原创 谢明宏 娱乐硬糖
Original, Xie Myung-hoon, Recreationally Hard Sugar.
作者|谢明宏
Xie Minghong, author
编辑|李春晖
Mr. Lee Chun-yun, editor
许嵩有首歌叫《灰色头像》。
Xu Jian has a song called "Grey Head".
“你灰色头像不会再跳动，哪怕是一句简单的问候。”如果循用陈寅恪先生“以诗证史”的思路，我们能从歌词里发现不少本世纪初国人生活实录：
"Your gray head won't jump again, even if it's a simple greeting." If we follow Mr. Chen's "spoetic history" line, we can find in the lyrics a lot of the lives of the nation at the beginning of this century:
2000年11月，腾讯推出QQ2000版本，将OICQ正式更名为QQ。歌曲中的“打开了OICQ”，实际描写的是2001年以前的事；同时，“灰色头像不会再跳动”表明歌中女主角再也没上线过，对应QQ头像的离线状态，隐喻亲密关系的分崩离析。
In November 2000, the QQQ2000 version was launched, renaming OICQ officially as QQ. The song “Opened OICQ”, which is actually described as pre-2001; at the same time, the “Grey Head will never beat again” indicates that the leading woman in the song has never been online again, in response to the delineation of the QQQ head, which is a metaphor for the breakdown of intimacy.
几百年后，假设已经没了QQ这款APP，理解《灰色头像》恐怕需要借助一本21世纪古汉语词典。不过那时的人们，大概率还是会使用各种头像，亦或者，元宇宙里的虚拟形象？
Hundreds of years later, assuming that there is no more APP than QQ, I'm afraid the Greyhead will need to use an ancient Chinese dictionary for the 21st century. But at that time, people will probably use various images, or virtual images in the Woncosmos?
下个世纪的年轻人，招桃花时还会使用元气美女和粉色静物吗？考研考公，还会祭出菩萨锦鲤吗？不知那时人类是否已经攻克减肥难题，不然“不减十斤誓不为人”的头像想来也能再战百年……
Will the young people of the next century still use a beautiful girl and a pink still? Will they also sacrifice the Buddha's Wall? I wonder if the human race was able to derogate from the problem of fertility, or else the head of the "no less than 10 pounds of vows to be human" will be able to fight for another hundred years.
尽管科技日新月异，但我们对头像依旧执着，甚至更添玄学色彩。这大概相当于老一辈人会苦练签名，头像，就是网生代的门面和名片。比如，最近你朋友圈里有多少位“天仙捧花”，便有多少对着赛博菩萨许下的财色心愿。
In spite of the new technology, we are still obstinate about the head, even more intellectually. This is probably the equivalent of the older generation practicing signatures, the head of which is the face and business card of the Internet generation. For example, how many of your friends in the circle of friends have recently been “fashioned” and how much they want for the fortune of Cyberbuds.
红遍网络的刘亦菲捧花图，据说是财运桃花两相旺。“刚换上，两天来了两个offer”、“亲身经历，换了头像才过一夜，断连三天的crush约我去看电影了”…… 相信大家是因为本就优秀，才种瓜得瓜的。但一点安慰剂效应，似乎也无伤大雅。
Liu Yeefei, who is known to be one of the two great fortunes of the web. “On the other hand, two extras have arrived for two days. “On the other hand, I've spent the night with a different face, and I've been asked to go to the movies for three days,” I believe you've grown a melon because you were so good. But a little solace does not seem to hurt.
如今一个微信群七八个“刘亦菲”的盛景，让人不禁回想起去年《西游记》金钱豹头像火爆的盛况，当然还有早几年的杨超越“锦鲤神图”，永远都有头像在寄托着人类的自我想象和美好愿望。
Today, seven or eight “Yo Yee” scenes of a micro-story are reminiscent of last year's Western Traveling Leanings, and, of course, a few years earlier, Yang has gone beyond the Great Wall Map, always with the head attached to the self-image and good aspirations of human beings.
