一轉眼，新榜大會已經開到第十屆了，新媒體這十年也干成了“老媒體”。靠資訊差賺錢的時代結束了，一切都回歸本質了。
When I expressed my feelings in the circle of friends and sent out a photo of the four-square grid of the new list conference, suddenly a fan chatted with me privately: Bobo, why are you still wearing a jacket, it has been rumored that a jacket can cause infertility recently, do you know?
When I heard the news, I was shocked. My first reaction was, if the jacket can cause infertility, why do you need a condom?
But in the spirit of truth-seeking, I still went to research, where did this statement come from? See for yourself, at first glance it's quite bluffing.
The logic looks flawless. The waterproof fabric GORE-TEX commonly used in the jacket uses PTFE, PTFE is one of the PFAS material family, PFAS seems to be a bit problematic, so GORE-TEX also has problems, and the jacket with GORE-TEX fabric has problems.
It seems that the derivation is reasonable, but there is a bit of key information missing from this chain of reasoning, this question will be discussed later.
You must know that the GORE-TEX black label is a symbol of quality in the field of jackets, and if GORE-TEX can cause infertility and endanger health, the head outdoor brand will be wiped out.
As a man who loves to wear a jacket, I have to research how this is going on.
The recent PFAS problem that has caused many people to panic is actually not a new major discovery, but an "old calendar" that spans decades. This topic was discussed in the United States decades ago, and at that time, it was found that PFOA and other substances in the PFAS family were harmful to the environment and human health.
The most recent discussion about PFAS is the "jacket causing infertility" incident.
On 26/0, some media posted a Weibo topic#防水衝鋒衣可能影響女性懷孕#, which sparked heated public discussions, and once appeared on the top 2023 of the Weibo hot list. The report cites a paper published in the journal Holistic Environmental Science in 0, which looked at the blood of a group of women trying to conceive in Singapore and found that there was a significant correlation between blood PFAS concentrations and female fertility. Because the GORE-TEX fabric, which is commonly used in the jacket, contains fluoropolymers from the PFAS family, the jacket has been pushed to the forefront.
Subsequently, a number of media released relevant news, and many first-line outdoor brands such as Archaeopteryx, Mammoth, and North Face were involved. With the rapid spread of news, some self-media have further amplified the topic and described the harm of PFAS as more exaggerated, such as causing cancer, affecting the immune system, and so on. GORE-TEX has been severely impacted by this round of shock.
During this period, the National Business Daily followed up to further explain the previous remarks, and GORE-TEX also issued a statement. But the whirlpool of public opinion is still full of a large number of non-objective voices.
Fortunately, the voice of reason soon appeared. While the news is getting more and more fierce and users are anxious, more and more people in the industry are standing up to popularize PFAS science. Tell the public with the help of expertise:PFAS is a general term for a class of substances, to distinguish which ones are toxic and which are harmless, PFAS in the jacket will not directly harm human health, don't talk about tiger discoloration.
Picture: Wu Ke'an, an expert in fluorine chemicals, pointed out that PFAS are a broad concept and not all PFAS are toxic
3月29日，人民網發佈了一篇闢謠文章，文章從專業視角介紹了PFAS到底是什麼，衝鋒衣中的PFAS對人體到底有沒有影響……權威官媒背書算是給這輪風波定了性。
Although many professionals have carried out scientific popularization from a scientific point of view, correcting that individual substances in the PFAS family are not harmful as the jacket is harmful, it is difficult for rational voices to quickly seize all the voice.
There are still people who throw away thousands of dollars of birds they bought, and some people are worried about asking science bloggers in the comment section whether so-and-so style contains PFAS.
Someone took the opportunity to buy the bottom and received a good jacket at a low price.
The chemical problem is still relatively complex, and it is estimated that many people have read half of the article, but still do not clearly understand: what is PFAS? Are PFAS necessarily toxic? Why is the presence of harmful substances in PFAS not the same as the presence of a jacket? What exactly is the principle?
Next, let's talk about these questions in a human language that everyone can understand.
First of all, we have to figure out, what are PFAS? This issue has already been raised in the previously cited expert popular science content,PFAS is not a single component, but a collective term for a group of fluorinated organic compounds. There are thousands of PFAS substances known to man.We know that vitamins are divided into more than a dozen types, such as A, B, C, and D, and the members of PFAS are thousands of times more complex than the vitamin family.
Many people have watched the recent hot search and think that PFAS is a heinous thing, but in fact, it has very good characteristics, waterproof, oil-proof, and anti-fouling, so it is widely used in clothing, dental floss, fast food packaging, waterproof mascara and other daily necessities.
Well, let's be clear about one thing at this point, PFAS is the sum of a series of substances, which is very common in life, and there is no need to talk about "fluorine" discoloration.
PFAS are even used in food-related fields, and don't they cause poisoning? This brings us to the second question, are PFAS necessarily toxic? Which substance is toxic?
According to the sharing of fluorine chemical expert Wu Ke'an, at present, in the strictest United States, there are 200 PFAS that are legally considered to be toxic, and about 0 are toxic in the narrow sense and enter the EPA's "Toxic Substance List".Because there are villains in the group, it is too harsh to kill the whole group with a stick.
By now we know that the PFAS family is toxic to a small fraction of thousands of members. So, what kind of PFAS is in the jacket? Are PFAS in jackets harmful?
The film in the traditional GORE-TEX fabric is made of PTFE, which is a substance in the PFAS family, but PTFE itself is non-toxic and harmless, and is very stable and will not enter the human body, which can be said to be a "double insurance".PTFE甚至可以用來做纏水管的生料帶，我們家裡的水龍頭介面處就有它的身影，是否有害不言自明。另外，GORE-TEX在2022年已經推出全新ePE薄膜，ePE薄膜由膨體聚乙烯製成，已經徹底不含PFAS物質。
Now let's review it, when we break it down layer by layer, we can find that:First, PFAS is the sum of a common class of substances; Second, not all PFAS are harmful; Third, the PTFE in the GORE-TEX fabric of the jacket is precisely the harmless kind.Some substances in PFAS are toxic as being toxic in the jacket, and the "poison king" in PFAS will cause sterility and be deduced from the jacket causing sterility, which belongsThe "map cannon" of the chemical community - to represent the whole with the individual, and to attach the characteristics of individual members to all members.
Excessive anxiety is much more harmful to the body than the impact of the jacket on the human body.
As a media and business observer, I was thinking about the question: what kind of attitude should we have to deal with this kind of information? Now we have more channels to receive information, and there are many more traps that are easy to fall into. The qualifier of "may affect women's pregnancy" mentioned in the initial report of the National Business Daily degenerates into an absolute "causing infertility" in the secondary transmission, and this information attenuation exposes the distortion of communication under the flow logic.
When false information spreads, it is often necessary to mobilize ten times the resources of the original report to complete some cognitive correction.It takes five, ten or even twenty years for an enterprise or a brand to do it, but it only takes one person and one sentence for the brand to be seriously harmed. Just like the rumors that MSG was unhealthy and coffee caused cancer, only the brand was hurt in the public opinion turmoil.
Silence is a kindness when we can't determine what the truth really is.