Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

The popular social media platform bilibili’s ‘The Next Wave: A speech by bilibili for the new generation’ campaign video created an intense debate on social media.
哔哩哔哩出品的《后浪:献给新一代的演讲》在社交媒体上引发了激烈讨论

Watch the video here
观看视频

Why did bilibili's latest video go viral?
为什么B站最新的演讲视频能大爆?

Nate Lei
China Region Group Creative Director / We Are Social

因为它符合了互联网的传播要素——“互联网需要的不是客观、正确或温情脉脉,而是流量、争论和曝光。”不管喜不喜欢,你都已经被收割了。值得探讨的是,当下的中国互联网环境真的有越来越好吗?狂热和失语,娱乐至死和反智失常,对越来越高的墙和越来越狭隘的思想视若无睹,无论前浪中浪还是后浪,最后也不过是时代浪潮裹挟前行的泡沫,发不出声来。

The video went viral because, simply, it fits the practices of the Internet. The Internet is not about objectiveness, fairness, or care, but search for user traffic, controversies, and exposures. Like it or not, you are already a part of its machinery. That leads to the question of whether the current Internet environment in China is truly getting better? Fanaticism and silence, entertainment to death, anti-intellectualism and insanity, more ignorance due to lack of insights, and narrower ideologies. Ultimately, every person is affected by trends of the masses, becoming a silent bubble, not speaking up.

Heero Zhu
Creative Director / We Are Social

很庆幸我在5/4日,属于后浪们的节日里,我的朋友圈被这样一条视频轰炸了。
对于一个二次元硬核的平台,bilibili的推送毋庸置疑的会成为一个热点。基于一个年轻化的社交平台,认可年轻人在未来的社会影响力,激励他们做自己的态度,容易被年轻群体所接受。
但是。。。“这哪里是我大B站的风格?说好的乱入呢!说好的宅舞呢!说好的“B站看片指日可待呢!燃血视频在哪里!”深井冰发完了,感谢看官、点赞,长按、三连!

Fortunately, my WeChat moment has been “bombed” by this video on May 4th, the day that belongs to the youth. 

As a hardcore ACGN platform (Anime, Comic, Game, Novel), bilibili is always a hot topic when it launches new posts or videos, mostly because it recognizes the social influence of young people in the future and encourage them to be themselves. But what made this video stand out, is how non-bilibili it is. Where's the classic ACG dance? No hot-blood videos? It took me by surprise for sure like many others. 

Savy Liu
Creative Group Head / We Are Social

1.叙事者与叙事内容的反差感。何冰的叙事风格是一种沉稳激昂的正统风格,通常不被用在企业与年轻人对话语境中,反差造成了巨大的新鲜感,同时令年轻人真正感受到被尊重。
2.中国的经济发展不平衡,造成B站视频所沟通的年轻人仅仅是中产阶级家庭的年轻人,而中国网民比较忧国忧民,一部分对B站视频立意过于狭隘的批判声音也令这个视频传播度超出了想象。
3.电竞,Cosplay,极限运动,旅行等兴趣爱好的展现,确实能唤起许多年轻人一种“自己的热爱和努力被承认”的自豪感。

First of all, the video stands out due to the narrator, He Bing, who uses a traditional Chinese narrative style, which is extremely unusual in how the communication towards young people normally is conducted. This distinctive contrast is a fresh approach while making young people feel respected. 

The way esports, cosplay, extreme sports, travel, and other interests are acknowledged by showing the devotion and passion among the youth also evokes a strong sense of pride.

Then I think the failure of accurately portraying the life of the youth of China is a reason people have reacted so strongly. The bilibili video only highlights young people from middle-class families.

Wenshuang Li
Creative Group Head / We Are Social

因为有争议。但凡涉及到时代的问题,就会有不同的声音出来表达。
被代表的人往往会分成两派:与视频观点相同的那派,感觉被认同,从而转发分享;
与视频观点不同的那派,想要辩论,也会转发分享。
视频中表现的年轻人斗志昂扬满怀冲劲,像是掌控了这个世界,但现实中更多年轻人是迷茫的,而且背负着更大的压力。视频中那些鸡血的话完全虚浮在现实之上,所以就有了争议,辩论,讨论。

Like other controversial videos describing the current era, it always creates two factions of voices; one agrees with the video and feels recognized, then reposts to share it; the other one disagrees with the video, wants to debate on it, and they would also repost to share it.

The young people portrayed in the video show passion as if they are in control over the world and their lives. However, in reality, most young people are confused and stressed. The passionate words in the video are not reflecting reality. Thus, controversies, debates, and discussions emerge.

Anne Li
Creative Group Head / We Are Social

小破站这次能以欣赏的眼光去解读年轻人的生活方式,以赞美的态度去理解年轻人的精神世界,以诚恳的致敬去尝试与年轻人谈心沟通,以时代的变化为年轻人加油鼓劲。期待这种真诚谈心能够增进两代人互相理解、互相欣赏、互相尊重,促成“青丝与白发共勉、春华与秋实交辉”,推动前浪、后浪在时代的长河中惺惺相惜、美美与共,共同乘风破浪。小破站太励志了。

Through the video, bilibili beautifully and respectfully captured young people's lifestyles with affection and sincerity, while cheering them up by demonstrating the changes of the new age, lead by the youth. I hope this kind of sincere conversation could encourage mutual understanding, appreciation, and respect between the two generations. Bilibili is so inspirational!