A Study On The Text Presentation And Meaning Production Of The "Sang Culture" Memes

It has become a common network subculture landscape for young people to make and use memes in large quantities.The "Sang Culture" memes,as an important online social tool,has become a "visual weapon" for young people’s discourse to compete with mainstream discourse.Its endless visual landscapes shape the visual experience of modern society and have a significant impact on cultural development.At the same time,as an important part of the youth subculture,the popularity of the "Sang culture" expression pack shows the essence of contemporary youth discourse practice and cultural communication to a certain extent,exposing the collective survival dilemma and spiritual crisis of the youth generation.This study takes the "Sang Culture" memes as the research object,and adopts a research method mainly based on multimodal critical discourse analysis,supplemented by participatory observation and in-depth interviews.Drawing on Roland Barthes’ image stratification theory,Kress G and Van Leeuwen’s visual grammar,as well as relevant theories in cognitive linguistics,it deeply explores the process of the generation and development of youth group discourse in the era of visual culture,Explore the discourse expression and interest demands of young people.This article aims to explore the relationship between the content and form of images in the "Sang culture" memes from the perspective of combining visual grammar and discourse analysis,examine the values formed by young Sang culture groups in specific cultural backgrounds,and explore the dissemination practice of their subjectivity,Finally,this article explores how to examine the subjectivity crisis and cultural representation of the youth group hidden behind the expression package discourse of "Sang culture",and attempts to return it to the Chinese context and rethink contemporary youth ideological issues in history.Research has shown that the unique visual grammar of the "Sang culture" memes invisibly constructs the discourse system of current youth social interaction,promoting more complex and covert emotional expression among young people.Its inherent symbolic meaning and different textual and graphic relationships jointly produce the visual representation of "Sang".On the one hand,the multimodal visual rhetoric of the "Sang culture" memes is elaborated through intertextuality,which not only constructs the group identity of the youth group,but also reflects the ongoing cultural life of the group,presenting visual metaphors in larger social texts beyond the multimodal corpus.On the other hand,the dissemination of the "Sang Culture" memes not only reflects the pursuit of freedom of self expression by contemporary youth groups,but also reveals the uniqueness of individuals in terms of self-identity,group identity,and cultural community construction in the "Sang Culture".They share within the group through stylized visual culture and discourse strategies,achieving group identity and emotional resonance.The marginal online "Sang culture" they have created not only reflects the group’s desire for social fairness and interests,but also gives the youth group cultural discourse power to a certain extent.In summary,the "Sang Culture" memes is not only a carrier of youth ideology,but also a loudspeaker to amplify the voice of youth discourse.Its production and dissemination have broadened the political participation methods and scope of political life of youth groups,giving young netizens sufficient space for action in the virtual online space.Undoubtedly,the expression package of "Sang culture" no longer conveys simple symbolic meanings,but rather a postmodern logic that carries the contemporary social and cultural state,helping young people break free from the shackles of mainstream media and social mass "otherization" construction.From then on,the "Sang Culture" memes discourse is gradually accumulating energy in a cyber-like free and democratic way,and immersing itself in social power mechanisms in a more subtle and soothing way,and having a certain impact on the operation of power,bringing about a "youth shock" in the Chinese context through cultural practice activities different from Western and other Asian societies.