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    McCarthy’s ‘No Win’ Shutdown Scenario_我的网站

    相约星期六

    一 |     “弟弟夸我的车上好香啊!00后男友香腌入味”“给未来婆婆送礼以为要上千元,实际只花了200多元”“40岁上海女生,周末极简美妆盘点”……诸如此类标题,在小红书上频繁涌现。    

    With pressure mounting to avert a government shutdown, heightened by culture war demands from House conservatives burned by previous brawls, the House speaker faces a difficult decision – risk a shutdown or risk the gavel.
    That was 2015. But 2023 is treading a similar course.
    For former House Speaker John Boehner, it was the final chapter in a lengthy standoff with House conservatives that contributed to his resignation from Congress after 25 years and almost five in the top job. For current House Speaker Kevin McCarthy, just seven months into his tenure, the outcome remains an open question.
    With a looming deadline to fund the government and much left to be accomplished upon Congress’ return from recess, McCarthy and other congressional leaders expressed willingness earlier this month to pass a stop-gap measure to keep the government funded, buying lawmakers more time to work out the 12 appropriations bills they’ve been pursuing. But demands from the House Freedom Caucus have complicated the effort and put McCarthy in yet another bind from the right that analysts say could be the one to put his leadership position on the line.
    “This is now the most important fight he faces as speaker and the choice between kind of the campaigning arm, the House Freedom Caucus arm, and the actual governing arm of keeping a government running,” says Casey Burgat, the director of the Legislative Affairs Program at George Washington University’s Graduate School of Political Management.
    McCarthy has walked a fine line with the conservatives since the speaker battle, when they took him 15 grueling rounds before granting him his win, and in turn gained the power to bring up a vote for his ouster, lowering the threshold to just a single lawmaker.
    So when the House Freedom Caucus announced it would oppose a stop-gap measure to keep the government funded unless certain conservative provisions are includes – like addressing DOJ "weaponization" and ending "woke" Pentagon policies – it prompted a confrontation with McCarthy that’s been brewing and bubbling in fits and starts for months, ready to boil over.
    Such legislation would lose support among House Democrats and face steep odds in the Democrat-controlled Senate, making a shutdown likely. But without the support of conservatives on a clean continuing resolution and only a few votes to spare in the GOP narrow majority, McCarthy will likely need to rely on Democrats to approve a stop-gap measure – a move sure to provoke the hard-liners in his caucus.
    “This is where his choice comes in,” Burgat says. “If he takes Democratic support, which likely he'll need to do, then that opens himself up to at least a motion to vacate because it only takes one now.”
    The contours of the standoff were previewed during the debate over the debt ceiling, as House conservatives demanded controversial spending cuts and policies that put McCarthy in a difficult negotiating position with Democrats and the White House. Ultimately, Democratic votes on the debt ceiling agreement outnumbered Republicans in the House in a turn of events that infuriated some members of the House Freedom Caucus.
    That same small but vocal minority – numbering in the mid-30s out of 222 Republicans in the chamber, though the caucus doesn’t publicize the exact number – made their frustration known just days later, when they blocked a routine vote, sending the chamber into a week-long gridlock. At the chamber’s reunification, McCarthy told reporters they had agreed to “sit down and talk more” in future spending negotiations. And shortly after, Republican appropriators agreed to mark up the 12 spending bills well below the levels agreed to in the debt ceiling deal in what appeared to be a major concession made to the House Freedom Caucus that has colored the funding process so far.
    But this time, emboldened by the shortcomings in the last fiscal battle, they may come out with a greater show of force, as McCarthy faces what political science professor Rob Mellen Jr. calls a “no win situation.”
    “I think this might be the fight they're willing to go to the mat for,” says Mellen, of the University of South Florida. “That this time if he really doesn't feel like he's going to compromise with them and give them what they want, that they may be willing to just say, ‘Hey, we'll shut this down. We'll go that direction, and we'll remove you if you go to the Democrats.’”
    Members of the Freedom Caucus have for months suggested that they would be willing to let the government shut down if they don’t agree with the funding package. Indeed, for the conservatives, who largely hail from safe districts, there isn’t much to lose, as analysts note that if the government shuts down and Republicans are blamed, the conservatives won’t be on the chopping block like their colleagues in swing districts.