若每个流行都可以上溯传统，“有史可考”最早对着头像施法的人应该是甄嬛。把小像挂上梅梢，许下“逆风如解意，容易莫摧残”的心愿，可不就招来皇上这个老桃花了吗。
If every pop can go back to tradition, the first person to do anything about the head should be the "Hands of History". Put the little one on a plume and make a wish that "the wind is clear and easy to destroy", and bring this old mahogany to the Emperor.
增强现实，头像即本人
To strengthen reality, the head is me.
欧文·戈夫曼在《日常生活的自我呈现》中首次提出“自我呈现”和“印象管理”。他认为“人生就是一场表演，社会就是舞台，全体成员都是这个舞台上扮演不同角色的演员。”
For the first time, Owen Goffman introduced "self-expression" and "image management" in " Self-presentation of everyday life." He said, "Life is a show, society is the stage, and all members are actors who play different roles on this stage."
社交媒体上的头像，就是人们在虚拟世界中为了自我表达戴上的“舞会面具”。而因为现实社会身份和对互联网产品的不同使用习惯，头像显示出明显的代际性。虽然个体千差万别，但硬糖君将大趋势总结为：85后多用本人头像，90后偏爱二次元头像，95后痴迷玄学头像。
The figure on the social media is the “dance mask” that people wear for self-expression in the virtual world. The image shows obvious intergenerationality because of real social identity and different usages of Internet products.
已是资深社畜的80后、85后，在头像选择上虽不像60后那样来个“花开富贵”或“宁静致远”，但也很难理解Z世代为何使用高冷帅哥、清冷美女的网图——这既非本人，也非明星，不会被人误会为假头像诈骗吗？
It is difficult to understand why the Z generation uses a web map of a handsome, cold-headed, beautiful woman — neither herself nor a star — when it's not like a 60-year-old to choose a “favourable” or “silently distant” head.
出于工作与社会的规训，他们多会选用本人头像。当然也少不得美图APP来帮忙，但通常不会“P妈不认”，作为一种增强现实。
As a matter of work and community practice, they tend to use their own images. Of course, they do not have to help with the APP, but they don't usually “mothers don't recognize it” as an enhancement of reality.
原因很简单，在微信与工作紧密捆绑的今天，85后必须让新加的朋友也能通过头像唤醒记忆。“啊，这是今天xx公司的谁谁。”如果全是“刘亦菲”，人家还没来得及备注就懵圈了。
The simple reason is that today, when micro-letters and jobs are tied closely, 85 days later, new friends must be able to wake up their memories through their heads. "Oh, this is who xx is today. "If it's all "Yo Ye Fie," they can't get their notes back.
一张妥当的头像对85后的社会身份通常要起到正向作用。它是有较强功能性的，大概率是深思熟虑后换上的，也不是经常更换的。既不能像证件照那么刻板，也不能P图太过让别人不能recognize you。可以有个性表达，但不能放飞自我。
A proper headline usually plays a positive role in a post-85 social identity. It is more functional, probably considered and not often replaced. Neither can it be as rigid as a document, nor can it be too rigid for others to recognize you.
试想你是一名幼儿教师，如果头像是“亚克力枪枪”那种搞笑女，就难免会有家长看不惯，这么鬼马伶俐小孩子都不服你管的啦！很遗憾，在微信里，熟龄演员只能“演”自己，无法摆脱真实身份的束缚。
Try to think that you're a young teacher, and if you're a funny girl with a "Akree gun" head, you'll have parents who don't like you when you're a kid. Unfortunately, in our tweets, pro-age performers can only “play” themselves and cannot escape the constraints of their true identity.
但这对80后应该也不构成太大困扰，毕竟他们是从那个互联网匮乏时代走过来的。回看早期QQ头像，就是缺乏个性化选择的。在QQ2004ⅡBeta3版本中，用户才能自定义头像，否则清一色企鹅或像素版帅哥美女。当年的限制也多，不是所有人都能轻易换头像：要么你是QQ会员，要么你是三钻贵族；如果前两个都不满足，那么QQ等级一定要超过16级才行。
In QQ2004II Beta3, users are able to define their own faces, otherwise they are Q1 penguins or Pixel-looking girls. There were many limitations, and not all people could easily change their heads: either you are a member of the QQQ or you are a three-drive aristocracy; if the first two are not satisfied, then the QQQ level must be above 16.
