Small Fresh: A New Cultural Trend

Nowadays, little fresh as a new pop culture, has been prevalent betweenthe80’s and the90’s generation. The “little fresh” originated in the UK indie pop,formed a cultural phenomenon in Japan, and got great development in China.At thebeginning, the “little fresh”, also been called Indie pop, refers to a type of musicwhich is fresh, aesthetic and casual creation. Then it diffuses to culture arts fields,including literature, movie, photographing, costume design, home design,ect. Peoplewho like literature, and have been affected by this fresh style can also be called “littlefresh”. In fact, the phenomenon of “little fresh” not only reflect a kind of aesthetictendency, but also the comprehensive reflection of the youth subculture, the marketeconomy and communication technology. It reflects the overall style of the society.Although the “little fresh” has been a popular vocabulary and been sought after byyoung people, and vastly affected their aesthetic taste and life style, mainstreamsociety still pay less attention to it, and academic research about little fresh is alsolimited.The paper analyzes the “little fresh” in support of the “FamilyResemblance” theory of Wittgenstein, sums up that the “little fresh” has manysemantic factors such as "fresh","beautiful","superficial","emotional","understated" and so on. These factors have a variety of internal similarities andrelevance, they enrich the integrity of little fresh and implements its availability. Atthe same time, it also uses the “Family Resemblance” theory to analyze thedifferences and similarities between the little fresh, literary youth and pettybourgeois, and concluded that they are different groups in a family which emerged atdifferent times. Then this paper analyzes the characteristics of the consumer society,the mental activity of the little fresh as well as their interests, and come to theconclusion that the little fresh has three identities: imagination resist consumerism,practice aestheticism, suffering from “Peter Pan” complex. In addition, this paperalso places the little fresh to a broad sight, systematically introduces the little fresh’sperformance in the field of music, literature, film, photography, costumes, etc. Focuses on the development of little fresh music, little fresh literary’s half bright andhalf sad characteristics, little fresh movies’ three categories and two characteristics.Finally, this paper analyzes the reason why the “little fresh” has become a trend fromboth subjective and objective factors. Subjective aspect is the individual identity andthe herd mentality, objective aspect is the network, specifically Dou Ban, serve as aplatform, and the help of the mass media.This paper describes the little fresh’s origins, development, current statusand popularity reasons systematically. Through in-depth study of the various stagesof the little fresh, we can see that the rapid economic development, culturalflourishing, peoples fast-paced life led to the birth of little fresh. It meet the peopleswishes to pursue fresh and warm life.