"Cyber Carnival" Under The Perspective Of Consumerism And Subculture

In recent years,with the iterative update of information communication technology and the rapid popularization of mobile Internet,Cyberspace has become an indispensable �important position� in people's daily life.And among them,social media represented by Weibo and WeChat are more active in this �important position�.In the social network known for its high efficiency,instantaneous interaction and full openness,the Chinese �Koi� culture as a cultural complex relies on its �wish for blessing� connotation,making the �Koi� an object of youth worship in the cyberspace.Forwarding �Koi� pictures or �Human-shaped Koi� represented by Yang Chaoyue,accompanied by relevant prayer words such as �begged� and making wishes on social media,has become the daily superstition behavior imitated by countless young people in modern society.Today,the �Koi worship� derived from this superstitious behavior also seems to be intensifying in cyberspace.Although this �Cyber carnival� was launched under the conspiracy of commercial capital and consumerism,and dressed in a �commodity fetishism� cloak,but people are still rushing towards this human-led �prayer game�.Behind this phenomenon-level carnival,it is the result of mutual influence and game between consumerism,subculture and capital in the era of mobile Internet economy.The complex relationship behind it deserves the attention and research of the communication academia.This article takes �Koi� as the research object,and incorporates it into the dual vision of consumerism and subculture,using literature research method and participation observation method,sorting out the evolution of Chinese �Koi� culture and observe its other meanings derived in cyberspace.And then,from the perspective of consumerism study the deep-seated reasons behind the �Koi� symbol carnival,and analyze the youth subculture spiritual core embodied in the �Koi� fandom from the perspective of subculture.There are five chapters in this article,of which the main body is divided into four chapters.The first chapter is an introduction,which mainly explains the basic work of the topic selection background,research methods and related literature reviews of this article.The second chapter sorts out the evolution of �Koi� and divides it into two subsections,the evolution of Chinese �Koi� culture and the derivative meaning of �Koi� in cyberspace.As a cultural complex,the Chinese �Koi� culture is the result of the interaction between the modern Japanese Koi culture and the Chinese traditional carp folklore.The expression form of the �Koi� culture in cyberspace has gone from the �Nine Palaces Koi� picture to the �human-shaped Koi� represented by Yang Chaoyue.At this moment,the �Koi� culture completely deified and symbolized in this process due to the separation from the material attributes.The third chapter analyzes the reasons behind the �Koi� carnival from the perspective of consumerism,and believes that the incorporation and alienation of �Koi� culture by commercial capital is the main reason.It creates a �consumption landscape� about the �Koi� prayer culture through the landscape performance under the internet celebrity marketing model,and construct a consumption ritual in the �new mimic environment�,alienating the audience's behavior of forwarding and worshiping �Koi� into a kind of manipulated �digital labor�,so that they are pursuing a �false subject� wearing a �Koi� coat,which ultimately causes the symbolic meaning of �Koi� has occurred twice in different stages of communication,and resulting in two carnivals of the �koi� symbol.Chapter 4 studies the spiritual core of youth subculture behind the �Koi� fandom from the perspective of subculture.The study found that it consists of four elements: appearance,behavior,discourse,and motivation.The appearance of the �Koi� culture is a �prayer game�.And The �Koi� fandom participated in this �prayer game� through the behaviors of the collective carnival ritual performance and the mentally anxious discourse expressions,taking identity construction and self-identity as motivations.In short,behavior,discourse,and motivation dynamically construct this �prayer game�,which is,the sub-cultural appearance of the �Koi� fandom.In the summary and reflection of Chapter 5,the author raised concerns about the impact of the �Cyber carnival� similar to the �Koi� epidemic,such as consumerist carnival,the spiritual crisis of modernity,and incorporating fate of the subcultures,these issues deserve our deep consideration.In addition,the deficiencies of the research in this article are that the media technology factors are not taken into consideration for the popular reasons of �Koi�,and the research on the Internet �Koi� culture is focused on the critical aspect.Except the negative impact of this �Koi� carnival,we should also see the legitimate desire behind the young people 's praying behavior,understand the reality and spiritual predicament behind contemporary youth,as well as their longing for and hope for a better life in the future.