QQ等级是如此重要，以至当年硬糖君上电脑课，第一动作就是把QQ挂上。当时，同学朋友间还有“代挂QQ”，真是时代的眼泪！2019年，腾讯做了QQ周年的系列庆祝活动，其中之一便是“像素头像复古”。硬糖君试了下，在腾讯ISUX公众号里发送“像素头像”依然有自动回复，不过只能单张获取。
The QQQ level was so important that the first move was to hang on to the QQ. At that time, there were friends and classmates who had QQ-plus tears of the time. In 2019, the QQ-year celebration series, one of which was a “pixel head image”, was tested and there was still an automatic response to sending a “pixel head image” to the ISUX public, but only single access.
尽管重塑后的像素头像变高清了，但再也没有“轻舞飞扬”“缘分天空”“追风少年”内味儿了。糊不拉几的头像，伴随几声轻快的跳动咳嗽，是多少人的互联人初记忆呀。
Despite the fact that the reconstructed pixel head has become elevated, there is no longer a taste in the Flying Skies. A few heads, coupled with a few quick beats and coughs, are the first memories of how many people are connected to each other.
二次元的颜值平权运动
A two-dollar image of an affirmative action
在QQ像素头像与脸萌崛起之间的十几年里，90后的头像经历了一段尴尬期。既有像素风，也有杀马特，更有不知姓名的可爱嘟嘴少女。当年的葬爱家族头像，还有一种奇怪的鄙视链。
In a decade or so between the QQ-pixel head and the rise of the face, the post-90 head went through an awkward period. There were pixels, there were the killing of Matt, and there was a cute mouthful girl. The family head was buried, and there was a strange chain of contempt.
就是如果杀马特头像是你本人，大家觉得牛到不行。如果用的是别人的，那就只有一声轻蔑的“切”。那“扮熟的眼线”和“没有抹匀的粉底液”，用95后的头像玄学来说，真的很挡桃花好吗！
If Matt's head is like yourself, everyone thinks it's too good. If it's someone else's, it's just a "cut" of contempt. If it's a "famous eye" and a "unplugged pink bottom" after 95, would it really be a good way to block peaches?
脸萌的一夜爆红，可视为90后头像纪年中的一座里程碑。脸萌发布于2013年底，经过短暂沉淀后，在2014年凭借卡通画风刷屏朋友圈。一时间，大家纷纷把头像换成自己捏的漫画脸，对着本人看也有几分相似之处，但就是“萌”多了。
The one-night red face can be seen as a milestone in the post-90 era. Faces were published at the end of 2013, after a brief period of sedimentation, and in 2014, with cartoons brushing the circle of friends.
应该说，脸萌头像是一场大众颜值平权运动。真人头像那些不能改变的基本盘，可以通过去棱角化的软件进行二次元重塑。它遮盖五官的硬伤，同时突出本人特色，还有个性化配饰和语言框。
It should be said that the face looks like a mass-opportunity movement. The real head, like those basic plates that can't be changed, can be recreated in a binary fashion through deprecated software. It covers the hardness of the five officers while highlighting their own characteristics, personal features and language frames.
相比美图秀秀那种还能看出本人底子的（只要不P太过分），脸萌彻底打破了三维世界的脸蛋门槛。
Faces break the face threshold of a three-dimensional world, compared to those who can see their bottoms (as long as they don't go too far).
脸萌的核心漫画元素，不同于欧美硬派画风，糅合了日本动漫中的萌系风格和中国现代漫画的细腻笔触。从2014年5月22日到6月11日，脸萌迅速从App Store娱乐类免费排行榜第298名上升到第一名。一个月后，脸萌海外版Face Q上线，半个月用户从日增长10来万到单日近百万，在加拿大、美国、西班牙等多个欧美国家登上下载总榜第一。
From May 22 to June 11, 2014, the face rose rapidly from 298th to first, free of charge, in the App Street entertainment category. A month later, the face version of Face Q went online, with half-month users growing from 100,000 to nearly millions per day in Canada, the United States, Spain, etc.
