月入十万的“普通人”，太招人烦了
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inline-block;line-height: 0;width: 40.6563px;height: auto;visibility: visible;'><br style='outline: 0px;visibility: visible;'></section></section><section powered-by="xiumi.us" mpa-from-tpl="t" style='outline: 0px;text-align: left;opacity: 1;line-height: 0;visibility: visible;'><section mpa-from-tpl="t" style='outline: 0px;vertical-align: middle;display: inline-block;line-height: 0;width: 40.6563px;height: auto;visibility: visible;'><br style='outline: 0px;visibility: visible;'></section></section><section powered-by="xiumi.us" mpa-from-tpl="t" style='outline: 0px;text-align: left;opacity: 1;line-height: 0;visibility: visible;'><br style='outline: 0px;visibility: visible;'></section><p style='outline: 0px;letter-spacing: 0.578px;line-height: 1.75em;text-align: justify;visibility: visible;'><br style='outline: 0px;visibility: visible;'></p><p style='outline: 0px;letter-spacing: 0.578px;text-align: justify;visibility: visible;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light; font-size: 15px; letter-spacing: 1px;'>当自媒体成功学开始批发普通人的人设，“普通人”还会那么容易引起共鸣吗？</span></strong></span></p><p style='outline: 0px;letter-spacing: 0.578px;line-height: 1.75em;text-align: justify;'><br style='outline: 0px;'></p><section powered-by="xiumi.us" mpa-from-tpl="t" style='margin-bottom: -30px;outline: 0px;display: flex;flex-flow: row;text-align: right;justify-content: flex-end;transform: translate3d(20px, 0px, 0px);visibility: visible;'><section mpa-from-tpl="t" style='outline: 0px;display: inline-block;width: 127.781px;vertical-align: top;flex: 0 0 auto;align-self: flex-start;height: auto;visibility: visible;'><section powered-by="xiumi.us" mpa-from-tpl="t" style='margin-top: 10px;margin-bottom: 10px;outline: 0px;text-align: center;visibility: visible;'><section mpa-from-tpl="t" style='outline: 0px;width: 127.781px;height: 5px;background-color: rgb(52, 73, 107);visibility: visible;'><svg viewBox="0 0 1 1" style='float: left;line-height: 0;width: 0px;vertical-align: top;visibility: visible;' mpa-from-tpl="t"></svg></section></section></section></section></section></section></section></section><section style='outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; text-indent: 0em; letter-spacing: 0.578px; caret-color: rgba(0, 0, 0, 0); text-align: right; line-height: 1.75em; margin-left: 16px; margin-right: 16px;'><span style='outline: 0px;font-size: 12px;color: rgb(52, 73, 107);font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>作者 | 阿瑞</span></section><section style='outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; text-indent: 0em; letter-spacing: 0.578px; caret-color: rgba(0, 0, 0, 0); text-align: right; line-height: 1.75em; margin-left: 16px; margin-right: 16px;'><span style='outline: 0px;font-size: 12px;color: rgb(52, 73, 107);font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>编辑｜DR</span></section><section style='outline: 0px; font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif; text-indent: 0em; letter-spacing: 0.578px; caret-color: rgba(0, 0, 0, 0); text-align: right; line-height: 1.75em; margin-left: 16px; margin-right: 16px;'><span style='outline: 0px;font-size: 12px;color: rgb(52, 73, 107);font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>题图 | 《我的解放日志》</span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><br></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><br></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>“不好意思发在朋友圈的照片，我敢发在于文亮的评论区。”</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>最近，一个山东小伙火了，原因仅仅是他足够“普通”。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>他会摆出一副苦瓜脸自拍，配文“什么时候放国庆（假）”，会录下自己上自习打瞌睡的怪相，会怼脸拍自己吃饭、打篮球、跑步等，胡子拉碴，从来不做表情管理。总之，他发的视频内容，和普通人的日常生活没什么两样。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>而这样旁若无人地展示自己，没有滤镜，也没有明显的技巧，于文亮发的内容却引得无数人共鸣。许多人在他视频的评论区发布自己的生活照片，表示他给了自己“记录的勇气”。