A Study On Youth Sub - Culture Of "Fruit Powder"

"Apple Fans", what means the followers of Apple products or Apple culture, has become the focus of public attention as the Apple’s market share rising gradually in the domestic market. Whether the three essential Apple products of university entrance, someone who sell kidney to buy Apple, or countless people queuing through the night to buy the newest Apple products, we can see the crazy fans always been on the cusp of public opinion. Their crazy pursuit for Apple products worth pondering, at the same time, their positive renovation and creative use of Apple products have shown that they are initiative in the text consumption. They also have strong productive forces. This paper aims to explore the psychological mechanism of "Apple Fans" through observation and one-to-one interviews.As a group of fans in a digital domain, under the background of consumerism, different levels of commodity fetishism and Irrational shopping concept to show off that"Apple Fans"shown,has been criticized by mainstream opinion. We find that using Apple products or believing in Apple culture has been a means of Apple Fans".By this mean,"Apple Fans"can know and understand the outside world, can meet the improve demand of life, can solve young people’s own identity crisis and their social dilemma."Apple Fans" are often in the form of fixed groups in cyberspace. The groups have certain communication space, organizational rules and management levels. The active members of the group issue dynamic information, exchange technical experience, exchange products freely and have interpersonal communication in daily life. In this way,"Apple Fans"get a sense of belonging and group identity.Their consumer attitudes is not irrational, conversely, most of them can rationally choose Apple product that is suited to their needs. Besides, them can obtain good service and enjoyment with minimum cost. Not only that,"Apple Fans" have strong productivity as consumers. On the basis of commercial texts,"Apple Fans"are good at transforming or having test reproduction that fully show their strong production ability and creation ability. To break Apple’s control of the internal structure, they are good at text re-writing use Apple’s technical loopholes and shortcomings. In addition, they can expand and extend original structure creatively and compensate for the lack of the original product. In the periphery of product technology, Apple fans also actively create their own culture. They change the appearance and imprint personal style deeply, create symbolic systems of internal groups, or appropriation original symbols into other territories."Apple Fans" are accumulating subculture capital all the time, that is where their vitality lies.Their culture is based on the text which provided by commercial power."Apple Fans"are trying to avoid commercial intention and show reproduction ability to against commercial power. All the things they do are intended to make better use of their own products. However, the dependency of subculture and limited strength make their resistance behavior like a ritual or just showing their own style.That resistance strength is limited in this way. Instead, technical texts and commodity text "Apple Fans" produced will be incorporated by business power. Actually, resources provided by a single commercial power are relatively fixed, while the "Apple Fans" are numerous. Every individual’s refuse to commercial text, and the texts they produced are in different dimensions and meanings. Numerous "Apple Fans" produce different forms and meanings of texts in different ways, so the collection of individual culture will construct infinite cultural space. That makes the "Apple Fans" subculture has the extraordinary vitality.