the on-demand content of "Sweeping Black Storm" effectively played more than 100 million yuan, creating a peak of on-demand content playback.

　

The "Sweeping the Black Storm", which set the peak of the broadcast, pushed forward the nodes that were ahead of schedule. The 28-episode "Sweeping the Black Storm" has been launched on-demand since 15 episodes. In the interview, Poison Eyes learned that many dramas have achieved good results in the third quarter, such as "You are my glory" and "The dust of the ages".

The audience seems to be used to showing their love and recognition for the drama series by pre-ordering. After unlocking "You are My Glory" in advance, you will see a large number of viewers who say "come with money" in the barrage. When "Sweeping Black Storm" was broadcasted, many people even asked "Is it possible to unlock it to the end with one button?" However, for a drama with poor reputation like "Eight Dragons", some people will question "How can this be on-demand in advance?"

This model, which survived for two years, came to an end on October 4th by three platforms. At present, only Mango TV and bilibili, two platforms that have started advance VOD, have not expressed their views.

Short-lived advance on demand was once a life-saving medicine invented by streaming media platform.

Judging from the financial reports of each family in the first half of the year, the trend of slowing down the growth rate of members continues further. In the first half of the year, the number of paying members of iQiyi Q1 increased by 3.6 million, while Q2 only increased by 900,000, and the growth rate declined. The number of paid members of Tencent Video reached 125 million, up 9% year-on-year, unchanged from the first quarter. Youku only disclosed the average daily paying users, which increased by 35% in the first quarter and 17% in the second quarter, but the specific figures are unknown.

Membership operation is the basic logic of streaming media, but the traditional mode of supporting membership growth has almost touched the ceiling, which makes several traditional streaming media platforms still in a state of narrowing losses but not turning losses into profits.

Iqiyi Q1 and Q2 have revenues of 8 billion yuan and 7.6 billion yuan respectively. Although they still face losses, the losses have been reduced for five consecutive quarters. The information revealed by Youku in the financial report also mentioned that the loss narrowed year-on-year, because of "rigorous investment in content and optimization of paid membership plan".

The form is critical, even to the point where the top management of the three platforms directly fired short videos at the network audio-visual conference. In recent years, the platform has also raised the price of members, launched a variety of preferential packages and other means, and advanced on-demand is also a product born in this form.

At the same time, advance VOD is also a way to transplant the fan economy to the drama series. It is no accident that the advanced on-demand mode was born in the American drama with a high vertical fans. It is one of the links of the huge fan economic industrial chain of the drama. At the same time that The Untamed released the advanced on-demand video, the title of Tencent video "Huang Goose Niang" was also widely circulated in Weibo, and users’ personification and emotional connection with the platform seemed to be deepening.

However, for producers, advanced on-demand can not bring C-end revenue. In these two years, advanced on-demand has not yet become one of the producers’ sources of income. Many producers don’t have the right to participate and know, and they don’t know when their plays will be on demand in advance.

Will there be a Netflix mode in which members can watch the complete works at one time after the cancellation of advance demand? In 2016 and 2017, when the members of the platform were crazy, "members read the complete works at one time" also appeared, but most of them were driven by high popularity starring, or a backlog drama with little impact on income.

The recent popularity of "Squid Game" has also made the comparison between Netflix mode and domestic streaming media a hot topic. One of the questions is whether it is possible for domestic streaming media to do less dramas with more money like Netflix.

Wu Yuefeng, manager of Fengjing Capital Fund, once analyzed in Weibo that iQiyi will launch 15-20 TV dramas and 3-5 variety shows in a quarter, so if it is dismantled, the cost of each drama will be only a few hundred million dollars, which can only maintain the overall qualified quality.

However, Netflix’s total operating cost last year was 20.4 billion US dollars (about 133.2 billion RMB), and this figure was as high as 10.4 billion US dollars (69.1 billion RMB) in the first half of this year, of which the single-season content expenditure was roughly 5-6 of that of iQiyi. However, the number of series produced by Netflix is not so much, and its heavy new works planned for 2021 are only 21.

