The Construction Of Style Of The Little Pure And Fresh Subculture

In recent years, the “Little Pure and Fresh” style has become one of the nonnegligible cultural trends in diverse youth subcultural landscape and it attracts attention from the scholars. Among relevant research, systemic ones concerning “Little Pure and Fresh” from the perspective of subculture still require improvement. This is due to their inability to analyze style construction, group mind and deep-rooted source of style of “Little Pure and Fresh” subculture.Under such circumstances, this paper takes as example several online communities which gather “Little Pure and Fresh” groups including Douban, Baidu Bar and xiami.com. Based on subcultural studies and netnography and by ways of text analysis and in-depth interview, this paper analyses features and ways of style construction of “Little Pure and Fresh” subculture from the perspective of appearance, behavior, expression and anti-construction in the complicated social cultural context. This paper also seeks to explore the group mind, pursuit and cause of such style. Meanwhile, this paper discusses survival and development of “Little Pure and Fresh” subculture by analyzing its interaction with the mainstream.This paper finds that “Little Pure and Fresh” features complex reference, great differences among members and mixed style construction, while the main methods of style construction include appropriation, imitation and homogeneity. The “Little Pure and Fresh” itself represents a choice among the era they are living in, reality and self of some young people. Rather than resisting aggressively, they choose to “turn around” gently. Their pursuit is full of fantasy and contradictions, like the Peter Pan complex which escapes from reality and growth, unwilling to be assimilated by grown-ups, and the self-obsessed Mary Sue complex. They also desire to achieve identity, and feature imaginative anti-consumerism and new fetishism.Faced with discipline, requisition and manipulation by mainstream culture, the “Little Pure and Fresh” responds mildly with their distinctive features and interacts with business sector at the same time.