SlideShare ist ein Scribd-Unternehmen logo
1 von 24
Downloaden Sie, um offline zu lesen
Topic Three: The Diversity of Chinese Net Language


“The Internet is THE Community”: IWOM white paper Series
on Internet Word of Mouth (IWOM) Development in China
2008 Q3
The Diversity of
                        Chinese Net Language
                                                              Editorial Summary
                                                     The Chinese Internet population is now the largest
                                                     in the world with 253 million users and The
              筒子          Mamba         山寨           Community is a major element of the Internet
     FB  小福
              555
                     稀饭
                          JMS
                                  长草
                                   败家
                                        跟风
                                                     experience. The Community is redefining and
                                                     revolutionizing relationships that individuals have
  氼                闪龙
                                        JS 兽         with each other as well the relationships they have
        圐圙                 打酱油
                                  818                with institutions such as companies.
  本本                        ωō
                                             深
  Yao
         靐     到槑          ing
                                  极品    嘦巭
                                                 砳
                                                     This white paper, “The Diversity of Chinese Net
                                                     Language,” is Topic 3 of our “The Internet is THE
  宅男/宅
         女     猪坚 强        很好很强大        3Q           Community” series of reports. In this white paper,
                                             I饭
 O⑦哖                  做人不要太CNN          绿衫           we provide an overview of the Internet Community’s
    ⑦        冄⑦號                             军       diverse and unique net language that is shaping
  謽                           兲嫑
                          到了 扣肉 跑                    how netizens communicate both online and offline.
      到       814
                 7      雷
                                          rz
                                                     It is yet another demonstration of the power and
          囧          VS
                           大神
                                                     impact of the Internet Community.
                           Ke/客
                                        O            The full “The Internet is THE Community” series of
                                                     reports can be downloaded here.


© 2008 CIC                                                                                                 2
DOES NET LANGUAGE MATTER?
The National Matriculation Test (NMT) is the test given once a year to all Chinese high school seniors to
determine which university they can attend. It is a high profile event that receives national attention. A couple
years ago, it was announced that “net language,” i.e. slang terms like Ding (顶), Jiong (囧), and Orz coming
from the Internet Community, would not be permitted to be used. The ban of net language on the NMT
demonstrates the impact of net language on the Chinese national consciousness and the Chinese language,
similar to discussion in France to ban the use of English terms in commercial and government
communications. The fact that such a distinct “language” exists on a national level without any other media
to promote it also proves the existence of a nationwide Internet Culture within the Internet Community.

                                                                     Net Language VS NMT Composition

                                                                考纲规定,语文不考繁难字,作文要平时训练各种文
                                                                体,用生造的网络语言可能会被扣分。
                                                                According to the test guideline, complex-formed
                                                                characters should not appear in Chinese; all styles of
                                                                writing are needed for composition practice; use of
                                                                “net language” could be penalized.


                                                                 甲方:不如考回古文算了
                                                                 Objective: It might as well test for ancient Chinese
                                                                 prose.

                                                                 乙方:这是正本清源之举
                                                                 Supportive: They are doing the right thing.

                        link                      link           丙方:别忽略“生造”二字
                                                                 Neutral: Don’t use coined characters.
 See CIC’s blog articles on a quick review of                                                                    link
 net language in China here.
                                                         For more information about the diversity of Chinese net language,
© 2008 CIC                                                                                                                   3
                                                         please refer to CIC IWOM Watch Jun 1-15, 2008
A NET LANGUAGE PRIMER
In this paper we provide an introduction to Chinese net language. If you don’t read Chinese, you may miss
some of the meaning and power of the language. However, we will do our best to at least demonstrate how it
is used and examples of its impact by organizing discussions according to the sections listed below.


It is our sincere hope our guide will help you to not be “雷ed” (lei) or feel “囧” (jiong) or even be regarded as “槑”
(mei) when you are confronted with net language in the future ; P
                                                                      Shai Ke, Shi Ke,
                                                    Ke Terms
                                                    Ke Terms          Pai Ke, Zhui Ke
                                                     客一族
                                                     客一族


                     Category Terms
                     Category Terms                                           Mars Characters
                                                                              Mars Characters
                      行业网络语言
                       行业网络语言                                                     火星文
                                                                                   火星文

 I饭 (I-Fan), 长草 (Grow grass),                   The Diversity of                               嚤媿洧嚤劦,莪莈洧
 小福 (Xiaofu), K24                            Chinese Net Language
                                                                                  Ancient
                                                                                  Ancient
                       Coined Terms
                       Coined Terms                                              Characters
                                                                                 Characters
                         流行新语
                          流行新语                                                    古文新解
                                                                                  古文新解
                                                   Letters and
                                                   Letters and
             猪坚强 (Zhujianqiang),                    Numbers                              囧 (Jiong), 槑 (Mei)
                                                    Numbers
             雷(Lei), 霹雳 (Pili)                     字母/数字类
                                                   字母/数字类

                                                Orz, Org, 555, 246…

© 2008 CIC                                                                                                            4
Ke Terms

‘KE/客’: Different ‘ke’s for different personalities




                              Shai Ke 晒客      Shi Ke 试客


              Bo Ke 播客                                      Pai Ke 拍客

                                     Ke/客
             Wei Ke 威客                                           Zhui Ke 追客




                         Ji Ke 极客                   Shan Ke 闪客

                                       Huan Ke 换客

© 2008 CIC                                                                          5
Ke Terms

‘SHAI KE’ (晒客): A netizen who shows via pictures and videos
- Netizens ‘shai’ brands, products, personal collections, decorations, pets,
and just about everything
         Netizens voluntarily shai recent purchases

                                                                     Sample Quote:
                                                                     平民不败家之晒晒俺的化妆品.
                                                                     I, a common consumer, just “shai” my
                                                                     cosmetics.                               link
                                                                     NIKE的一款婴儿鞋 看起来很喜欢人
                                                                     Here is one of my Nike baby shoes, which
                                                                     looks so cool.                          link



    Netizens shai special edition McDonald’s cup

                                                                     Sample Quote:
                                                                     去麦当劳买杯子,这次,我选了蓝色.
                                                                     I went to McDonald’s to buy this cup, and I
                                                                     chose the blue one this time.            link


                                                                     有人收集了麦当劳的奥运杯么..
                                                                     Has anyone bought this Olympic cup?      link



                                                   For more information about the diversity of Chinese net language,
© 2008 CIC                                                                                                             6
                                                   please refer to CIC IWOM Watch Sep 16-30, 2007
Ke Terms

‘SHI KE’ (试客): A netizen who loves samples & freebies
- Shi Kes are professional samplers happy to participate and join
activities for free stuff
                                          With the proliferation of sampling activities and
                                          websites like itry and try2U , the Shi Ke (试客)
                                          have emerged as professional samplers. They
               试客                         seek out opportunities to try anything and
                                          everything and are quite willing to offer up
                                          personal information in doing so. They also are
             Trial Sites                  happy to write up reviews on sampling sites if
                                          requested and even quot;shaiquot; the samples.

              Share
                                             Sample Quote:
              Show                           我收到唇膏了...刚到的. 是放在一个白色普通
                                             的信封里寄过来的.好喜欢啊...很不错的样呢.
                              IWOM           I just received the lipstick enclosed in a white
                                             envelope. It was so nice. I really love the lipstick.
                                                                                                     link
                                             自己收集的几个试用装申请 有兰寇、莱茵、巴黎创
                                             意美、DHC等等的哦!希望大家会喜欢哦
                                             Here is some information about product trial and
                                             application, including Lancôme, VOLES, CCB-
                                             PSRIS and DHC. I hope everyone likes them.
                                                                                                     link

             Trial Products
                                     For more information about the diversity of Chinese net language,
© 2008 CIC                                                                                                  7
                                     please refer to CIC IWOM Watch Oct 16-31, 2007
Ke Terms

‘PAI KE’ (拍客): Netizen photo and video reporters
- Pai Kes seek out opportunities to capture images of cool or hot stuff
                                                   With the increasing popularity of photo and video
                                                   sharing sites, Pai Ke (拍客) are netizens who like
                                                   to take photos and videos with their mobile
                                                   phones and digital or video cameras. Some sites
                                                   like KU6, a video sharing site, have tapped into
                             Netizens submit       this culture by encouraging “bounty hunter” type
                                 ideas for         tasks. Netizens can submit tasks such as
                                                   encouraging others to upload videos of animals in
                             reporting tasks
                                                   need. If the task is officially recognized by Ku6,
                                                   then those who submit relevant media are eligible
                                                   to receive reward points.
 Ku6 officially recognizes certain tasks as
         eligible to receive awards                  Sample Quote:

                                                     我要做拍客,支持!!!
                                                     I want to become a “Pai Ke”. I support it!!           link

                                                     按照指定的赏金任务完成作品,原创作的呕
 Netizens who submitted original idea also           Create your own work according to the appointed
              receive award                          task.                                           link

                                                     我拍了好多热门的发不上去。参加不了赏金任务。希望
                                                     加我进去.
                                                     I’ve taken a lot of cool videos but I can’t upload them.
                                                     Please give me access.                                link

                                              For more information about the diversity of Chinese net language,
© 2008 CIC                                                                                                        8
                                              please refer to CIC IWOM Watch Dec 1-15, 2007
Ke Terms

MORE KE’S: ‘Bo Ke’, ‘Huan Ke’, ‘Ji Ke’, ‘Shan Ke’, ‘Zhui
Ke’, ‘Wei Ke’
  1                                   2                                           3




                                                                       link                                    link
                             link
‘Bo Ke (Podcaster)’ refers to        ‘Huan Ke’     refers to netizens who       ‘Ji Ke (Geek)’ refers to netizens
netizens who upload user generated   barter for goods online.                   that are knowledgeable and a fan of a
content.                                                                        particular field.

