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26 Oct, 2023
TikTok Trung Quốc (Douyin) ra mắt chiến dịch bảo vệ các bậc phụ huynh khỏi "marketing nỗi sợ hãi" khi một số influencer trên nền tảng này gây hoang mang cho phụ huynh về việc con em họ có thể bị tụt hậu so với các bạn trong thời gian nghỉ hè nhằm bán sách
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The summer holiday is meant to be a time for both students and parents to relax. But deliberately (cố tình) anxiety-inducing marketing content (nội dung tiếp thị gây lo lắng cho người xem) has proliferated on Chinese social media, exploiting (khai thác) parents’ fears about their children falling behind (tụt hậu). Now one of the platforms where much of this is happening, Douyin, is taking action.
At the beginning of the summer holiday, which lasts from early July to late August this year, several education influencers on Douyin, the Chinese version of TikTok, posted videos about the importance of the summer holiday for children. A viral screenshot shows different influencers stressing (nhấn mạnh) the importance of the summer holiday for children of every grade.
“The summer holiday of second grade students is the most terrifying (kinh hãi) one,” an account named “Primary Student Parent” (phụ huynh có con cái học tiểu học) selling online classes and textbooks (sách giáo khoa) wrote in one video. In other videos, he explains why the summer holidays for fourth and fifth grade students are the most terrifying.
The “anxiety marketing” has sparked outrage (giận dữ) online, with a related hashtag viewed over 66 million times on microblogging platform Weibo. It even elicited (gợi ra) a response from China’s state broadcaster (phát thanh viên) CCTV strongly condemning (chỉ trích) the actions of these “so-called education experts.”
source: sixthtone,
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