控评

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kòngpíng: 控评 - Comment Control, Review Manipulation

Quick Summary

  • Keywords: kòngpíng, 控评, kongping meaning, what is kongping, Chinese comment control, review manipulation, Chinese social media, astroturfing China, fan culture China, C-ent, 饭圈 (fànquān), 水军 (shuǐjūn), Weibo
  • Summary: Learn about 控评 (kòngpíng), a powerful modern Chinese internet term for comment control or review manipulation. Discover how organized fan groups and PR teams dominate online discussions on platforms like Weibo by flooding comment sections with positive content, burying criticism, and shaping public opinion. This guide explores the cultural context of 控评 in Chinese fan culture (饭圈) and its significant impact on social media discourse.

Core Meaning

  • Pinyin (with tone marks): kòngpíng (kòng píng)
  • Part of Speech: Verb, Noun
  • HSK Level: N/A
  • Concise Definition: The organized act of controlling an online comment section by flooding it with positive or formulaic comments to promote a certain viewpoint and suppress negative feedback.
  • In a Nutshell: Imagine a celebrity posts on social media. Instantly, hundreds of highly-organized fans post similar, glowing comments to ensure that any negative or critical opinions are pushed down and never seen. This coordinated “public relations blitz” for comment sections is 控评. It's not just leaving a nice comment; it's a large-scale, systematic operation to manufacture a positive consensus, whether for an idol, a company, or a product.

Character Breakdown

  • 控 (kòng): This character means “to control,” “to manage,” or “to dominate.” The left side, the hand radical (扌), suggests an action done with the hands, implying direct manipulation and management.
  • 评 (píng): This character means “to comment,” “to review,” or “to critique.” The left side, the speech radical (讠), links it directly to words, speech, and opinions.
  • When combined, 控评 (kòngpíng) literally and directly translates to “to control comments,” perfectly capturing its modern meaning of manipulating online discussions.

Cultural Context and Significance

  • 控评 is a defining phenomenon of modern Chinese internet culture, especially within the highly organized and passionate world of “fan circles” or 饭圈 (fànquān). For these groups, an idol's public image is paramount. A single negative comment is not just an opinion; it's seen as an attack on the idol and, by extension, the entire fan community.
  • Comparison to Western “Astroturfing”: While the West has “astroturfing” (creating fake grassroots support), 控评 is unique in its scale, organization, and cultural acceptance within fan groups. Western fans might defend a celebrity, but Chinese fan groups often have formal hierarchies, designated tasks, pre-written comment templates (known as “copy-paste text” or 复制文案), and coordinated schedules for their 控评 missions. It's less a spontaneous defense and more a disciplined, almost military-style digital operation.
  • “Face” (面子) in the Digital Age: This practice is a modern extension of the concept of “face” or 面子 (miànzi). The goal of 控评 is to protect the celebrity's public face by presenting an image of universal love and adoration. It also reflects a form of digital collectivism, where the group's goal (protecting the idol) supersedes the value of individual, authentic expression in a public forum.

Practical Usage in Modern China

  • Celebrity Fan Culture: This is the most common context. When a celebrity releases a new song, appears in a TV show, or is involved in a controversy, their fan groups immediately mobilize to 控评 related posts on Weibo, Douban (a review site), and other social media platforms. They upvote positive comments and flood the section with their own, ensuring a favorable first impression for any casual reader.
  • Corporate and Brand Management: Companies use 控评 to manage their brand image. After a product failure or a corporate scandal, a company's PR team might employ a 水军 (shuǐjūn), or “water army,” of paid posters to flood their social media pages with positive or neutral comments to drown out angry customers.
  • E-commerce: A related practice is 刷好评 (shuā hǎopíng), or “brushing positive reviews,” on sites like Taobao. This is a form of 控评 applied to product pages to boost sales by creating a false sense of popularity and quality.
  • Connotation: The term 控评 almost always carries a negative or cynical connotation among the general public, as it implies inauthenticity and manipulation. However, within a fan group, it's seen as a necessary and loyal duty.

