The fiery village BA in the depths of the mountains" is a cultural self-confidence and mutual achiev

Recently, the basketball game in Taipan Village, Taijiang County, has become popular, and the popularity of the village BA has attracted attention, and Chinese Ambassador to the United States Qin Gang and Foreign Ministry Spokesman Zhao Lijian have both issued articles recommending and liking.

On the roof, on the tree, on the ladder... In addition to the stands, all the places around the basketball court where you can stand and sit are crowded with people, leaving no gaps. Some telecom operators also drove emergency communication vehicles to ensure signal transmission. And the enthusiasm of the audience is higher than one round, the shouts come and go, they bring the stainless steel iron basin at home to knock on the cheer, one day after the game, even the basin was knocked deflated. During the intermission, it is time for local folk songs and dances to be performed, as well as a variety of entertainment competitions.

The rules of the game, the qualification of the players, and the atmosphere of the stadium are all organized by the local people. 1 city and 15 counties under the jurisdiction of Qiandongnan Miao and Dong Autonomous Prefecture, each city and county sent 1 team, 16 teams were divided into four groups by lot, and the first place in each group won after the four days of 27 cross-qualifying matches, no home and away, but with professional referees, like CBA, a single game is also four quarters, but the participating players must meet two conditions at the same time: over 22 years old, local rural household registration.

In terms of the general trend, everyone is enthusiastic about "Village BA", and they are also moved by its enthusiasm and purity, and they all think that these characteristics are very precious in this fast-paced era, and they are moved by it. On the other hand, many viewers also expressed their reluctance to intervene too much capital, so that the game lost its original nature and taste. In fact, it reflects the public's concern about the current way of capital operation, and also shows that the commercialization of various sports is still at a low level.

Why it's important?

Macro bottom:

1. The change of national policies and the introduction of rural revitalization policies have increased the state's encouragement of rural grassroots activities

2. The demand for cultural and entertainment consumption in the rural market has huge potential, and the masses do not have high requirements for these activities as a whole, but they are more pragmatic and pure

User side:

The majority of rural users have a passion and pursuit for sports beyond our imagination, and the audience feels a certain aesthetic fatigue of the excessive packaging and momentum of media and commercial platforms, and shows great enthusiasm for rural sports that represent truth, purity and enthusiasm. Although the level of competition in the village BA is far inferior to that of professional leagues such as the CBA, judging from the enthusiastic feedback of the audience, the importance of the two elements of authenticity and intensity of the game has gone beyond the mere spectacle. It is in such an environment where marketing and advertising are flying all over the sky that the village BA without any commercial nature will be more precious and can knock on the soul of the audience

At the same time, the sense of belonging is also a very attractive element for the audience, and our unique local feelings of Chinese pay special attention to the concept of "hometown", so when there are activities of their own hometown team, this emotion will be infinitely amplified, even beyond the game viewing itself. The NCAA competition in the United States also uses this concept, the local feelings of Americans are relatively thin, and the sense of belonging is replaced by the unique label of "college", so it can be seen that many famous people who have graduated for many years come to cheer for the crazy March of the NCAA competition, and it is also because of this sense of belonging.

Industry side:

Modern activities such as sports events are combined with traditional customs to reflect a vibrant cultural self-confidence. During the break of the competition, the organizers will let the local Miao girls bring dances and activities with ethnic customs to everyone, which also won the unanimous chanting and love of the audience.

Binding the sports event to the community, the community and the event progress and grow together, the community supports the competition, and the competition in turn gives back to the community. The community and the game are bound, the audience has a sense of identity with each player, watching them grow step by step, this support is benign and solid, and it is a win-win situation for the community and the event and the main body of the event

The changes it may bring

Sport is the common "language" of human beings. As Yao Ming, chairman of the Chinese Basketball Association, said, "You can't simply use a basketball game to evaluate it." ”

With the increasing improvement of the living standards of the peasant masses, the needs of the farmers in rural revitalization are gradually understood by us, and the integration and development of various industries, the combination of sports, cultural activities and entertainment of the rural masses, activities from the city and even foreign countries are not necessarily resisted by the rural masses, and the introduction of some activities that can conform to and adapt to the rural culture is the key.

The core purpose is to serve the local people, maintain their own characteristics, combine with the industry of their hometown, and develop and promote together, so as to form their own characteristics and be further understood by others, so as to promote the development of tourism and other services.

Lessons from the entertainment industry

1. Tie sports events or some more stable programs to the local area or local community. For example, if a sponsored basketball game is held in a rural area, the company can set up scholarships for left-behind children in the halftime stage to encourage them to grow hard, and build sports facilities or donate money to Hope Primary School in the name of the former students. The cost of these sponsorships is not too high compared to the investment in marketing, but even if it is only held once a year, and the local news coverage, it will increase the connection between the audience, the community and the entire sporting event and sponsors, so as to promote and help each other. For example, in the NBA, the value of some players has far exceeded the ability of a certain sponsorship brand, but players will still choose that brand, many times because of such a kind of feedback and trust, I believe that the brand agrees to have a potential future, to a certain extent, to avoid the risk of distrust, and provide more opportunities for the brand.

2. Increase the intensity of cultural self-confidence, excavate the essence of folk culture, do not learn from its appearance, but believe in and love your own culture more than others, so that you can have a real cultural self-confidence, a high level of cultural self-confidence. As I said before, we haven't done a good job of traditional Chinese games, movies and television works for many years, but Japan has been using its films, TV games, and games to export our culture. Until the appearance of "Black Myth Wukong", the research on various ancient buildings, ancient costumes, and ancient sculptures, and the understanding of Buddhism and Taoism were transmitted to the audience through narration, allowing the audience to spontaneously think about the meaning of "emptiness", the meaning of "karma", the meaning of "idol", and so on. Most of the previous costume dramas are just modern love stories with costume dramas, and they have almost nothing to do with the core of ancient traditional culture. Therefore, whether it is a game or a film or television work, you can consider its combination and mutual promotion with traditional culture, and use real cultural confidence to promote each other.