The National Matriculation Test (NMT), or college entrance exam, is a national test that is taken by millions of netizens across the country. It is the culmination of many years of hard study and will determine the students’ future.

In this IWOM watch, we see that netizens are no longer content with just mainstream media reporting of the event, they report their experiences themselves on BBS, blogs and online video sites. More than just reporting, this sharing via IWOM serves as a communal pressure release. Also, interesting to note regarding IWOM is that in the new test guidelines released this year, netizens were “strongly discouraged” from using net language in their essays which created extensive debate online, suggesting net language has a significant impact on Chinese culture.

For more on net language, see our previous blog articles here (EN) and here for CN.

Case Study

National Matriculation Test: Netizens connect and share experience online
(高考，与网络同步)

Summary

Video sharing sites become the reporting platform 网络视频成为高考报道平台

Although the 2008 National Matriculation Test (NMT) is over, the test is still a hot topic among netizens. Netizens have created and uploaded thousands of videos about the NMT on video sharing websites, like Youku and Tudou. Video creators used their own creativity to express their thoughts, experiences and feelings towards “the nation’s big issue”. Some are made just for fun, while others are made from real-life footage of the students, teachers and parents during the days surrounding the exam. This type of content has been widely viewed and shared by users and more netizens are beginning to act as “grassroots reporters” during important events like the NMT.

Composition and net language 高考作文慎用网络语言再成争议

The composition of the NMT is one of the hottest topics discussed by netizens. In particular, the new guideline includes a warning against the use of net language and asks that students “use net language carefully.” This new guideline created controversial buzz online. People questioned the rule and debated whether or not net language should be reconsidered and included in test guideline, as net language has become part of mainstream culture and netizens’ daily life.

CIC View

The fact that the NMT addressed the use of net language on the national exam shows the influence and widespread use of net language. As the Internet becomes part of daily life in China, and new “net” words emerge, such as Ding (顶), Jiong (囧), ORZ, brands need to understand the importance of net language and find ways to integrate and build these new terms into campaigns or marketing communications issues in order to relate to and draw the attention of young consumers.

Screen shot of the index for the full IWOM watch report:

See below for other related posts that may be of interest:

- IWOM Watch Apr 16-30: Netizens find new channels for self expression
- IWOM Watch Apr 1-15: Understanding the Local Online Community Landscape
- 3 pathways to net culture
- Hey DX, hope you like this post on net language for auto industry