  4                                   5                                           6




                            link                                       link                                    link
‘ Shan Ke’     refers to netizens     ‘Zhui Ke’ refers to netizens who are ‘Wei Ke (Witkey)’ refers to
who use the multimedia software       up-to-date on all the latest hot online   netizens who receive payment for
Flash to create animation, videos     trends such as online novels and          sharing knowledge and exchanging
etc.                                  online TV series.                         services and information.

© 2008 CIC                                                                                                              9
Mars Characters

MARS LANGUAGE: The mark of the 90’s generation
Mars characters are composed with a combination of symbols, pictographs, rare and traditional characters.
It is a “language” especially popular with the 90’s generation. Netizens have created dedicated sites,
manuals and even software for Mars language. Below is a letter composed completely in Mars characters.

  Mars Sites                                                       Personal Letter Written with Mars



                                    link

         Mars Manual



                                           link

               Mars Software



                                                      link                                                          link

                                                               Dear Jing:
Sample Quote:                                                  I didn’t make a draft of this letter before writing to
看来现在的小孩子越来越厉害喽,时代在发展呢!                                         you, but I will make an exception this time. Without
                                                               you, my life resembles a piece of paper filled with
It seems that today's children are becoming smarter            black and white letters. I am missing the time we
and smarter. The world is developing quickly! link             spent together laughing and hanging out at home.
                                                               Although you haven’t answered my letter, it’s ok.

© 2008 CIC                                                                                                                 10
Ancient Characters

“囧 (Jiong),” one of the oldest Chinese characters, now
leads a new wave of net culture
                             “Jiong Everyday” displayed on        An ancient Chinese character, “囧 (jiong),” has
                             Youku (a hot video sharing site)     attracted a large amount of attention within the
                             reaches 1,000,000 PV: link           Internet community. The original meaning of this
                                                                  classical hieroglyphic Chinese character was
                                                                  “bright,” however, the new “net language”
                    Video                                         definition of the term is “sad, frustrated,” because
                                                                  it resembles this expression on a human face.
                                                                  The character’s design ignited netizens’ passion
                                                                  and inspired them to use the character creatively
  Over 500 Jiong BBS were
                                                                  in different social applications. For example,
born overnight - Baidu “Jiong                                     people created Jiong expression icons (see left),
 Village” is one of them: link                    BBS             bloggers used it in their blog names (see Jiong
                                                                  Pig) and some netizens even built an official
                                                                  website for Jiong. (check out 囧.WS).
                             A Milk Tea Shop named
                            itself “囧” and increased
                                    sales: link                    Sample Quote:
                                                                   将大囧文化发扬光大
                                                                   Let us promote Jiong Culture!                   link
                Branding
                                                                   “囧”行网络, 很囧很强大。
                                                                   “Jiong” is spreading all over the internet . It is
             Popular Jiong Bags                                    so powerful.                                 link
                                                Product
                                                            For more information about the diversity of Chinese net language,
© 2008 CIC                                                                                                                      11
                                                            please refer to CIC IWOM Watch Apr 16-30, 2008
Ancient Characters

MORE ANCIENT CHARACTERS: 槑, 囧’s family
                                                         Netizens’ are passionate about finding new ancient
                                                         Chinese characters to integrate into their net
                                                         vocabulary and have created a whole family of net
                                                         terms for “囧”.
                                                                           囧’s family

                                                           崮 (gu): 囧国国王/ the king of Jiong empire
                                                           莔 (meng) : 囧国皇后/ the queen of Jiong
                                                           empire
                                                 link      商 (shang): 戴斗笠的囧/ the Jiong with a
“槑” is a good example of netizens’ creativity in           bamboo hat
coining new terms. The original meaning of this            回 (hui): 没眼睛的囧/ the Jiong without eyes
classical hieroglyphic Chinese character was
“梅(Mei)” or plum blossom. But now, since it                四 (si): 没嘴巴的囧/ the Jiong without a mouth
looks like two “呆(Dai)” (meaning spellbound or             d 囧 b:百事可乐“爱中国”的手势/ the “Love China”
dumbfounded) put together, netizens use it to
                                                           Pepsi gesture
describe something that causes them to be
overly shocked or dumbfounded.                             T囧T: 鄙视你的囧/ the Jiong looking down on
                                                           you
 Sample Quote:
 外国超(级)跑(车)把我看槑了.                                          囧rz and ssr囧: 下跪的囧/ kneeling person with
 I am Mei (spellbound) by foreign sports cars.             Jiong face
                                                  link
                                                           囧囧有神: 十分囧,囧到“有神”/ very Jiong
© 2008 CIC                                                                                                    12
Letters & Numbers

Combining letters and numbers allows netizens to
communicate in a simple yet powerful way

                                                 Sample Quote:
                                                 我就受点委屈吧,不就是5块钱嘛,555~~
                                                 Fine, I can endure this, only 5 yuan, 555
                                                                                             link


                    Letters                                       Numbers

    Orz: 跪倒/ shows respect to an expert or        555: 哭/ onomatopoeia for crying sound
    well regarded professional as it resembles    8147: 不要生气/ don’t be angry
    a person kneeling.
                                                  1314: 一生一世/ forever
 Orz also has some variations:
                                                  520: 我爱你/ I love you
    sto: 换一边跪/ kneel in a different direction
                                                  360: 想念你/ miss you
    org: 美人鱼/ the mermaid
                                                  88: 拜拜/ bye
    prz: 长发垂地的orz/ kneel with hair
                                                  246: 饿死了/ I’m hungry
    hanging straight down
                                                  82475: 被爱就是幸福/ being loved is pure
    szQ: 换一边并舔地的orz / kneel in another
                                                  happiness
    direction and lick the floor
                                                  4242: 是啊是啊/ yes
    OTL: 这是完全失落/ totally frustrated
                                                  5871: 我不介意/ I don’t mind
    Oroz: 这是有小腹/ kneel with fat stomach


© 2008 CIC                                                                                           13
Coined Terms

COINED TERMS: As a sign of the times, Zhujianqiang
“猪坚强” represents persistence when facing tough times
                                                          “Zhujianqiang” or the “persistent pig,” survived
                                                          for 36 days after the Wenchuan earthquake by
                                                          drinking rain drops and moisture off of charcoal.
                                                          The persistent spirit of this pig impressed
                                                          netizens and as a result his name became
                                                          hugely popular on the Internet. Some artists
                                                          even composed songs to praise the pig’s ability
                                                          to live through tough times. These songs were
                                                          then widely copied and pasted onto video
The pig survived for 36 days after the earthquake         portals and BBS, receiving thousands of page
                                                          views. Even real estate mogul Pan Shi Yi
                                                          referred to the pig’s persistence when
                                                          expressing his attitude towards the ailing
                                                          economy.


The song about                                             Sample Quotes
Zhujianqiang link                                          不错,旋律很好听,我喜欢
                                                           Sounds wonderful, I like this melody.             link
                               Zhujianqiang appeared
                               as a synonym for a          看勒眼睛都湿润勒``在现实社会中``我们也要坚强!!
                               persistent spirit in the    My eyes clouded up while watching this video. We
                               face of downturns in the    also need to be persistent in tough times.
The video of Zhujianqiang’s    real estate and banking                                                        link
commendation conference link   markets

© 2008 CIC                                                                                                           14
Coined Terms

More new terms created by netizens to express their
strong feelings
                                            Coined Terms

      雷 (Lei):to shock somebody                            打酱油 (Dajiangyou): to buy soy
      霹雳 (Pili): extra “Lei”                               sauce/none of my business
      宅男/宅女 (Zhainan/Zhainv): people who                   叉腰肌 (Chayaoji): iliopsoas/hip muscle
      prefer to stay at home                               山寨 (Shanzhai): “bandit”, knockoff
      俯卧撑 (Fuwocheng): pushups/none of                     很…很…: very…, very…
      my business                                          做人不要太CNN: don’t be like CNN

                                                      Sample Quote: link
                                                      最能“雷”到菲尔普斯的估计非下面这句莫属了
                                                      The comments by the TV analyst that will ‘Lei’
                                                      Phelps the most are…

                                                      所谓自由泳,就是什么泳姿都可以采用…..等等,“霹
                                                      雳”到大批的电视观众。
      It’s very interesting to talk about
                                                      Freestyle swimming means you can swim using any
      the Olympics using net language                 style, so the swimmer can ‘Pili’ the audience.

