Summary of Key Points
This article discusses the phenomenon of veteran writers such as Yu Hua and Mo Yan joining social media platforms like short-video apps, analyzing the two main reasons why platforms are eager to attract them: using their prestige as writers to shed the label of "degrading intelligence," and the fact that these authors naturally generate high levels of traffic and popular content. It also touches on the cautious attitudes of some artists towards joining such platforms, as well as the ongoing trend of platforms competing for intellectuals. The article compares short-video apps to "tobacco," noting their controversial yet widely accepted status.
I. Platforms Attracting Writers: First, Enhancing Their Own Image to Rid Themselves of the "Degrading Intelligence" Label
In recent years, short-video platforms have been most criticized by elites for being sources of "degrading intelligence"—filled with vulgar and borderline content that is akin to a "spiritual opium," making people lazier and less capable of deep thinking. White-collar workers in major cities may claim they never watch short videos, but secretly do so while using the bathroom or before bed, knowing it's embarrassing yet unable to stop.
Writers like Yu Hua and Mo Yan are considered among China's last generation of great masters, and their presence on platforms essentially acts as a seal of approval from top intellectuals. It’s like using celebrities to boost the platform’s reputation—since even the wisest people use our platform, how can you still say we’re stupid? This is similar to how Sina Blog and Weibo gained momentum by attracting famous users, using their influence to elevate the platform’s intellectual standing and move away from the label of being "nutrient-free."
II. These Masters Really Know How to Engage Audiences! They Generate Their Own Traffic, and Their Content Resonates with Young People
These writers are not outdated; they understand what young people enjoy. For example, Yu Hua’s humorous stories like “Stealing Watermelons,” “Shi Tiesheng Watching the Door,” and “Why Become a Writer” have gone viral on short-video apps. His empathetic remarks about the pressures young people face have also won him numerous followers.
Another simple reason young people love them is that many other writers are not as good. Currently, Mo Yan and Yu Hua’s short videos and live broadcasts attract significant traffic. Their content snippets (such as interviews or jokes) spread widely, exposing more people to less mindless material and setting an example for other writers, showing that embracing social media can be successful.
III. Not Every Master Is Willing to Join: It’s Not Easy to Lower One’s Prestige
Not every artist is as open to joining as Yu Hua. For instance, Chen Danqing’s content snippets are popular on short-video apps but he has yet to join any platform. For such individuals, joining a short-video app would be like a major brand entering a lower-tier market like Pinduoduo—they would have to lower their perceived "high-end" status.
However, with their substantial financial resources and past focus on attracting low-quality traffic, platforms are now trying to elevate their image by following the model of Weibo, where KOLs (influencers) gather. After all, having amassed enough traffic, it’s time to add some “intellectual value” to their offerings.
IV. Future Trend: More "Yu Hua-like" Authors Will Be Attracted by Platforms
Platforms will continue to seek out authors with depth and substance. Currently, there is a shortage of such content on short-video apps, so they will strive to attract more intellectuals from the cultural and academic spheres. In the next two to three years, we’ll see more celebrities from these fields being recruited by various platforms, as providing intellectual value is essential for their growth.
V. Short Videos Are Like “Tobacco”: Everyone Knows They’re Harmful, but People Still Use Them
The article concludes by comparing short-video apps to tobacco: people know smoking is unhealthy, yet stores still sell it, and society turns a blind eye. The same applies to short videos—everyone knows excessive use can be detrimental, but they can’t resist watching them. The presence of famous authors on these platforms (like “smoking”) doesn’t change this reality, but at least it makes the platforms seem less bad.
This analysis clearly outlines the interrelationships between platforms, writers, and users, explaining the commercial logic behind the trend. It also highlights the contradictions in the short-video industry: while platforms want to escape the label of degrading intelligence, they cannot do without the public’s craving for casual, entertaining content.