A Study On New Media Communication And Youth Image Construction In The View Of Post-subcultural Theory

From the aspect of youth-subculture,the new media with interactivity,freedom and openness can be better in building a media image for the youth and seeking the unique space of identity and ethnic attribution of youth subcultural tribes.Some new media organizations cater to the trend of the need of building and communicating new youth image in Post-subcultural era,they show their support to the youth subculture and enhance youth social discourse power,the global youth subcultural media site-"VICE" is a typical example.This research is under the scope of theory of post-subculture.At first,this research introduce the background of the technical aspect,cultural aspect,social aspect and other macro perspectives to explain the necessity of the new media communication and youth image construction.In simple terms,that is the network media gave birth to a diversification practice to youth,and the post sub-culture is in the process from the subversive resistance to the moderate resistance,and nowadays,young people are more positive to participate in social issues.So,these phenomena to enhance the value of identity and the ethnic sense of belonging of post-subcultural people.And then,it focuses on the relationship between new media communication and the construction of youth image.Based on the analysis of the contents of "VICE" — — a global post-subcultural media website,as the representative of the youth subcultural media in the world,“VICE”tend to build a positive image of the youth such as having strong sense of social responsibility and being innovative and creative in art and music field,but as for the ordinary youth,“VICE” does not fully agree their violations of social law and moral social behavior and think their character are sort of weird,which is difficult to understand.After analyzing the results of the contents of “VICE”,we can concluded three post-subcultural morphological characteristics of youth images which is constructed by "VICE",they are: firstly,from the aspect of lifestyle,the youth images reflects the symbolization of individual identity in the consumption era;secondly,from the aspect of the new tribe,the youth images incarnates loose organization and temporary,sharing experience;thirdly,as in view of scene,the youth images reflects inclusive and equal carnivals and ritual symbols.