Research On The Identity Of Subcultural Groups In The Era Of Social Media

The development of social media technology has reduced the difficulty for Hanfu lovers to find "like friends",Therefore,the virtual community built by social media has become the main place for Hanfu lovers to gather and communicate.On the one hand,with the continuous advancement of media technology,convenient channels provide technical support for the content creation and rapid dissemination of Hanfu culture;on the other hand,through mutual exchanges on the Internet,Hanfu lovers have formed a group consensus and strengthened the group Cohesion and collaboration ability.The group of Hanfu lovers is a group that loves Hanfu culture,understands Hanfu related knowledge,agrees with Hanfu culture and traditional culture,is keen on wearing and collecting Hanfu,and is committed to spreading Hanfu culture.This paper takes the QQ group of "Chinese Hanfu Tongpao Exchange Society",which has been established for a long time,has a large number of people and is highly active on QQ platform,as a case study,Using the research method of network ethnography to observe the practice activities of Hanfu lovers in QQ groups,combined with the content of interviews with active members,analyze how the Hanfu lovers constructs identity from the two levels of self-identity and group identity.This paper is mainly divided into four parts:The first part mainly analyzes the communication methods and contents of the group members and the characteristics of interpersonal interaction within the group.Through observation and sorting,it is found that group members mainly communicate with each other through texts,emoticons,pictures and videos,and the content of daily communication can be roughly divided into four types: topic discussion,seeking help and answering questions,experience sharing and entertainment.The interpersonal interaction within a group has the characteristics that a few people produce most of the content of the communication within a group and the interaction mechanism dominated by nodes.The second part starts from the individual level and analyzes the self-identity construction of Hanfu loves by combining the practice activities of Hanfu lovers in QQ groups.It is found that Hanfu lovers construct their self-identity through the establishment of self-imagination and the unification of their self-image with others’ evaluation,role-playing in virtual space,and self-expression in practical activities.The third part,starting from the level of group,discusses the construction of group identity of Hanfu lovers according to the three basic processes of social identity theory: categorization,identification and comparison.It is found that Hanfu lovers initially construct group identity by dividing group boundaries and confirming group membership,and then strengthen their identity to the group they belong to from the internal and external dimensions through identification and comparison.The fourth part starts with the three key words of the subculture: "style","resistance" and "incorporation" to analyze the Hanfu subculture.Hanfu lovers’ love for Hanfu and their devotion to classical dress up are stylized resistance to popular clothing and aesthetics,and such stylized resistance has become a way for Hanfu lovers to pursue their true selves and construct group identity.