Study On Kichiku Video's Communication From The Perspective Of Post Subculture

With the continuous development of media technology,especially the popularization of Internet technology,more and more sub-cultural phenomena appear in the eyes of people.Among them,a new subculture,called "Kichiku video",is widely spread in the Internet platform.Kichiku video can be viewed as an entertainment method in terms of visual and auditory by regarding fragments of material in movies,video ads or in TV dramas as the basis with the help of the new music arranged by producers.Since 2015,kichiku video "my shampoo" by the word "Duang" into the public view,it seems that everything in the world can be reshaped as kichiku video.Using the method of Qualitative analysis and Text analysis,this thesis makes a detailed study on kichiku video in the combination with the framework of the post subculture theory.It is found that kichiku video was a short video called MAD,which originated from the ACGN subculture video website of Niconico in Japan,and now it is a new media culture phenomenon that is popular through intercultural communication in China's Internet environment.The source of the name of kichiku video is that "music MAD" has been misread from Japan to China,and then it is gradually popularized and formalized.After experiencing the three stages of intercultural communication from Japan to China,ACGN subculture station communication and external broadcasting,it has become a subculture phenomenon that cannot be ignored in China.With a case study of video �?All Star rap ?here we go!�,the following features are found in kichiku video: misreading and laugh-making points caused by "Fight ears" in the lyric text;the combination of barrage systems and kichiku video;vulgar lyrics with a lot of dirty words and sex words,and the strong homosexual atmosphere of " gay playing".After analyzing these characteristics combined with the theoretical framework of post subculture,we can find that kichiku video has obvious subculture characteristics,which are manifested in the following three points: the deconstruction of cultural center of Modernity by kichiku video,tribe scent of subculture participating groups and sub-cultural capital shown in the materials of kichiku video.On this basis,this paper summarizes the positive and negative significance of kichiku video with different cases.On the one hand,kichiku video shows our young people's pursuit of cultural justice and moral justice.On the other hand,vulgar lyrics and strong sexual cues are obviously harmful to mainstream culture and adolescents' aesthetics.Finally,the thesis summarizes the popular and commercialized trend of kichiku video.It also puts forward two strategies of governance and guidance,namely "cultural policy protection" and "cultural autonomy",aiming at helping the development of the post subculture phenomenon represented by kichiku video in a right and healthy direction.