＂online celebrity College＂ is actually a training class, not an ＂awl face＂
China Youth Daily Zhongqing Online Reporter Tian Wensheng
The establishment of "online celebrity College" by Chongqing Institute of Engineering has recently become a network topic, and "hot search" ranks in the forefront, which has also caused controversy in all walks of life.
Opponents criticized the initiative itself as "not serious enough and not rational enough", and some accused the school of "doing nothing" or even "being sick" and "immoral"; Supporters called for "letting go of prejudice", saying that this "may explore a new mode of school-enterprise cooperation", saying that this move "is not a scourge, so it is no harm for colleges and universities to try".
So, how did the course "online celebrity" enter the university classroom? What is the nature of this "online celebrity College"? What will students study in online celebrity College? Do students need to pay for this seemingly gimmicky "college"? A few days ago, China Youth Daily and Zhongqing Online reporter conducted an in-depth investigation on the spot.
"What’s wrong with using live webcasting to complete sales?"
On September 27th, Zhang Han, a 2014 undergraduate majoring in marketing in School of Management, Chongqing Institute of Technology, completed the first "webcast" in her life in the class of online celebrity College.
With exquisite facial features, she wears shawl hair, sports short sleeves and sneakers, and looks no different from other college students on campus. In fact, she is still a "schoolmaster" and has won a national scholarship.
"Usually I play video games occasionally, and sometimes I watch them ‘ Online celebrity ’ Playing games live, but I never thought I would do it one day ‘ Online celebrity ’ , personally complete the live broadcast, "she said, and the first live webcast" feels interesting and more nervous. "
In a few minutes of live broadcast, Zhang Han chose to share with netizens how to choose and use the mask.
In her opinion, this move of "eating crabs" actually fits her little dream. "I study marketing, and I dream of making a difference in this field after graduation. I have been looking for a specific path that can help me realize my dream. Today, I found the answer, that is, using webcasting for marketing." She said, "Young people nowadays are all ‘ Network survival ’ Everyone likes to watch live broadcasts. If you can complete the marketing of the mask you recommend through live broadcasts, why not? Can’t marketing ‘ Touching the net ’ ? Not necessarily marketing should only be done in storefront, TV or outdoor advertising? "
A few days after entering the "network college", she completed the transition from "I don’t know anything ‘ Rookie ’ " Become the "person who enters the door" who "knows the basic gameplay".
Wang Mengyuan is a 2015 junior college student majoring in e-commerce in the same college as Zhang Han. She likes singing and won the third prize in the talent competition of the school.
She contacted the live broadcast for about a year, opened accounts on multiple platforms, and gained more than 10,000 "fans" with her own songs.
"I entered ‘ Online celebrity University ’ , completely follow your heart, "Wang Mengyuan hopes to learn the knowledge of" online celebrity ". "Some people in society are interested in ‘ Online celebrity ’ Be biased and feel ‘ Online celebrity ’ It’s just posturing and all kinds of unbearable. In fact, what we are eager for is to complete marketing more accurately and efficiently on the Internet ‘ Online celebrity ’ 。”
She believes that after three months of study, she will know more about webcasting and make greater progress.
She introduced that the content taught by "online celebrity College" includes not only online marketing theory, but also communication psychology knowledge, as well as specific business guidance. In addition, there are dance, body building, pronunciation and communication.
Jiang Wei, another student of online celebrity University, feels that such teaching content has benefited a lot.
"Yes, someone was there when I was doing the live broadcast ‘ Black ’ I, "she cried when she was interviewed by reporters." Before, I was a ‘ in the eyes of people around me. Ugly duckling ’ I don’t like dressing up, and I’m not beautiful enough. Now, I’m proud to have finished a live webcast! This is a growth. "
"I didn’t believe that I could do a live webcast before. Now, at least I can speak bravely to strangers on the Internet. At least I am more confident and can let go." She said that engaging in the e-commerce industry requires the ability to communicate with strangers. In an era when the Internet has an increasing impact on people’s lives and consumption, learning how to "speak on the Internet" is the skill of e-commerce students. "I even think this is an indispensable skill."
Based on this, after the news that the college announced that it would hold an "online college" spread, she bravely signed up to meet new challenges.
Among the 19 people who signed up and were selected, there were also three boys. Hu Lidan, an "idol" class of the school, was one of them. He once won the championship of the Southwest Division of the popular dialect music variety show "1.3 billion decibels".
There were 19 students in "online celebrity College" at first, but now there are 18 students left. The leaver claimed that it was due to physical reasons.
Stickers are not all "big double eyelids" and "awl faces" as imagined, nor are they wearing strange clothes. Few people would recognize these "online celebrity" if they were not broadcast live. They don’t look much different from ordinary college students, but every student of online celebrity University will stand up straight in the interview and look at each other with a smile during the conversation.
