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08月22日
最近幾天,，最火爆的全民娛樂事件,，肯定非“冰桶挑戰(zhàn)”莫屬，目前關(guān)于“冰桶挑戰(zhàn)”的話題討論量,，已經(jīng)達(dá)到18.1億,。而中國挑戰(zhàn)冰桶第一人，雷軍8月18日接受的挑戰(zhàn),，到今天不過四五天的時間,，在如此短的時間里，達(dá)到如此多的討論量實(shí)在令人咂舌,，再次印證了微博在大事件中起到的決定性作用,。
從世界范圍來看，除了Facebook的創(chuàng)始人扎克伯格選擇Facebook上發(fā)布自己的挑戰(zhàn)信息以外,，其他參與挑戰(zhàn)冰桶的名人無疑都是通過微博來發(fā)布自身的挑戰(zhàn)信息,。微博的開放性和弱關(guān)系，可以讓名人的信息快速流動,，也可以讓挑戰(zhàn)信息像“擊鼓傳花”一樣向下傳遞,，微博在“冰桶挑戰(zhàn)”的全球流行中變成為主要的社交網(wǎng)絡(luò)平臺和主戰(zhàn)場。
關(guān)于“挑戰(zhàn)冰桶”為什么會流行,？小編從內(nèi)容、渠道,、觸發(fā)機(jī)制等三個方面,，解讀一下“挑戰(zhàn)冰桶”流行的原因。這里面提到的渠道,，主要是兩個方面,，一個是社交網(wǎng)絡(luò)平臺，其實(shí)主體就是微博,。再一個就是明星,，明星作為微博上擁有大量粉絲的意見領(lǐng)袖，本身也是一個影響力巨大的微博自媒體,，他們就是這次行動參與主體,，同時也是此次行動傳播的重要渠道。
通過微博等社交網(wǎng)絡(luò),，全球的所有人已經(jīng)高度聯(lián)接,，信息的流動速度已經(jīng)超乎想象,，特別是對于“挑戰(zhàn)冰桶”這樣的流行病毒，社交網(wǎng)絡(luò)更是完全沒有抵抗性,，這就像干柴碰到烈火,，想不火都難，微博的弱關(guān)系屬性更是讓“挑戰(zhàn)冰桶”這把火越燒越旺,。
大家都知道,，這次參與行動都是明星，具有很強(qiáng)的“明星效應(yīng)”,。明星本身就是輿論的焦點(diǎn),，他們參與一切的行為都具有話題性，這種話題性可以讓信息快速流動,，讓這項(xiàng)行動快速傳播,。當(dāng)然，一項(xiàng)行為之所以流行,，就跟病毒流行一樣,，肯定背后有起誘因或者觸發(fā)機(jī)制，“挑戰(zhàn)冰桶”是怎么這樣傳遞下去的呢,？首先,，在這項(xiàng)行動的規(guī)則設(shè)計里就有一條，就是挑戰(zhàn)者要提名三名其他人士參與挑戰(zhàn),。名人提名的還都是名人,，還都是影響力巨大的明星，通過這樣的“提名機(jī)制”可以讓這項(xiàng)行動像病毒一樣“傳遞”下去,。微博的@功能,，簡直就是為這種“擊鼓傳花”的傳遞行為帶來天然便利，很容易就能與下一個挑戰(zhàn)者“隔空傳話”,。
在明星微博的帶動之下,，網(wǎng)民的的熱情也被點(diǎn)燃起來，網(wǎng)友的分享這場娛樂事件中也起到的作用也很大,。正如前面所說,，網(wǎng)友都非常樂于看到名人“濕身”或者“出糗”的視頻，何況是這種帶著“善意”的捉弄,，網(wǎng)友更是樂于分享,，網(wǎng)友的集體參與讓信息快速擴(kuò)散。
在小編看來,，微博在這次“冰桶挑戰(zhàn)”過程起到助推器的作用,，是這次事件全球流行的主戰(zhàn)場。首先,，微博獨(dú)特的社會動員能力,，讓活動從名人之間的挑戰(zhàn),，迅速擴(kuò)展至媒體（新華社、央視）,、政府機(jī) 構(gòu),、企業(yè)（中糧）、草根之間的全民愛心接力,，越來越多的旁觀者變成參與者,。
(由中國進(jìn)出口網(wǎng)編輯整理)
Aug. 22, 2014
Recently, the most popular national entertainment event will certainly be the "Ice Bucket Challenge". Currently, discussions of the "bucket challenges" has reached 1.81 billion. The first person to take the challenge, Lei Jun completed his challenge on Aug. 18. only four or five days later, in such a short time, the discussion is really surprisingly hot, which once again confirms the fact that Weibo played a vital role in spreading such a hot event.