90后需要一个既能代表自己但又不露脸的头像来保住他们的颜值安全感和彰显他们的颜值自尊。脸萌解决了这个问题，配上洗脑式的社交传播，成就了移动互联网早期的一款奇迹产品。不过，由于头像低频更换的特性，注定了这款工具型APP不会具有独立的长久生命力。
After 90, a head that represents itself, but does not show face, is needed to preserve their sense of security and to highlight their self-esteem. Faces solve the problem, with brainwashing social communication, and achieve an early miracle product on the mobile Internet.
但附加在社交产品上，其功能又永远被需要着。在经历数年挣扎后，脸萌于2018年被字节跳动并购，转为抖音里的特效、相机中台，专职技术输出。也许，如今我们在抖音里使用的某个逗趣特效，就是脸萌的一缕残魂。
But attached to social products, the function is always needed. After years of struggle, the face is tumbled and bought by the bytes in 2018, turning to the special effects of the tremors, the middle of the camera, and the full-time technical output. Perhaps, now, some of the fun effects we use in the tremors are a cute phantom.
脸萌头像，本质上是以漫画元素来反映现实社会。当年每逢世界杯、亚运会或大满贯，脸萌的漫画素材就会出现相应更新包。热词“萌萌哒”、“蛮拼的”、“歪头杀”也会很快更新供用户使用。
Each time the World Cup, the Asian Games, or the World Trade Organization is full, the face-breathing comic material is updated. The hot word "breathing," "combious" and "wild" are also quickly updated for use by users.
如今继续使用脸萌头像的，恐怕算得上“老派人”。但日渐成熟的90后仍不改对二次元头像的偏爱，风靡于他们少年时代的日漫是大热选手。那一个个海贼、银魂，既是他们对自我的诗意想象，也是对世界的隐藏喊话。
The use of the face now continues, perhaps to be counted as an “old-fashioned”. But the growing 90 years have not changed in favour of the secondary head, and the wind is greater than the heat of their youth. That pirate, silver spirit, is both a poetic vision of themselves and a hidden cry to the world.
玄学现实，这头像旺我
Genuine reality. This one looks like me.
Z世代中流传这样一条头像玄学：使用某些地方跟自己相像的美女头像，通过长期潜移默化，就能洗脑人们你就长头像那样。
From the Z generation to the genre, you can brainwash people by using the image of a beautiful woman who looks like yourself in some places, and by doing so for a long period of time.
运用这个理论，甄嬛就要用纯元皇后的头像，这样看久了大橘更觉宛宛类卿。浣碧就要用甄嬛的头像，这样催眠了果子狸便觉得浣浣类姐。玉娆就要用甄嬛而不能用浣碧的头像，因为浣碧整体上没她好看，用了会降低自己的美运。
Using this theory, the Queen's head is used to look at the big oranges for a long time. Raccoon's head is used to hypnotize the beaver's sister. Jade's face is used to look like a raccoon instead of a raccoon's head, because the raccoon as a whole does not look good to her and uses it to reduce its own beauty.
传播学家约书亚·梅罗维茨说“媒介环境的变化，必然会导致人类行为的变化”，很好地解释了95后、00后的头像玄学。相比于85后与90后的自我表达，Z世代的头像选择更多倾向于自我期许。
The communicator Joshua Merowitz says that “changes in the media environment are bound to lead to changes in human behaviour”, explaining well post-95 and post-00 headgeography. Compared to self-expression after 85 and post-90, the head of the Z generation prefers self-promising.
用女明星的网感大头照，主要是在吸收那种甜妹明媚氛围自带的社交能量。费沁源就凭借一张头图火爆头像圈，如果你曾经看过一张女孩咬着吸管、明眸善睐、笑容甜美的图像而不知何人，那大概率就是她。
With the female star's web, it's basically the social energy that absorbs the sweetness of the girl's atmosphere. Fai-Jin is using a head-mapping ring, and if you've ever seen a girl bite a straw, open eyes, smile sweetly, it's probably her.