These students from online celebrity University expressed their eagerness to master the theory and skills of network communication, improve their comprehensive quality, find opportunities in the subdivision of "network marketing" and change their destiny.
In this regard, Liao Xiaoyi is even more urgent. "I grew up in the countryside and was brought up by my grandmother ‘ Left-behind generation ’ , "she said," I want to give it a try and see if I can go more steadily and better along the road of online marketing. I am a little excited about it. "
These students all said that they signed up voluntarily, and they were surprised by the sudden "popularity" of "online celebrity College" and all kinds of "likes" and "saliva" mixed in it.
"We just want to learn and master the knowledge and skills of webcasting." Chen Beilei, who has short hair, firmly believes that the "online celebrity" industry has great development potential.
She even began to write a script for her fledgling "online celebrity" career: "I want to take ‘ Online celebrity ’ As a marketing tool, in the entertainment content — — For example, in a funny little story — — Ingeniously implant advertisements to achieve the purpose of product promotion, so that the audience is more acceptable. "
"online celebrity University" is not a department, let alone a discipline or major.
In the eyes of school officials, "online celebrity College" is only a school-enterprise cooperation project. The School of Management of Chongqing Institute of Technology is the school implementation unit of the project, and the dean is 47-year-old Jian Yugang. In his view, "online celebrity College" is not a department in a university, let alone a discipline or major. "It is a professional order training class organized by schools and industry units in the context of the rapid development of the webcast industry."
After graduating from Chongqing University, he worked in marketing for 12 years, then abandoned business to teach, and has worked in Chongqing Institute of Technology for 13 years.
In Jian Yugang’s conception of "online celebrity College", it is defined as a "professional order training class" with the main characteristics of "practicality" and "actual combat". "Students can basically master the knowledge, laws and methods of webcasting through systematic study during this period, and after graduation, they can be competent to realize enterprise marketing promotion and brand communication through webcasting."
The sensation and noise after the birth of "online celebrity College" far exceeded Jane Yugang’s initial imagination, which made him "feel pressure" and "great responsibility."
"I think afterwards, it may be ‘ Online celebrity University ’ The formulation of "Webcast College" made some people misunderstand, "he said awkwardly, and at first he thought about such formulations as" Webcast College "and" New Media College "."But I always felt that it didn’t fit the industry well enough, so I chose ‘ Online celebrity University ’ This title. "
In his view, the public outcry is related to people’s inconsistent understanding of "online celebrity".
According to Jian Yugang, the so-called "online celebrity" refers to a person who becomes popular because of an event, a specialty or a behavior in real life or online life, or a person who keeps exporting a certain idea or knowledge for a long time.
"But, ‘ Online celebrity ’ A large number of pan-entertainment even ‘ Play the edge ball ’ The phenomenon, let some people ‘ Online celebrity ’ Labeled as vulgar, you can’t help but kill yourself with a stick, "he said." However, this view is not entirely correct, and there is also inspiring positive energy ‘ Online celebrity ’ Have a high level of specialization ‘ Online celebrity ’ , let netizens get all kinds of enlightenment ‘ Online celebrity ’ , what we are trying to build ‘ Online celebrity University ’ , is a training program set up in our college, the main goal of which is to cultivate professionalism and specialization who are good at marketing promotion and brand communication through webcasting ‘ Online celebrity ’ 。”
Because of this, the selection target of "online celebrity College" is limited to fresh graduates majoring in marketing and e-commerce. "These students have accumulated basic knowledge and skills related to marketing and e-commerce through previous studies."
"Fundamentally speaking, this is an order training class jointly built by school and enterprise," said Jian Yugang. The project was jointly promoted by the school and a cultural communication company in Chongqing. The two sides reached an agreement in the first half of this year, and the signing ceremony was held on July 3. On September 15, the first batch of students were selected and lectured at the school. The class started on September 19 and the formal training began on September 20.
It is envisaged that the students of "online celebrity College" may go to work in the partner’s enterprise or other professional companies in the industry after completing the training. "We hope that these students can become truly professional and professional ‘ Online celebrity ’ And realize your dreams. "
It is reported that setting up similar order classes among fresh graduates is a practice that the school has been implementing for many years. Taking the School of Management as an example, among the 305 marketing graduates in 2018, 57 participated in Jiang Xiaobai’s order training class, 30 participated in Sanfu Department Store Co., Ltd.’ s order training class, and 62 participated in Guanghui Zhongqi Southwest Automobile Co., Ltd.’ s order training class, totaling 149 people. This "tailor-made" training program attempts to replicate the future working environment, so that students can get started before they officially enter the company to meet the needs of enterprises.
These three order classes all have their own titles, and the fourth order class chose "online celebrity College", which also laid the groundwork for the great controversy.
"online celebrity College" has a very tight curriculum, from 10 am to 12 am, from 2 pm to 5 pm, and there are 2 hours of classes in the evening.
