Youku Releases 2024 Annual Dictionary: How Drama Culture Reshapes Public Discourse, from "Bian Xue" to "Xiufei's Return"

Youku Releases 2024 Annual Dictionary: How Drama Culture Reshapes Public Discourse, from "Bian Xue" to "Xiufei's Return"On December 27, 2024, Youku, in collaboration with Xin Zhoukan (a Chinese news magazine), released the "Youku 2024 Annual Dictionary." This dictionary compiles 24 words, all originating from new and classic dramas aired on the Youku platform, vividly showcasing how drama culture reshaped public discourse in 2024

Youku Releases 2024 Annual Dictionary: How Drama Culture Reshapes Public Discourse, from "Bian Xue" to "Xiufei's Return"

On December 27, 2024, Youku, in collaboration with Xin Zhoukan (a Chinese news magazine), released the "Youku 2024 Annual Dictionary." This dictionary compiles 24 words, all originating from new and classic dramas aired on the Youku platform, vividly showcasing how drama culture reshaped public discourse in 2024. From newly coined internet slang derived from new dramas to classic lines imbued with new meanings, these words reflect not only the emotions and values of today's youth but also the unique influence of television dramas in social culture.

• The drama generating the most keywords is Across the River. The show's popularity spawned a unique phenomenon known as "Bian Xue" (literally, "Across the River Studies"). Viewers, enthusiastically dubbed "Bian Xue scholars," deeply explored the actors' performances, costumes, and even the food featured in the show, creating various memes and sparking waves of discussions on social media. "Bian Xue" also gave rise to unique internet slang, such as the character Dan Tuo's catchphrase "Wei La Yang" (meaning "Why?"), Wang Anquan's self-introduction "Wo shi bendi zui hao de tiao gou" (meaning "I'm the best local detective," notable for its unique accent and comedic contrast), and the fictional language of the show's setting, "Wasa Li" (meaning "good luck and happiness"). These phrases spread not only among fans but also permeated broader online culture.

• The most discussed keyword from Across the River is "Zhuan Sheng Ben" (literally, "upgrade studies," referring to the college entrance exam for those with a vocational school diploma seeking university admission). The first episode's line from Shen Xing's uncle, "You should strive for 'Zhuan Sheng Ben,' strive to get into university," prompted extensive audience interaction in the bullet comment section, cleverly connecting the drama's emotion with real-life concerns. This reflects the drama's ability not only to entertain but also to spark reflection and discussion on social realities, fostering interaction among viewers.

• Beyond new slang, Youku's dictionary also includes terms reflecting the new emotions of today's youth. For example, the line "Find a man and get married" from News Queen was used by female viewers to encourage themselves, highlighting the independence and strength of women facing life's pressures. "Zuo Hen" (literally, "to do hate," implying a complex emotional entanglement) from Du Hua Nian showcases a new understanding of relationships among young audiences, reflecting the complexity and diversity of modern emotional expression. The scene of the male protagonist Fei Ke eating steak in New Life was imitated online, with viewers self-identifying as "urban underlings" from Bead Curtain Jade Screen, turning self-deprecation into self-encouragement, showing how young people use humor to cope with pressures. And the line "Please, Heaven, judge the righteous and the wicked," spoken by Xue Fangfei in Ink Rain Cloud, became a viral symbol for seeking justice, used by netizens to uncover the truth and prove their innocence.

• Classic dramas also hold a significant place in the dictionary. The exploration of Empresses in the Palace and Nirvana in Fire continues, with classic lines reused and imbued with new meaning. For instance, "immense wealth" and "to share the imperial ancestral temple" from Nirvana in Fire are frequently used in new contexts, extending their meaning from describing individuals and brands to encompassing industries and cities. "Xiufei's Return" (referring to the Empress Dowager's return to power in Empresses in the Palace) also evolved in various usages, showcasing the enduring power of classic dramas.

• Youku's popularity with dramas like New Life, Cherishing Flowers, Ink Rain Cloud, and Across the River led netizens to liken Youku to "Niu Colu Clan," playfully calling it "Kufu's Return" (referencing the Empress Dowager), reflecting Youku's strong influence in the drama industry. As the exclusive streaming platform for Empresses in the Palace and Nirvana in Fire, Youku continues developing new features like one-click jumps, Huanqiu Movie City, level 10 scholar tests, and a wishing pool, catering to diverse audience needs. These initiatives helped these terms spread widely, strengthening platform engagement.

L Fan, director of the audio-visual center at Peking University's School of Journalism and Communication, believes that the Youku 2024 Annual Dictionary captures the collective viewing memory of the year, connecting internet memes, symbols, and viewing experiences with popular culture, representing a beneficial and interesting innovation. Phrases like "immense wealth" and "Huanqiu Movie City" point to revisiting classics, while "Zuo Hen," "Wei La Yang," and "Please, Heaven, judge the righteous and the wicked" reflect new social emotions, expressions, and consensus. Although the dictionary only captures a portion of cultural memory, it highlights the unique value of Chinese dramas in people's lives. Dramas are an important art form influencing popular culture, and Youku's approachobserving the dramas through the lens of popular cultureis an innovative way to make "memes" both interesting and professional, showcasing the enhanced value of words within their cultural context.

In the future, as more new classics emerge, the Youku dictionary will continue to expand, co-creating collective memories between Youku and its audience. This is not only a crucial step in Youku's development but also a profound record and effective summary of the development of Chinese television dramas and popular culture trends. This annual dictionary summarizes the past while providing new ideas and directions for the future development of drama culture, laying a solid foundation for further exploring the interaction between dramas and popular culture. Through these drama-derived terms, we can gain a deeper understanding of the lifestyle, values, and cultural expressions of contemporary youth, which holds significant importance for cultural research and social development.

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