Dissemination Of Young Subcultures On The Social Networking Sites

With the development and popularization of Internet technology, especially the full adventof the Web2.0era, the Internet media worldwide "enclosure movement" set off a new upsurge.Sites such as Facebook, YouTube, twitter etc. new "self-Media" Internet sites has occupied afavorable position following the blog, forums and other network services gradually becoming anew type of Internet media representatives. This has a significant impact on the Internet mediaand mass media cultural system worldwide, which includes the significant impact on adolescentsand youth subcultures.Strictly speaking, the social networking sites such as Facebook and micro blog site(microblog) such as twitter are not the same type of sites, the former one has a more uniformdefinition in the academic community called SNS (Social Networking Services), refersspecifically those websites aimed at establishing Internet application services helping peoplebuild social network. In China, represented by Sina microblog, Tencent microblog as twitter likenetwork services combined with local characteristics, and related elements of the SNS websites,it has been a new era of the SNS, which is not just a simple model of a website business. Butthe huge effect on the online and offline media environment which can not be ignored. SNS siteshas changed the mode of transmission which is point-to-surface of traditional mass media, sothat each audience can build up their own "media communication channels” through the Internet,it reduced the power of traditional media, make interpersonal communication of point-to-pointmode become social mainstream of Internet. As a result, the status of the audience has beenenhanced, their wishes, opinions have been expressed better, this undoubtedly conducives to thewide audience breeding, developing, and forming their own cultural system, especially for theyoung people who can more easily master the technology of the Internet.Therefore, the youth subcultures has got a new development opportunities. All kinds ofAsian cultural symbols has developed rapidly through the social networks, with the growinginfluence, youth subcultures which is constantly popular on the social networks has interactedwith the public opinion, the media environment, economic and social life in and off the line, and its importance has been seen evidently. The study of the youth subcultures has been a long time,many scholars from the Chicago School USA, Birmingham School UK, etc. on as early as thebeginning of the last century, have begun to study youth subcultures, and got wealthy theoreticalresults, some of which have been classical theory. Today, the youth subcultures has got a newdevelopment platform, should be differentiated from the past subcultures study of which classsociety is an important background, yet they come from the same root. Therefore, we study theyouth subcultures in the new situation, should try to analyze with the existing classical theoryanalysis such as the theory of "cultural industries" of the Birmingham School; At the same time,we should put the SNS in the mass media as a whole framework when analyzing, with the use ofrelevant media research, such as the media function theory. Secondly, in the face of youthsubculture widely disseminated with the SNS in the new situation, we should try to combine thelatest and the most specific subcultural phenomenon to analyze, fully aware of the representativeand particularity of the SNS having how much impact on the spread of youth subcultures. Inorder to facilitate research, I select the local Chinese comprehensive SNS site, which has thegreatest impact, the earliest establishment, Renren.com as an example.After full study of the SNS sites and youth subculture theory Respectively, I will combingsome dissemination instance of youth subculture such as the ones on the Renren.com, using textanalysis method, to do the interpretation deeply of its internal propagation mechanisms,propagation environment, propagation principles and the related impact, making us understandand think over the development of the youth subcultures of the times under the new situation,and discuss how to correctly guide the development of youth subcultures, for making a littlecontribution to the prosperity of socialist cultural construction in the Internet age.