    But some have noted that for the Freedom Caucus, perhaps armed with the understanding that their demands have little chance of becoming reality, the ultimate goal may be McCarthy’s removal after all.
    “It just puts McCarthy in this bind and sort of forces his hand almost to do what he did before, which is get the government funded with Democratic votes, and in so doing, they can respond by triggering a call for his removal,” says David C. Barker, professor of government and director of the Center for Congressional and Presidential Studies at American University. “And I think that's what they're agitating toward. That's what they want. That's kind of what they wanted from the beginning. And they've been looking for a mechanism to do it. And I think maybe all along they've planned on this being the one.”
    True to form, Rep. Ronny Jackson of Texas didn’t mince words about McCarthy’s dilemma with the Freedom Caucus last week, calling a motion to oust McCarthy “inevitable” if he continues to rely on Democrats.
    “McCarthy’s going to have to listen to the people on the right or else he’s going to have to rely on the Democrats to pass this,” Jackson said on Steve Bannon’s “War Room” podcast. “But I’m telling you if that happens, I mean, it’s going to be detrimental to leadership in the House if they blow off the concerns of the people like myself and Freedom Caucus and some of the other people on the right that are making reasonable demands in this process – it’s going to be a problem.”
    Whether McCarthy can rely on Democrats to back a CR is one thing. But whether they’ll protect his gavel is another matter altogether.
    Some dynamics suggest at least some Democrats would come to his aid, like reports of a coalition of Democrats offering McCarthy a deal during the debt ceiling fight that they would help him keep his job should he responsibly raise the debt ceiling. Another calculation for Democrats is McCarthy’s possible replacement, who likely wouldn’t align more closely with their positions, making McCarthy’s retention arguably in Democrats' best interest.
    But even if McCarthy survives a motion for his ouster with the help of Democrats or calls conservatives’ bluff and his speakership isn’t ultimately threatened, analysts say his hold on the conference will remain shaky and his ability to get things done stunted.
    “He can only afford to lose four. And if there's 40 that are just mad at him all the time, then they're going to be reluctant to support him even if it's on things that they want to,” Burgat says. “They've proven willing to shut down the chamber even when it's run by their own party. And so, as much as he'll defang them on this one vote, he'll need them again for any Republican priorities to be passed out of the House heading into an election year.”
    It’s a dynamic that haunted Boehner for years and ultimately contributed to his early departure. And the House Freedom Caucus has only grown bigger and more brash, releasing statements and listing demands publicly, while McCarthy’s margin is just a fraction of what the former speaker’s was in 2015.
    “McCarthy is closer to being one of them than Boehner ever was,” Barker says. “Boehner really was more of a traditional Chamber of Commerce-type of Republican whereas McCarthy stylistically and policy-wise for some time now has been a MAGA-friendly flame thrower right in line with them. He certainly was during the Trump years. And so, you know, it just shows their willingness to eat their own.”
    Unlike McCarthy, Boehner was already on his way out, planning to resign months later, when he made the decision to step down. Even then, he noted that had he not been planning to leave, he wouldn’t have done so when talk of a motion to vacate began swirling.
    “It was never about the vote. There was never any doubt about whether I could survive a vote, but I don’t want my members to have to go through this, and I certainly don’t want the institution to go through this, especially when I knew I was thinking about walking out the door anyway,” he told reporters at the time.
    When asked what advice he would give to McCarthy, then his presumed successor, he urged the California Republican to protect the institution. And when questioned by another reporter about whether the next speaker would ultimately face the same fate, he earnestly replied.
    。                   当你看到这些笔记标题配上精美的封面图时,会不会忍不住点进去,一探究竟?                    当你按捺不住点进去,很快会发现笔记里没有00后帅哥的脸,只有一款从没听过的车载香薰的种草帖。你还没来得及退出去,不经意滑到笔记下方的评论区,却又被吸引了注意力——“好特别”“那不得直接拿下”“很出片”……随着你产生“是不是真的还不错”的想法,下一秒,你就留下了一句评论:“姐妹,哪里买?”                    很快,互联网姐妹发来了私信,你得到了“去桃子(淘宝)某店铺”的指引,继而下单。

