Deep Understanding Of The NONOs' Culture

Naomi Klein's<No Logo> is published in 2002. Followed by the pioneer sell well, it take bold challenge of globalization and consumption culture, world's NONOs born every where. NONOs used the book's name to themselves. To keep a rational way of thinking to face the trend of standardization, to maintain independent personality status and heart critical, to restore the simplicity of life,'New Frugality doctrine'for the idea. This is NONOs. In a small number of economically developed coastal cities and regions, and cities in the mainland, there have been a considerable number of NONOs.On the basis of a large number of collecting and sorting relevant information, which is the NONOs in mass communication environment. This research combed the development context, use of the theory of communication, adopted methods of text analysis and cultural criticism to study. Decomposition of the topic into three sub-propositions: cultural of the NONOs, cultural transmission of the NONOs, interactive in cultural communication of the NONOs.Cultural of the NONOs:Cultural property of the NONOs defined as subculture of urban fashion groups. Summarized their cultural identity to rational way of thinking, independent personality status, and simple way of life. View the background and reasons of the rise of their cultural are reflection of consumption culture, concern for sustainable human development, as well as by the influence of Chinese traditional culture. As culture of outer space, mass communication environment, not only plays a very important role for the spread of NONOs'culture, but also provides symbols, concepts, experiences and other 'material'for its cultural and creative activities.Cultural transmission of the NONOs:According to the basic elements of a interactive process of communication, detailed analysis situation of the communicator, information, media, recipients, effects and noise. Then to find out the actual type of communicator in the communication process, to find out the development and change of content, function and meaning of information in the interactive process, to find out media type, to find out minority and public, to find out Macro-effects and Micro-effects, and to find out the impact of the noise in the all aspects of communication process and system and beyond.Interactive in cultural communication of the NONOs; NONOs'culture vitality and development trend is very different from other subcultures in the history. By it can be absorbed by mainstream culture. Study found that there are three determinants: independent, systematic and scientific theoretical system, the strength of self-debugging capabilities of social systems and values systems, and the historical limitations of the time, the showing of phenomenon of NONOs''information environment turn to an environment', By the unilateral control of the mass media's own reasons, the incorporation from ideology and business, the pressure of Economic crisis, and NONOs culture itself. As a reflective and critical subculture, in the communication interactive process, NONOs'culture not only promoted the social and cultural ecological balance, but also to some extent ease public stereotyping to affluent, and creative development spirit and culture of thrift. Eventually, this'new concept of frugality', improved by the mainstream culture, rise to the development of consumption view comply with the time need. The social significance of this series is undoubtedly worthy of recognition.Due to the current, Academic theory of cultural communication of NONOs almost none, research on the contemporary urban groups still in the initial starting stage, and more to do around the static of their own group, lack of studies on dynamics of interaction between groups and the outside world. The innovation of this study is to select a new perspective from the mass media environment and culture communication process of interaction NONOs. In the information age and under conditions of socialism with Chinese characteristics, research on the features of the emerging subculture of urban fashion information interaction, on the practical effect of critical function of culture, on the factors that influence the spread of its culture, and on the context and direction of cultural development, etc. To promote the mainstream culture, mass media, public establish a rational look at the philosophical attitude of subculture communication, and to promote scientific, rational and innovateve development of modern culture.