Research On Transmission Of Moe Culture In Internet Age

In recent years, Moe becomes a popular phenomenon on Internet. So many things related to Moe, like animated images, photos or videos of animals,plants and humans, Online games and network buzzwords and so on, are widely spread on the Internet. Moe culture becomes a hot cultural phenomenon in the network. As the reality TV show “ Dad, Where Are We Going?” is popular, Moe culture gets into the public view. Some businesses have launched a series of Moe products. The economic phenomenon of Moe is arising.Moe culture is originated from “Cute culture” of 1970 s and “Otaku culture” of 1980 s. Moe culture is deeply affected by Japanese anime culture. As a part of Youth Subculture, Moe culture reflects the social minds and psychological needs of today’s young people. It changes a lot when Moe culture spreads into China. Compares to the negative theme of Japanese Moe culture, Chinese Moe culture’s style is relaxing、lovely and healing.The study is based on Cultural Semiotics. The first part is exordium, which introduces the background, meanings, research route, methods, shortcomings and the studies conducted in China and abroad. The second part is about the definition of Moe culture in network era. Defining the Moe culture by analysing the origin and meaning of “Moe” and “Moe culture”. The third part is proceeding with semiology, doing analysis of the Moe cultural symbols and significance production of Moe culture. The fourth part focus on the internet communication of Moe culture. The fifth part mainly studies Moe culture under the vision of Consumerism,explaining the commoditization of Moe culture and symbolization of Moe commodity. The sixth part is about the rethink of Moe culture.