Summary of the Core Content
This article uses the Zhong Shu incident as a starting point to explore the production logic and collapse mechanisms of “knowledge idols” in the internet era: Knowledge bloggers quickly gain followers through a personalized combination of their professional identities and personal lives. However, this traffic-generating strategy also harbors hidden dangers. As more users with professional backgrounds join the online community, the authority that once came from information disparities is diminishing (the demystification of knowledge). While a bold and confident persona can attract followers, it also exposes them to greater risks due to the limited room for error. The endorsement of cultural institutions is intended as recognition of their work but is often misinterpreted by the public as a guarantee of the individual’s character, leading to the institutions being implicated in any controversies. The article ultimately urges ordinary people to move away from relying on “knowledge idols” and learn to distinguish between the value of the works and the charisma of the individuals behind them.
Detailed Analysis
1. **Personalized Traffic: Using Personal Life to Attract Attention, but Also Being Trapped by It**
Zhong Shu’s popularity did not stem solely from her titles such as “Ph.D. in Philosophy” or her role as a translator; instead, she combined her professional expertise with personal stories. For example, she shared contrasting content about her ex-husband’s reading habits (black格尔), her own journey from a small-town student to attending elite universities, and her emotional experiences. These personal details transformed her from an academic figure into a relatable, humanized individual. While her professional background built trust, her personal life provided material for discussion and sharing. The downside is that when you rely on personal aspects to attract followers, the public will use these details to judge you. For instance, old posts she made have been brought up as “scandalous material,” leading to a rapid decline in her reputation—because people are more interested in Zhong Shu as a person than in the quality of her translations.
2. **The Demystification of Knowledge: The Loss of Authority**
In the past, the authority of cultural figures relied on things that ordinary people had not experienced, such as reading books or visiting countries they had never been to. Ordinary people had no way to verify this information and had to trust them. However, with the rise of users with overseas experiences and academic backgrounds online, this is no longer the case. For example, when Zhong Shu discussed class differences at elite universities, someone with relevant experience could point out inaccuracies; when she translated from German, German-speaking readers could identify errors. This indicates that we have entered a phase where knowledge is becoming less authoritative. Merely possessing titles like “Ph.D. in Philosophy” or attending prestigious schools is no longer enough to convince people; real expertise is now required.
3. **The Double-Edged Sword of Bold Confidence**
Zhong Shu’s bold and confident demeanor was effective in attracting followers. She dared to claim that her translations were better than those of her predecessors and challenged traditional interpretations, which contrasted with the more modest image traditionally associated with intellectuals. This approach resonated with many who felt suppressed in their personal growth (e.g., being taught not to be too assertive). However, such a persona has little room for error; any mistakes or discrepancies in her background would lead to significant public disappointment. Even institutions that endorsed her, like Ideal Country and celebrities who interviewed her, were questioned: “How did you not vet her properly?”
4. **The Misplacement of Institutional Endorsement**
Zhong Shu’s success was also due to the support of influential cultural figures and institutions. Figures like Liu Qing recommended her, Ideal Country published her books, and Caixin interviewed her. These institutions initially recognized certain aspects of her work, but the public automatically interpreted this as a guarantee of her character. When issues arose, they were questioned: “Are you in cahoots with her? Why didn’t you notice anything wrong?” This misplacement of trust could make cultural institutions more cautious about promoting new talent or collaborating with controversial authors, fearing being associated with negative outcomes.
5. **A Call for Reflection by Ordinary People: Separating Knowledge from Idols**
The current trust system is complex and unreliable. Institutional endorsements are not always trustworthy, and online “archaeological” efforts (examining past posts) may not be entirely accurate. The article advises people to separate the value of works from the charisma of their creators. For instance, when reading books translated by Zhong Shu, one should not assume they are good just because of her reputation; instead, the focus should be on the quality of the content itself. Only by doing so can we truly learn something.
In essence, this article argues that in the internet era, the dissemination of knowledge increasingly relies on personal images (or “personas”), but these personas can be both a blessing and a curse. We should return to focusing on the knowledge itself rather than chasing after “knowledge stars.”