                                                      菲尔普斯原是“宅男”
                                                      Michael Phelps is a ‘Zhainan’
                                            link

© 2008 CIC                                                                                               15
Category Terms

CATEGORY NET LANGUAGE: Information Technology
          Popular IT net language buzz notes
                                                                                  IT Term frequency*, 2008 Q3

    本本(Ben Ben):Nickname for notebook                                    本本                                           27,369

    悍马(Han Ma):The name of a motherboard
    series produced by Jetboard, which is well-                          悍马                 7,132
    known for its high performance-price ratio.

    A饭 (A-Fan): “A-Fan” refers to AMD fans, it                            A饭         3,047

    also refers to ATI fans in the graphic card BBS
    forums. However, after AMD acquired ATI, ATI                         小黑         2,332
    fans are also considered as AMD fans.

    小黑(Little Blackie):Lenovo ThinkPad                                   本友        1,383

    本友 (Ben You):Owner of a notebook
                                                                           I饭      1,172                         Unit: mention
    I饭 (I-Fan):“I-Fan” refers to Intel fans.
                                                                            Data Source: 583 selected IT related forums, CIC Cross
                                                                            Industry Study, 2008Q3

For more on the net language for IT
industry, see seeisee blog article here                               Sample Quote:
                                                                      I饭进....想给个妹买台搞动画制作的主机..
                                                                      I-Fans, please help me…I want to buy a computer that’s
*Note: the frequency is according to CIC Keyword Frequency Analysis
around IT terms in terms of No. of mentions.                          good for creating animation.                             link


© 2008 CIC                                                                                                                            16
Category Terms

CATEGORY NET LANGUAGE: Cosmetics
  Popular cosmetics net language buzz notes
                                                                     Cosmetics Term Frequency*, 2008 Q3
   晒 (Shai, show off) : Take a picture of
   cosmetics collection, then upload on BBS to                  晒                                                  16,397
   show off and share user experience with JMs.
   败 家 (Spendthrift) : A way to describe                       败家                    5,667
   netizens who spend too much money on high
   end/luxury brand cosmetics to maintain their
   skin and beauty.                                            长草                 4,097

   长草 (Grow grass): “Grow grass” refers to
   netizens that are motivated to buy products                 跟风           2,247
   after seeing other netizens “shai” or show off
   the product. Netizens use the phrase when                    兽         1,777
   they are influenced or looking to be influenced
   by     recommendations      from    likeminded              818     798
   consumers.                                                                                             Unit: mention
   跟风 (Follow trend):This means someone
   was influenced by the opinion of another user                  Data Source: 451 selected cosmetics forums, CIC Cross
   and persuaded to buy a product. Usually these                  Industry Study, 2008Q3
   products have positive IWOM or are frequently
   discussed on BBS.
   兽 (partial tone of Show, Show off):Same
   as Shai.
                                                               Sample Quote:
   818:Talk about it                                           有用过BB霜的JM吗?近来狂长草,想要败一瓶
For more on net language for the cosmetics                     Any JM’s tried BB cream? I am “growing grass” as I
industry, see seeisee blog article here                        want to buy one (looking for recommendations). link

*Note: the frequency is according to CIC Keyword Frequency
Analysis around Cosmetics terms in terms of No. of mentions.
© 2008 CIC                                                                                                                  17
Category Terms

CATEGORY NET LANGUAGE: Automobile
       Popular auto net language buzz notes
                                                                                 Automobile Term Frequency(2), 2008 Q3
   肉 (Rou):Weak driving power or acceleration
   FB (FuBai) : A humorous usage of the term                               肉                                                      28,593
   “corruption.” Friends on BBS like to spend
   money and hang out with each other by
   organizing offline activities such as dinner                           FB                                                    27,764
   parties or travelling. They call these activities
   “fubai” or FB.
   LD (LingDao, leader) : While the literal
   meaning is boss, netizens usually use it to refer                      LD                             14,343
                                                                                                                          Unit: mention
   to their wife, girl friend, and/or children.
                                                                               Data Source: 3,813 selected automobile forums, CIC Cross
      Focus Nickname Buzz Share in Q3, 2008
                                                                               Industry Study, 2008Q3
                        福福      FCS
             Focus      0.4%    0.2%
             8.0%                                                          Sample Quote:
     FKS                                                                   我的小福我做主。
    11.1%                                                                  I am the master of my own Xiaofu.                              link

                                                                           各位TX,小的刚成为福友不久,想在十一期间带上自己
                                                                           的LD出去自驾游。
                                                       福克斯                 TX (Friends), I become a fan of Ford Focus recently, I
                                                       51.8%
                                                                           want to take my LD for a drive.                     link

                                                                          For more on net language for the auto industry,
      小福
     28.5%                                                                see seeisee blog article here
                                               Data Base: 213,580 Focus   Note (2): the frequency is according to CIC Keyword Frequency
                                               buzz unit(1) in Q3,2008    Analysis around Automobile terms in terms of No. of mentions.
Note (1): buzz unit is the number of posts which mention the keyword.
© 2008 CIC                                                                                                                                       18
Category Terms

CATEGORY NET LANGUAGE: Sports
      Popular sports net language buzz notes
                                                                      Sports Term Frequency*, 2008 Q3

    某蜜/某黑 (-- lover/ -- hater): The people who               姚蜜/黑                                                 33,686
    show strong support for certain athletes or
    teams are called “-- lover,” e.g. Yao lover (姚蜜).          筒子             5,542

    On the contrary, those who frequently criticize
    certain athletes or teams will be named “-- hater,”      卡路里            3,758

    e.g. Yao hater (姚黑).
                                                             绿衫军         1,921                            Unit: mention
    筒子 (Mates): Used to refer to other netizens
                                                               Data Source: 1,676 selected sports forums, CIC Cross
    chatting in the same forums. It is frequently used         Industry Study, 2008Q3
    in sports forums.
                                                             Sample Quote:
    卡路里 (Calorie): In a particular basketball e-             姚明是不是在做一件伟大的事情?姚蜜姚黑免不了要争
    community, this term refers to virtual money             论,因为这题目背后涉及的东西有些复杂
    within the forum (not the heat energy unit).             Is Yao Ming accomplishing great things? Yao lovers or
                                                             Yao haters have something to argue about since this is
    绿 衫 军 (The green shirt army) : This term                 a complex question …                             link
    refers to the Celtics.
                                                             请问各位筒子,哪里可以买到龙腾祥云奥运颁奖服我十
                                                             分想要,太好看了。象征着咱中国的荣誉啊
For more on the net language for sports                      Can anyone tell me where I can buy the uniform they
industry, see seeisee blog article here.                     wore during the gold medal ceremony at the Olympics?
                                                             They are so pretty and also represent the honor of our
*Note: the frequency is according to CIC Keyword Frequency
Analysis around Sports terms in terms of No. of mentions.    nation.                                            link

© 2008 CIC                                                                                                                 19
Category Terms

CATEGORY NET LANGUAGE: Nicknames of sport stars
                                       Nicknames
                                                                         Kobe Nicknames Term Frequency*, 2008 Q3
                                     KB
                                                                    KB                                                       26,609

                                     大神 (Great God)
                                                                   大神                            12,068

                                     小飞侠 (Peter Pan)
                                                                小飞侠             1,825

                                     K24
                                                                   K24       1,129
                                     Mamba                                                                       Unit: mention
                                                                Mamba      211


                                     Yao                              Yaoming Nicknames Term Frequency*, 2008 Q3


                                     大姚 (Big Yao)                  Yao                                                     30,503


                                     要命 (sounds like              大姚                              15,673

                                     “Yaoming”)
                                                                  要命             3,211

                                     姚哥 (Big Bro Yao)
                                                                  姚哥        629
                                     大Y (Big Y)
                                                                           79                                     Unit: mention
                                                                   大Y
 *Note: the frequency is according to CIC Keyword Frequency
                                                              Data Source: 1,676 selected sports forums, CIC Cross Industry Study, 2008Q3
 Analysis around Sports terms in terms of No. of mentions.

© 2008 CIC                                                                                                                                  20
More Net Language References on seeisee Blogs, IWOM
Watch and Tech Blogs

English articles
•   Understanding the Local Online Community Landscape
•   Netizens share experience about National Matriculation
    Test online
•   Net language: Implications for Search Engine Marketing
•   3 pathways to net culture


Chinese articles
•   网络语言大拼盘之大众流行
•   网络语言大盘点之电脑IT流行
•   网络语言大拼盘之丽人流行
•   网络语言大拼盘之汽车流行
•   网络语言大拼盘之体育流行


Tech articles
•   Zipf定律,最省力原则及网络语言
•   文本挖掘技术在CIC的应用
•   情感分析(Sentiment Analysis)的难题




© 2008 CIC                                                   21
DESIGN AND METHODOLOGY

• All collected messages were categorized and mined according to a library of terms (including
   Internet slang) representing companies, brands, products, and attributes customized for the
   unique linguistic environment of mainland China.


• The unit of buzz volume is based on single post (a message posted in online forum)


• All obviously “Irrelevant Messages” such as 灌水 (guan shui) were filtered out. Also, messages
   containing the characters that refer to something other than the intended object were filtered out.
   For example, “大众” the Chinese name of Volkswagen, when referring to “people,” and not the
   brand, was not counted.


