Style·Resistance·Incorporation:The Subculture Of The “Little Pure And Fresh” Style In The Context Of New Media

As early as 2006, Douban had formed "The Little Pure and Fresh Subculture" group, as an emerging subculture being communicated widely in the mass media especially the Internet. The Little Pure and Fresh subculture has penetrated all areas, such as literature, music, movie and so on. However, unlike other kinds of traditional subculture, the rise of web-based virtual communities built upon this subculture phenomenon is a style with characteristics such as an enthusiasm for nature, wonderfulness and the spiritual world, as well as pursuit to different lifestyles and tastes.The thesis is based on the previous studies such as subculture, new media, SNS network community, and takes Douban for examp le. Not only use the perspective of the cultural studies theory and the critical theory, this thesis also creatively integrates the feminist theory, and using text analysis, depth interview and other research methods on The Little Pure and Fresh Subculture research. The thesis will probe into The Little Pure and Fresh Subculture style construction in the new media environment and discuss the relationship between The Little Pure and Fresh Subculture and mainstream commercial culture, and also discuss the sub culture and Feminism. The thesis also probe into this subculture phenomenon in a critical analysis way.The thesis has concluded that postmodern feminism promoting discourses such as love and friendship are similar to The Little Pure and Fresh Subculture’s value. Cyber feminists encourage women to use media and technology, The Little Pure and Fresh group take the lead. It is hard for tthe Little Pure and Fresh Subculture to avoid being collected by mainstream culture, but in the new media environment, the struggle of subculture and mainstream culture will continue to go on.