Research On The Popularity Of The Oto MAD

In recent years,The influence of consumerism culture on society enhanced increasingly.For the consumer of goods,Today,people are more care about the symbol and meaning behind of the goods. But also with the rise and development of the network, various of symbol of the desire are produced by the practice. As a new production of consumerism culture under the new media environment, after several years of development,The Oto MAD has presented a national trend, it not only appear in the Acfun and Bilibili website, but mostly appear on other new medias,for example :micro blog and WeChat, and even on the layout and screen of the traditional media. At the same time, as a new culture form be used to advertising film and entertainment program. The popular of the Oto MAD is closely related to the new media environment and the consumerism culture, in other words, they provide the conditions for the popular of the Oto MAD.However, in the process of stimulating mass consumption desire from consumerism culture, the consumerism culture may bring some negative effects, Mainly reflected in: indifference of social responsibility,Social entertainment tendency,the lack of humanistic spirit and so on in Many aspects.If let it develop by its own way right along, the health of the spirit of the whole nation culture will be hurt ultimately. The article perspective the communication process in the new media environment of Oto MAD, and from the perspective of consumerism and Carnival to the popular phenomenon of it. At the same time,thinking about the value of Oto MAD. On the basis of previous studies on the kuso video and phenomenon of consumerism in the network space,and as an example of the Oto MAD to do the further research,Then lead the Oto MAD development healthily in the future.The article is divided into five parts to discuss the transmission of Oto MAD in the new media environment. The first part is the introduction, Mainly in view of the thesis research background, research significance, research status, research method,innovation points and deficiencies of generality in this paper, The second part is mainly aimed at the birth of the conditions, background of the Oto MAD, including it’s definition, classification,characteristic and the stage of development in our country.The third part focuses on the analysis of communication about the Oto MAD, mainly Include communication environment, propagation path, communicator,communication objet, delivering content and communication effect. The fourth part is on the cultural analysis of Oto MAD in the new media environment, after the argument of relationship between kuso video and Oto MAD,then analysis of how to Oto MAD come into public view from the consumerism and carnival theory and communication theory. The fifth part is mainly to think over the popularity of Oto MAD, pointed out the existing problems and the negative effects for individual, society, media environment. At the same time put forward the Oto MAD needs guidance and specification for it’s development in the future.