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><span style='font-size: 10px;color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>于文亮的视频，风格独树一帜。（图/抖音截图）</span></strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>7天之内，他的粉丝量就从1万涨到了超过百万。目前，他在抖音上已经拥有300多万粉丝。他发布的79条视频中，有9条点赞超过100万，“于文亮精神”等话题也频频登上抖音热搜。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>意料之外的走红，也引来了诸多的围观和解读。有不少博主认为，内容赛道终于迎来了一个“属于普通人”的机会。一时之间，似乎人人都想复制于文亮。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><br></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>“做个普通人”，真可以成为新的流量密码？</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><h2 style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 20px;'>“于文亮爆火，</span></strong></span><o:p></o:p></h2><h2 style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 20px;'>治好了我的平凡羞耻症”</span></strong></span><o:p></o:p></h2><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><br></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>于文亮发的视频，怎么看都是平平无奇。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>套路很固定：食堂/田径场/宿舍/街头等场景扫一圈，镜头再转回自拍，而自拍的角度永远是直男式的怼脸。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light; letter-spacing: 1px; font-size: 10px;'>于文亮<span style='display: none;line-height: 0px;'></span>拍洒满阳光的食堂。（图/@于文亮）</span></strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>有时，他会在视频中做出让人有些匪夷所思的动作，比如神神秘秘地从外套里掏出一只大鹅玩偶、骑自行车累了就突然躺到草坪上去，甚至是半夜饿了就爬到门上去。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>他会肆无忌惮地大声欢笑，以不修边幅的样子随意自拍，有时配上一句文艺的话，有时则什么都不写。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><span style='font-size: 10px;color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>于文亮的视频文案，有时会很文艺。（图/@于文亮）</span></strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 10px;color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></strong></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>而关于他的评论，大致分为三类。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>一类人鼓起勇气晒出自己同样普通的生活照，“要不是于文亮，我这辈子都不可能晒出这张照片”。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>一类人对他的爆火感到莫名其妙：“几天没刷视频，全网背着我认识了于文亮。”“他到底为什么火？”</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>还有一类人，则会头头是道地回答上面的问题：“他很平凡，时而积极向上，时而忧郁感伤，这就是当代年轻人的写照。”有人分析，他的视频虽然都是随手拍，但内容充满了蓬勃的生命力。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><span style='font-size: 10px;color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>有人觉得，这样的随手一拍充满了生命力。（图/@于文亮）</span></strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>不少网友感慨，借着于文亮的热度，短视频平台又回到了最初的模样。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>这个“最初的模样”，如今看来确实有些陌生——<strong>社交平台诞生之初，就是普通人用来“记录美好生活”的。</strong>随手就能拍的低门槛，让发视频和图片对任何人来说变成了一件小事。早期流量爆炸的时代，也有许多草根成为网红。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>但不知不觉间，短视频和图文内容逐渐“卷”了起来，越来越多精心制作的专业内容出现，社交平台所晒的美好生活，也愈发地高级和精致了起来。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>“20岁赚到人生第一笔100万”“25岁走遍世界”“30岁实现财务自由”“35岁提前退休实现FIRE生活”……这样的精英人设，如今在许多“人均985、人人年入百万、个个有车有房”的平台上随处可见。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span><span style='font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Arial, sans-serif;font-size: var(--articleFontsize);letter-spacing: 0.034em;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 10px;'>在社交平台，一百万仿佛是一个可以轻松赚到的数目。（图/小红书截图）</span></strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>而“炫富”也成为了让人爱恨交织的流量密码。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>去年，有不少网友争相秀自己的上学轨迹，从幼儿园到大学都是最顶尖的学校，再配上自己不经意间拍摄的好看照片，尽显privilege；今年年初，一个“万柳少爷”爆红，就冒出不少住在万柳书院的“少爷”“小姐”，快速涨粉之下，一场直播就能收获几十万的打赏。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>当然，即便不能真的暴富，假装有钱也不难。从伪名媛们拼单高档下午茶到几十人共租一辆法拉利，这些曾经难以理解的“骚操作”，如今已经算不上是新闻了。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><strong style='color: rgb(52, 73, 107); letter-spacing: 0.578px;'><span style='letter-spacing: 1px; font-size: 10px;'>假装是有钱人，也可以获得流量。（图/《安娜》）</span></strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><br></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><strong><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>网红们不断制造精致焦虑，也让普通人患上了“平凡羞耻症”。