The Mass Culture Production In Virtual Community

The rise of the Internet gives mass cultural production a new meaning. This research chooses the Entertainment Forum of Tianya community as the research object, adopting network ethnography method to collect materials and and analyzes the text. We want to discuss in network environment how the mass product culture? What is the feature of this cultural production? What does the mean of this cultural production to the mass?This paper is divided into five parts, specifically:The introductory part presents the cause, core topic, methodologies, describing structure, theoretical review, relevant previous research and significance of the thesis.In capter two, I use the method of online participatory observation, adopting theory of Michel de Certuau to sum up the methods of culture production,which I will define and explicate respectively.In capter three.I take representative posts as research samples from the forum.Through text analysis.I analyses the characteristics of the culture production and discuss how the Internet influence it.In capter four,I discuss what is the mean of this cultural production to the mass. I analyze the audience's reaction through the application of Spectacle/Performance paradigm of Abercrombie.N. and Longhurst,B..The last section summaries the researches accomplished and outlooks researches in the future.