Sharing Netflix’s huge content cost is global dumping. At present, Netflix has entered more than 160 countries around the world, and Latin America and Asia-Pacific even have about 1/2-1/3 users in the United States.

After the announcement of the end of advance on demand, the task of increasing the number of members’ subscriptions and the paid value of individual members has become more heavy. It’s just that unlike Netflix’s positioning as a global user, domestic streaming media platforms need to increase to the sinking market.

QuestMobile data shows that by October 2020, sinking users have occupied 58% (669 million) of the cmnet market, but the average monthly usage time of sinking users is only 140.1 hours, and those after 00 and 70 are potential people for further growth of the sinking market.

In this regard, streaming media is also making changes through hardware+software. For example, iQiyi has launched the iQiyi Extreme Edition for the characteristics of mobile phone use in the sinking market. The Extreme Edition is promoted to the sinking market. "I hope that after they see the higher quality film and television content, because the film and television content is produced by professional directors, screenwriters and actors, they can put more time on the film and television content." Gong Yu, founder and CEO of iQiyi, once told the media.

Tencent is involved, and the head company is absent

No matter from the number of broadcasts or broadcast data, Tencent video is the best in this quarter.

Tencent videos accounted for 13 of the TOP20 episodes in Q3, among which three solo dramas, Sweeping the Black Storm, You are my glory and Yunnan Worm Valley, took the top three. These three series are broadcast one after another for the S-class drama of Tencent Video this quarter, and Tencent also has such a happy trouble of "rolling itself".

(Source: Yunhe Data)

Driven by several major dramas in August, Tencent’s video performance in 2021Q3 was outstanding, with several major dramas launched continuously in summer, and the number of dramas on the whole network effectively played 31.2 billion, ranking first in the platform, but there was still a 12% decline compared with 20Q3. The effective broadcast of the whole network dramas of iQiyi and Youku were 28.5 billion and 14.9 billion respectively, down 20% and 17% year-on-year.

At the same time, the effective broadcasting of Mango TV and bilibili has improved.

Although dramas such as "Song of the King" and "Bailingtan" have insufficient reputation, they still drive the effective broadcast of Mango TV to increase by 3% year-on-year. Last year, bilibili entered the drama battlefield with a high-profile film "The Sky of Wind Dog Boys". This year, in Q3, new dramas such as "Double Mirrors", "Sudden Vacation" and "Best Friends" were added, and the effective broadcast increased by 26 times compared with the same period of last year.

Five platforms are fighting in the field of drama, and "theatrical" is the direction that all of them are exploring. However, compared with last year’s misty theater fire, this year’s theater performance is weak.

According to the TOP20 data above, there are two top 20 dramas in the Love Theater where Iqiyi focuses on sweet pet dramas, namely "A Life" and "Zhou Sheng as usual"-these two dramas are separated from a novel, telling the story of Shengchen Zhou and Shishi, and they are strictly one drama.

Mango’s monsoon theater, a fire, "I am quite good in other places", but unfortunately the follow-up is weak. Monsoon Theater does not have a strong collection of works like Fog Theater and Favorite Theater, and the commonality between works is not very strong. At present, the biggest common point among the works of Monsoon Theater is that "the number of episodes does not exceed 16", and the loose collection and the unity of form are still the idea of comparative satellite TV.

Practitioners who have been exposed to Mango TV told Poison Eye that Monsoon Theater also has some traditional satellite TV ideas in content selection and production. For example, the first version of the script "Mother-in-law’s Bracelet" was once considered to be not bloody enough, and the target was not sinking enough, so it was finally revised.

Mother-in-law’s bracelet

However, as a theatrical effect that has been verified to occupy users’ minds and form a brand effect, it will not be abandoned by the platform. The return of Misty Theater is just around the corner. According to informed sources, bilibili is also planning his own theater.

Compared with the competition of multiple dramas in the same period between platforms, the performance of the head company is much quieter.

Six head drama companies that often appear together in many statements: Noon Sunshine, Xinli Media, Ciwen Media, Yaoke Media, Huace Film and Television, and Ning Meng Film and Television, only noon handed over the highly acclaimed Children of the Qiao Family in the third quarter. Xinli Media is still spinning in the low-scoring Jin Yong drama.

