e****t
发帖数: 17914 | 1 Are Chinese Youth “Diao Si” 吊丝 – Underprivileged Losers?
A new Internet buzzword in China for 2012, is diao si 吊丝. Originally it
was used to describe underprivileged people who lacked many of the societal
gifts that one must possess (good appearance, family background, a promising
career or high social status).
Today, many young people have started using diao si to describe themselves,
even though they are actually not as underprivileged as the original term is
meant to suggest. However in claiming a diao si identity, we can see it
being used as a way to deal with inequalities.
A Reflection of Anxiety and Resentment
Anxiety rests in the minds of many of today’s youth. A realization is
continually setting in that social hierarchy is increasingly formed by
family power, and will not change easily. Fu er dai or second generation
wealthy youth enjoy easy and prosperous lives whereas ordinary folks
struggle for limited resources. Calling oneself diao si is a way to express
collective resentment and disappointment.
A Way to Step Back and Release
Diao si is also a reflection of youth taking themselves (and their situation
) less seriously. They laugh at themselves as a way to distort their gloomy
reality. They openly admit they are trivial, insignificant and live
meaningless lives. Though active and competitive in everyday life, this self
-deprecating mind-set helps to release disappointment and cheers them up.
More interestingly, young people that are quite well off and even
celebrities are starting to claim a diao si identity.
There are obvious reasons why young Chinese prefer to be associated with a
diao si identity instead of being a “privileged elite”. In claiming to be
diao si, these people are affirming the hard work it takes to achieve
personal progress. It’s a celebration of the downs, not only the ups.
In this, we see practical implications that may be helpful for brands
targeting Chinese youth.
Highlight Experience / Journey Stories
Youth value the experience and the journey because it affirms hard work and
provides hope that anyone can achieve success. Pride is taken in hardship
and struggle. People want to be seen as resilient, having really lived and
having rich emotion. This will eventually lead to wisdom and life
appreciation rather than leading a life of superficial consumption –
particularly by those born with a silver spoon.
In this, we’re also seeing a departure of young people (Post-80s and Post-
90s) being depicted as only interested in instant gratification and hedonism
(even if these stereotypes are rigidly formed in their youth).
Brands like Pepsi are starting to recognize the fallacy of these stereotypes
and that success is sweeter with delayed gratification because it implies
overcoming unfavorable circumstances. A recent ad campaign of Pepsi shows a
group of young people going through a long process to finally set up a
successful on-line shop.
Help Youth Savor Small Triumphs
Diao si youth do not just live for big triumphs, i.e. career achievement and
wedding. Instead, they celebrate every moment that they have really lived,
For example, one diao si youth posted his joyful budget bicycle journey on
the Internet. Along the way he amused himself and the audience by making
great jokes about the ordinary things he met on the road. His posts became
really popular, encouraging, inspiring and amusing people along the way.
There are also movies and ads celebrating “ordinary dreams of ordinary
people” in life. For example, the movie Old Boys shows how a hairdresser
and a taxi driver fulfill their dream of performing a Michael Jackson dance
on the contest show, My Idol. Chinese dairy brand, Yili is also launching a
new Olympics campaign featuring ordinary people doing extraordinary things.
We find that diao si people are actually more “human” and optimistic. To
them, joy and meaning of life is not only about the extraordinary triumphs,
but also about life’s ordinary moments. | G**Y
发帖数: 33224 | 2 精辟
societal
promising
,
is
【在 e****t 的大作中提到】
: Are Chinese Youth “Diao Si” 吊丝 – Underprivileged Losers?
: A new Internet buzzword in China for 2012, is diao si 吊丝. Originally it
: was used to describe underprivileged people who lacked many of the societal
: gifts that one must possess (good appearance, family background, a promising
: career or high social status).
: Today, many young people have started using diao si to describe themselves,
: even though they are actually not as underprivileged as the original term is
: meant to suggest. However in claiming a diao si identity, we can see it
: being used as a way to deal with inequalities.
: A Reflection of Anxiety and Resentment
| G*****h
发帖数: 33134 | 3 应该叫 obscure 吧
钓丝 Jude
【在 G**Y 的大作中提到】
: 精辟
:
: societal
: promising
: ,
: is
| k****t
发帖数: 12697 | 4 Underprivileged Losers 应当是小部分人象美国的GHETTO.
现在大部分人自称, 应当是GRASSROOTS | b*********y
发帖数: 830 | 5 grassroots太严肃了，没有了自嘲调侃的味道。
【在 k****t 的大作中提到】
: Underprivileged Losers 应当是小部分人象美国的GHETTO.
: 现在大部分人自称, 应当是GRASSROOTS
| k****t
发帖数: 12697 | 6 UNDERPRIVILEGED 是个EUPHEMISM, LOSER 纯是DEROGATORY. 这两连一起就错了.
【在 b*********y 的大作中提到】
: grassroots太严肃了，没有了自嘲调侃的味道。
| b*********y
发帖数: 830 | 7 翻译成dickie得了。 或者 lonely dickie, underprivileged mini dick |
|
