Research On The Production And Dissemination Of Hot Topic Memes From The Perspective Of Participatory Culture

With the change of media technology,the form and content of communication have undergone subversive changes,and the way of communication has also changed.Online expression and communication have become the norm,and the accompanying emoticons have also enriched people’s ways of expression and made up for the regret of physical absence in cyberspace.In the era of Web2.0,shared,open platforms provide a productive environment for user creation.No longer satisfied with the systematic meme provided by social software,people create their own meme with richer content to convey their emotions.The content of hot topic meme comes from hot topics and is the reproduction form of hot topics.Often hot topics will drive the popularity of meme,and the popularity of meme adds heat to hot topics.Understanding the hot topic meme can help us feel the social reality and grasp the turn of The Times.The social psychology,media transformation and value orientation reflected by them are of great research significance.This study mainly adopts the case analysis method,participatory observation method and in-depth interview method.Based on the participatory cultural theory,this study studies the production and communication behavior of the meme on hot topics.The whole paper is divided into four parts.The first part mainly introduces the related concepts of participatory culture and hot topic memes,combs the development process and connotation characteristics of participatory culture theory,defines the concept of hot topic memes,classifies hot topic memes according to content sources,and displays their characteristics.The second part discusses the participatory production activities of hot-topic memes from the production environment and production process.The environment of technical tool empowering,symbolized consumption and stylized products provides fertile soil for the production of hot-topic memes.In the production process,the audience selectively accepts the text,interprets the text in a resistant way,reorganizes the text and constructs the meaning by collage,parody and isomorphism.The third part mainly analyzes the participatory communication activities of the hot topic memes,and presents the generation,outbreak and extinction process of the hot topic memes with cases.The communication process of the hot topic memes involves the interaction of audiences,we media and mainstream media.The communication network of the hot topic memes shows the transformation from opinion leaders to the general audience,from the inner circle to the outer circle and the relationship between strength and weakness.Thus,it makes an in-depth analysis of its transmission motivation.The virtual survival needs of mask transformation,the social interaction of sharing emotions,and the pursuit of identity by herd psychology are the main motivations of its transmission.The fourth part shows the social reality of multi-culture and hot topic memes in participatory cultural environment.Hot topic memes reflect social values,show aesthetic orientation,reveal social contradictions and conflicts,and there is disharmony in the production and communication process.Therefore,it is necessary to actively guide and cultivate the active and rational public to adapt to the needs of the new media era.