In the past, among the listed companies, Tang De Film and Television broadcasted a small-budget sweet pet drama "The Secret of Hidden Grimes", and two dramas of Huanrui Century, Genting Tiangong and Song of the King, both suffered a decline in word of mouth. On the contrary, the "new forces" in the era of online drama performed well. The drama "Sweeping the Black Storm" produced by Wuyuan Culture was well received, and "Sailing: When the Wind blows" produced by Little Sugar Man also had a good score of 8.5.

In the last quarter of 2021, it may be that "Tencent involution" will enter the stage of all-platform involution. Four works of the Iqiyi Fog Theater will be broadcast one after another. The first one is "The Fog of the Octagonal Pavilion" starring Duan Long and Hao Lei; Tencent Video has a number of IP costumes in stock, such as A Sword in the Snow and A Twin Cities in the Mirror, while Youku holds a large number of online dramas to be broadcast, such as The Story of Xingfu’s Ice Rain and Fire.

But for the fans, perhaps the involution of the series is a great blessing.

Squid Game, a Korean drama under Netflix filter.

The screen disappearance of the beautiful man in ancient costume

　　Recently, the clothing brand "DSP" short down jacket founded by Joker Xue was notified and publicized by Shanghai State Administration for Market Regulation due to the unqualified filler. As soon as this matter came out, it caused widespread discussion in society. This incident is not only a simple quality problem, but also exposes the lack of responsibility behind the cross-border operation of stars-some stars enjoy the economic benefits brought by the "halo", but ignore the product quality and consumer rights, losing their basic responsibilities and bottom line as merchants.

　　In recent years, with the rejuvenation of the consumer market, it is not uncommon for stars to create their own brands across borders, and various "street brands" are also emerging one after another. The business logic behind it is obvious-stars, as public figures, have a high reputation and a huge fan base. Their "aura" undoubtedly brings huge traffic and attention to the business fields they are involved in, and fans often spend a lot of money out of their love for stars and are willing to pay for them.

　　Consumers believe in stars and love to spend, and stars should give back to consumers with better quality and service. However, in reality, from the clothing industry to the catering industry, star brands often "roll over". Star entrepreneurship should have been a beautiful thing of "two-way trip". Why is it always "opposite"? The reason is that some stars only enjoy the "halo" bonus blindly, but lack the sense of responsibility; Pursue economic benefits blindly and ignore quality problems. However, it must be understood that ordinary businesses still have to bear the responsibility to consumers, let alone stars who eat the "halo" welfare. While playing the signboard of a star, while doing immoral activities, how can what you do not make consumers feel chilling?

　　The market needs industry norms, and stars should take responsibility. This requires them not only to pay attention to commercial interests, but also to the rights and welfare of consumers. In all aspects of production and sales, stars should actively participate in and supervise to ensure the quality and safety of products; When problems arise, stars should be brave enough to take responsibility and take timely measures to solve them, instead of trying to escape or shirk their responsibilities. In short, in cross-border operations, stars should not only be spokesmen of brands, but also be good image shapers of brands, and should have long-term vision and social responsibility. Only by taking a long-term view can we be stable and far-reaching. Focusing on "petty profits" and ignoring the rights and interests of consumers is tantamount to playing with fire and setting ourselves on fire.

　　The unqualified sampling inspection of down jackets in Joker Xue is a wake-up call, reminding the stars that while enjoying the aura, they should also assume their due social responsibilities and obligations. Only by providing consumers with truly valuable products and services can we truly achieve a win-win situation of commercial value and social value.

For drinking tea, it is obvious that ordinary white porcelain bowls can meet the demand, but why do we prefer porcelain tea set with fine workmanship? When writing, the arm rest is used to prevent the arm from being stained with ink. Obviously, as long as it has the function of putting the arm, why do we pay attention to its material and the carving on it? When we are moved by the beautiful artistic conception of an ancient poem, when we are fascinated by the exquisiteness and elegance of a handicraft, what do we get from it? What can those humanistic details and artistic values bring to our lives? Or, is culture "useful" or "useless" to our life?

