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Editor's note: this article is from (ID:), authored by Yuagi and edited by Park Fang, reprinted by Venture State under authorization.

"the net suppresses the cloud" has become a kind of stem.

If you're not here,NetEaseI saw the classic "I'm sorry to be a human being" on cloud music, and I'm sure you can see a funny version of the user on various social media: "it's time to start crying." , "the old net suppresses the clouds".How NetEyun becomes "net suppresses Cloud"

NetEyun Music has always been famous for its community atmosphere.

NetEase, Inc Yun Music was born on the Internet in April 2013. at the very beginning, it chose to take a differentiation path and made use of accurate algorithm recommendation to customize personalized music recommendation service for users. At the same time, users are encouraged to make playlists, set up music review areas, cloud villages and other contents to strengthen users' social attributes, create group resonance and cultivate dependence on use.

In 2017, NetEase, Inc Yun Music launched an advertisement in the form of music reviews on Hangzhou Metro Line 1. In January 2018, NetEase, Inc Yun Music built a "Mirror Corridor" at the Tuanjiehu subway station in Beijing. In fact, in the original exhibition area, the tonality of "suppressing clouds on the net" gradually emerged, with many selected comments such as "if life betrays me." I hope it is sold by jin "and so on, in order to arouse public resonance, but also with depression, self-mockery and other styles.

On April 23rd, on the occasion of the 7th anniversary of the launch of NetEase, Inc Yun Music APP, an internal letter was sent out, putting forward NetEase, Inc Yun Music's corporate mission to deliver the beautiful power of music. The official expression is: to connect users, musicians, UGC creators and other music lovers with music to help them constantly discover, share and convey the beautiful power among them.

The early NetEyun music review area, with sharing as the core, was an important place for music to communicate with each other emotionally. when users listened to music, they saw genuine comments and recorded them. or through likes, attention and other forms to establish contact with other music fans.

But in the past two years, in the eyes of some people, the Netizen Yiyun comment area, which has developed from the position of literary style tags, has gradually become a "library of sentimental literary materials." in their view, a generation of dejected Taizaizhi is regarded as the "father of the net suppressing clouds." NetEase, Inc Yun users only need to quote the sentences in his "disqualification in the world" to trigger responses and likes in the entire comment area.

For a while, NetEase, Inc Yun music seems to have become the target of public criticism, and more users began to make fun of this phenomenon with the homophonic word "net suppressing cloud", and gradually derived all kinds of memes and video jokes. With the popularity of "mourning culture", other content platforms also have more topics related to "network suppressing cloud". For example, Bilibili Inc. 's teasing video about "net suppressing cloud" has more than one million views.

It is undeniable that there will be some hypocritical, negative and even false comments in NetEase, Inc Yun music community. on the one hand, it is related to the users of NetEase, Inc Yun Music. The proportion of younger users of NetEYun Music is increasing.

According to the August 2019 issue of "Aurora Mobile LimitedAccording to the domestic online Music Community Research report, the proportion of young users of NetEase, Inc Yun Music under 25 years old is as high as 83. 5%. 5%, and this group of users happen to be the main creators and audiences of "Youth pain Literature". After all, as early as the popular era of QQ signatures, once younger users were also the main force of hypocritical and sophisticated content creation.

On the other hand, the music platform itself is related to emotional expression. In the era of mobile Internet, fragmented information output has become the mainstream. Although NetEase, Inc Yun music has a community function, it is not a social tool between acquaintances. Most of the users who can gather come because of their feelings, coupled with the relationship of a layer of strangers, users will be more unscrupulous to pour out their feelings on the platform. It also led to the emergence of some pretentious, grandiose and false remarks.

The "Wealth Code" of any Internet platform has always been related to anxiety, negativity and contradiction, and this type of content is easier to spread. Negative feedback has a greater impact on emotions than positive feedback. People are always more likely to spread and spread negative emotions. In contrast, positive, optimistic and other "big and general" remarks on the platform are also more likely to be automatically ignored.A broken stalk, a tag that follows the trend.

Different communities always have their own obstacles.

For example, Zhihu Inc. always "just got off the plane with an annual salary of one million yuan", Xiao Hongshu showed off his wealth per capita, and Tiger Pop was "per capita 985, street salary 300000".micro-blogIs the per capita fans, NetEyun music is the per capita depression. The community must be inseparable from people, and where there are people, there will be some kind of atmosphere, and there will also be some kind of stereotype or prejudice.

