Network Micro - Video And Youth Subculture Style Turn

As a common cultural phenomenon of human society, youth subculture is indispensable and of great importance in social culture. The youth group represents the emerging force of social development, and they are dissatisfied with the status quo of rigid existing social culture. Therefore, they criticize the mainstream culture, which promotes generational shift and self-transcendence of social culture. Internet technology has been widely spread in current C hina, so cyberspace has become a new platform for the youth group to carry through the practice of subculture. As a brand new way for the youth group to care about the society and express themselves, internet short video, with the traits of vividness, visualization and richness, has become a typical representative of youth subculture practice. The study of network short video would help to understand the contemporary youth subcultural style more comprehensively and profoundly. In current C hinese society, the coexisting consumerism, postmodernism and Internet culture are blending with each other, which provides times background and realistic foundation for the development of youth subculture. First, owing to Internet’s openness, convenience and sharing, youth subculture begins to spread more widely in youth groups and exert a greater influence and shifts from niche to the masses. Second, because of the global impact of information technological revolution and multinational corporations, youth subculture presents the obvious tendency of globalization and consumerism. Third, under the mutual influence of consumerism and postmodernism, youth subculture is gradually turning to “post-subculture” with the characteristic of diversity and entertainment. This thesis tak es the internet short video as starting point to study the style turn of contemporary youth subculture, and attempts to grasp the situation and traits of current C hinese society, to understand the current social contradictions and conflicts, to dredge communication channels between subculture and mainstream culture, and to realize the common prosperity and effective transformation of diverse cultures.