• All the sample quotes in this white paper are selected from top BBS in China


• All the pictures and quotes are from online social media




© 2008 CIC                                                                                               22
ABOUT CIC
CIC is the leading Internet Word of Mouth (IWOM) research and consulting firm in China. Since
2004, CIC has pioneered the concept of Internet Word of Mouth (IWOM) that is redefining the
relationship between brands and consumers. CIC coined the term Internet Word of Mouth and is
the thought leader in utilizing it for strategy planning and application in marketing
communications. CIC is committed to both providing objective third party strategic advice to
clients and promoting the healthy development of the Internet Community in China. CIC’s
research and discussion of IWOM’s impact and best practices can be found on company blogs,
IWOM white papers and IWOM watch reports and through its IWOM roundtable events such as
IWOM summit and IWOM classroom.

CIC offers customized research and consulting service to its stable of retainer clients through its
expert IWOM analysts supported by proprietary Chinese language based text mining technology
(patent pending), data processing technology and data visualization technology. CIC’s retainer
relationships stretch over multiple years with multinational clients from Fortune 500 companies.

CIC’s continual development and evolution is driven by a unique, powerful and open mindset and
learning culture which at its foundation continually seeks to understand how the Internet, and
Internet Word of mouth, is redefining the relationships between brands and consumers.

For more information, please visit www.cicdata.com (CIC website), www.seeisee.com (CIC
Company blog in Chinese) and www.seeisee.com/sam (CEO's company blog in English).

© 2008 CIC                                                                                            23
OUR BLOGS:
www.seeisee.com (Chinese)
www.seeisee.com/sam (English)



OUR WEBSITE:
www.cicdata.com



CONTACT US:
                                                                           Thank You
info@cicdata.com




This report is copyrighted material owned by CIC. Any improper use
of this document or its content will be considered a violation of CIC IP
copyright and CIC has the right to take legal action.


本研究报告归CIC公司版权所有。任何对本研究报告或报告中任何内容
的不当使用都将被视为对CIC知识产权的侵犯,CIC有权诉诸于法律。

Weitere ähnliche Inhalte

Ähnlich wie Q3 WP Topic Three-The Diversity of Chinese Net Language

국제E비즈니스학회강장묵 차세대소셜서비스개발(20090619)
국제E비즈니스학회강장묵 차세대소셜서비스개발(20090619)국제E비즈니스학회강장묵 차세대소셜서비스개발(20090619)
국제E비즈니스학회강장묵 차세대소셜서비스개발(20090619)JM code group
 
Really Simple Document Management with Alfresco
Really Simple Document Management with AlfrescoReally Simple Document Management with Alfresco
Really Simple Document Management with AlfrescoAlfresco Software
 
2007 KMWorld Presentation on Augmented Social Cognition Research at PARC
2007 KMWorld Presentation on Augmented Social Cognition Research at PARC2007 KMWorld Presentation on Augmented Social Cognition Research at PARC
2007 KMWorld Presentation on Augmented Social Cognition Research at PARCEd Chi
 
E Num X Chinese Version
E Num X Chinese VersionE Num X Chinese Version
E Num X Chinese Versione-sky, Inc
 
Case Study in Arabic English Web
Case Study in Arabic English WebCase Study in Arabic English Web
Case Study in Arabic English WebAnas Tawileh
 
Enhancing the Social Web through Augmented Social Cognition Research
Enhancing the Social Web through Augmented Social Cognition ResearchEnhancing the Social Web through Augmented Social Cognition Research
Enhancing the Social Web through Augmented Social Cognition ResearchEd Chi
 
Really Simple Document Management - 2009 Update
Really Simple Document Management - 2009 UpdateReally Simple Document Management - 2009 Update
Really Simple Document Management - 2009 UpdateAlfresco Software
 
Internet and Society: Internet Use And Digital Divide
Internet and Society: Internet Use And Digital DivideInternet and Society: Internet Use And Digital Divide
Internet and Society: Internet Use And Digital DivideJames Stewart
 
網絡宣教與牧養教牧講座
網絡宣教與牧養教牧講座網絡宣教與牧養教牧講座
網絡宣教與牧養教牧講座Charles Mok
 
Netpop | Connect: Media Shifts to Social - China 2009 Preview
Netpop | Connect: Media Shifts to Social - China 2009 PreviewNetpop | Connect: Media Shifts to Social - China 2009 Preview
Netpop | Connect: Media Shifts to Social - China 2009 PreviewNetpop Research
 
Poly Books (Japan Finals)
Poly Books (Japan Finals)Poly Books (Japan Finals)
Poly Books (Japan Finals)guestde5b2cc
 
Join the yGen club
Join the yGen clubJoin the yGen club
Join the yGen clubAliciaCurtis
 
Teaching 2.0 Learning & Leading in the Digital Age
Teaching 2.0 Learning & Leading in the Digital AgeTeaching 2.0 Learning & Leading in the Digital Age
Teaching 2.0 Learning & Leading in the Digital AgeMatthew Hayden
 
Globalvoices Salzberg 20090608
Globalvoices   Salzberg 20090608Globalvoices   Salzberg 20090608
Globalvoices Salzberg 20090608Tokyo20
 
Social Media and Translation: Bridging the Two Solitudes
Social Media and Translation: Bridging the Two SolitudesSocial Media and Translation: Bridging the Two Solitudes
Social Media and Translation: Bridging the Two Solitudeschrissalzberg
 
Social Media Very Simple Overview What Is It How Did It Start What Does It Do
Social Media   Very Simple Overview What Is It How Did It Start What Does It DoSocial Media   Very Simple Overview What Is It How Did It Start What Does It Do
Social Media Very Simple Overview What Is It How Did It Start What Does It DoKristin McCullough
 

Ähnlich wie Q3 WP Topic Three-The Diversity of Chinese Net Language (20)

국제E비즈니스학회강장묵 차세대소셜서비스개발(20090619)
국제E비즈니스학회강장묵 차세대소셜서비스개발(20090619)국제E비즈니스학회강장묵 차세대소셜서비스개발(20090619)
국제E비즈니스학회강장묵 차세대소셜서비스개발(20090619)
 
Really Simple Document Management with Alfresco
Really Simple Document Management with AlfrescoReally Simple Document Management with Alfresco
Really Simple Document Management with Alfresco
 
2007 KMWorld Presentation on Augmented Social Cognition Research at PARC
2007 KMWorld Presentation on Augmented Social Cognition Research at PARC2007 KMWorld Presentation on Augmented Social Cognition Research at PARC
2007 KMWorld Presentation on Augmented Social Cognition Research at PARC
 
Society 3 0
Society 3 0Society 3 0
Society 3 0
 
Web2.0 and KM
Web2.0 and KMWeb2.0 and KM
Web2.0 and KM
 
E Num X Chinese Version
E Num X Chinese VersionE Num X Chinese Version
E Num X Chinese Version
 
Case Study in Arabic English Web
Case Study in Arabic English WebCase Study in Arabic English Web
Case Study in Arabic English Web
 
Enhancing the Social Web through Augmented Social Cognition Research
Enhancing the Social Web through Augmented Social Cognition ResearchEnhancing the Social Web through Augmented Social Cognition Research
Enhancing the Social Web through Augmented Social Cognition Research
 
20081123-web2.0class
20081123-web2.0class20081123-web2.0class
20081123-web2.0class
 
Really Simple Document Management - 2009 Update
Really Simple Document Management - 2009 UpdateReally Simple Document Management - 2009 Update
Really Simple Document Management - 2009 Update
 
Internet and Society: Internet Use And Digital Divide
Internet and Society: Internet Use And Digital DivideInternet and Society: Internet Use And Digital Divide
Internet and Society: Internet Use And Digital Divide
 
網絡宣教與牧養教牧講座
網絡宣教與牧養教牧講座網絡宣教與牧養教牧講座
網絡宣教與牧養教牧講座
 
Netpop | Connect: Media Shifts to Social - China 2009 Preview
Netpop | Connect: Media Shifts to Social - China 2009 PreviewNetpop | Connect: Media Shifts to Social - China 2009 Preview
Netpop | Connect: Media Shifts to Social - China 2009 Preview
 
Poly Books (Japan Finals)
Poly Books (Japan Finals)Poly Books (Japan Finals)
Poly Books (Japan Finals)
 
Join the yGen club
Join the yGen clubJoin the yGen club
Join the yGen club
 
Teaching 2.0 Learning & Leading in the Digital Age
Teaching 2.0 Learning & Leading in the Digital AgeTeaching 2.0 Learning & Leading in the Digital Age
Teaching 2.0 Learning & Leading in the Digital Age
 
Globalvoices Salzberg 20090608
Globalvoices   Salzberg 20090608Globalvoices   Salzberg 20090608
Globalvoices Salzberg 20090608
 
Social Media and Translation: Bridging the Two Solitudes
Social Media and Translation: Bridging the Two SolitudesSocial Media and Translation: Bridging the Two Solitudes
Social Media and Translation: Bridging the Two Solitudes
 
