Research On The Culture Of Watercress Network In Web2.0 Times

With the continuous development of society, the Internet, once acting as a newly emerged medium, is also gradually becoming a kind of civilization influencing people’s life philosophy and thinking mode more and more profoundly. Especially since the concept of Web2.0was firstly put forward in2004, the Internet has been transformed from the one-way viewing of content provided by traditional websites through clicking html webpages in the era of Web1.0, to the interactive producing and viewing of user information with Web2.0. This is not a simple upgrade of technology or development of new applications, but an upgrade and replacement in the application of concept and framework for the entire Internet. Compared to the past, Web2.0provides richer content, stronger contact, and more powerful tools. The Internet is no longer in a previous pattern of human-computer interaction, but with the unprecedentedly convenient interaction and communication between users. Therefore, the network culture in the era of Web2.0will also generate new development and revolutions correspondingly. This paper selected the most initiative Web2.0website in China, Douban, as its research object; based on this, it tried to perform a primary exploration on the current situation of SNS cyber culture in the era of Web2.0.Douban is the most initiative website of China in the era of Web2.0, famous for its unique comments on books, movies, music and etc., as well as various community groups against different preferences for users to choose from and join. Douban was like a self-organized website when firstly developed, converging people mostly "artistic youths" fond of books or movies. Originally, they were attracted by the concise webpage design, user-friendly operating mode, and sufficient space for the production of spontaneous content, forming very strong viscosity to the website during the use of it. In the meantime, stable groups were formed by users with common interest and hobbies through their interactions. The interaction between groups also created the overall unique cyber culture of Douban. Among a variety of cultural groups on Douban, the three cultures of petty bourgeoisie, artistic youth, and small freshness are the main parts. By analyzing Douban culture, we can see that these cultures are within the scope of youth subculture, and in the Web2.0environment, the process of subculture’s interaction with mainstream culture, resistance to mainstream culture, and incorporation by mainstream culture also has modes and features different from that in the age of traditional mass media.The best way to research websites of the Web2.0era and to explore their impact on people’s real life in addition to thinking mode is to explore the culture they carry. This paper studied the culture of Douban, using a lot of interdisciplinary theories, which include theories not only in network communication and psychological disciplines, but also in sociology, philosophy and other disciplines. As for research methods, they are focused on qualitative and oriented study, comparative study, literature study, as well as case study. With the support of the above theories and the application of the above research methods, the general situation and cultural preference of Douban were successively introduced, the communication ideology and structure of Douban in the era of Web2.0distinctive from traditional websites as well as the communication features on this basis were analyzed, major cultural constitution of Douban was intensively explored and analyzed, it was also profoundly and systematically analyzed from the perspective of cultural research, and finally problems existing in the current communication of Douban culture were sorted and contemplated.