还有早年当网红的赵露思和童星出道的欧阳娜娜，也深谙元气少女头像的拍法。首先画面要有留白，其次眼睛要轻松制造无辜感，最关键的是滤镜组合。比如粉白肤色要冷暖-21，腮红粉桃+100，特效柔光要强度+100，透明度-13……各家有各家的配方，各风格有各风格的好处。
There is also Oyangana, who is an early-year-old cyborg and a child star, and who knows how to take pictures of young girls’ heads. The first one is white, the second eye is easy to create a sense of innocence, and the most important one is a combination of filters. For example, pink color has to be warm – 21, mumps + 100, special effect light has to be strong + 100, transparency – 13... all have their own formulas and styles have the advantages of different styles.
硬糖君至今没看懂《去有风的地方》是什么路数。剧没火，刘亦菲捧花头像却后知后觉地火了，难道是天仙团队全新的营销方式吗？反正硬糖君觉得捧花图在天仙的神图谱系里，只能算作中下。
So far, the Sugar King has not understood the number of ways to go to the wind. Without a fire, Liu Yafi has become aware of the spark. Isn't it a new way of marketing for the Fairy Group?
而且就玄学论玄学，也有破绽可寻。且听硬糖君给你胡诌两句：捧花为无根之花，就算找了桃花也得不到滋养会变成露水桃花。其次，头戴发箍这不压事业运了嘛。还有当年杨超越的做法神图，背景的佛光颇具祥和之气。但实际作用，恐怕和“挂科比不挂柯南”差不多。
And, in the case of archaeology, there is also a glimmer of beauty. And listening to a man of hard sugar saying to you: "A flower without roots, even if a peach flower is found, it will turn into a flower of water." And, secondly, wearing hair and hair is not a disservice to the cause. And there was a good picture of the way the Yang went over, and the light of the background was peaceful. But in practice, I'm afraid, it's similar to the words "Handcoby doesn't hang on to Conan".
不过，和现实里烧香拜佛不一样，在网上换一个招桃花、招财气、招考运的头像，是以游戏化的方式传达态度，显得更加轻盈无负担——没真信，好玩嘛。毕竟，现实里求神应验还要去还愿，换个头像迎来好运只需分享一句“试过真灵”。
However, unlike in reality, the idea of changing the head of the web for peaches, fortunes and foresaws is to convey an attitude in a more playful way — no real faith, fun. After all, in reality, the answer to God is still a wish, and luck in a different way requires just a “trying the true spirit”.
比如一张女孩捧着粉色蛋糕的嘟嘴图，被推荐者打上“这个头像考事业编，从报考、资格审查、笔试、面试到体检全部都会过”的标签。网友立即表示，这图一看就是好事送上门的样子。
For example, a girl with a pink cake punctuated with a reference to “the head exam editor, from examination to qualification, written examination, interview to medical examination.” Netizens immediately said that this was a good thing to show.
相比前代年轻人，Z世代并不在乎头像是不是自己，大量不知名帅哥美女的网图都可以作为自家头像。选择某个头像，似乎只是在选择一种与自己当下心情贴合的氛围。
Compared to previous generations, Z generation doesn't care whether or not it's their own, and a lot of unnamed hot-looking women's web charts can be used as their own. Selecting an image seems to be just choosing an atmosphere that is right for themselves.
头像也是一种流动的符号，大概率可以作为年轻人状态的判断标准。他是在恋爱（用情头），还是在考试（用锦鲤），多少都有线索。从这一点看，头像虽然越来越四六不靠、本人无关，其功能性反而是越来越强的，能解读出的信息也越来越多。
It's also a moving symbol, probably as a measure of young people's state of affairs. He's in love, he's in a test, he's in a test.
原标题：《人类头像简史》
Original title: A brief history of the human image
注册有任何问题请添加 微信：MVIP619 拉你进入群
打开微信扫一扫
添加客服
进入交流群
发表评论