The Study On Youth Subculture Identity In Adaption Videos Of "Tudou"

This paper focuses on adaption videos of a domestic influential video sharing website, Tudou. Analysis of their video content, narrative strategies, subculture activities, communication rules, it revealed youth subcultural identity characteristics and significance in a new media era, also identity construction process of subculture groups.The article notes that,as a unique youth subculture phenomenon, the youth subculture which involved in adaption videos shows a kind of"anti-custom"subcultucal resistance, brings a brand new scene which is totally different from mainstream video production to public, expresses"resistant"identity of youth who sarcasm, deconstruct mainstream society in the era of mass entertainment. In addition, with the production and communication process of adaption videos, on the one hand, the identity of all kinds of Internet youth subculture groups tend to form tribes and share common interests, that is"tribalization"identity. On the other hand, the identity of youth subculture members is unstable and floating, because of multiplicity of vitual identities, fragmentation of production process of adaption videos and rapid change of individual interests. The construction and consolidation of subcultural members'identity is a consciousness development process which treats mainstream culture as "other" and bases on differences.