A few months ago, a man who looked exactly like a Tibetan fox did not expect that the popularity of his emojis would be in the limelight for a while, even overshadowing "the old man in the subway looks at the phone · JPG".
In the picture, he accurately expresses a kind of emotional change that is full of suspicion, eagerness to speak but ceases, eager to cry but no tears, and finally no desire and no desire. He is in touch with the subtle mood of thousands of Internet surfers and is ranked as the top stream in the meme world, but You don't necessarily know who he is.
▲ Have you used this emoji pack? .
This man who has only seen him but has not heard of his name is Zhang Chenliang, the deputy editor-in-chief of "Natural History" magazine. He is also the director of the "Chinese National Geographic" Media Center, a member of the Ecological Committee of the Chinese Science Writers Association, and a master of entomology in the China Agricultural University. .
It doesn't matter if you can't remember these titles. People give them the nicknames Xiaoliang, Yuliang, and Director Hu, just pick a silly name.
Zhang Chenliang's most well-known identity is the operator of Weibo @博物杂志. He often helps curious netizens identify various flowers, birds, fish and insects. After quitting Weibo, he switched from pictures and texts to short videos and became a Douyin big V, continuing his science popularization career. "Infinitely Small Bright Science Popularization Daily" has more than 18 million fans.
What is the charm of this Tibetan fox, and what is the love and hatred with the water monkey? Please watch "Tibetan Fox Observation Log" in the "Approach to Science" series.
Talent of Tibetan Fox
Tibetan foxes and water monkeys are two new stalks brought out by Zhang Chenliang's "Internet Hot Biological Identification" series of short videos.
Why is the "Tibetan Fox" involved? Just as you can see, Zhang Chenliang and Tibetan fox look more similar, with big faces and small eyes, and the beard and the Tibetan fox's chin are similar.
▲ Zhang Chenliang (left one).
Because some of the short videos are too outrageous and weird, Zhang Chenliang couldn't help but "beat people" in addition to popular science. The indifference and ruthless posture just to defend the truth is more like a Tibetan fox.
▲ “Tibetan fox hits people''.
The slogan "Water Monkey" is because there are always people on the Internet who falsely claim that they have found a Water Monkey for traffic. Every issue of the "Internet Popular Bioassay" video will end with the rumor "Water Monkey".
The legend of the water monkey has existed since ancient times. According to legend, it will drag swimmers into the water to drown. It was once processed into a super powerful monster "hairy water monster" in the 1940s and 1950s. The rumors of the "hairy monster" eventually turned into a huge collective incident, known as the biggest rumors in China in the 20th century.
▲ Some kind of “water monkey''.
Because of this lesson, Zhang Chenliang insisted on cracking down on various "water monkey" videos:
The water monkey rumors seem absurd and unruly today, and many people think it is not worth refuting the rumors, but if science workers are absent at this time, it may really cause huge social unrest. I refute the rumors of a water monkey at the end of each video. One is to remind myself and the other is to remind everyone not to let this happen again.
"Water Monkey Time" will also develop the user's habit of "chasing drama". The audience will wait for a "new water monkey" every time and see the end of the video.
Zhang Chenliang is indeed hardworking and talented in doing popular science. Before the short video, he had already attracted millions of followers by operating Weibo.
At that time, as a naturalist, he would accept thousands of netizens with Aite every day. Many people regarded him as an encyclopedia. He would patiently forward the answers, and occasionally stunned the netizens and responded coldly. And the interesting soul attracts countless fans. It seems that he knows everything, but according to him, it is because "only retweets who knows".
▲ Questions that Bowujun can't answer.
Because of the homonyms of "Natural Science" and Li Qingzhao's words and sentences, the naturalist Zhang Chenliang was affectionately referred to by netizens as "the male god of misty clouds and melancholy eternal day." He also has three "pro sons"-hoopoe, white-fronted spider, and oleander hawkmoth.
These creatures are common in life, but because of their special appearance, netizens frequently @他. He has answered too many times, determined to let everyone know and stop asking questions, but this is obviously impossible.
And in his eyes, these three creatures are very cute and beautiful. In his personal confession and word of mouth from netizens, they are fortunate to be his three great boys.
This is exactly the science we need. Wan Jing is back to Wan Jing, but Zhang Chenliang still insists on answering again and again. It's the first time someone sees it, and every repetition may be someone else's new knowledge.