</span></strong><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>自己拍的视频、照片毫无亮点，就不好意思发在社交平台上，“就算发了也没人看”。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>但其实，普通人并没有放弃过发出自己的声音。几年前，短视频平台就有人发起过“反容貌焦虑”“与素颜和解”等活动。“精神内耗”“emo”等热词的流行，也反映出当代普通人挣扎生活的另一面。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>从这个意义上来说，于文亮的出现，如同洒在普通人身上的一束光。在他的评论区，成千上万的普通人终于摆脱了“平凡羞耻”，晒出自拍，接纳自己。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><strong style='font-family: Optima-Regular, PingFangTC-light;font-size: 15px;color: rgb(52, 73, 107);letter-spacing: 0.578px;'><span style='letter-spacing: 1px;font-size: 10px;'>于文亮的爆火戳中了普通人的情绪。（图/抖音截图）</span></strong><br></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><strong style='color: rgb(52, 73, 107); letter-spacing: 0.578px;'><span style='letter-spacing: 1px; font-size: 10px;'><br></span></strong></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>尽管网友们宣称“于文亮精神就是不要在意别人的看法，做自己”，但说到底，他真正让人感到宽慰的点在于：<strong>原来不精致的面容、如此随意的拍摄，也可以受到这么多人的认可。</strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>当然，人红是非多，于文亮也免不了受到诸如“作假”“炒作”一类的质疑。对此，有人如此回复质疑者：“不管（他）是不是假的，他带来的情绪价值是真的，很多人因为他而有了自信。”</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><h2 style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 20px;'>当“做普通人”</span></strong></span><o:p></o:p></h2><h2 style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='color: rgb(52, 73, 107);'><strong><span style='font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;font-size: 20px;'>成为一种方法论</span></strong></span><o:p></o:p></h2><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>常在网上冲浪的人都已经见怪不怪，一种人或事的爆火，必然伴随着跟风。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>搭便车的人，以围观之名坦然入局。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>在网上，不少博主头头是道地分析“于文亮是怎么火的”，<strong>甚至有人拆解于文亮视频，总结出他把视频做出“大道至简”效果的“秘诀”——在多期视频末尾添加慢放特效，给观众增加了几秒细品情绪的时间。</strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><strong style='color: rgb(52, 73, 107); letter-spacing: 0.578px;'><span style='letter-spacing: 1px; font-size: 10px;'>视频末尾的慢放，让观众回味。（图/@于文亮）</span></strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><span style='display: none;line-height: 0px;'></span>想跟风的人，借模仿的姿态分一杯羹。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>如今，继普通人聚集在于文亮视频的评论区晒自拍之后，很多博主也开始带上“于文亮”“于文亮精神”的话题，发布自己的“普通人”视频。很难说其中有多少人，也在期待着自己同样被流量砸中，成为下一个幸运儿。<span style='display: none;line-height: 0px;'></span></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><span style='display: none;line-height: 0px;'></span><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>当“普通人”也有机会变“成功者”，成功学也许会迟到，但绝不会缺席。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><span style='display: none;line-height: 0px;'></span><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>要知道，自媒体平台本就不乏贩卖“自媒体成功学”的博主。他们往往打着“做自媒体月入X万”的旗号，分享一长串关于怎么做博主的心得，但点开他们的主页，会发现不少人都在不停地分享相似的内容。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><strong style='color: rgb(52, 73, 107); letter-spacing: 0.578px;'><span style='letter-spacing: 1px; font-size: 10px;'>似曾相识的“自媒体成功学”，让人审美疲劳。（图<span style='display: none;line-height: 0px;'></span>/小红书截图）</span></strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><strong style='color: rgb(52, 73, 107); letter-spacing: 0.578px;'><span style='letter-spacing: 1px; font-size: 10px;'><br></span></strong></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>“教你7天快速起号：前期要多刷对标博主的视频，多去互动，增加你的活跃度，强化账号标签；发视频之前，先刷5-10分钟视频；模仿最火的视频，多发几条测试数据……”<span style='display: none;line-height: 0px;'></span></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><span style='display: none;line-height: 0px;'></span><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>当然，对于自媒体博主来说，最重要的是打造一个能一以贯之的人设——而在今天，就算无法自创人设，也可以模仿别人的人设。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>事实上，确实有一些人通过模仿获得了流量和金钱。