Research On The Phenomenon Of Short Video "Internet Celebrity" Communication From The Perspective Of Subculture

The phenomenon of "Internet celebrity" has attracted the attention of academic circles since its appearance,and the cultural implication behind the phenomenon of "Internet celebrity" is often the object of scholars' research and discussion.With the media technology upgrading and transformation,short video communication has been widely used in thousands of households,and short video "Internet celebrity" has become the focus of the audience.Short video "Internet celebrity" not only updates the form of communication,but also advances with the times.The content field is further subdivided vertically,showing a diversified development trend.Cultural communication has become the focus of the development of short video content.Short video "Internet celebrity" plays a key role in the process of cultural communication.This paper attempts to take the subculture perspective as the starting point,observe how the short video "Internet celebrity" carries out cultural communication in the new network environment,analyze the essence of the "Internet celebrity" communication phenomenon,and explore the internal law of the development and communication of the short video "Internet celebrity".In view of the overall situation,we also pay close attention to the individual development of "Internet celebrity".This paper also selects Shen Wei,a typical representative of "Internet celebrity",as a case,so as to make in-depth and detailed observation and achieve the combination of point and surface.On the macro level,the research focuses on the characteristics,motivation and influence of short video "Internet celebrity" communication;on the micro level,it analyzes the subject,audience,culture and social environment of "Internet celebrity".In the process of comprehensive research and the current short video "Internet celebrity" common and representative problems integration is summed up in four aspects of economy,technology,content and values,and corresponding strategies and suggestions are given for the problems one by one.It is hard to shake the position of mainstream culture in the era of traditional media,until the emergence of new media,subculture communication becomes possible.Nowadays,the mainstream culture and subculture are playing games with each other.the short video "Internet celebrity" represented by subculture is activelyseeking the way of "going out of the circle",while the mainstream media represented by mainstream culture is also seeking the way of "Develop fans" to learn from subculture,so as to obtain a wider audience.Short video "Internet celebrity" is taking the responsibility of cultural transmission and inheritance,and jointly promoting the integration and innovation of multi-cultural.