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John Khan Jr. and His "Tongliao Universe"

Tongliao became popular on the internet, and the boss "Little John Khan" contributed a lot. Almost all the related "stems" come from him and his fans. Some people commented that "Little John Khan has improved the popularity of Tongliao alone".

Who is John Khan Jr. and how did he set a city on fire?

It all started four years ago.

20 17 a Zhihu respondent named "Little John" began to appear frequently in the humanities and social sciences section of Zhihu, answering various topics related to military history. Soon, with dry goods and humorous content, he accumulated a large number of fans, and in less than a year, he became a well-known creator who knew the community. The name "Little John" and his lovely hamster head began to be familiar to many people.

And his hometown is Tongliao, Inner Mongolia. In the early days of Zhihu, John Jr. mentioned Tongliao City in many answers, explaining the relevant human geography knowledge. At that time, he may not have thought that in a few years, the city will become famous on the Internet and be deeply "bound" with himself. Of course, this is another story.

The real starting point of Tongliao universe is Li Li Li. June, 5438 +2020 10, John Jr. marched in the name of "Little John Khan" and began to release videos in the knowledge area, focusing on military and modern history science. Thanks to Zhihu's fan base and excellent video quality, his first few videos have reached more than one million, among which the popular science video "Why the Soviet Union is Powerful" adapted from Zhihu's answer is even more eye-catching, with a broadcast volume of up to eight million.

At the beginning of Tianhu, John Khan Jr. became a rising star in Ran Ran.

Soon after, he started a brand-new video series: "Wonderful Country". The popular science content of modern world history on the Internet often revolves around famous countries and "central events" such as World War II in the United States and the Soviet Union, and the stories of the vast number of third world countries in Asia, Africa and Latin America are often ignored or even forgotten. Little John Khan did the opposite and focused on these "corners" forgotten by the whole world.

Gambia, Nauru, Burkina Faso, Albania ... Through humorous explanations and atmospheric editing, the "wonderful" modern history of these small countries was interpreted in the video of John Khan Jr., and the audience was amazed at the "wonderful" of these small countries and lamented the fate of the suffering people.

It is only a matter of time before the differentiated topic selection and the high-quality creation break out. After the launch of "Wonderful Small Country", it achieved very good results: on average, the number of videos played in each issue exceeded 3 million, and there was a lot of discussion in each issue. The number of videos related to "Wonderful Small Country" in the station even increased. Thanks to this series, little John Khan successfully became one of the millions of UP owners within half a year. In just one year, little John Khan has nearly 2.5 million fans and has become one of the "pillars" in the field of knowledge.

By analyzing his video content, we can find that "making stalks" is one of the reasons for his popularity.

Little John Khan's video copy has a strong sense of network. Brezhnev, who loved medals, was called "Su Xunzong", "Africa's five tyrants" and "the tortoise can't carry it". He created and used all kinds of wonderful and hilarious "stalks" in the video, which greatly increased the interest and attraction of the content. The explosion of Tongliao fire was also due to his "stalk-making".

The most intuitive way to understand a country should be its area and population. Tongliao has become a "measuring tool" for a wonderful small country. When introducing Albania in the first issue, John Khan Jr. compared it with the area and population of his hometown Tongliao. There will inevitably be "several Tongliao" in each subsequent issue, and fans will simplify it to "several T's". For example, Beijing has an area of about 0.26 tons and a population of 6 tons.

A nameless city in China was "benchmarking" with other countries in the world, and the program was bursting with results. Little John Khan's fans became the creators and disseminators of Tongliao Terrier. In their comments, Tongliao gradually upgraded to Tongliao Khan State, Tongliao Empire and even Tongliao Universe, which was equal to Caoxian County which exploded in the first half of the year.

The music commonly used in the video is called Tongliao March, and Little John Khan is also called "Children's Song School". Fans call themselves "Prime Minister of Tongliao Khan" and "History of Tongliao Ministry of War". "Overnight", the number of users with "Tongliao" as the user name has increased by hundreds.