But for the platform, especially the content output platform, if you want to shape the distinct style and culture of the community, it is still inseparable from the user's "power generation for love".

For example, communities such as Zhihu Inc., Jinri Toutiao and Douban Group all rely heavily on the content output of users. Douban embodies its community characteristic culture through the theme of fresh painting style. Zhihu Inc. and Jinri Toutiao have many senior big V question and answer teams and excellent writers, so they have the saying of "elite per capita".

With the in-depth operation of the platform in the community, based on the tone of sharing, users are more and more willing to share their emotions and views in NetEase, Inc Yun music. In the hierarchical community built by NetEase, Inc Yun music, people with the same preferences are more likely to "infect" each other. Starting from the music, users' feelings and expressions will also be magnified.

Due to the low threshold for cognition and use, "Terrier" is more likely to be widely spread on the platform, such as the recent "Yeqing knot", "climbing together", "teasing goose grievances" and so on. Similarly, NetEase, Inc Yun's music has been described as "the net suppresses the cloud" and has been widely spread. it is not that users really agree with the correctness of the stem itself, but is related to the topic, contrast and even "interest" behind the stem.

It is worth mentioning that since the popularity of "suppressing the Cloud on the net", there have even been a lot of hypocritical comments about copying and pasting in the comment area of some songs, as well as a lot of comments about "depression" for the sake of "depression". It has also aroused the disgust of many platform users and destroyed the community atmosphere, as one Zhihu Inc. user said, "play with moderation".

From "the net suppresses the cloud" to "the net increases the cloud"

Since the beginning of the year, the concept of "online cloud suppression" was born in the public context, based on the excessive play and malicious guidance of netizens, and a few months later, negative comments about the community increased rather than decreased.

These phenomena obviously run counter to the original intention of NetEase, Inc Yun Music, and NetEase, Inc Yun Music officials have to respond and solve them.

NetEase, Inc Yun Music responded to the recent "cloud suppression" public opinion for the first time in Weibo Corp on August 3, officially launched the "Yuncun Review Therapy Program" and implemented three major measures. Ten thousand psychological experts and ten thousand psychological professional volunteers were invited to join the "Yuncun Healing Institute". Ten thousand music critics formed Yuncun Music Review Group to launch a music review competition.

At the same time, NetEase, Inc Yun Music also released a new version of the user community standard "Yuncun Convention", launched the Yuncun police station, solicited "police officers" from all Yuncun users, supervised the comment area, stopped malicious acts of false fabrication and abuse attacks, and tried to improve the community atmosphere of Yuncun by strengthening the governance of false comments.

On August 4, NetEase, Inc Yun Music launched the "hug" function again. As one of the steps of NetEase, Inc Yun's "Yuncun comment on the cure plan", the specific operation of the "hug" function is that when the user double-clicks the comment in NetEase, Inc Yun Music and carries on the hug, the animation of two villains hugging appears at the lower right of the comment, and the avatar of the other party will also prompt to receive the hug. This function is also designed to help users with negative thoughts to ease their emotions.

The core mechanism of the community lies in the concern and interaction between subjects. Individuals in the interactive relationship gradually form a sense of membership related to the community through emotional resonance. Similarly, NetEase, Inc Yun Music in the community operation, immediately launched Mlog and musicians live broadcast and other functions, the platform creates more interactive opportunities, so that Yuncun users have a stronger and stronger sense of stickiness and sense of belonging.

In fact, the label of "depression per capita" is also too radical. In NetEase, Inc Yun music, in addition to a small number of users'"mournful remarks", there are also warm, positive and optimistic comments, and the latter also account for the majority.

For example, some users will sincerely and optimistically cheer for Yuncun:

Some people will give a detailed introduction to the creative background of minority music:

Others will have a beautiful imagination around the song itself:

It can be seen that there are a lot of goodwill and encouragement between strangers on the platform. Some users once commented: "NetEase, Inc cloud is a tree hole for many people, and we have found a sense of belonging and warmth here." Although we have never known each other, we can warm and encourage each other. "

In short, the title of "suppressing cloud music" basically stems from the excessive play of the platform by some non-NetEase users, and warmth and tree holes are the feelings of more NetEase, Inc music users. NetEyun music should not be reduced to a stem with negative meaning, and its complex and diverse community atmosphere should not be so barren that there is only one adjective left.

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