**Do not treat virtual idols with a nihilistic mentality**
Recently, the ranking of 2021 virtual digital people has been released, and virtual digital people have made their debut. Among them, Luo Tianyi, Liu Yexi, A-soul and many other virtual idols are at the forefront. According to the “Virtual Digital Human Depth Industry Report”, by 2030, the overall market size of my country’s virtual human will reach 270.3 billion yuan. Although the digital virtual human industry is getting off to a hot start, industry insiders analyzed: “The future business model of the virtual digital human industry should focus on truly exerting its function and value.” (Daily Economic News on April 22)
Virtual digital human is a virtual character image created through the combination of VR, animation production, program algorithm and other technologies. At present, it is roughly divided into two types: service type and performing arts type. Recently, it has been blessed by the “metaverse”, and the industry is developing continuously. Increase. As a virtual idol of performing arts-based virtual digital human, under the combination of entertainment and technology, it can hold performances, brand endorsements, participate in live broadcasts and bring goods, etc., and become a new ecology of the entertainment industry.
Attracted by the so-called “windows” of the industry, many companies and capital have also entered the game, opening the prelude to business competition. Data shows that in the digital virtual human industry alone, there will be more than 60,000 new virtual human-related enterprises in China in 2021. In January 2022, nearly 100 financings in the virtual human field will total over 400 million yuan. According to relevant industry sources, the production cost of virtual idols is high, the operation investment is large, and the return cycle is long, and the market also shows the “two-eighth effect”. According to data, as of August 2021, there were 3,472 virtual idols with high or low attention on Station B, but 1,827 of them had zero income for the month. The emergence of a market hotspot often leads to the active pursuit and layout of some companies, but if there is a lack of careful research and planning preparations for the development of the industry, it will only focus on seizing the track and blindly investing, holding such a nihilistic mentality. Hard to get results.
Under the current situation that idols “collapse” and artists lose their morals frequently in the entertainment industry, the “perfect character” of virtual idols seems to just make up for this defect, and it also attracts the attention of many people. The “customized” production of virtual idols relying on advanced technology can indeed cater to fans’ preferences, and at the same time, their words and deeds are also controlled, seemingly perfect. However, behind it is still the operation of the operation team and business capital. It is unrealistic to completely get rid of the risk of illegal and immoral behavior, and it will also be affected by bad fan circle culture and business hype.
Virtual idols embody a youth subculture represented by “Generation Z”. These young people have grown up with the development of the Internet. Multicultural exchanges and entertainment choices based on the Internet have brought new changes to their spiritual needs and cultural life. Compared with real idols, virtual idols are closer to fans, and can communicate and interact more conveniently, and use their unique and stable elements to gain recognition and empathy. In the Internet age of “group loneliness”, the emotional interaction and companionship of virtual idols fits well with the emotional needs and value orientations of many young people.
However, when such emotional needs are used by business models, it may also lead to bundling and consumption of fan groups to a certain extent. Excessive catering to and satisfaction with the fan group may exacerbate the tendency of pan-entertainment. There have been media reports before that a girl overindulged in a virtual love development game and overconsumption, and gave up her normal social interaction. Interacting with an avatar according to personal preferences in a virtual environment may obtain satisfaction and comfort. But we are real people after all, and we need to face the diverse real life. Excessive pursuit and satisfaction of the virtual may bring nihility to our real cognition and life.
Each generation has its own idols, and what idols carry is the spiritual outlook and value pursuit of the people of the era. The meaning of idols has actually been narrowed under the development boom of the entertainment industry. The identity of idols seems to have been closely linked to performing arts stars, but in fact, people who can form an example and inspire people are idols. Idolatry is a normal phenomenon of group activities, but the content and influence expressed through idols deserve attention. Whether it is a real idol or a virtual idol, only high-quality idols should be respected and promoted, and convey positive power to people.
Now virtual idols are starting to cooperate with mainstream media and platforms to gain opportunities to “break the circle” and further expand market participation. Market supervision departments should pay attention to such new situations, follow up in a timely manner, and formulate relevant policies and regulations to regulate them. “Virtual idols” should also realize that if they want to continue to develop, they should benchmark their own words and deeds with mainstream social values, focus on abiding by market rules, shoulder social responsibilities, and cultivate and spread correct values. , and assume the role of good example and guidance for the majority of young people. Don’t transplant bad business methods, vulgar culture and illegal behaviors to virtual images to disrupt the order of reality and create more nothingness.
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