Research On The Phenomenon Of The Spread Of Native Culture

In recent years,the maturity of media technology and the popularization and popularity of mobile Internet and short videos have brought about profound changes in the communication environment and the redistribution of media discourse rights.Network user groups have been redrawn,and cameras and microphones have been transferred to ordinary people.Young people in towns and villages have also obtained technical empowerment for production and expression.The local culture representing the narrative at the bottom was born,and gradually evolved from a marginal culture to a hot phenomenon that was paid attention to and sought after by a large number of netizens,becoming a unique media cultural spectacle.A variety of "earth tastes" such as earth-flavored videos,earth-flavored love words,earth-flavored emoticons,and earth-flavored advertisements dominate the Internet,forming a unique phenomenon of earth-flavor cultural transmission.This article adopts the literature research method and the participatory observation method to study the spread of earth taste culture,explains the related concepts and development process of the earth taste culture,and introduces the concept of "meme" to explore its communication logic from three levels: Comment on fermentation: Participate in "earth-flavored" native memes;conversion and diffusion: trigger "earth-flavored" dynamic memes;re-distribute and share:create "earth-flavored" mature memes.From the two major aspects of media technology,cultural atmosphere,social environment and other social objective driving factors and the psychological factors of the communicators participating in the dissemination of two major aspects,the in-depth discussion of the causes of the spread of local culture is carried out.Through analysis,it is found that the content presentation of the local culture is mainly reflected in the diversified expression methods and sub-cultural style construction,showing the transmission characteristics of semi-marginalization,weak resistance,and dual deconstruction.Researches believe that the development of local taste culture has brought the ultimate entertainment experience,promoted the venting of netizens' emotions,opposed the monopoly of elite discourse,opened up grassroots expression space,expressed the social mentality of the bottom group,and eased social contradictions,but there are also addressing many issues such as the lack of social responsibility awareness of the communicator,the lack of self-media platforms,the entertainment and carnival after the flood of homogenous content,the spiritual loss of the audience under the interactive culture etc.the corresponding solutions are finally proposed: strengthening the awareness of the communicator's responsibility,consciously abide by the regulations;improve the platform supervision regulations,strengthen the audit and control;deepen the quality of production content,break through the barriers of homogeneity;improve the media literacy of the audience,and avoid excessive indulgence.