Source: Economic Daily
Author: Yu Ying
A male anchor wants to eat 1,000 parts of sea urchin, 100 caviar, 100 copper crayfish, and various meats, fruits, and drinks; the thin female anchor eats a bowl larger than the washbasin in the middle of the night.The fat intestine noodles, a large bowl of boneless chicken feet, plus a large bowl of fruit ice powder ... Recently, the "Big Stomach King" that was banned from the "Big Stomach King" appeared again on multiple short video platforms, and there were many fans.
In December 2021, the four departments of the National Development and Reform Commission of China have released anti -food waste work plans to clearly prohibit the production, release, and dissemination of programs or audio and video information that waste food such as "Big Stomach King".Under the ban, many "big stomach kings" actively transformed and faded out of the rivers and lakes.But in less than two years, the new "Big Stomach King" came back again.
Although people have changed, they do n’t change soup: From the way to present, the video is still deliberately shooting foods like hills. They like to chew the anchor to chew the close -up lens, but often the key to swallowIn the session, the camera was cut away; from the perspective of the shooting content, in addition to eating and eating, the anchors did not forget to bring the goods, or implanted advertising to realize.
In the track of the live broadcast, food has always been a popular category.There are third -party institutions that have inventory of vibrato and fast -selling hot -selling products, and the food and beverages are ranked first.The "Big Stomach King" settings are exactly suitable for selling this category.Driven by huge economic interests, the anchors could not help but take risks.Letting the "big stomach king" swallowing food in the mouth is not a love for food. The real reason for flowing is the fundamental reason why the "Big Stomach King" eats dead ash.
"Big Stomach King" has been banned repeatedly, there are objective reasons.Watching the anchors gobbled in front of the camera, the audience's body will release neurotransmitters such as dopamine, making people feel happy and relaxed."Big Stomach King" often chooses novel and expensive foods to satisfy people's strange psychology to attract traffic.
The addiction engraved in DNA makes the "Big Stomach King" related videos and competitions very popular globally.However, Chinese culture has always resisted the violent things, and it has been a waste of a strategy of food security in China.The Chinese recite "the grains are hard" from an early age. Now the life has improved. The tradition of cherishing food should not be lost or lost.When we are amazed by the food volume of the "Big Stomach King" and intoxicated by dopamine, we should not ignore the harm that this behavior may bring.
Against the overeat of health standards, although the popular eyeballs have been obtained, the anchor itself has paid a healthy price.For traffic, eating far more than the food that the body needs is still a waste, even if the CD -ROM action is observed.Most of the excessive publicity of waste foods such as eating food is also easy to mislead the audience and make people ignore the problem of food waste.
More importantly, the "big stomach king" with live broadcast and cargo as the main monetization channel has problems such as false publicity, good charging, and incorrect version.In May this year, "Beckham Hungry", who had more than 18 million fans in Douyin, was fined 460,000 yuan by the Xi'an Market Supervision Bureau for false propaganda in live broadcasts.
With the promotion of social media and short video platforms, the "Big Stomach King" played a very bad demonstration role.Now, some offline stores have also started to set up the "Big Stomach King" challenge to spread through the Internet.For example, a Beijing chain bun shop issued a 10,000 yuan bonus to induce diners to challenge 50 large buns within an hour.No one really needs a meal to eat 50 big buns.
Eating broadcast tracks are objective. It not only has a deep physiological and psychological foundation, but also the spreader of regional culture and food culture.On the platform, some people focus on fast -handed home -cooked food, some specialize in convenient stores, and some people take the "social cattle" line to invite strangers to eat together ... The style is healthy and upward, and the viewing volume is not lost to the "big stomach king".As the main stage for eating and broadcasting activities, the online platform has the obligation to guide the anchors to actively promote a healthy food culture, thereby reducing the attention of the "Big Stomach King" to eat and broadcasting.And overeating.To implement the anti -food waste method, you need to hurry up the "big stomach king" that wasted food.