The "uselessness" of culture is also "great use"

In the dialogue session hosted by Bai Yansong at the 15th Cultural China Forum, Pan Lusheng, chairman of China Folk Writers Association, pointed out that "useful" means "practical" and "useless" means aesthetic "useless". Material and spiritual use and life use are both useful and practical, while useless is also useful and even useful.

Pan Lusheng introduced that in Lin ‘an City in the Southern Song Dynasty, the palace culture, the literati culture and the street culture were integrated, which formed the idea of "craft for practical use", and also created a life style of unity of practicality and aesthetics in the Southern Song Dynasty. During this period, the weaving technology was superb, and the fabrics made were dense and light as cicada’s wings. Not only were there various types of yarn, Luo, Qi and Ling, but the silk reeling and embroidery techniques were also superb. The gardens in the Southern Song Dynasty are like three-dimensional landscape paintings with pavilions and winding paths, which contain the spiritual complex and aesthetic artistic conception of literati. From the clay figurines of children in the Song Dynasty in Zhenjiang Museum, to the Children’s Plays in the City in Taipei Palace Museum, from the white porcelain children’s pillows in Dingyao in the Palace Museum, to Song Jin’s Paintings of the Hundred Immortals in Cleveland Art Museum in the United States, all of them reflect the aesthetics and interest of life in which humanities and art are combined with street life.

In contrast, in today’s fast-paced diet and fragmented culture, modern people no longer seem to have an attitude of attaching importance to life aesthetics, and traditional crafts no longer pursue use value. In this context, should we learn from the ancients and return to the "elegant life" way of the Southern Song Dynasty?

"The handicraft tradition of the Southern Song Dynasty is historical and contemporary, which runs through the traditional Chinese aesthetic spirit, lifestyle and cultural taste." Pan Lusheng said. Therefore, he proposed to develop a new economy of Song rhyme culture, take people’s life needs as the guide, enhance cultural life experience, and study how elegant lifestyle can be integrated into today’s life, so that people can gain a sense of cultural identity.

Pan Lusheng believes that, on the one hand, by reviving traditional crafts, we can explore how to better inherit and utilize traditional craft and cultural resources at present, inject the culture of Xixiang into education and cultural communication, and serve people’s spiritual and cultural life. On the other hand, through the development of cultural industry with cross-industry barriers, traditional craft culture can be transformed into the resources of contemporary Song Yun cultural industry, creating higher economic value, thus better serving people’s material and cultural needs.

"Cultural pension" is worth looking forward to.

On the aesthetic level of life, the "usefulness" and "uselessness" of culture may be a philosophical proposition, but in the medical field, the "usefulness" of culture is indispensable. According to Zheng Xiaoying, academician of the Academy of Sciences of developing countries and director of the Peking University Population Research Institute, culture is even more "useful" than science and technology.

Zheng Xiaoying said, "Everyone’s ultimate wish is to grow old healthily and say goodbye to the world happily. This is by no means a problem that can be solved by relying solely on science and technology or medical means, but a realm that must be achieved through the combination of culture, art and technology. In this sense, the infiltration of culture is more important than the development of science and technology. "Zheng Xiaoying believes that" medical art education should be integrated into medical education so that every doctor can accumulate deeper artistic accomplishment and cultural heritage. "

Zheng Xiaoying pointed out that cultural blessing is also needed to deal with the problem of population aging. She introduced that with the intensification of the aging process, the life expectancy of China’s population is also increasing rapidly. However, most of the increased life expectancy is unhealthy, that is, life expectancy with disabilities. Among the disabled people in China, 53% are elderly people. To solve the problems of these elderly disabled people, we need the support of science and technology, but more importantly, we need the support of culture. "Let them be happy and enjoy the benefits brought about by the reform and opening up to the maximum. This is not a problem that can be solved by a simple assistive device."

At the same time, Zheng Xiaoying emphasized the concept of "cultural support for the aged", which is a way to support the aged on the premise that the material needs of the elderly are basically guaranteed, on the basis of meeting spiritual needs, on the basis of communicating emotions, exchanging ideas and having a healthy body and mind, and on the purpose of publicizing individuality, advocating independence and enjoying the spirit of happiness and pleasure. "Cultural pension meets the spiritual needs of the elderly. For the elderly without children, this pension model is particularly important." Zheng Xiaoying said.

