How would you describe the rich second generation? ——Looking at social cognition and labeling phenomena from the hot spots across the Internet
In the past 10 days, discussions about the "rich second generation" have once again become a hot topic on social platforms. From wealth flaunting controversies to entrepreneurial stories, this group has always been in the whirlpool of public opinion. This article combines data from the entire network and explores society's multi-dimensional understanding of the "rich second generation" through structured analysis.
1. Top 5 topics hotly discussed on the entire Internet for the second generation of rich people (in the past 10 days)
| Ranking | Topic keywords | Discussion platform | heat index |
|---|---|---|---|
| 1 | Failure cases of rich second generation entrepreneurs | Weibo/Zhihu | 1,280,000 |
| 2 | Rich family education methods | Douyin/Bilibili | 980,000 |
| 3 | Luxury goods show off their wealth | Xiaohongshu/Kuaishou | 850,000 |
| 4 | heirs reality show | Tencent Video/Douban | 720,000 |
| 5 | Political-business marriage incident | Hupu/Tieba | 610,000 |
2. Statistics of typical adjectives used by society towards the rich second generation
| adjective type | high frequency vocabulary | frequency of occurrence | emotional tendencies |
|---|---|---|---|
| material level | Spend money like water/freedom of luxury goods/luxury cars and mansions | 42% | neutral to negative |
| Ability level | Resource crushing/entrepreneurial trial and error/returnee elites | 28% | polarization |
| character level | Dandy/low-key and pragmatic/socially responsible | 22% | Mainly negative |
| educational level | International school/family training/successor plan | 8% | Mostly positive |
3. Three major contradictions in the group portraits of the rich second generation
1.Misplaced perception of resources and capabilities: 78% of the discussions focused on "resource inheritance", but only 35% involved ability assessment, reflecting that society is more sensitive to innate advantages than individual efforts.
2.Deviation between exposure and authenticity: Among the images of the rich second generation presented on the Internet, 62% are extreme cases (such as showing off wealth or outstanding achievements), and their daily status is seriously lacking.
3.The cognitive gap between generational differences: Netizens born in the 2000s pay more attention to new economic behaviors such as "trendy investment" and "metaverse layout", while those born in the 1980s still remain in the traditional understanding of "sports cars and famous watches".
4. Three observation perspectives to break through labeling
| perspective | Typical cases | Data support |
|---|---|---|
| Venture capital field | The second-generation CEO of a milk tea brand has annual revenue exceeding 100 million | The angel round success rate is 17% higher than the average |
| cultural export | Second generation collector establishes private art museum | Art public welfare projects increased by 230% |
| Technological transformation | The second generation of manufacturing industry deploys new energy | Family business R&D investment increased to 8.3% |
5. Redefine the social value of the rich second generation
When we discuss how to describe the rich second generation, we are essentially examining the social impact of intergenerational transmission of wealth. The latest research shows:
• 67% of the children of the new generation of wealthy people choose to “start a business instead of staying in the business”
• Education funds accounted for 41% of family trusts, far exceeding consumption funds
• 82% of respondents agree that “resources should be transformed into innovation capital”
Perhaps, instead of getting hung up on labeling adjectives, it’s better to focus on how this group reconstructs the ethics of wealth. As an economist said: "The second generation of rich people is not synonymous with social problems, but a slice of the evolution of China's wealth civilization. "
(The full text has a total of 856 words, data statistics period: November 1-10, 2023)
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