Summary of the Key Points
This article takes the incident surrounding Sun Yuchen's "short essay" as a starting point to criticize the traffic logic behind the concept of "being famous through controversy." Sun Yuchen attempts to monetize traffic by creating controversial topics that generate buzz, a strategy he has consistently used (such as the Buffett lunch incident and the banana auction). However, the article argues that this approach to fame is not a true form of success. It confuses popularity with reputation, relies on platform algorithms to amplify the effect, and carries legal risks as well as potential long-term damage to one's reputation, ultimately leading to a dead end in terms of commercial value. The real path to lasting success lies in building genuine value and a positive reputation.
1. Black and Red Fame ≠ True Fame: Don’t Mistake Criticism for Praise
Many people think that "as long as you become famous, it doesn’t matter whether it’s through criticism or praise," but this is a fundamental mistake.
- True Fame: This is when people both know you and recognize your worth. For example, a renowned doctor becomes famous for their medical skills, or a great writer for their literary works—this kind of fame is a combination of popularity, reputation, and influence, all based on genuine substance.
- Controversial Fame: This is achieved through controversy, scandals, or even fabricated stories that attract attention. Sun Yuchen’s short essay, for instance, was clearly fictional and targeted a specific actress, leading to criticism and discussion, but it came with negative labels (such as the nickname "Sun the Cutter") and eroded public trust. In other words, controversial fame is based on lack of merit; you try to gain attention through dishonest means and merely comfort yourself with the idea that "fame is success."
2. Why Does Controversial Fame Become Popular? Platform Algorithms Play a Role
Platforms are partly responsible for the popularity of controversial content. Social media algorithms favor content that generates more interaction (comments, shares, criticisms), which in turn drives more traffic and profits for the platforms. When Sun Yuchen’s essay went viral, it appeared in the top ten search trends on various platforms—this was no coincidence; the algorithms were promoting the controversial content. Some platforms even encourage this behavior, turning a blind eye to low-quality or sensational content in pursuit of higher traffic.
3. The Costs of Controversial Fame
In the short term, controversial fame may get you on the news, but in the long run, it’s a losing strategy:
- Legal Risks: Sun Yuchen’s essay, being labeled as purely fictional, potentially violated reputation and privacy rights. If sued, he would have to face legal consequences (apologies, compensation, etc.).
- Reputation Damage: His reputation, already poor, was further damaged by the incident, with both the media and netizens criticizing him.
- Commercial Value Decline: Brands increasingly value ESG (Environmental, Social, Governance) criteria. Consumers are less likely to support those associated with controversy; those who criticize you are less likely to buy your products, and the conversion rate of such traffic is much lower. For example, only one out of 100 critics might buy your product, compared to 10 out of 100 fans.
4. Regulation and Industry Disapproval: The Benefits of Controversial Fame Are Fading
Government regulations prohibit the promotion of scandals and vulgar content on social media. Brands are also becoming more discerning, realizing that partnering with controversial individuals does not lead to profits and can harm their reputation (e.g., consumers might say, "Why would this brand partner with such a person? I’ll never buy their products again.")
5. The Real Path to Long-Term Success: Value, Not Controversy
The traffic economy is about who has the most genuine value. For instance, a blogger who shares useful information (e.g., financial advice or parenting tips) gains followers who trust them and are more likely to buy their recommendations. A company that focuses on product quality and service builds a loyal customer base. This is the true path to lasting success—reputation built on trust, not short-term attention. Controversial fame is like taking out a high-interest loan; you may gain temporary popularity, but you’ll eventually have to pay a heavy price in terms of reputation and commercial value.
In Conclusion
The idea that "being famous through controversy" is a valid strategy is short-sighted. Both individuals and platforms should not be blinded by the pursuit of traffic. Only genuine value and a positive reputation can provide a solid foundation in the digital landscape. Otherwise, the result may be not just a lack of fame but a complete loss of credibility.