Cultural Interpretation Of The "Sha Ma Te" Phenomenon

"Sha Ma Te" is a cultural phenomenon which mainly for the teenagers, relying on network selfies as the main carrier, being with heavy makeup, colorful long hair, strange personality clothes as a characteristic symbol, bringing strong visual impact to the public. This phenomenon has been strongly criticized by the public since the born time. People are one-sided to ridicule and criticism by reason of the "Sha Ma Te" group exaggerated dressed. Scholars believe that the "Sha Ma Te" group is the representative of the new generation of migrant workers and outside the urban and rural areas. The study of it has a general emphasis on sociological perspective, being lack of cultural attention.This thesis through the participant observation and textual analysis of "Sha Ma Te" QQ group, post bar, micro blog, which on a basis of exploring the main features of the "Sha Ma Te" phenomenon to interpret it in culture field from the audience research, semiotics and youth subculture perspective. This thesis mainly uses the theories of spectacle/performance paradigm, semiotics, youth subculture and so on to take text analysis and theoretical exploration. Considering that "Sha Ma Te" group is affected by the media and commercial factors, and the construction of self-identity is accomplished through the imaginary performance under the gaze of others. "Sha Ma Te" phenomenon is the product of social development and media innovation. "Sha Ma Te" phenomenon of style symbol reflects the strong color of the post modernism. The meaning of symbol for "Sha Ma Te" group is not regarded as the key point, but the individuality reflected. "Sha Ma Te" phenomenon reflects the sub cultural characteristics of subversion and resistance, however, it still cannot get rid of the mainstream culture on the ideology and commercial incorporated. On the basis of the above research, this thesis analyzes the positive factors, the negative influence and the social countermeasures of the "Sha Ma Te" phenomenon. The public should make rational and dialectical cognition of the "Sha Ma Te" phenomenon, gradually changing the tendency which "Sha Ma Te" group absolute and demonized.