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><strong style='color: rgb(52, 73, 107); letter-spacing: 0.578px;'><span style='letter-spacing: 1px; font-size: 10px;'>爆款制造，也许有迹可循。（图/抖音截图）</span></strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><br></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>模仿明星鹿晗的凌达乐（鹿哈）最近在直播时，自曝“月赚500万，带货7个月挣了3500万”；而几乎是原样复刻带货大主播疯狂小杨哥的暴躁小鹏哥，凭借与之相似的造型、神态甚至是直播间布置，在视频号卖出了近15万件商品。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>尤其是，偶然间有几位普通人火了，网上总会适时出现全新的“成功学”，比如唱“挖呀挖”的黄老师，又比如怼脸自拍的于文亮，<strong>带来的是“做自媒体不要过度准备，现在越随意越有流量”这样的全新密码。</strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><strong style='color: rgb(52, 73, 107); letter-spacing: 0.578px;'><span style='letter-spacing: 1px; font-size: 10px;'>自媒体的新风向，是越来越“随意”？（图/小红书截图）</span></strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><strong style='color: rgb(52, 73, 107); letter-spacing: 0.578px;'><span style='letter-spacing: 1px; font-size: 10px;'><br></span></strong></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>不过，模仿一个不起眼的普通人，真的会容易火吗？</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>据新榜报道，仅10月13日上午，就至少有5个于文亮相关话题登上抖音站内榜单，#于文亮#抖音话题的播放量达到11.9亿次。而在微博，于文亮单个话题的最高阅读量“仅”为3554万，两个平台的数据相去甚远。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>因此，有人推测，于文亮的爆火也有平台助推的功劳。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>多年来，社交媒体一向被视为去中心化的平台，任何人都可以拥有发声的渠道，千万个普通人聚集在一起，便能推举出普通人爱看的热点。<strong>而以推荐算法为主的新平台，看似给了用户选择的机会，但实际上，真正的中心是制定规则的平台本身。</strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><strong style='color: rgb(52, 73, 107); letter-spacing: 0.578px;'><span style='letter-spacing: 1px; font-size: 10px;'>电视剧中，普通人的角色也越来越受欢迎。（图/《我的解放日志》</span></strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><br></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>越来越多的传播学学者指出，在控制社会理论视角下，平台对自媒体博主们的“控制”，体现在博主们希望自己创作的内容符合规则、被投放到更大的流量池中。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>然而，博主们仅仅知晓流量池规则的大致框架，只能通过不断发布内容和总结数据来推测。<strong>换句话说，流量池的规则是一个“黑箱”。</strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>根据摸索出的规则，许多博主精心为自己打造人设、设计内容风格，连发布频率和时间都遵从特定的“玄学”——但这一套功夫做得再足，也不一定能如愿获得流量。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>反而，一些“真·普通人”随手拍的内容，有时却火得“莫名其妙”，于是有人给出了扎心的评论：“你和于文亮的区别，在于他有流量，你没有。”</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><strong style='color: rgb(52, 73, 107); letter-spacing: 0.578px;'><span style='letter-spacing: 1px; font-size: 10px;'>成名的普通人，毕竟是少数幸运儿。（图/《脱口秀大会》）</span></strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><br></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>而当一个普通人爆火之后，许多质疑也随之而来。“是不是团队包装的？”“是不是要直播带货割韭菜？”毕竟，有太多前车之鉴，让网友们失去了对网红的信任。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>面对流量，于文亮仍然保持一定的清醒，目前已经在账号简介中说明了“不接广”。但他所遭受的质疑却说明了一个问题：<strong>当一个普通人爆火，变成了不再普通的百万粉博主，甚至开始年入百万的时候，观众还能心平气和地与他共情吗？</strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='text-align: center;line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span class="wxart_image" wx-style='display:inline-block;width: 100%;height: auto;'></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'></span></section><section style='line-height: normal;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><strong style='color: rgb(52, 73, 107); letter-spacing: 0.578px;'><span style='letter-spacing: 1px; font-size: 10px;'>不是因为火了才了不起，而是普通人本来就很了不起。（图/《宠女青春白皮书》）</span></strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>网红如流水，而接地气的内容始终是受普通人欢迎的。<strong>但如果博主们费尽心思研究着如何表现普通、如何获取流量，根本上是为了把流量变现，最终“普通”也会变成刻意的表演。</strong></span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'><br></span></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><span style='font-size: 15px;font-family: Optima-Regular, PingFangTC-light;letter-spacing: 1px;'>自媒体的人设千千万，倒不如真正践行热评里的那句话：“无需模仿于文亮，只需要做自己。”做自己，不应该是手段，而应该是目的。</span><o:p></o:p></section><section style='line-height: 1.75em;margin-left: 16px;margin-right: 16px;'><br></section></div>
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