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这届年轻人在养一种很新的“娃”

2023-09-20来源:和谐英语

近几年,网上“晒娃”不再是宝爸宝妈的专属风潮,越来越多年轻人沉迷于在社交网络上“养娃”、“晒娃”。而让他们“无痛当妈”的是一只只呆萌可爱的毛绒玩具。

 

不知从何时开始,这届年轻人的社交圈逐渐被各种毛绒公仔“渗透”了。

“茄总”、“花生企鹅”……最近在社交媒体上刷屏的这些毛绒玩具来自Jellycat。这个本是为婴幼儿设计安抚玩具的毛绒玩具品牌,现在却受到国内年轻人的喜爱。

除了经典动物形象,Jellycat每年会推出不同造型的毛绒玩具,有食物、运动品、植物等,一句话概括就是万物皆可Jellycat:

It can be a bunny, a bear or a penguin. It can also be creatures less seen in stuffed toy designs, such as a chameleon, a lizard, a scallop, a lobster or even a frog. It also comes in shapes of food and everyday items around us, from avocados, tomatoes and croissants to potted flowers, coffee cups and soccer balls.
Jellycat不仅有兔子、熊或企鹅形象公仔,也有毛绒玩具中比较少见的动物形象,如变色龙、蜥蜴、扇贝、龙虾甚至青蛙。还推出了鳄梨、西红柿、羊角面包等日常生活中的食物玩偶,或是盆花、咖啡杯、足球等物品形象。

这些公仔有一个共同的设计特点——拟人化,一对黑色滚圆的豆豆眼,形似半个括号的谜之微笑嘴。

配上文字制成当下最流行的发疯表情包,他们就是当代年轻人的互联网“嘴替”:

对于“娃圈”玩家来说,毛绒玩具不仅是玩具,每个玩偶都是他们独一无二的小孩。

他们会和娃对话

带娃旅行

甚至还把一个个玩偶的标签收集成册,名曰“上户口”

一位玩家称,实际上,年轻人正在通过“晒娃”的方式在社交媒体上分享自己的生活。

“Today’s young people don’t shy from telling others who they are. By sharing on platforms such as Xiaohongshu about the Jellycat pieces they own, the accessories they put on the plushies to give them characteristics, and the memes they photoshop using photos of their plushies, they’re actually sharing about their tastes, personalities and lifestyles. A wide extent to which these contents reach the platforms’ users in turn helps the brand build its brand popularity,” she said.
“今天的年轻人毫不避讳地告诉别人他们是谁。在小红书等平台上“晒娃”,给毛绒玩具梳妆打扮,以及用他们制作表情包,年轻人实际上是在通过这些行为分享自己的品味、个性和生活方式。”

 

年轻人的“养娃风”最早是从棉花娃娃、BJD娃娃圈流行起来的。一个完整的棉花娃娃由裸娃与服饰组成,通常分为15厘米和20厘米的尺寸,给娃安装塑料骨架还可以让其摆出不同的动作。“娃妈”可以为他们准备不同的服装、配饰,变换发型,有玩家还会为棉花娃娃购置专门的“房间”、“家具”、“玩具”。

随着“养娃风”兴起,毛绒玩偶也加入了这波浪潮。从Jellycat到迪士尼的星黛露、玲娜贝儿公仔,再到粉红loopy玩偶……一个又一个或软萌或逗趣的毛绒玩具在“娃圈”走红。

 

如今,越来越多年轻人加入养娃”大军,每天给“娃”梳妆打扮,出门逛街、旅游随身携带,合影打卡发小红书,这些已成为“娃妈”的养娃日常。

给毛绒玩具赋予超过了玩具的意义,其实是年轻人在用一种更快捷、更简单、更直接的方式获得情感满足。

For 27-year-old Daisy, her moment is lying on the couch with her Jellycat daisy in her arms after going home from work.
对于27岁的Daisy来说,她最享受的时刻就是下班回家后躺在沙发上,怀里抱着她的Jellycat公仔。

“I spend two hours commuting every day, and working overtime has been the norm for me, so I often go home feeling tired and just don’t want to talk or move too much,” she shared with Shenzhen Daily. “Whenever I go home, my daisy is always there waiting for me with a smile on her face. I sometimes talk to her about my happiness and frustrations, and it doesn’t matter that she can’t reply, because I’ve had enough opinions and suggestions from people around me. She feels so soft — when I hug her, I feel like she is also hugging me.”
Daisy对记者表示:“我每天花两个小时通勤,加班是常态,所以回家时经常感到疲惫,不想说话或活动。每当我回家时,我的小Daisy总是面带微笑地在那里等着我。我有时会向她倾诉我的快乐和难过,她不能回答也没关系,因为周围人已经给了我足够多的意见和建议。她很柔软——当我拥抱她时,我觉得她也在拥抱我。”

毛绒玩具正在成为当代年轻人生活的安抚物,为孤独的年轻人提供情绪价值,和无声的陪伴。相对于经营一段关系、饲养宠物,毛绒玩偶的陪伴更加自由而无障碍,除了可承受的金钱支出之外,不需要多余的付出和过度思考,更没有生老病死及感情破裂的焦虑与担忧。

有网友称,“玩偶就是一颗情感代糖,精神抚慰品里的‘赤藓糖醇’,它足够甜,又没有负担。”