The Analysis Of Moe Culture In The Context Of Internet Culture Communication

’Moe’become a popular language in our daily life began in2010. Since then, so many things related to’Moe’appeared in China. For instance, moe comics, moe products, moe girls, moe babies, moe pets, moe videos, moe games, moe programs, etc.. Moe culture is originated from1980s’Otaku culture of Japan, at the same time, it is deeply affected by ’Cute culture’ and ’Anime culture’. However, moe culture is not equal to them. There is a huge difference between Chinese moe culture and Japanese cute culture, which includes the historical and cultural foundation, the connotation, the creator, the communicator, the age-distribution, and the industrial scale. By analyzing the above differences, the second part of this paper will clarify the corresponding concepts, make a clear definition of moe and sum up the characteristics of moe culture.From communication perspective, moe culture as a by-product of cross-cultural communication is inevitably influenced by other cultures. Besides, moe culture belongs to youth sub-culture and is gradually integrating into mainstream culture. Under the context of Internet culture communication, this paper will mainly talk about the communication process of moe culture in the third part and will draw upon some classical theories which involves the Use and Gratifications Theory, the Carnival Theory, the Disappearance of Childhood.Moe culture also has its defects and problems, such as the low-level innovation, the imperfect business model, the danger of being assimilated by mainstream culture. These problems will be pointed out in the last part and some suggestions will be given. Hoping this basic research can make a contribution for academic circle.