From a global perspective, except that the Facebook founder Mark Zuckerberg choose to publish the information of his challenge on Facebook, other participating celebrities are undoubtedly publish their own challenges through microblogging. The openness and weak ties of microblogging allow the rapid flow of information about celebrities, but also allow the same challenges of the information passed down like a "flower drum transfer". Microblogging becomes a major social networks in the spreading of the "ice bucket challenge".
As to why "Ice Bucket Challenge" becomes popular? The author of this article analyzes three reasons. First, the channels. Here they refer to mainly two aspects, one is the social networking platform, in fact, the subject is microblogging. Another is the star, stars have a lot of fanson microblog, which is also a huge influence on microblogging. Through this media, they are not only involved in the subject of this action, but also an important channel for the dissemination of the action.
By microblogging and other social networks, everyone are connected globally. The speed of information flow is very rapid just beyond imagination, especially for the pandemic virus like "Ice Bucket Challenge" , social networking has no resistance. It is like dry wood encountering fire, which is hard not burnt together. The nature of weak ties microblogging has also help the spread of the "Ice Bucket Challenge".
As we all know, the participants are popular stars, who have a strong "star effect." Stars themselves are the focus of public opinion. The fact that they participate in all actions has a topic of conversation. This topic makes rapid information flow leading the rapid spread of this action. Of course, a behavior is so popular, just like a virus epidemic, certainly with trigger mechanism or incentive. Then how "Ice Bucket Challenge" spread? First, the design of this action has a rule that is the challenger to nominate three other persons involved in the challenge. Celebrity nominations also are celebrities. You can make this action through such "nomination mechanism" like a virus spreading. Microblogging @ function, simply like "flower drum transfer" with natural facilitate transfer behavior, can easily "deliver a messenge" to the next challenger.
With the driving force of star microblogging, enthusiasm of Internet users are also lit up, sharing this entertainment events everyday and ervrywher, which also play a big role. As previously mentioned, users are very happy to see celebrities' wet body "or" embarrassment "of the video, not to mention this is a selfe-teasing with a " goodwill ". Users are more willing to share information. The collective participation of users also lead to the quickly spread of the information.
In my opinion, microblogging play a role like a booster during the "Ice Bucket Challenge" process. First of all, microblogging has a unique social mobilization feature, which make the challenge activity among celebrities quickly extend to the media (Xinhua News Agency, CCTV), government agencies, businesses (COFCO), universal love among people; more and more bystanders turn into participants.
（Translated by doscana.com）
最近幾天,，最火爆的全民娛樂事件,，肯定非“冰桶挑戰(zhàn)”莫屬，目前關(guān)于“冰桶挑戰(zhàn)”的話題討論量,，已經(jīng)達(dá)到18.1億,。而中國挑戰(zhàn)冰桶第一人，雷軍8月18日接受的挑戰(zhàn),，到今天不過四五天的時間,，在如此短的時間里，達(dá)到如此多的討論量實(shí)在令人咂舌,，再次印證了微博在大事件中起到的決定性作用,。
從世界范圍來看，除了Facebook的創(chuàng)始人扎克伯格選擇Facebook上發(fā)布自己的挑戰(zhàn)信息以外,，其他參與挑戰(zhàn)冰桶的名人無疑都是通過微博來發(fā)布自身的挑戰(zhàn)信息,。微博的開放性和弱關(guān)系，可以讓名人的信息快速流動,，也可以讓挑戰(zhàn)信息像“擊鼓傳花”一樣向下傳遞,，微博在“冰桶挑戰(zhàn)”的全球流行中變成為主要的社交網(wǎng)絡(luò)平臺和主戰(zhàn)場。
關(guān)于“挑戰(zhàn)冰桶”為什么會流行,？小編從內(nèi)容、渠道,、觸發(fā)機(jī)制等三個方面,，解讀一下“挑戰(zhàn)冰桶”流行的原因。這里面提到的渠道,，主要是兩個方面,，一個是社交網(wǎng)絡(luò)平臺，其實(shí)主體就是微博,。再一個就是明星,，明星作為微博上擁有大量粉絲的意見領(lǐng)袖，本身也是一個影響力巨大的微博自媒體,，他們就是這次行動參與主體,，同時也是此次行動傳播的重要渠道。
通過微博等社交網(wǎng)絡(luò),，全球的所有人已經(jīng)高度聯(lián)接,，信息的流動速度已經(jīng)超乎想象,，特別是對于“挑戰(zhàn)冰桶”這樣的流行病毒，社交網(wǎng)絡(luò)更是完全沒有抵抗性,，這就像干柴碰到烈火,，想不火都難，微博的弱關(guān)系屬性更是讓“挑戰(zhàn)冰桶”這把火越燒越旺,。