    二 |                    这个场景,也许是不少北上广白领上班时的摸鱼片段。而这种引流方式,大多被一群坐标在河南郑州的小红书编辑拿捏——他们有10万人,每人每天写五六篇笔记,也在评论区批量写评论,目的是售卖产品。这些产品大多是白牌,无须向平台报备。平台控诉他们搞虚假营销、扰乱社区内容生态,他们则靠“蚂蚁雄兵”和算法玩游戏,获取“免费流量”。                   在业内,这群从业者被称为“郑州帮”。

    三 | 而在“郑州帮”被媒体报道后,不少消费者才惊觉,当初促使自己“不知不觉地下单”的,竟然都是被精心创作出来的“木马笔记”。                   尽管争议很多,但“郑州帮”还是火了。在郑州,万牛会等以这套打法出名的电商运营公司被更多来自北上广的老板“看上”,商机络绎不绝。也是在小红书上,河南的大批年轻毕业生在追问:“在哪里可以应聘这份工作?”                    围绕“郑州帮”的讨论不仅停留在商业领域。那些引人点击的爆款笔记,凝结了某种“邪修”的民间智慧,直击被手机和算法支配的都市人的“弱点”。这场围绕人、资本、平台和算法的博弈游戏,到底会走向何方?                    传说中的培训课件                    去年上半年,赵照的办公室来了一位不速之客——公司开户银行的行长。对方上来就质问:“你们是不是在搞诈骗?公司账上一天进账20万元,怎么每笔都只有几十元?”                    赵照的公司,成立已近20年。自传媒类大学毕业后,赵照曾先后在北京和郑州的报刊、电视台等单位工作。但她不喜欢这种一眼望到头的生活,主动放弃编制,选择了创业,此后从传统广告行业一路做到商业运营和新媒体领域。

    四 |                    被银行行长盯上的“账”,正是赵照的公司在小红书上运营的成果——为景区客户卖冰箱贴、发箍、贴纸等文创产品,“全都是真实合法的交易”。                   赵照向《新周刊》记者展示最近的成绩:一款49块钱的博物馆文创干发帽,一个月的出货量有4900多单。“合作预算非常有限,客户都不明白为什么这款产品会卖爆。这就是‘郑州帮’打法的厉害之处。

    五 | ”                    事实上,只要游客在小红书上搜索这家博物馆的关键词,大概率会刷到赵照的公司“安排”的上千条笔记:大学生在学生宿舍拿干发帽,配文“我是学校最特别的崽”;素颜美女对镜自拍,配文“可爱实用的文创,卷起来”;等等。

