Study On The Communication Of Youth Subculture In Short Video

As a new audio-visual media in the era of digital media,short video has its own resistance to the production and operation mechanism of traditional video media,which coincides with the individual pursuit of young people.Short video can provide audio-visual experience anytime and anywhere in the fragmented time,which is more suitable for the living habits of young people.Young people become the biggest fans of short video.Short video has become an important carrier for young people to show themselves and release their personality.The values and cultural concepts of youth groups are easy to penetrate into the content of short video with their production and consumption practices,and youth subculture can be spread in short video.The research on the logic behind this new way of expression and communication is conducive to the healthy development of short video industry and the construction of network culture ecology.At present,the main types of young subcultures in short videos are Guichu,KUSO,Native Flavor,and Tucao.They are mainly represented by collage and parody,the teasing style,the marginalized narrative style and the display of young subculture groups in short videos.The content of youth subculture in the short video reflects the values,personality pursuit,entertainment spirit and resistance spirit of youth subculture.Due to the special nature of youth subculture,the content of youth subculture in short video shows the characteristics of stylization and spectacle.The youth subculture in short video shows the circle group communication mode,and in the process of communication,it has produced certain cultural value,social value and commercial value.The prevalence of youth subculture in short video is affected by subjective and objective factors.The context of short video communication helps youth subculture penetrate into short video,short video platform promotes the formation of youth subculture groups,and the psychological demands of young users of short video accelerate the diffusion of youth subculture.Under the influence of the logic of short video communication,the problems of youth subculture communication should not be underestimated,not only the problems of vulgarization,the alienation of aesthetic,infringement and illegal,but also the hazards of accumulating negative public opinion about youth subculture,causing short video addiction,distorting values of young people and so on.To solve these problems,the regulatory authorities need to strengthen the dynamic management of the youth subculture in short video,the mainstream media need to guide the youth subculture and promote the spirit of the mainstream culture,the short video users should improve the media literacy and strengthen self-discipline,and the short video platforms need to strengthen the check and support.