Social Media Very Simple Overview What Is It How Did It Start What Does It Do
Social Media   Very Simple Overview What Is It How Did It Start What Does It DoSocial Media   Very Simple Overview What Is It How Did It Start What Does It Do
Social Media Very Simple Overview What Is It How Did It Start What Does It Do
 
Wiki and KM
Wiki and KMWiki and KM
Wiki and KM
 

Mehr von Kantar Media CIC

2014 从社会化商业迈向大数据白皮书 来自2013-2014中国企业社会化商业调研的洞察
2014 从社会化商业迈向大数据白皮书 来自2013-2014中国企业社会化商业调研的洞察2014 从社会化商业迈向大数据白皮书 来自2013-2014中国企业社会化商业调研的洞察
2014 从社会化商业迈向大数据白皮书 来自2013-2014中国企业社会化商业调研的洞察Kantar Media CIC
 
2014 from social business to big data white paper insights from cic's 2013-20...
2014 from social business to big data white paper insights from cic's 2013-20...2014 from social business to big data white paper insights from cic's 2013-20...
2014 from social business to big data white paper insights from cic's 2013-20...Kantar Media CIC
 
CIC联合奥美公关发布《2013微时代危机管理白皮书》
CIC联合奥美公关发布《2013微时代危机管理白皮书》CIC联合奥美公关发布《2013微时代危机管理白皮书》
CIC联合奥美公关发布《2013微时代危机管理白皮书》Kantar Media CIC
 
CIC & Ogilvy PR China released the latest whitepaper “2013 Crisis Management ...
CIC & Ogilvy PR China released the latest whitepaper “2013 Crisis Management ...CIC & Ogilvy PR China released the latest whitepaper “2013 Crisis Management ...
CIC & Ogilvy PR China released the latest whitepaper “2013 Crisis Management ...Kantar Media CIC
 
信息图:2008 - 2014 CIC中国社会化媒体格局图的变迁
信息图:2008 - 2014 CIC中国社会化媒体格局图的变迁信息图:2008 - 2014 CIC中国社会化媒体格局图的变迁
信息图:2008 - 2014 CIC中国社会化媒体格局图的变迁Kantar Media CIC
 
CIC 2014 中国社会化媒体格局概览
CIC 2014 中国社会化媒体格局概览CIC 2014 中国社会化媒体格局概览
CIC 2014 中国社会化媒体格局概览Kantar Media CIC
 
CIC 2014 China Social Media Landscape
CIC 2014 China Social Media LandscapeCIC 2014 China Social Media Landscape
CIC 2014 China Social Media LandscapeKantar Media CIC
 
Viral video cinema vol.23:content is king in video marketing
Viral video cinema vol.23:content is king in video marketingViral video cinema vol.23:content is king in video marketing
Viral video cinema vol.23:content is king in video marketingKantar Media CIC
 
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...Kantar Media CIC
 
CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》
CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》
CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》Kantar Media CIC
 
CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》
CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》
CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》Kantar Media CIC
 
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...Kantar Media CIC
 
Viral Video Cinema vol.20:Stop Motion Animation Collection
Viral Video Cinema vol.20:Stop Motion Animation CollectionViral Video Cinema vol.20:Stop Motion Animation Collection
Viral Video Cinema vol.20:Stop Motion Animation CollectionKantar Media CIC
 
CIC - 新浪微博美妆行业白皮书
CIC - 新浪微博美妆行业白皮书CIC - 新浪微博美妆行业白皮书
CIC - 新浪微博美妆行业白皮书Kantar Media CIC
 
CIC中国社会化媒体格局概览图2013
CIC中国社会化媒体格局概览图2013CIC中国社会化媒体格局概览图2013
CIC中国社会化媒体格局概览图2013Kantar Media CIC
 
CIC China Social Media Landscape 2013
CIC China Social Media Landscape 2013CIC China Social Media Landscape 2013
CIC China Social Media Landscape 2013Kantar Media CIC
 
Viral video cinema v15:the enthusiasm of scent
Viral video cinema v15:the enthusiasm of scentViral video cinema v15:the enthusiasm of scent
Viral video cinema v15:the enthusiasm of scentKantar Media CIC
 
Viral Video Cinema v14(20130211 20130308)
Viral Video Cinema v14(20130211 20130308)Viral Video Cinema v14(20130211 20130308)
Viral Video Cinema v14(20130211 20130308)Kantar Media CIC
 
IWOM watch 2012 compilation_technology (Part 8)
IWOM watch 2012 compilation_technology (Part 8)IWOM watch 2012 compilation_technology (Part 8)
IWOM watch 2012 compilation_technology (Part 8)Kantar Media CIC
 
IWOM watch 2012 compilation_crisis (Part 6)
IWOM watch 2012 compilation_crisis (Part 6)IWOM watch 2012 compilation_crisis (Part 6)
IWOM watch 2012 compilation_crisis (Part 6)Kantar Media CIC
 

Mehr von Kantar Media CIC (20)

2014 从社会化商业迈向大数据白皮书 来自2013-2014中国企业社会化商业调研的洞察
2014 从社会化商业迈向大数据白皮书 来自2013-2014中国企业社会化商业调研的洞察2014 从社会化商业迈向大数据白皮书 来自2013-2014中国企业社会化商业调研的洞察
2014 从社会化商业迈向大数据白皮书 来自2013-2014中国企业社会化商业调研的洞察
 
2014 from social business to big data white paper insights from cic's 2013-20...
2014 from social business to big data white paper insights from cic's 2013-20...2014 from social business to big data white paper insights from cic's 2013-20...
2014 from social business to big data white paper insights from cic's 2013-20...
 
CIC联合奥美公关发布《2013微时代危机管理白皮书》
CIC联合奥美公关发布《2013微时代危机管理白皮书》CIC联合奥美公关发布《2013微时代危机管理白皮书》
CIC联合奥美公关发布《2013微时代危机管理白皮书》
 
CIC & Ogilvy PR China released the latest whitepaper “2013 Crisis Management ...
CIC & Ogilvy PR China released the latest whitepaper “2013 Crisis Management ...CIC & Ogilvy PR China released the latest whitepaper “2013 Crisis Management ...
CIC & Ogilvy PR China released the latest whitepaper “2013 Crisis Management ...
 
信息图:2008 - 2014 CIC中国社会化媒体格局图的变迁
信息图:2008 - 2014 CIC中国社会化媒体格局图的变迁信息图:2008 - 2014 CIC中国社会化媒体格局图的变迁
信息图:2008 - 2014 CIC中国社会化媒体格局图的变迁
 
CIC 2014 中国社会化媒体格局概览
CIC 2014 中国社会化媒体格局概览CIC 2014 中国社会化媒体格局概览
CIC 2014 中国社会化媒体格局概览
 
CIC 2014 China Social Media Landscape
CIC 2014 China Social Media LandscapeCIC 2014 China Social Media Landscape
CIC 2014 China Social Media Landscape
 
Viral video cinema vol.23:content is king in video marketing
Viral video cinema vol.23:content is king in video marketingViral video cinema vol.23:content is king in video marketing
Viral video cinema vol.23:content is king in video marketing
 
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...
 
CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》
CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》
CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》
 
CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》
CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》
CIC与群邑智库联合发布2013旅游行业白皮书《社会化旅游的崛起》
 
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...
CIC and GroupM China released 2013 White Paper on Travellers - The Rise of So...
 
Viral Video Cinema vol.20:Stop Motion Animation Collection
Viral Video Cinema vol.20:Stop Motion Animation CollectionViral Video Cinema vol.20:Stop Motion Animation Collection
Viral Video Cinema vol.20:Stop Motion Animation Collection
 
CIC - 新浪微博美妆行业白皮书
CIC - 新浪微博美妆行业白皮书CIC - 新浪微博美妆行业白皮书
CIC - 新浪微博美妆行业白皮书
 
CIC中国社会化媒体格局概览图2013
CIC中国社会化媒体格局概览图2013CIC中国社会化媒体格局概览图2013
CIC中国社会化媒体格局概览图2013
 
CIC China Social Media Landscape 2013
CIC China Social Media Landscape 2013CIC China Social Media Landscape 2013
CIC China Social Media Landscape 2013
 
Viral video cinema v15:the enthusiasm of scent
Viral video cinema v15:the enthusiasm of scentViral video cinema v15:the enthusiasm of scent
Viral video cinema v15:the enthusiasm of scent
 
Viral Video Cinema v14(20130211 20130308)
Viral Video Cinema v14(20130211 20130308)Viral Video Cinema v14(20130211 20130308)
Viral Video Cinema v14(20130211 20130308)
 
IWOM watch 2012 compilation_technology (Part 8)
IWOM watch 2012 compilation_technology (Part 8)IWOM watch 2012 compilation_technology (Part 8)
IWOM watch 2012 compilation_technology (Part 8)
 
IWOM watch 2012 compilation_crisis (Part 6)
IWOM watch 2012 compilation_crisis (Part 6)IWOM watch 2012 compilation_crisis (Part 6)
IWOM watch 2012 compilation_crisis (Part 6)
 

Kürzlich hochgeladen

The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxThe Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxLoriGlavin3
 
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Alkin Tezuysal
 
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...Wes McKinney
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsSergiu Bodiu
 
Testing tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesTesting tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesKari Kakkonen
 
Time Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsTime Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsNathaniel Shimoni
 
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc
 
Take control of your SAP testing with UiPath Test Suite
Take control of your SAP testing with UiPath Test SuiteTake control of your SAP testing with UiPath Test Suite
Take control of your SAP testing with UiPath Test SuiteDianaGray10
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesThousandEyes
 
Sample pptx for embedding into website for demo
Sample pptx for embedding into website for demoSample pptx for embedding into website for demo
Sample pptx for embedding into website for demoHarshalMandlekar2
 
TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024Lonnie McRorey
 
Data governance with Unity Catalog Presentation
Data governance with Unity Catalog PresentationData governance with Unity Catalog Presentation
Data governance with Unity Catalog PresentationKnoldus Inc.
 