    六 |                    这背后的运营有条不紊:信息员负责分析小红书热榜、抓话题关键词;编辑负责批量搬运、改写、做图,整合成若干篇笔记,通过不同地区和用户的手机发布;手握河南几千名素人资源的账号发布员,则会把上述“裸稿”发布给这些兼职者,由大家领活、改写、发布。                   而在赵照的公司,一个成熟的新媒体运营人员能完成上述几乎全部的工作。                   到底什么内容会被算法推荐给无数人,然后促使他们下单?传说中的“郑州帮”培训课件,有着全部的流量密码。                   比如,爆款笔记的重中之重——标题,主打“数字+利益点”“痛点+解决方案”“悬念+反差”。“月薪3000元也能买到的奢侈品”“28天瘦了10斤”……不不不,这当然不够。要利用“黄金三秒”原则,用“我”来体验,强调场景,直击痛点,比如“和我一样头发油油的人在哪里”,瞬间抓住人的注意力。                   此外,“郑州帮”也非常强调话题的选择。课件上写着大大的“5W+1H”(When、Where、Who、What、Why、How),也就是专业的新闻六要素。                   具体而言,一篇完美的小红书推广笔记,需要有时效(如秋季)、场景(如户外)、主体(如打工人)、品类(如防晒霜)、功效(如防晒)和行为(如厚涂)等元素。哪怕一篇笔记中只有两三个元素,也可能会有“新闻价值”,能被算法和用户喜欢。                   至于照片,“郑州帮”的要求简练直接:好看、高清和真实。在“真实”这个词语旁边,有一个贴心的备注——像人拍的。                   “郑州帮”的培训课件里,诸如此类详细且专业的“方法论”还有很多,培训内容会随着小红书热点内容和平台政策的变化而升级。                   一个年轻单身的小伙,都可以写上百篇的母婴备孕相关内容;几个河南中年男人带起来的“郑州帮”,就能吸引一线城市高知女性的注意力。答案全都在这份培训课件里,它就是一种日积月累的“行活”。                   笔记“生产线”                    在详实的培训内容之外,一群自称“数据女工”的人,构成了“郑州帮”打法的另一个关键点:人海战术。                   在郑州,小红书编辑或运营人员的招聘要求很宽泛,对这个工作生态的描述,流传最广的形容是“线上‘富士康’,电子流水线,保证几百人写的笔记都能过60分”。                   在赵照看来,不是说“郑州帮”用60分的人,做60分的内容,而是在河南这个人口大省,高考难度大,一个普通大专生的高考分数,都可能比其他一些省份的本科生高。“哪怕对方(原本)是学汽车维修的,是个新媒体小白,在面试时也能轻松写出一两百字的小作文。因为语文功底在那里。入行成为一名小红书运营并不难,难的是做(到)资深,有敏锐、及时的判断力。

    七 | ”                    琪月今年刚毕业,到赵照的公司上班才三个月,负责穿戴甲产品的小红书运营工作。记者到访当天上午,她正安静地坐在赵照办公室正对面的工位上,在写即将上线的穿戴甲账号的策划案。到了下午,她把包含10条笔记内容和三个对标账号的细节分析的文档,递到了赵照面前。                   笔记内容五花八门,将穿戴甲和秋天、美拉德色系、新中式、“暗黑风”等关键词紧密联系在一起,还搭配了公司摄影师精心拍摄的真实场景图。                   赵照觉得很满意,只做了“风险把控”:“‘美到窒息’,‘窒息’可能会被限流,去确认一下平台限流词的词库。”赵照会给琪月配手机,让她去做内容发布和评论维护,也会同步推荐素人资源给琪月。她叮嘱琪月:“记得关IP,不要用无线网络,切换到流量模式。”                    和穿戴甲产品面向的精致白领不同,琪月不怎么化妆,不做美甲,穿着休闲,但她并不觉得“割裂”。作为把小红书当“生活百科”用的00后,琪月太了解这些生活美学、热门词语和互联网梗。

    八 |                    大学修哲学和网络新闻学的Sally,在10年前是某门户网站的生活资讯类编辑,今天是一名新媒体主管。Sally说:“门户网站大量搜集资讯,改写、发布后算KPI,这和小红书批量生产笔记后算ROI,并没有什么本质不同。”                    老编辑的毒辣之处在于,她一看就知道,什么产品应该配什么关键词和目标用户,她的脑袋中有一个巨大的匹配系统。                   Sally谈起去年做过的一个项目:“某款黑咖啡售价69.3元三盒,每盒20条,还送一个网红冰川杯。我找了30个大学生接单推广,笔记需求只有几个关键词——‘便宜’‘大学生’‘不用运动’‘减肥’。