Zhang Chenliang, who occasionally confuses netizens, actually enjoys it:
The reason why you think I know everything is because you are too new to this field. My answer seems to be very broad, but it is actually animals and plants and ancient characters, which I have been interested in since I was young. In addition, I am better at looking at problems from the point of view of netizens. This point of knowledge that I have said is fun and useful to everyone, not just me.
It's so boring, let's watch some popular science!
Although we may not be interested in the frontiers of scientific research, popular science knowledge is indeed deeply involved in our lives.
Ordinary people's cognitive needs for strange creatures are "what is this", "can it be eaten", "good or not" and "how to eat". The abbreviation "How can it be" has developed into a "black word" for popular science.
▲"How can it be?", the path to the degeneration of a popular science ship.
Zhang Chenliang and Natural History Magazine have always been able to satisfy the public's thirst for knowledge in this respect, and they have been called "the conscience of the industry" by netizens.
▲ Edible anatomy of squid.
Many veteran scientists are also committed to this. Mr. Bingzhi specialized in "carp anatomy" at the time. The Chinese people used to eat carp the most, so we need to understand all aspects of it in order to know how to raise carp and how to eat better. Carp.
Therefore, scientific research, popular science and people's livelihood are closely related.
▲ Anatomical specimens of carp. Picture from: B Station@中国国家国家
In addition to doing various "biological identifications", Zhang Chenliang will also take the audience to travel to the museum. What are the contributions of science scientists to benefit the country and the people? For example, scientists represented by Mr. Ma Shijun completely solved one of the three major plagues. Large locust spawning grounds have been modified to be unsuitable for locusts to lay eggs, and the locust plagues of the "thousand-miles of the red land" level have long since disappeared.
Ordinary tourists who have gained knowledge will know how to go to the museum in the future. Walking around for half an hour may not leave any impression, but if there is a popular science video to do homework in advance, we can get a different experience.
▲ Zhang Jinshuo's explanation. The picture comes from: B station @无难小亮's popular science daily
Popular science requires both science and popularization. In the past, many science popularization workers only valued "science", but ignored "generalization." Many science popularization is liked by nature lovers, and ordinary people don't accept it.
Therefore, Zhang Chenliang believes that popular science is "advertisement of science":
Use science as a product in a simple and easy-to-understand way-don't expect to pour every brain into the people's minds-spread it in a relaxed and happy way little by little, it will be easy for everyone to accept, and it will also help you To spread.
From the early pictures and texts to the current short videos, what has changed is the mode of communication, and what has not changed is knowledge, rationality and truth-seeking. The popular science workers on each platform have different styles and strengths.
Station B @老师好, my classmate He mainly publishes digital product evaluations. I once went out of the circle because of a 5G evaluation video. "Strictly speaking, what I publish cannot be called evaluation video. I rarely talk about parameters, but more Subjective experience and feelings. Most people watch my videos not to buy products, but to spend the happy 20 minutes.”
Many of He's videos can link technology and life scenes together. They are both popular and profound. They think about the "big future of life and society" based on technology, which can open up the thinking of a technical otaku, but also allow you to have never been exposed to technical principles. The audience understands that this is the core of popular science.
As we all know, Weibo is a "melon field." How to master the correct posture for eating melon? @不好书生 can teach you. "What is durian-flavored mangosteen?" "What is the legendary black thorn durian that is more delicious than Musang King?" "It turns out that there are some northern melons." These are genuine "eating melons".
I am like a pipeline, while absorbing in the forest, while outputting on Weibo.
@不乖书生 has said it. The most important role of current mobile Internet terminal-based applications is to provide a platform, a platform that employs people to connect people and enhance the relationship between creators and fans. Platforms are also trying and exploring whether they can build a knowledge oasis in a pan-entertainment atmosphere.
In 2020, Weibo will increase its deployment in the field of science popularization, and there are corresponding support plans for bloggers at different stages of development in Weibo popular science. Search "Weibo Open Class" to see which science bloggers are officially recommended.
In June 2020, site B integrated knowledge learning content and officially launched the knowledge zone. It seems that it hopes to transform from an entertainment website to a knowledge platform. In the past year, 113 million users studied at Station B, which is more than three times the number of college students in China. Among the content categories that are on the rise at station B, the amount of popular science content has the fastest growth, reaching as high as 1994%.