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptxMerck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptxLoriGlavin3
 
UiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPathCommunity
 
A Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptxA Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptxLoriGlavin3
 
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024BookNet Canada
 
Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024Hiroshi SHIBATA
 
Generative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfGenerative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfIngrid Airi González
 
Manual 508 Accessibility Compliance Audit
Manual 508 Accessibility Compliance AuditManual 508 Accessibility Compliance Audit
Manual 508 Accessibility Compliance AuditSkynet Technologies
 
From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .Alan Dix
 

Kürzlich hochgeladen (20)

The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxThe Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
 
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
 
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platforms
 
Testing tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesTesting tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examples
 
Time Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsTime Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directions
 
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
 
Take control of your SAP testing with UiPath Test Suite
Take control of your SAP testing with UiPath Test SuiteTake control of your SAP testing with UiPath Test Suite
Take control of your SAP testing with UiPath Test Suite
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
 
Sample pptx for embedding into website for demo
Sample pptx for embedding into website for demoSample pptx for embedding into website for demo
Sample pptx for embedding into website for demo
 
TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024
 
Data governance with Unity Catalog Presentation
Data governance with Unity Catalog PresentationData governance with Unity Catalog Presentation
Data governance with Unity Catalog Presentation
 
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptxMerck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
 
UiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to Hero
 
A Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptxA Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptx
 
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
 
Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024
 
Generative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfGenerative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdf
 
Manual 508 Accessibility Compliance Audit
Manual 508 Accessibility Compliance AuditManual 508 Accessibility Compliance Audit
Manual 508 Accessibility Compliance Audit
 
From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .
 