    九 | 这款产品后来卖得很好。

    十 | ”                    Sally有一个专门的小号,用于物色素人资源。“一般人刷小红书是为了吃喝玩乐,我是为了看哪些人适合哪种产品或客户。合适的话,我会先和对方交换联系方式,等以后有产品要推广时,随时能找到人。”                    至于选人标准,Sally觉得,首要是颜值,“俗一点说,就是身材要好”。其他的标准,要按具体情况具体分析。

    十一 | 记者试图让Sally总结出那些爆款笔记的共通点,她回答:“情感点也好,功能点也罢,对看到(笔记)的人得有用。”                    人与平台算法的较量                    大批量的种草笔记养活了“郑州帮”,也带来了“破坏社区生态”的争议。在平台的多轮治理中,“郑州帮”一度成为众矢之的。                   但当各大平台对品牌商家建立起“报备—审核—投流”的商业机制,平台在“不辜负用户信任”的正义说辞背后,有着更复杂的利益考量。                   在赵照看来,“郑州帮”主推的白牌,只是花不起大量费用去投流或造品牌。她合作过的商家,都是手续齐全的正规军。

    十二 | 河南很多遭遇货物积压困境的小老板从“郑州帮”那里找到了一线生机。杭州的一位电商从业者告诉《新周刊》,不能太指望平台帮白牌走出困境,“商业化的地方,都是用钱堆积出来的”。                   郑州大学新闻与传播学院副教授王茜长期关注国内外互联网平台,从事批评算法研究。她也是从新闻中知道“郑州帮”的存在。但正如过去大家讨论SEO(搜索引擎优化)、研究哪些关键词会被网站捕捉那样,王茜对“郑州帮”的很多玩法并不陌生。                   “归根结底就是‘怎样让算法为我所用’,这种现象现在太普遍了。从大家发飞机票降价的笔记来对抗算法‘杀熟’,到粉丝为了提高偶像的声量而刷各种话题,再到机构媒体的运营人员想办法让报道上热搜,在算法黑箱面前,网络社区就成了一个‘角力场’。

    十三 | 无论出于什么目的,这些都是群众的智慧和策略。”王茜说。                   在王茜眼中,“郑州帮”极其有感染力的笔记,会让人陷入某种被设定好的“意见气候”之中,产生“大家都在用并且都说好”的感觉。“情绪是最容易传播的,就像短剧的流行,‘避雷’‘闭眼入’等生动的词语会不自觉地吸引人。

    十四 | ”                    就连王茜自己的生活也会被平台算法影响。找不到文献的时候,她发一篇小红书笔记,就会有热心的网友给她发资源;身边的学术圈子里的人,也会把“打卡顶刊”这样的网络用语挂在嘴边;在和自己孩子的相处中,她也发现了电子媒介对下一代注意力的侵占,长时间的阅读成为一种奢侈,“你会忍不住想要拍下来,和别人分享”。                   在高校当老师多年,王茜意识到,很多学生的职业选择和人生梦想已经发生了改变,大家都在晒生活、当博主,想要获得流量与关注度。                   小红书博主是什么样子的?琪月想象过,可能是养一只猫,有一间可以自己布置的房子——就像她写的很多笔记里描述的那样。

    十五 | 但目前,她还在试用期,拿3500元左右的基础工资,每月要花1000元租房,每天骑车上班。                   父母觉得琪月应该像她的大多数同学那样考公或考研,但她暂时没有这个想法。早在毕业前,已经找到工作的朋友也反复告诉她,要认清现实。

    十六 | 她告诫自己:“我不能陷入互联网虚幻的泡泡当中。”                    赵照告诉记者,3500元是郑州应届毕业生的平均底薪水平,餐饮行业底薪很多时候甚至只有1500元。当然,大多数“郑州帮”从业者的工资,都是底薪加提成的构成。                   琪月是赵照从有合作关系的高校院系里,在30个面试者中选出来的唯一一个。

    十七 | 赵照记得,面试时有一个写策划案的环节,她会和大家一起讨论,但只有琪月在结束面试后,主动发来了一个修改版。                   (应采访对象要求,文中琪月和Sally均为化名)。

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