"As we all know, station B is a learning website." Massive learning materials are originally an important resource for station B. Although everyone ridiculed "Go to favorites and eat ashes" and "learn it if you have a horse," they also understand in their hearts that only knowledge will not let us down.
▲ Why do we need popular science.
But the role these platforms can play is limited. What bloggers bring to the platform is neither professionalism nor absolute amateurism. It is more like handing us a key to the door.
After popular popular science videos, popular science bloggers have more paid courses and paper books to choose from. But at least, science bloggers will lead us to the door without discrimination.
What's more precious is that science popularization workers like Zhang Chenliang can make children who have just started science education want to become scientists again. In the future, there may be one or two more scientists among them. This is a very beautiful thing.
Occupy the high ground of science in the ocean of information
Some netizens worry that in the age of entertainment to death, Zhang Chenliang will only be left with the "Tibetan Fox" stalk, and will not have a real science effect?
I am not worried about this problem. If a new media blogger wants to keep fans, he must have a stalker, have a tacit understanding with fans, and form a stable circle. Many readers have recognized the "Tibetan Fox" label, which is also an expression of their trust in Zhang Chenliang.
Moreover, if science workers do not occupy the territory of science communication, they will be occupied by the marketing account of the "rumor-making machine" that lacks social responsibility.
As a centralized traffic pool for short videos, Douyin has too many "unsolved mysteries" bloggers who want a piece of the pie, and there are many weird rumors. Stationed in the base camp of rumors and on-the-spot combat in the desert of scientific knowledge, let more people know that Tibetan fox Xiaoliang has the right to speak better than the marketing account.
▲ This “extremely rare'' thing is called “ordinary tamarin''.
The CCTV Science and Education Channel's "Into Science" may be the source of inspiration for marketing accounts who pretend to be fools.
"Into Science" can be said to be an old title party. The opening is made with mystery and makes full use of horror film techniques to whet your appetite, including but not limited to gloomy pictures, secretive music, and deep commentary. It is a shadow of many people's childhood. In the last few minutes, these sensational, bizarre and mysterious events are often illusions, simple folk customs, or misunderstandings.
Although "Into Science" is anti-feudal and superstition, this kind of routine of using superstition to blow eyeballs and then break superstition is also considered by many people as a man-made farce under the guise of science. The story is the first, but science is ranked first. The last one.
▲ Just flapping moths.
Therefore, Sina.com’s evaluation of "Approach to Science" is more appropriate: "As a low-end product of popular science, "Approach to Science" fills in the gap that popular science TV rarely involves rural audiences."
At least, it does sweep away some folk ignorance and superstition, and its high ratings also shows that the public likes the mode of entertaining and learning, and does not like to watch hard-core knowledge in their leisure time.
We need to use a more respectful way to transform the otherwise boring professional content into interesting knowledge acceptable to the public. This is also when all public discourses are increasingly appearing in an entertaining way, a scientific spirit that is integrated but not compromised.
Academician Wang Pinxian is a marine geologist who dived into the deep sea three times in his old age. At the age of 85, he chose to station at station B and dived again in the Internet where young people gathered. In his opinion, "to popularize science is to try to be as simple and understandable as possible." Even the word "pressure", he uses a straightforward metaphor to describe it.
The Institute of Physics of the Chinese Academy of Sciences, which is also stationed in Station B, has a very second name—"the Institute of Physics of the Chinese Academy of Sciences in the Second Element". In the face of "launching rockets to artificially trigger mines", the officials and the comment section played together, "Believe in science, and scientifically overcome disasters."
No one doesn't like humor. But the pile of canned laughter and the meaningless jokes will only make people feel noisy and empty. And this kind of serious science video with a little seriousness, on the contrary, makes people feel that the spring breeze is blowing.
▲Scientific paintings by popular science painter Zhang Yu of “Museums''.
Scientists and popular science scholars have their own charm of not being surprised. Zhang Chenliang's fire proves that in this era of the supremacy of the flow of pseudo-science, we increasingly need clear and straightforward science knowledge and insist on eliminating the fake and authentic science workers in the information wave.
The mountain rises and the scenery stops, although it can't be reached, the heart is yearning for it.
Combining humanity and rationality, truthfulness and exploration, this is the charm of science.
Thanks to all scientists and science workers. To make popular science workers popular is to make science popular.
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