Youth Subculture And Its Commercial Incorporation On The Internet In China

Youth subculture, also called inferior culture, is the vague concept compared about the main culture. difference from main culture,youth subculture is characterized by particular value and behavioral pattern and popular with youngster. Youth subculture consist of fans culture, kuso, cartoon culture, autodyne culture, non-mainstream culture, 90S, popular culture, cool culture, the second rich generation and so on. Although there are a lot of phenomenen about subculture, they have the same character, resisting and overturning the main culture. The goal of Subculture is decentralization, which represents freedom and equality young people hope. The youth express meaning by means of isomorphism, patchwork, kuso and so on.the meaning imply the contradictin in class, race, gender, generation and so on.In the light of Gramsci hegemony, the dominnant role should be supported by being dominated people and the main culture is the dynaminc balance,that is to say, the main ideolgy is not always fixed. Facing the challenge from subculture, the main culture should takes some measures,which is the commercial and ideolgy incorporation.how to make commercial incorporatin success and which factors hinder this act?how to solve these problem? In the view of communication, communicator, media,content and audience has a impact on the success of incorporation. In a word, youth subculture lost its personality ,but this act bring about the multivariant and innovation.