A Study Of "SHAN ZHAI": From Culture PersPective

This paper first introduces the basical information of cottage culture, including the origin, events hotlist,a variety of different views and attitudes of cottage culture. Then from a philosophical point of view to analyze that cottage culture does not have the post-modern character as ordinary people talk about, however, the essential of cottage culture is a mix of culture and confluence. This confluence can be analyzed by the "be seen-see" paradigm. From the beginning, grass-roots form of cottage can attract people's attention and set off the happiness of people. By this way they obtain the qualifications to be noticed. In this process, the network plays a decisive role in promoting. Using the power of the network, the cottage has a huge upgrade to become cultural events of social influence and it endowed with rich symbolism and is given unique symbol. The symbolic and cultural actors bring the cottage different gains and some just entertaining people at the same time, entertaining himself. And others may be market-driven speculation behavior, with the name and value-added benefit. Whatever the purpose is, the cottage culture with the mainstream of cultural behavior, has a kind of centripetal force of elite culture.On the other hand, been under the pressure of mainstream popular culture, elite culture, re-validation for the self-worth. How to deal with the usage of popular culture and re-establish their culture-oriented functions in the context of popular culture is remained a question. Considerations of these questions make the formation of elite culture. Cultural elite who were to be seen on the review, control, use their own way into popular culture and means, in the holding interaction with the rod moves in a kind of popular culture to win the guidance and control. This finalized the "be seen-see" structure paradigm.