In the Internet age, various memes spread at an alarming rate. Soon, fans began to appear in other Tongliao-related content. Under a video called "Tongliao Tourism Image Promo", the density of "sweat" has been greatly improved. Many people said that the video of John Khan Jr. let them know the existence of this city. Some people also took this heat to start propaganda. Tongliao began to be known by more and more people, and many people thought of Tongliao's "field trip".

The influence of Tongliao terrier is amazing. With the explosion of Little John Khan, the fire of "Tongliao" spread outside the station, and the related contents of "Tongliao Universe" can often be seen in Weibo and Zhihu. In the search engine search Tongliao, "Little John Khan" and "Tongliao Khanate" also appeared in the relevant entry columns. Some people joked that little John Khan broke the popularity of Tongliao from 0 to 1, and the cultural export was a great success.

The "Tongliao Khan" mentioned in the relevant magazines of China Southern Airlines comes from @ Wuji NS.

Tongliao, as a newly emerging city of online celebrities in the virtual world, is becoming a new "center of the universe" in the minds of young people.

The time of Who's Town

Tongliao Khan is not a case.

Before the story of Little John Khan and Tongliao, netizens were more familiar with Wuhu Soaring, Bengbu Living and Cao Xian 666. The popularity of the Internet has given this small town, which has been on the edge of the Internet for a long time, a short "C" time.

The birth scenes of these stalks are all different. Wuhu and Bengbu, two cities in Anhui Province, became the hottest regional homonyms in 2020 and 20021respectively. "Wuhu Tengfei" comes from the mantra of Wuhu Sima and Xuanshen, two game anchors, and ranks in the top three in the list of the top ten barrage of betta fish in 2020.

"Bengbu Live" originated from Baidu Post Bar, and 202 1 became popular again in Tik Tok. "Cao Xian 666" is the "magic" mantra of short video blogger Dashuo. From April to May, 20021year, "Cao County Stem" swept the short video platform and became a popular cultural phenomenon on the Internet.

The birth of popular stems often depends on several forms, such as homophony, dialect, mantra, entertainment content, network celebrity effect and so on. Generally, it is online, catchy, emotional and easy to spread. In the communication fission of fans and the imitation interaction of content creators, the specific expression gradually increases the volume. The increase of participants will change the single form of epidemic terrier. After dissemination and re-creation, the information, content and emotional carrying capacity behind the stalk will also become rich.

Based on "Cao Xian 666", more ridiculous Cao Xian network golden sentences surfaced. For example, "the north belongs to Cao", "the center of the universe is Cao County", "I would rather have a bed in Cao County than a suite in Pudong", "As we all know, the earth is divided into the southern hemisphere and the Cao Hemisphere", "Shandong can't lose Cao County, just as the west can't lose Jerusalem" and so on.

These sentences are not as simple and short as Cao Xian 666, but they contain more metaphors and contrasts. Participants don't need to know whose mouth "Cao Xian 666" comes from, but they can still get together. The sharp contrast between nameless towns and big cities fully caters to the curiosity of netizens, and even implies some rebellious feelings that contemporary young people use to resist the pressure of centralization of big cities.

Therefore, instead of collectively calling them "regional popular terriers", we might as well further focus on terrier culture related to "nameless towns". It should be noted that the "nameless town" referred to here is not a small area and population within the scope of realistic geographical discussion, but a marginal city that has long lost its attention in the Internet field.

In fact, there are countless "nameless towns" with weak sense of existence on the network platform full of concepts such as "going north", "new line" and "network celebrity city".

Such as Tongliao. As a prefecture-level city in the eastern part of Inner Mongolia Autonomous Region, with a total area of about 60,000 square kilometers and a permanent population of about 3 million, it is an important transportation hub from northeast China to North China, and also the most populous area of Mongolian people in China. However, apart from the "measuring tools" in the video series of "Wonderful Country" by John Khan Jr., if you search Tongliao on the online social platform, people will find that most of the comments of netizens are related to John Khan Jr., in other words, except John Khan Jr., netizens know almost nothing about Tongliao in reality.

