Research On The Dissemination Of Nostalgic Culture Of Domestic Youth Films In The New Century

Since the new century,domestic youth films have sprung up.It is noteworthy that many youth movies are wantonly creating collective memories as well as vending sentiments,which are primarily characterized by rich nostalgic colors.As a type of communication phenomenon,nostalgic culture in media dissemination has come into our view.With changes in China's social and cultural reality,our domestic youth films have also undergone such a development period: in 50s-60 s,youth films mainly promoted collectivism and heroism;in 70s-80 s,youth films started to retrospect and reflect fates of common people;in 90 s,youth films laid much emphasis on brutal youth of individuals;since the new century,youth films have taken on an increasingly commercialized,recreational and diversified development tendency.To take a further viewpoint,youth sub-cultural symbols like rock music and violence have become important elements in domestic youth films since the new century.Films such as Tiny Times,My Old Classmate,So Young,and Fleet of Time have already depicted quite mature youth sub-culture.The youth trend of these films fits the development of sub-culture,while the nostalgic culture behind them has also become an essential carrier of sub-culture.From the perspective of dissemination contents of domestic youth films in the new century,indispensable elements in image-style youth nostalgia include: history as the background,love as the theme,youth as the signifier,and youth as myths.These dissemination contents are usually spread to the audience through multiple commercial promotional means,including agenda setting during the promotional process,fan marketing,social marketing,etc.There is no doubt that the audiences have their own standpoints in receiving such youth nostalgia.Based on different social indicators like gender,age,education level and occupation,the audience may have different film-watching habits and preferences.Likewise,youth nostalgic culture also exerts influences on audience during the process.To be specific,youth nostalgic culture serves as an important outlet for people to give vent to their emotions and can satisfy their needs of interpersonal communication,curiosity and desire to “observe”,as well as psychological needs of self-identity.To this end,youth films have also baptized the audience with adherence to humanistic care and moral base line,correct guidance of mainstream values,etc.Nostalgia is not just a remembrance of the past,but can also provide guidance and reference which are based on the present while heading towards the future.In the course of further reflection on youth nostalgic culture,we can find that various much-criticized problems have emerged in domestic youth films,for example: stereotyped content production,recreational value orientation,materialistic pursuit of images,cynical social mentality.In order to promote healthy and long-term development of domestic youth films,we greatly expect and make efforts to: strengthen innovation,pay attention to diversified development;focus on artistic quality,comprehensively and objectively recall youthful memories;eradicate box-office-only attitude,get rid of orientation of cultural fast food;strengthen cultural reflection,and guide correct values.