A Cultural Study Of "Furong" Phenomena

This thesis is a systematic popular cultural study of "Furong" phenomena, a case study aimed at exploring the commercial mechanism and power relations behind the BBS (Bulletin Board System) star phenomena based on the application of Western popular cultural theories in the specific context of the Internet in China. "Furong" phenomena are a popular cultural product consisting of a range of shows concerning "Furong Jiejie" and the social reactions to them. The "Furong" phenomena which derived from the Internet and got strikingly numerous reactions in the society typify the BBS star phenomena in recent years. One task of culture researchers is to interpret cultural phenomena so as to help people grasp the essence of them. "Furong" phenomena take place in the scope of popular culture, determining popular cultural studies as the main theories of analysis in this thesis, including postmodernism, Frankfurt school's theory of Cultural Criticism, Birmingham school's emphasis on the initiative of the people, and Bakhtine's Carnival Theory. This thesis probes into the issue from two aspects: the motivations and implications of "Furong" phenomena. The motivations include "Furong Jiejie'"s life experience and narcissistic personality, the role of the Internet as an open stage for "Furong Jiejie" to perform and for people to participate, and the socio-cultural factors while the cultural implications are explored from clinginess and subversion of popular culture. Intentionally or not, "Furong Jiejie" has directed a show characterized by typical postmodern features -pursuit of enjoyment and deconstruction of tradition and elite culture. These characteristics of postmodernism contribute to people's enthusiasm and participation in this on-line carnival, although some hold positive attitude and some negate it. Popular culture has its inherent nature of clinginess and subversion. "Furong" phenomena show their clinginess to mass media and commercial mechanism. The Internet and mass media play irreplaceable roles in this campaign of star creation, exploiting "Furong Jiejie" to attract people so as to increase click rate of web pages and acquire utmost profits. At the same time, "Furong Jiejie" is also clever enough to use mass media to gain both fame and economical interests. "Furong" phenomena also subvert the traditional perfect feminine images in media by her unbeautiful appearance and narcissistic writings, and make use of the openness of the Internet—resource of the power to represent the discursive power of the subaltern. In one word, "Furong" phenomena are a popular cultural spectacle reflecting essences of the world; understanding it by reexamination and critical interpretation is critical for us to grasp those essences.