Q3 WP Topic Three-The Diversity of Chinese Net Language

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 ‘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 \"shai\" 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。

Q3 WP Topic Three-The Diversity of Chinese Net Language

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