How to realize the mutual integration of science and technology and humanities

Undoubtedly, the integration of culture, art and technology can make people’s lives better. So, as an individual, how should we start from ourselves and realize the integration of technology and humanities? This is also a question that Wang Yuming, an academician of China Academy of Engineering and an expert in fluid sealing engineering technology, is often asked.

Wang Yuming laughed and called himself a "science man". "However, although my main business is mechanical engineering, I am not" mechanical "culturally. He is a student of Mr. Ye Jiaying, a consultant of the Chinese Poetry Society, the director of the Poetry Working Committee of colleges and universities, and the president of the Tsinghua University Lotus Pond Poetry Society. It can be said that he is a person who perfectly balances "poetry and distance".

When answering the question "how to realize the mutual integration of science and technology and humanities", Wang Yuming believes that in terms of values, science and technology and humanities and arts are both pursuing truth, goodness and beauty, and they are essentially interlinked; In the mode of thinking, both of them need logical thinking and inspiration epiphany thinking, which can promote each other. The same is true of many masters of science and technology (such as Einstein, Yang Zhenning, Qiu Chengtong, Gu Yuxiu, Qian Xuesen, etc.). However, the most important thing is to have a "pure heart" in both scientific research and literary creation.

On the "Use" of China Culture from the Outside

The Chinese culture has a long history, and the "useful" culture not only created the fashion life of the ancients, but also injected spiritual strength into solving modern social problems, and also brought about an impact on the civilized development of neighboring countries.

In the dialogue session, Cheng Yonghua, former Japanese ambassador extraordinary and plenipotentiary to People’s Republic of China (PRC) and executive vice president of China-Japan Friendship Association, introduced the "use" of Japanese culture to neighboring countries. He said that China’s culture had a profound influence on the Korean Peninsula, Viet Nam and Japan. Take Japan as an example. The Sui, Tang and Song Dynasties were the historical peaks of Sino-Japanese cultural exchanges. During this period, ancient Japan sent 19 groups of envoys to China to study, with a maximum of 600 people at a time. In addition to sending envoys, a large number of international students also came to China from ancient Japan. Many of them stayed for many years, and some even stayed in China to work as officials in Chang ‘an until they died and were buried in Chang ‘an. In 645 AD, the ancient Japanese carried out the "Dahua Innovation" movement, abolished the monopoly regime system in big noble, and established an ancient centralized state with reference to the rules and regulations of the Tang Dynasty in China. During the Song Dynasty, more and more Japanese people came to China to study. Jian Zhen, a monk in the Tang Dynasty, traveled eastward to preach the precepts to Japan and was honored as the ancestor of Japanese Buddhist legalists. The Tang Zhaoti Temple complex built by him and his disciples in Nara, Japan, embodies the architectural characteristics of the Tang Dynasty and is the largest and most beautiful building in Japan’s existing Tianping era. Japanese characters are also born out of Chinese characters. At first, there were only languages but no characters in Japan. In asuka period, Buddhist classics introduced into Japan along with Buddhism made Chinese characters penetrate into Japanese life. The first Chinese characters were used by ancient Japanese as phonography, but they were troublesome in the process of use, so heian period invented katakana and hiragana with reference to the radicals and cursive scripts of Chinese characters. In addition, the present Japanese court music-gagaku,It is also music from the Tang Dynasty in China.

Cheng Yonghua said that Sino-Japanese exchanges have a history of 2,000 years. Today, Japanese young people are still attracted by China’s rapid economic development and technological innovation, and feel that "they should go to China to see more and communicate more".

Whether it is "practical" or "useless", the China culture of the same strain needs and deserves to be passed down and carried forward by contemporary people. As Pan Lusheng said, culture is a nation’s overall lifestyle and value system. If the ancients’ fashion is integrated into contemporary life, we may be able to create a pioneer culture with temperature, connotation and taste in the new era.