Q3 WP Topic Three-The Diversity of Chinese Net Language

  • 1. Topic Three: The Diversity of Chinese Net Language “The Internet is THE Community”: IWOM white paper Series on Internet Word of Mouth (IWOM) Development in China 2008 Q3
  • 2. The Diversity of Chinese Net Language Editorial Summary The Chinese Internet population is now the largest in the world with 253 million users and The 筒子 Mamba 山寨 Community is a major element of the Internet FB 小福 555 稀饭 JMS 长草 败家 跟风 experience. The Community is redefining and revolutionizing relationships that individuals have 氼 闪龙 JS 兽 with each other as well the relationships they have 圐圙 打酱油 818 with institutions such as companies. 本本 ωō 深 Yao 靐 到槑 ing 极品 嘦巭 砳 This white paper, “The Diversity of Chinese Net Language,” is Topic 3 of our “The Internet is THE 宅男/宅 女 猪坚 强 很好很强大 3Q Community” series of reports. In this white paper, I饭 O⑦哖 做人不要太CNN 绿衫 we provide an overview of the Internet Community’s ⑦ 冄⑦號 军 diverse and unique net language that is shaping 謽 兲嫑 到了 扣肉 跑 how netizens communicate both online and offline. 到 814 7 雷 rz It is yet another demonstration of the power and 囧 VS 大神 impact of the Internet Community. Ke/客 O The full “The Internet is THE Community” series of reports can be downloaded here. © 2008 CIC 2
  • 3. DOES NET LANGUAGE MATTER? The National Matriculation Test (NMT) is the test given once a year to all Chinese high school seniors to determine which university they can attend. It is a high profile event that receives national attention. A couple years ago, it was announced that “net language,” i.e. slang terms like Ding (顶), Jiong (囧), and Orz coming from the Internet Community, would not be permitted to be used. The ban of net language on the NMT demonstrates the impact of net language on the Chinese national consciousness and the Chinese language, similar to discussion in France to ban the use of English terms in commercial and government communications. The fact that such a distinct “language” exists on a national level without any other media to promote it also proves the existence of a nationwide Internet Culture within the Internet Community. Net Language VS NMT Composition 考纲规定,语文不考繁难字,作文要平时训练各种文 体,用生造的网络语言可能会被扣分。 According to the test guideline, complex-formed characters should not appear in Chinese; all styles of writing are needed for composition practice; use of “net language” could be penalized. 甲方:不如考回古文算了 Objective: It might as well test for ancient Chinese prose. 乙方:这是正本清源之举 Supportive: They are doing the right thing. link link 丙方:别忽略“生造”二字 Neutral: Don’t use coined characters. See CIC’s blog articles on a quick review of link net language in China here. For more information about the diversity of Chinese net language, © 2008 CIC 3 please refer to CIC IWOM Watch Jun 1-15, 2008
  • 4. A NET LANGUAGE PRIMER In this paper we provide an introduction to Chinese net language. If you don’t read Chinese, you may miss some of the meaning and power of the language. However, we will do our best to at least demonstrate how it is used and examples of its impact by organizing discussions according to the sections listed below. It is our sincere hope our guide will help you to not be “雷ed” (lei) or feel “囧” (jiong) or even be regarded as “槑” (mei) when you are confronted with net language in the future ; P Shai Ke, Shi Ke, Ke Terms Ke Terms Pai Ke, Zhui Ke 客一族 客一族 Category Terms Category Terms Mars Characters Mars Characters 行业网络语言 行业网络语言 火星文 火星文 I饭 (I-Fan), 长草 (Grow grass), The Diversity of 嚤媿洧嚤劦,莪莈洧 小福 (Xiaofu), K24 Chinese Net Language Ancient Ancient Coined Terms Coined Terms Characters Characters 流行新语 流行新语 古文新解 古文新解 Letters and Letters and 猪坚强 (Zhujianqiang), Numbers 囧 (Jiong), 槑 (Mei) Numbers 雷(Lei), 霹雳 (Pili) 字母/数字类 字母/数字类 Orz, Org, 555, 246… © 2008 CIC 4
  • 5. Ke Terms ‘KE/客’: Different ‘ke’s for different personalities Shai Ke 晒客 Shi Ke 试客 Bo Ke 播客 Pai Ke 拍客 Ke/客 Wei Ke 威客 Zhui Ke 追客 Ji Ke 极客 Shan Ke 闪客 Huan Ke 换客 © 2008 CIC 5
  • 6. Ke Terms ‘SHAI KE’ (晒客): A netizen who shows via pictures and videos - Netizens ‘shai’ brands, products, personal collections, decorations, pets, and just about everything Netizens voluntarily shai recent purchases Sample Quote: 平民不败家之晒晒俺的化妆品. I, a common consumer, just “shai” my cosmetics. link NIKE的一款婴儿鞋 看起来很喜欢人 Here is one of my Nike baby shoes, which looks so cool. link Netizens shai special edition McDonald’s cup Sample Quote: 去麦当劳买杯子,这次,我选了蓝色. I went to McDonald’s to buy this cup, and I chose the blue one this time. link 有人收集了麦当劳的奥运杯么.. Has anyone bought this Olympic cup? link For more information about the diversity of Chinese net language, © 2008 CIC 6 please refer to CIC IWOM Watch Sep 16-30, 2007
  • 7. Ke Terms ‘SHI KE’ (试客): A netizen who loves samples & freebies - Shi Kes are professional samplers happy to participate and join activities for free stuff With the proliferation of sampling activities and websites like itry and try2U , the Shi Ke (试客) have emerged as professional samplers. They 试客 seek out opportunities to try anything and everything and are quite willing to offer up personal information in doing so. They also are Trial Sites happy to write up reviews on sampling sites if requested and even quot;shaiquot; the samples. Share Sample Quote: Show 我收到唇膏了...刚到的. 是放在一个白色普通 的信封里寄过来的.好喜欢啊...很不错的样呢. IWOM I just received the lipstick enclosed in a white envelope. It was so nice. I really love the lipstick. link 自己收集的几个试用装申请 有兰寇、莱茵、巴黎创 意美、DHC等等的哦!希望大家会喜欢哦 Here is some information about product trial and application, including Lancôme, VOLES, CCB- PSRIS and DHC. I hope everyone likes them. link Trial Products For more information about the diversity of Chinese net language, © 2008 CIC 7 please refer to CIC IWOM Watch Oct 16-31, 2007
  • 8. Ke Terms ‘PAI KE’ (拍客): Netizen photo and video reporters - Pai Kes seek out opportunities to capture images of cool or hot stuff With the increasing popularity of photo and video sharing sites, Pai Ke (拍客) are netizens who like to take photos and videos with their mobile phones and digital or video cameras. Some sites like KU6, a video sharing site, have tapped into Netizens submit this culture by encouraging “bounty hunter” type ideas for tasks. Netizens can submit tasks such as encouraging others to upload videos of animals in reporting tasks need. If the task is officially recognized by Ku6, then those who submit relevant media are eligible to receive reward points. Ku6 officially recognizes certain tasks as eligible to receive awards Sample Quote: 我要做拍客,支持!!! I want to become a “Pai Ke”. I support it!! link 按照指定的赏金任务完成作品,原创作的呕 Netizens who submitted original idea also Create your own work according to the appointed receive award task. link 我拍了好多热门的发不上去。参加不了赏金任务。希望 加我进去. I’ve taken a lot of cool videos but I can’t upload them. Please give me access. link For more information about the diversity of Chinese net language, © 2008 CIC 8 please refer to CIC IWOM Watch Dec 1-15, 2007
  • 9. Ke Terms MORE KE’S: ‘Bo Ke’, ‘Huan Ke’, ‘Ji Ke’, ‘Shan Ke’, ‘Zhui Ke’, ‘Wei Ke’ 1 2 3 link link link ‘Bo Ke (Podcaster)’ refers to ‘Huan Ke’ refers to netizens who ‘Ji Ke (Geek)’ refers to netizens netizens who upload user generated barter for goods online. that are knowledgeable and a fan of a content. particular field. 4 5 6 link link link ‘ Shan Ke’ refers to netizens ‘Zhui Ke’ refers to netizens who are ‘Wei Ke (Witkey)’ refers to who use the multimedia software up-to-date on all the latest hot online netizens who receive payment for Flash to create animation, videos trends such as online novels and sharing knowledge and exchanging etc. online TV series. services and information. © 2008 CIC 9
  • 10. Mars Characters MARS LANGUAGE: The mark of the 90’s generation Mars characters are composed with a combination of symbols, pictographs, rare and traditional characters. It is a “language” especially popular with the 90’s generation. Netizens have created dedicated sites, manuals and even software for Mars language. Below is a letter composed completely in Mars characters. Mars Sites Personal Letter Written with Mars link Mars Manual link Mars Software link link Dear Jing: Sample Quote: I didn’t make a draft of this letter before writing to 看来现在的小孩子越来越厉害喽,时代在发展呢! you, but I will make an exception this time. Without you, my life resembles a piece of paper filled with It seems that today's children are becoming smarter black and white letters. I am missing the time we and smarter. The world is developing quickly! link spent together laughing and hanging out at home. Although you haven’t answered my letter, it’s ok. © 2008 CIC 10
  • 11. Ancient Characters “囧 (Jiong),” one of the oldest Chinese characters, now leads a new wave of net culture “Jiong Everyday” displayed on An ancient Chinese character, “囧 (jiong),” has Youku (a hot video sharing site) attracted a large amount of attention within the reaches 1,000,000 PV: link Internet community. The original meaning of this classical hieroglyphic Chinese character was “bright,” however, the new “net language” Video definition of the term is “sad, frustrated,” because it resembles this expression on a human face. The character’s design ignited netizens’ passion and inspired them to use the character creatively Over 500 Jiong BBS were in different social applications. For example, born overnight - Baidu “Jiong people created Jiong expression icons (see left), Village” is one of them: link BBS bloggers used it in their blog names (see Jiong Pig) and some netizens even built an official website for Jiong. (check out 囧.WS). A Milk Tea Shop named itself “囧” and increased sales: link Sample Quote: 将大囧文化发扬光大 Let us promote Jiong Culture! link Branding “囧”行网络, 很囧很强大。 “Jiong” is spreading all over the internet . It is Popular Jiong Bags so powerful. link Product For more information about the diversity of Chinese net language, © 2008 CIC 11 please refer to CIC IWOM Watch Apr 16-30, 2008
  • 12. Ancient Characters MORE ANCIENT CHARACTERS: 槑, 囧’s family Netizens’ are passionate about finding new ancient Chinese characters to integrate into their net vocabulary and have created a whole family of net terms for “囧”. 囧’s family 崮 (gu): 囧国国王/ the king of Jiong empire 莔 (meng) : 囧国皇后/ the queen of Jiong empire link 商 (shang): 戴斗笠的囧/ the Jiong with a “槑” is a good example of netizens’ creativity in bamboo hat coining new terms. The original meaning of this 回 (hui): 没眼睛的囧/ the Jiong without eyes classical hieroglyphic Chinese character was “梅(Mei)” or plum blossom. But now, since it 四 (si): 没嘴巴的囧/ the Jiong without a mouth looks like two “呆(Dai)” (meaning spellbound or d 囧 b:百事可乐“爱中国”的手势/ the “Love China” dumbfounded) put together, netizens use it to Pepsi gesture describe something that causes them to be overly shocked or dumbfounded. T囧T: 鄙视你的囧/ the Jiong looking down on you Sample Quote: 外国超(级)跑(车)把我看槑了. 囧rz and ssr囧: 下跪的囧/ kneeling person with I am Mei (spellbound) by foreign sports cars. Jiong face link 囧囧有神: 十分囧,囧到“有神”/ very Jiong © 2008 CIC 12
  • 13. Letters & Numbers Combining letters and numbers allows netizens to communicate in a simple yet powerful way Sample Quote: 我就受点委屈吧,不就是5块钱嘛,555~~ Fine, I can endure this, only 5 yuan, 555 link Letters Numbers Orz: 跪倒/ shows respect to an expert or 555: 哭/ onomatopoeia for crying sound well regarded professional as it resembles 8147: 不要生气/ don’t be angry a person kneeling. 1314: 一生一世/ forever Orz also has some variations: 520: 我爱你/ I love you sto: 换一边跪/ kneel in a different direction 360: 想念你/ miss you org: 美人鱼/ the mermaid 88: 拜拜/ bye prz: 长发垂地的orz/ kneel with hair 246: 饿死了/ I’m hungry hanging straight down 82475: 被爱就是幸福/ being loved is pure szQ: 换一边并舔地的orz / kneel in another happiness direction and lick the floor 4242: 是啊是啊/ yes OTL: 这是完全失落/ totally frustrated 5871: 我不介意/ I don’t mind Oroz: 这是有小腹/ kneel with fat stomach © 2008 CIC 13
