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Research On The Spread Of "Constellation Culture" Under The Environment Of New Media

Posted on:2017-02-01Degree:MasterType:Thesis
Country:ChinaCandidate:L SongFull Text:PDF
GTID:2308330482488072Subject:Journalism and communication
Abstract/Summary:PDF Full Text Request
With the development and popularization of internet technology,popular culture is growing on the fertile soil of the new media, and particularly the "constellation culture" has gained the splendid momentum. "Constellation" originated from the western astrology. Since entering into China, it has been improved and processed by mass media,especially new media, which already evolved into a popular cultural phenomenon and is still improving to develop into a system of Chinese "constellation culture". "Constellation culture", therefore, is becoming more and more popular into the academic field of vision. Questions concerning the popular culture, for example, why to emerge, why to thrive, how to construct the text, how to spread, and what effects on the audience, are of extremely significant value for academic research and practical thinking.In view of this, the present paper, integrating three disciplines:communication studies, sociology, and psychology, conducts a comprehensive in-depth exploration of the "constellation" culture. By understanding how the new media spreads "constellation culture", and its communication and social effects, this study aims to provide feasible suggestions for the "constellation" culture and also other popular youth cultures of the same kind."Constellation culture" boom has its significant social motivation.The reform and opening up policy opened the Chinese both material and spiritual doors, and the market economy spawned symbol consumption.However, with the coexistence of plural culture in our country leading to the lost of national belief, new media contributed to the national prosperity of "constellation culture". For the "constellation culture" in thenew media, the cultural reproduction in the interest groups among virtual community, private customization launched by the measuring platform,enrich and expand the concept of "constellation" culture. Mysticism of narrative style with professional astrological terms, pluralistic evolution in the text form, make it grab the audience’s attention. In addition, on the basis of cultural similarities, "constellation culture" has successful cross-cultural communication, and combines with Chinese traditional folk culture. Viewing from the ways of "constellation culture" spread, new media creates a perfect platform and inspires the viral transmission of "constellation" culture, where the opinions of the leaders in network reveal its identity and authority more significantly. From the spread of "Constellation culture" in the new media, it meets the needs of the audience identity, social desire, and the purpose of entertainment. Besides that, the "constellation culture" enriches the Chinese traditional culture and is a positive supplement to the human nature education.While, in the heyday of the "constellation culture", it causes a series of negative impacts that should not be ignored. At the macro level, the "constellation culture" poses a threat to the dominant culture in China; in terms of individuals, it confuses some youngsters with their values. Only when the school and family pay great attentions to the adolescent social guide, new media raises their own disciplines, and the society strengthens the scientific popularization education of audience, with a three-pronged,can guarantee the benign and healthy development of the "constellation culture".
Keywords/Search Tags:"Constellation culture", New media, Text, Audiences, Communicating effect
PDF Full Text Request
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