In Jian Yugang’s vision, the three-month "online celebrity College" includes three stages. The first is the "theory" part, which is mainly completed by teachers sent by schools and enterprises to let students know "‘ Online celebrity ’ What is it "; Then there is the "actual combat" part, which is mainly taught by professionals in the industry to let students know "how to do it ‘ Online celebrity ’ " ; Finally, the part of "promotion" tries to make students understand "why they should do this" and improve their language, etiquette, physique, basic skills and professional ethics in all directions.
Teachers and students don’t accept rewards from netizens when conducting "actual combat" of webcasting, but in teaching, they will teach students how to interact with netizens.
He said that the school plans to set up 20 professional live broadcast rooms based on the industry. "Each live broadcast room corresponds to different fields such as cosmetics, clothing, tea art, fashion accessories and jewelry."
"We are not training network artists," he stressed. The school will make unified arrangements for the whole teaching process. "online celebrity University", like other "order classes", "is a part of professional practice teaching. We have not charged students any extra money and will not charge them in the future."
"You need to consider it more comprehensively in the future."
The Chongqing Institute of Engineering, which caused this uproar, is a full-time ordinary college that was just upgraded from a junior college to an undergraduate three years ago. Its predecessor was Chongqing Zhengda Software College, which was established in August 2001. At present, there are nearly 15,000 students in school.
Zhang Yeping, Party Secretary and Executive Vice President of the College, is one of the elders who participated in the founding of the school.
"We can’t stick to the old ways and follow ‘ Hulu ’ Go to ‘ Painting ladle ’ We must persist in innovation and development, "Zhang Yeping said. The most basic strategy for the development of the college is the combination of production and education. Professional training programs should invite industry talents for consultation, teachers should introduce senior technicians from the industry, students should enter the industry for internship training, and students’ study and employment should be strongly industry-oriented. "In a word, we must train students according to the needs of the industry and the changes in the industry, so that they can become talents that can be used by the industry."
In teaching, the school also insists on completing general education first, then professional education, and finally entering order-based industry education. "The reason why we emphasize industry education so much is because our goal is to let students master the skills they need in their future work."
"This time ‘ Online celebrity University ’ Although it has caused a lot of controversy, for the school, our original intention is to launch a specific grasp of the combination of production and education. " He said that the reason for setting up "online celebrity College" is to echo the rapid development of "internet plus" industry. "Society needs webcasting and marketing needs webcasting."
He said that webcasting has become one of the core channels for corporate marketing communication and brand promotion. We have noticed that "online celebrity", as the core carrier of webcasting, has surpassed the concept of anchor and formed a new format of Internet economy.
He spoke with data: in December 2016, the number of users reached 344 million, accounting for 47.1% of the total number of netizens. The monthly active users reached 100 million, and the total number of users increased by 19.32 million compared with June 2016. In terms of market scale, the market scale of webcasting has increased from about 9 billion in 2015 to about 15 billion in 2016, with an increase of 67%. It is estimated that it will grow into a billion-dollar industry by 2020, with huge growth space.
According to the 2016 China E-commerce Red People’s Congress Data Report, the output value of "online celebrity" e-commerce industry in 2016 is close to 58 billion yuan, equivalent to the annual turnover of Yili in 2015. In September this year, the Wuhan Municipal Government invested 5 billion yuan to establish the first online celebrity town in China.
Based on these data, he believes that there is no need to talk about "online celebrity". "There is no harm for contemporary college students to master the basic knowledge and skills of network communication. The courses we offer are directly related to the training of professionals in marketing and e-commerce. Even if students choose not to engage in jobs related to marketing and e-commerce in the future, these skills are also useful for the long-term development of students’ careers. "
Zhang Yeping said that schools and enterprises carry out school-enterprise cooperation projects, and under the premise of students’ volunteers, guide students majoring in marketing and e-commerce directly related to the industry to participate in project professional training, and build students’ systematic professional abilities such as webcasting, marketing promotion, brand communication and new media operation.
Zhang Yeping said that the dispute brought by "online celebrity College" will not shake the development idea of combining production with education. This "college" is not another "college", but an order class of school-enterprise cooperation in essence, and similar practices abound in the field of vocational education. "In terms of terminology, that is, industry colleges or interdisciplinary virtual colleges, this is not uncommon."
"In the future, when we introduce such a concept, we should blow more wind in advance and clearly define our ‘ Online celebrity ’ Concept, eliminate some misunderstandings, and prevent some people from hearing a name, and don’t ask for it indiscriminately. " He said.
"Another revelation is that in the future, when exploring similar school-enterprise cooperation in running schools, we should be more cautious about the name of the project and should consider the social acceptance. Our original intention is to correspond to ‘ Online celebrity ’ This industry, but the society may associate it with some ‘ Online celebrity ’ Personnel. " He said, "Therefore, in the future, we need to consider it more comprehensively."
He said that the school will guide students to form correct values in the specific teaching process, and should not excessively praise industries such as "online celebrity" and "anchor".