大家都知道,，這次參與行動都是明星，具有很強(qiáng)的“明星效應(yīng)”,。明星本身就是輿論的焦點(diǎn),，他們參與一切的行為都具有話題性，這種話題性可以讓信息快速流動,，讓這項(xiàng)行動快速傳播,。當(dāng)然，一項(xiàng)行為之所以流行,，就跟病毒流行一樣,，肯定背后有起誘因或者觸發(fā)機(jī)制，“挑戰(zhàn)冰桶”是怎么這樣傳遞下去的呢,？首先,，在這項(xiàng)行動的規(guī)則設(shè)計里就有一條，就是挑戰(zhàn)者要提名三名其他人士參與挑戰(zhàn),。名人提名的還都是名人,，還都是影響力巨大的明星，通過這樣的“提名機(jī)制”可以讓這項(xiàng)行動像病毒一樣“傳遞”下去,。微博的@功能,，簡直就是為這種“擊鼓傳花”的傳遞行為帶來天然便利，很容易就能與下一個挑戰(zhàn)者“隔空傳話”,。
在明星微博的帶動之下,，網(wǎng)民的的熱情也被點(diǎn)燃起來，網(wǎng)友的分享這場娛樂事件中也起到的作用也很大,。正如前面所說,，網(wǎng)友都非常樂于看到名人“濕身”或者“出糗”的視頻，何況是這種帶著“善意”的捉弄,，網(wǎng)友更是樂于分享,，網(wǎng)友的集體參與讓信息快速擴(kuò)散。
在小編看來,，微博在這次“冰桶挑戰(zhàn)”過程起到助推器的作用,，是這次事件全球流行的主戰(zhàn)場。首先,，微博獨(dú)特的社會動員能力,，讓活動從名人之間的挑戰(zhàn),，迅速擴(kuò)展至媒體（新華社、央視）,、政府機(jī) 構(gòu),、企業(yè)（中糧）、草根之間的全民愛心接力,，越來越多的旁觀者變成參與者,。
(由中國進(jìn)出口網(wǎng)編輯整理)
Recently, the most popular national entertainment event will certainly be the "Ice Bucket Challenge". Currently, discussions of the "bucket challenges" has reached 1.81 billion. The first person to take the challenge, Lei Jun completed his challenge on Aug. 18. only four or five days later, in such a short time, the discussion is really surprisingly hot, which once again confirms the fact that Weibo played a vital role in spreading such a hot event.
From a global perspective, except that the Facebook founder Mark Zuckerberg choose to publish the information of his challenge on Facebook, other participating celebrities are undoubtedly publish their own challenges through microblogging. The openness and weak ties of microblogging allow the rapid flow of information about celebrities, but also allow the same challenges of the information passed down like a "flower drum transfer". Microblogging becomes a major social networks in the spreading of the "ice bucket challenge".
As to why "Ice Bucket Challenge" becomes popular? The author of this article analyzes three reasons. First, the channels. Here they refer to mainly two aspects, one is the social networking platform, in fact, the subject is microblogging. Another is the star, stars have a lot of fanson microblog, which is also a huge influence on microblogging. Through this media, they are not only involved in the subject of this action, but also an important channel for the dissemination of the action.
By microblogging and other social networks, everyone are connected globally. The speed of information flow is very rapid just beyond imagination, especially for the pandemic virus like "Ice Bucket Challenge" , social networking has no resistance. It is like dry wood encountering fire, which is hard not burnt together. The nature of weak ties microblogging has also help the spread of the "Ice Bucket Challenge".
As we all know, the participants are popular stars, who have a strong "star effect." Stars themselves are the focus of public opinion. The fact that they participate in all actions has a topic of conversation. This topic makes rapid information flow leading the rapid spread of this action. Of course, a behavior is so popular, just like a virus epidemic, certainly with trigger mechanism or incentive. Then how "Ice Bucket Challenge" spread? First, the design of this action has a rule that is the challenger to nominate three other persons involved in the challenge. Celebrity nominations also are celebrities. You can make this action through such "nomination mechanism" like a virus spreading. Microblogging @ function, simply like "flower drum transfer" with natural facilitate transfer behavior, can easily "deliver a messenge" to the next challenger.
With the driving force of star microblogging, enthusiasm of Internet users are also lit up, sharing this entertainment events everyday and ervrywher, which also play a big role. As previously mentioned, users are very happy to see celebrities' wet body "or" embarrassment "of the video, not to mention this is a selfe-teasing with a " goodwill ". Users are more willing to share information. The collective participation of users also lead to the quickly spread of the information.
In my opinion, microblogging play a role like a booster during the "Ice Bucket Challenge" process. First of all, microblogging has a unique social mobilization feature, which make the challenge activity among celebrities quickly extend to the media (Xinhua News Agency, CCTV), government agencies, businesses (COFCO), universal love among people; more and more bystanders turn into participants.
（Translated by doscana.com）