  • 14. Coined Terms COINED TERMS: As a sign of the times, Zhujianqiang “猪坚强” represents persistence when facing tough times “Zhujianqiang” or the “persistent pig,” survived for 36 days after the Wenchuan earthquake by drinking rain drops and moisture off of charcoal. The persistent spirit of this pig impressed netizens and as a result his name became hugely popular on the Internet. Some artists even composed songs to praise the pig’s ability to live through tough times. These songs were then widely copied and pasted onto video The pig survived for 36 days after the earthquake portals and BBS, receiving thousands of page views. Even real estate mogul Pan Shi Yi referred to the pig’s persistence when expressing his attitude towards the ailing economy. The song about Sample Quotes Zhujianqiang link 不错,旋律很好听,我喜欢 Sounds wonderful, I like this melody. link Zhujianqiang appeared as a synonym for a 看勒眼睛都湿润勒``在现实社会中``我们也要坚强!! persistent spirit in the My eyes clouded up while watching this video. We face of downturns in the also need to be persistent in tough times. The video of Zhujianqiang’s real estate and banking link commendation conference link markets © 2008 CIC 14
  • 15. Coined Terms More new terms created by netizens to express their strong feelings Coined Terms 雷 (Lei):to shock somebody 打酱油 (Dajiangyou): to buy soy 霹雳 (Pili): extra “Lei” sauce/none of my business 宅男/宅女 (Zhainan/Zhainv): people who 叉腰肌 (Chayaoji): iliopsoas/hip muscle prefer to stay at home 山寨 (Shanzhai): “bandit”, knockoff 俯卧撑 (Fuwocheng): pushups/none of 很…很…: very…, very… my business 做人不要太CNN: don’t be like CNN Sample Quote: link 最能“雷”到菲尔普斯的估计非下面这句莫属了 The comments by the TV analyst that will ‘Lei’ Phelps the most are… 所谓自由泳,就是什么泳姿都可以采用…..等等,“霹 雳”到大批的电视观众。 It’s very interesting to talk about Freestyle swimming means you can swim using any the Olympics using net language style, so the swimmer can ‘Pili’ the audience. 菲尔普斯原是“宅男” Michael Phelps is a ‘Zhainan’ link © 2008 CIC 15
  • 16. Category Terms CATEGORY NET LANGUAGE: Information Technology Popular IT net language buzz notes IT Term frequency*, 2008 Q3 本本(Ben Ben):Nickname for notebook 本本 27,369 悍马(Han Ma):The name of a motherboard series produced by Jetboard, which is well- 悍马 7,132 known for its high performance-price ratio. A饭 (A-Fan): “A-Fan” refers to AMD fans, it A饭 3,047 also refers to ATI fans in the graphic card BBS forums. However, after AMD acquired ATI, ATI 小黑 2,332 fans are also considered as AMD fans. 小黑(Little Blackie):Lenovo ThinkPad 本友 1,383 本友 (Ben You):Owner of a notebook I饭 1,172 Unit: mention I饭 (I-Fan):“I-Fan” refers to Intel fans. Data Source: 583 selected IT related forums, CIC Cross Industry Study, 2008Q3 For more on the net language for IT industry, see seeisee blog article here Sample Quote: I饭进....想给个妹买台搞动画制作的主机.. I-Fans, please help me…I want to buy a computer that’s *Note: the frequency is according to CIC Keyword Frequency Analysis around IT terms in terms of No. of mentions. good for creating animation. link © 2008 CIC 16
  • 17. Category Terms CATEGORY NET LANGUAGE: Cosmetics Popular cosmetics net language buzz notes Cosmetics Term Frequency*, 2008 Q3 晒 (Shai, show off) : Take a picture of cosmetics collection, then upload on BBS to 晒 16,397 show off and share user experience with JMs. 败 家 (Spendthrift) : A way to describe 败家 5,667 netizens who spend too much money on high end/luxury brand cosmetics to maintain their skin and beauty. 长草 4,097 长草 (Grow grass): “Grow grass” refers to netizens that are motivated to buy products 跟风 2,247 after seeing other netizens “shai” or show off the product. Netizens use the phrase when 兽 1,777 they are influenced or looking to be influenced by recommendations from likeminded 818 798 consumers. Unit: mention 跟风 (Follow trend):This means someone was influenced by the opinion of another user Data Source: 451 selected cosmetics forums, CIC Cross and persuaded to buy a product. Usually these Industry Study, 2008Q3 products have positive IWOM or are frequently discussed on BBS. 兽 (partial tone of Show, Show off):Same as Shai. Sample Quote: 818:Talk about it 有用过BB霜的JM吗?近来狂长草,想要败一瓶 For more on net language for the cosmetics Any JM’s tried BB cream? I am “growing grass” as I industry, see seeisee blog article here want to buy one (looking for recommendations). link *Note: the frequency is according to CIC Keyword Frequency Analysis around Cosmetics terms in terms of No. of mentions. © 2008 CIC 17
  • 18. Category Terms CATEGORY NET LANGUAGE: Automobile Popular auto net language buzz notes Automobile Term Frequency(2), 2008 Q3 肉 (Rou):Weak driving power or acceleration FB (FuBai) : A humorous usage of the term 肉 28,593 “corruption.” Friends on BBS like to spend money and hang out with each other by organizing offline activities such as dinner FB 27,764 parties or travelling. They call these activities “fubai” or FB. LD (LingDao, leader) : While the literal meaning is boss, netizens usually use it to refer LD 14,343 Unit: mention to their wife, girl friend, and/or children. Data Source: 3,813 selected automobile forums, CIC Cross Focus Nickname Buzz Share in Q3, 2008 Industry Study, 2008Q3 福福 FCS Focus 0.4% 0.2% 8.0% Sample Quote: FKS 我的小福我做主。 11.1% I am the master of my own Xiaofu. link 各位TX,小的刚成为福友不久,想在十一期间带上自己 的LD出去自驾游。 福克斯 TX (Friends), I become a fan of Ford Focus recently, I 51.8% want to take my LD for a drive. link For more on net language for the auto industry, 小福 28.5% see seeisee blog article here Data Base: 213,580 Focus Note (2): the frequency is according to CIC Keyword Frequency buzz unit(1) in Q3,2008 Analysis around Automobile terms in terms of No. of mentions. Note (1): buzz unit is the number of posts which mention the keyword. © 2008 CIC 18
  • 19. Category Terms CATEGORY NET LANGUAGE: Sports Popular sports net language buzz notes Sports Term Frequency*, 2008 Q3 某蜜/某黑 (-- lover/ -- hater): The people who 姚蜜/黑 33,686 show strong support for certain athletes or teams are called “-- lover,” e.g. Yao lover (姚蜜). 筒子 5,542 On the contrary, those who frequently criticize certain athletes or teams will be named “-- hater,” 卡路里 3,758 e.g. Yao hater (姚黑). 绿衫军 1,921 Unit: mention 筒子 (Mates): Used to refer to other netizens Data Source: 1,676 selected sports forums, CIC Cross chatting in the same forums. It is frequently used Industry Study, 2008Q3 in sports forums. Sample Quote: 卡路里 (Calorie): In a particular basketball e- 姚明是不是在做一件伟大的事情?姚蜜姚黑免不了要争 community, this term refers to virtual money 论,因为这题目背后涉及的东西有些复杂 within the forum (not the heat energy unit). Is Yao Ming accomplishing great things? Yao lovers or Yao haters have something to argue about since this is 绿 衫 军 (The green shirt army) : This term a complex question … link refers to the Celtics. 请问各位筒子,哪里可以买到龙腾祥云奥运颁奖服我十 分想要,太好看了。象征着咱中国的荣誉啊 For more on the net language for sports Can anyone tell me where I can buy the uniform they industry, see seeisee blog article here. wore during the gold medal ceremony at the Olympics? They are so pretty and also represent the honor of our *Note: the frequency is according to CIC Keyword Frequency Analysis around Sports terms in terms of No. of mentions. nation. link © 2008 CIC 19
  • 20. Category Terms CATEGORY NET LANGUAGE: Nicknames of sport stars Nicknames Kobe Nicknames Term Frequency*, 2008 Q3 KB KB 26,609 大神 (Great God) 大神 12,068 小飞侠 (Peter Pan) 小飞侠 1,825 K24 K24 1,129 Mamba Unit: mention Mamba 211 Yao Yaoming Nicknames Term Frequency*, 2008 Q3 大姚 (Big Yao) Yao 30,503 要命 (sounds like 大姚 15,673 “Yaoming”) 要命 3,211 姚哥 (Big Bro Yao) 姚哥 629 大Y (Big Y) 79 Unit: mention 大Y *Note: the frequency is according to CIC Keyword Frequency Data Source: 1,676 selected sports forums, CIC Cross Industry Study, 2008Q3 Analysis around Sports terms in terms of No. of mentions. © 2008 CIC 20
  • 21. More Net Language References on seeisee Blogs, IWOM Watch and Tech Blogs English articles • Understanding the Local Online Community Landscape • Netizens share experience about National Matriculation Test online • Net language: Implications for Search Engine Marketing • 3 pathways to net culture Chinese articles • 网络语言大拼盘之大众流行 • 网络语言大盘点之电脑IT流行 • 网络语言大拼盘之丽人流行 • 网络语言大拼盘之汽车流行 • 网络语言大拼盘之体育流行 Tech articles • Zipf定律,最省力原则及网络语言 • 文本挖掘技术在CIC的应用 • 情感分析(Sentiment Analysis)的难题 © 2008 CIC 21
  • 22. DESIGN AND METHODOLOGY • All collected messages were categorized and mined according to a library of terms (including Internet slang) representing companies, brands, products, and attributes customized for the unique linguistic environment of mainland China. • The unit of buzz volume is based on single post (a message posted in online forum) • All obviously “Irrelevant Messages” such as 灌水 (guan shui) were filtered out. Also, messages containing the characters that refer to something other than the intended object were filtered out. For example, “大众” the Chinese name of Volkswagen, when referring to “people,” and not the brand, was not counted. • All the sample quotes in this white paper are selected from top BBS in China • All the pictures and quotes are from online social media © 2008 CIC 22
  • 23. ABOUT CIC CIC is the leading Internet Word of Mouth (IWOM) research and consulting firm in China. Since 2004, CIC has pioneered the concept of Internet Word of Mouth (IWOM) that is redefining the relationship between brands and consumers. CIC coined the term Internet Word of Mouth and is the thought leader in utilizing it for strategy planning and application in marketing communications. CIC is committed to both providing objective third party strategic advice to clients and promoting the healthy development of the Internet Community in China. CIC’s research and discussion of IWOM’s impact and best practices can be found on company blogs, IWOM white papers and IWOM watch reports and through its IWOM roundtable events such as IWOM summit and IWOM classroom. CIC offers customized research and consulting service to its stable of retainer clients through its expert IWOM analysts supported by proprietary Chinese language based text mining technology (patent pending), data processing technology and data visualization technology. CIC’s retainer relationships stretch over multiple years with multinational clients from Fortune 500 companies. CIC’s continual development and evolution is driven by a unique, powerful and open mindset and learning culture which at its foundation continually seeks to understand how the Internet, and Internet Word of mouth, is redefining the relationships between brands and consumers. For more information, please visit www.cicdata.com (CIC website), www.seeisee.com (CIC Company blog in Chinese) and www.seeisee.com/sam (CEO's company blog in English). © 2008 CIC 23
  • 24. OUR BLOGS: www.seeisee.com (Chinese) www.seeisee.com/sam (English) OUR WEBSITE: www.cicdata.com CONTACT US: Thank You info@cicdata.com This report is copyrighted material owned by CIC. Any improper use of this document or its content will be considered a violation of CIC IP copyright and CIC has the right to take legal action. 本研究报告归CIC公司版权所有。任何对本研究报告或报告中任何内容 的不当使用都将被视为对CIC知识产权的侵犯,CIC有权诉诸于法律。