Research On Youth Subculture Communication In VICE China

As a widespread phenomenon,youth subculture is an indispensable and important part of social culture.Youth groups often represent an emerging force and contribute to the development of society.In China today,the rapid development of Internet technology has provided a new media platform for the dissemination of youth subcultures.Many of these organizations have been promoting the dissemination of youth subculture.The VICE Group,which claims to be the voice of the global youth culture,has made rapid progress since entering China in 2013.Among them,VICE China's series of video has risen rapidly and it has developed rapidly.In this research,a case study method and a text analysis method were used,which mainly consisted of four aspects: communicators,forms of communication,contents of communication,and characteristics of communication.The subculture implications of youth embodied in VICE China and its series of videos were analyzed.As a communicator,VICE Media and VICE China's consistent rebellious style has attracted many young people who are aiming to create a "millennial" youth subculture media platform.Through the layout of the Internet's new media matrix,VICE China has used video to communication youth subculture strategies.In the text of its video content,it also highlights the "style" characteristics of young subculture and the identity of young people.At the same time,it also completes the localization and cross-cultural communication of youth subculture.As a multinational media company,VICE China has not been able to avoid the“subscribing”of its youth subculture content by commercialism.However,studies have found that the relationship between business culture and youth subculture is not irreconcilable and not in the same state.In the new media environment,the two are an interactive,mutual gaming relationship.In addition,the research finally found that in the current China,the youth subculture and mainstream culture have formed a tendency of negotiation and dialogue.With the acceleration of China`s economic development and the adjustment of social transformation,more diverse youth subcultures and their media will beproduced.Therefore,the analysis of the media and communication process of youth subculture provides important guiding significance for us to better understand the new cultural forms and cultural practices.