The same is true of Wuhu. Although Wuhu is called "the second city of Anhui", the real network exposure is after "Wuhu takes off". And "Wuhu Tengfei" and anchor Fu have also become important network labels in Wuhu.

In a small town, pop music can't bridge the gap between media and reality. However, when the popular stem breaks through the original circle and involves a wider range of "passers-by", it will lead people to dig deeper and discuss the city itself.

On May 14, the newspaper published an article "Behind the" Popularity "of Cao Xian County, a small town in southwestern Shandong: parody and exaggeration lead to imitation and comment". On May 17, the county magistrate of Cao County responded positively to "Cao County Terrier", saying: "No matter whether it is positive or ridiculous, everyone is welcome to take a walk in Cao County and have a look."

This incident played a watershed role in the spread of "Cao County Terrier" and triggered a lot of discussions on the cultural, industrial, economic and social development of Cao County. As of May 28th, only on the official WeChat account platform, the paper media matrix has published about 8 reports about Cao County.

Cao County Governor responded to "Cao County Terrier", source poster video

According to Southern Weekend reported at the end of May, Daji Town and Zhuangzhai Town in Cao County at that time almost became the punching points of the national media. On the most day, Cao County will receive more than 20 media visits.

In this case, Cao county rushed to the hot search many times. Whether it's in-depth media reports, short videos of bloggers or the voices of local people in Cao County, it adds realism and versatility to Cao County. The slogan of "Cao Xian 666" is not only circulated on the network platform, but also the second largest Taobao industrial cluster in China, the largest film and television clothing production base in China, Hanfu's market share in China13, and 90% of Japanese coffins are produced in Cao Xian.

Many voices poured in, and the "nameless town" was sought after and became a well-deserved "top stream".

Behind the falling water are the A and B sides of the town.

From the popularity of the Internet, the traffic falling from the sky "smashed" on the head of a small town. As a result, some cities have a new image, which netizens call "urban design", that is, the people of the city.

Taking Wuhu as an example, in view of the sudden "going out of the circle", Wuhu not only vigorously promoted the development of its own aviation industry with the meaning of "Wuhu soaring", but also made continuous efforts in the construction of urban brands.

In August, 200212002, the Wuhu municipal government also held a "chat breakfast meeting", and invited the creator and game anchor "Wuhu Sima" to discuss with the theme of "How to improve city soft power". On various occasions, Wuhu officials also took the initiative to embrace the stalk of "Wuhu soaring" and tried to create a new city business card through Internet pop culture.

"In scene 19, what suggestions did they make after listening to Fu on the Five Lakes?" Photo source @ 中中中中 @ Anhui Communist Youth League

However, there are still obstacles to be broken between the popularity of the Internet and city business cards. For example, although the game anchor has many fans, the discourse system of the game live broadcast field and the development of Wuhu aviation industry is quite different, and these flows are difficult to directly affect the city.

Popular stalks that are divorced from the original expression scene and emotional atmosphere will weaken their communication power. Without the support of new content, once the pop stalk is no longer popular, the online celebrity town will soon go out of public view.

At present, the most successful small town in image building is Cao County. In the early days, Caoxian only represented the magical "local flavor calling wheat" on the short video platform. However, with the continuous "broken circle" of popular stalks, the achievements of Caoxian's real economy development have been widely concerned and become a new focus of discussion.

No one will not like the story of "counterattack", let alone the "counterattack" of a city. In the past few years, Cao county has developed from a poverty-stricken county supported by the state to a top 100 county in China. A large number of facts and details are enough to support Cao county to establish a new city image of "humorous and simple, getting rid of poverty and getting rich" in the Internet world.

After the fire in Cao County, a large number of media reporters and short video bloggers poured in, and its tourism and hotel industries first tasted the "flow dividend". Once "one room is hard to find", the local propaganda department even set up a reception institution.

From May, 20021year, the Baidu index of Cao Xian County rose from 1000 to 17000 in ten days, which ushered in an unprecedented search climax. However, the peak only lasted for more than a month. By mid-July, Baidu Index in Cao Xian County fell below 10000. Cao Xian County, which once swept the whole network, was out of breath.