A Study Of Short Video Motion Comics From The Perspective Of Youth Subculture

Against the backdrop of the popularization of mobile devices and the development of short video applications,animation,as a visual image favored by young people,needs to constantly adapt to changes in media environment and market,explore new opportunities and business development models,and thus,motion comics carried by short videos have become a new growth point for animation platforms.Kuaikan,as the largest comic platform in China,with a large supply capacity for motion comic production and development,actively explores the combination of short videos and motion comics and has developed the "Manju" project.According to the official announcement of Kuaikan Comics,as of March 2022,the monthly active users of Kuaikan platform have exceeded 100 million,and the total number of "Manju" plays has exceeded 10 billion,indicating that the "Manju" on Kuaikan platform has considerable influence and user base in the digital content market.Therefore,this article selects "Manju" on Kuaikan as the research object,and uses text analysis method and participatory observation method to focus on analyzing the style presentation,symbol construction and operation mode of short video motion comics,and explores its influence on young people.Firstly,the research expounds on the development and changes of short video motion comics,defines its concept,and summarizes its works,content,and user characteristics through the analysis of "Manju",in order to have an overall grasp of it.Secondly,through the textual analysis of the content of "Manju",the research finds that BL culture,Kawai culture,and Satisfaction culture are the most common subculture types in short video motion comics.At the same time,constrained by the internet thinking of the network culture environment and "user-centeredness",short video motion comics strive to cater to the cultural background and lifestyle of young people in terms of narrative presentation and style symbol construction.On the one hand,it demonstrates the coexistence of narrative independence and marginality,narrative deconstruction,and narrative theme style characteristics in narrative presentation.On the other hand,it constructs its audiovisual symbols through collage,imitation,and isomorphism,which are full of a large number of network popular culture elements,expressing the spirit of entertainment and participation of young users in a humorous and entertaining way.Thirdly,by observing the participation and practical behavior of young users,the research points out that short video motion comics not only provide them with a way of self-identity and group identity but also meet their multiple emotional and expressive needs.Finally,through cultural reflection on short video motion comics,the research points out its problems of excessive entertainment,cynical resistance,and deviation in value transmission.