Example Sentences

  • Example 1:
    • 那个明星的粉丝控评能力太强了，根本看不到一条差评。
    • Pinyin: Nàge míngxīng de fěnsī kòngpíng nénglì tài qiáng le, gēnběn kàn bu dào yī tiáo chàpíng.
    • English: That celebrity's fans are too good at comment control; you can't find a single negative review.
    • Analysis: This is a common complaint from a neutral observer about the effects of 控评.
  • Example 2:
    • 姐妹们，新剧开播了，大家快去微博控评！
    • Pinyin: Jiěmèi men, xīn jù kāibō le, dàjiā kuài qù Wēibó kòngpíng!
    • English: Sisters, the new show is out, everyone quickly go to Weibo to control the comments!
    • Analysis: This is a typical call to action from a fan group leader. “姐妹们” (sisters) is a common way to address fellow female fans. Here, 控评 is used as a verb.
  • Example 3:
    • 这条微博下面的控评也太明显了，全都是一样的文案。
    • Pinyin: Zhè tiáo Wēibó xiàmiàn de kòngpíng yě tài míngxiǎn le, quán dōu shì yīyàng de wén'àn.
    • English: The comment control under this Weibo post is too obvious; it's all the same copy-pasted text.
    • Analysis: Here, 控评 is used as a noun to refer to the result of the action. The speaker is pointing out the lack of authenticity.
  • Example 4:
    • 公司发布道歉声明后，立马请了水军来控评，试图挽回声誉。
    • Pinyin: Gōngsī fābù dàoqiàn shēngmíng hòu, lìmǎ qǐng le shuǐjūn lái kòngpíng, shìtú wǎnhuí shēngyù.
    • English: After the company issued an apology, they immediately hired a “water army” to control the comments, trying to save their reputation.
    • Analysis: This example shows the corporate use of 控评, linking it to the concept of a 水军 (shuǐjūn).
  • Example 5:
    • 我只是想看看大家对这部电影的真实想法，而不是粉丝的控评。
    • Pinyin: Wǒ zhǐshì xiǎng kànkan dàjiā duì zhè bù diànyǐng de zhēnshí xiǎngfǎ, ér búshì fěnsī de kòngpíng.
    • English: I just want to see people's real thoughts on this movie, not the fans' comment control.
    • Analysis: This sentence highlights the core conflict created by 控评: the battle between manufactured consensus and authentic opinion.
  • Example 6:
    • 如果不控评，黑粉的恶评就会被顶到最上面。
    • Pinyin: Rúguǒ bù kòngpíng, hēifěn de èpíng jiù huì bèi dǐng dào zuì shàngmiàn.
    • English: If we don't control the comments, the anti-fans' malicious reviews will be pushed to the top.
    • Analysis: This shows the justification for 控评 from a fan's perspective, framing it as a defensive action against 黑粉 (hēifěn), or “anti-fans.”
  • Example 7:
    • 这个产品的差评都被控评压下去了，消费者很容易被误导。
    • Pinyin: Zhège chǎnpǐn de chàpíng dōu bèi kòngpíng yā xiàqù le, xiāofèizhě hěn róngyì bèi wùdǎo.
    • English: The negative reviews for this product have all been suppressed by comment control; consumers can be easily misled.
    • Analysis: This sentence uses the passive voice (被…压下去 - bèi…yā xiàqù), showing 控评 as an external force acting upon the comments.
  • Example 8:
    • 数据组负责发帖，我们其他人负责控评和点赞。
    • Pinyin: Shùjù zǔ fùzé fātiē, wǒmen qítā rén fùzé kòngpíng hé diǎnzàn.
    • English: The “data group” is responsible for making posts, and the rest of us are responsible for controlling comments and liking.
    • Analysis: This reveals the division of labor within a highly organized fan group, where 控评 is a specific, assigned task.
  • Example 9:
    • 他试图通过控评来带节奏，但网友们并不买账。
    • Pinyin: Tā shìtú tōngguò kòngpíng lái dài jiézòu, dàn wǎngyǒu men bìng bù mǎizhàng.
    • English: He tried to manipulate public opinion through comment control, but the netizens weren't buying it.
    • Analysis: This connects 控评 to the broader concept of 带节奏 (dài jiézòu), “leading the rhythm” or guiding public opinion.
  • Example 10:
    • 如今的网络环境，想找到一个没有被控评过的评论区太难了。
    • Pinyin: Rújīn de wǎngluò huánjìng, xiǎng zhǎodào yī gè méiyǒu bèi kòngpíng guò de pínglùn qū tài nán le.
    • English: In today's online environment, it's too difficult to find a comment section that hasn't been subjected to comment control.
    • Analysis: This is a lament about the widespread nature of 控评 and its effect on the internet as a whole.

Nuances and Common Mistakes

  • False Friend: “Moderating” vs. “Controlling”. Do not confuse 控评 (kòngpíng) with “moderating comments.”
    • Moderating is a neutral administrative task. A moderator removes spam, illegal content, or hate speech according to established rules to keep a community healthy.
    • 控评 (kòngpíng) is a biased, promotional activity. Its goal is not to enforce rules, but to create a specific impression by burying negative opinions and amplifying positive ones, often with inauthentic, coordinated posts.
  • Common Mistake: Incorrect Scale. A beginner might think leaving a single positive comment is 控评. This is incorrect. 控评 is defined by its organized, large-scale, and repetitive nature.
    • Incorrect: 我给我朋友的照片控评了。(Wǒ gěi wǒ péngyou de zhàopiàn kòngpíng le.) - This sounds very strange, like you launched a massive PR campaign for your friend's single photo.
    • Correct: 我给我朋友的照片留了言，夸她很漂亮。(Wǒ gěi wǒ péngyou de zhàopiàn liú le yán, kuā tā hěn piàoliang.) - “I left a comment on my friend's photo, telling her she's beautiful.” This is the natural way to express it.

Related Terms and Concepts

  • 饭圈 (fànquān) - “Fan circle.” The organized communities of fans where 控评 is a primary activity.
  • 水军 (shuǐjūn) - “Water army.” Paid online commenters hired to perform tasks like 控评, often for corporate or political purposes.
  • 刷好评 (shuā hǎopíng) - “To brush positive reviews.” A specific type of 控评 focused on e-commerce product pages.
  • 黑粉 (hēifěn) - “Black fan” or “anti-fan.” The group whose negative comments fan groups aim to suppress with 控评.
  • 带节奏 (dài jiézòu) - “To lead the rhythm.” A broader term for manipulating public opinion online. 控评 is one of the main tactics used to 带节奏.
  • 洗地 (xǐdì) - “To wash the floor.” To aggressively make excuses for someone's wrongdoing or scandal. A major goal of crisis-response 控评 is to 洗地.
  • 控场 (kòngchǎng) - “To control the scene/field.” A related concept of maintaining control, but broader than 控评 and can be used for offline events (e.g., a host controlling a talk show).
  • 微博 (Wēibó) - The Twitter-like social media platform that is the main battlefield for 控评 in China.