Characteristics Analysis And Innovative Content Research Of Young And Middle-aged Subcultures In Douyin Live Streaming

With the continuous growth of the scale of online live broadcast,the penetration of e-commerce into live broadcast has been promoted.Due to the impact of the new crown epidemic,the rapid development of live streaming has become the most noteworthy new phenomenon in the business landscape,and has also attracted a lot of attention from academia and the industry.However,my country's research on live broadcast delivery only stays in the field of consumption,and there is a lack of exploration of the cultural value hidden behind it.This article will take the live streaming of Douyin platform as the perspective,and use the methods of online ethnography,case analysis,comparison and in-depth interviews to explain the reasons for the rise,growth trajectory,prominent features and innovations of the youth subculture in Douyin live streaming.content.The intention is to explore the relationship between Douyin live streaming and youth subculture,and provide a new direction for the future development of both.The research believes that in terms of construction conditions,the Douyin platform is more suitable for nurturing the youth subculture than the Kuaishou and Taobao platforms.The Douyin live broadcast platform has user advantages accumulated by short videos,precise recommendation advantages under algorithm technology,content advantages under user thinking and protection advantages under the supervision system.It is a short video social software that fully adapts to the habits and preferences of young people..In the construction of the main body,the anchors with goods,the youth group and the live broadcast room have different roles in promoting cultural identity.The anchors with goods used physical performance and "presence" company to win the emotional recognition of the youth group;the youth group's own personality and cultural capital became the basis for building a cultural landscape;the live broadcast room appeared with the characteristics of a new tribe,aiming to Create an immersive communication scene and form a new cultural generation space.In the construction process,it includes formation and landing,gathering and spreading,spreading and spreading.Among them,identity is the basis for the generation of subcultures,technology is the supporting force for the development of subcultures,and capital is the catalyst for the diffusion of subcultures.These three have become important factors that cannot be ignored in the dynamic development of youth subculture.Investigating the characteristics of the young and middle-aged subculture of Douyin live broadcasts,it is found that resistance and rebellion are still retained,but at the same time there are new characteristics.Among them,barrage literature,gift literature and language literature have become prominent youth subcultures in Douyin's live broadcasts.They present unique cultural connotations and cultural significance on the live broadcast platform.Looking at the Douyin live broadcast platform,there are three live broadcast methods that have reshaped the traditional live broadcast delivery model,and also built new youth subcultural content.Including the Bundia culture of the beautiful girl Higo,the subculture of the secondary creation of the domestic IP image of the true story of the Herborist Yanxi Palace,and the old-fashioned aesthetic culture of the Grandma Group of the Times.By analyzing these three cases,we can discover the traffic codes of live streaming,the tastes of youth,and new changes in subcultures.The identities,concepts,and tastes of youth subcultures have all changed,taking on a whole new look.Based on the above research,this paper re-examines the relationship between youth subculture and Douyin live streaming,and believes that the two are complementary and mutually empowering.Douyin live streaming with its advantages can provide space for youth subcultures to participate,and can promote the two-way integration of youth subcultures and mainstream cultures,and also help youth subcultures stand on the world stage and have more overseas followers.The investigation of youth subcultures can reveal the preferences and interests of young people,and provide a reference for Douyin Live to continue to cultivate interest e-commerce and develop a value ecommerce model in the future.Although the future is promising,it is still necessary to adhere to the mainstream framework to ensure that new attempts at Douyin live broadcast can flourish within the framework.