Research Of The Subcultural Phenomenon Of Little Fresh

Those people and things with the marks of Little Fresh refuse to drift with the current,which prefer the aesthetic standards of simple,quietly elegant,natural,refreshing and exceptional.The young community who follows this minority culture eagerly is also known as Little Fresh.In 2003,it appeared as a posture of unique and spiritual in mainland China,and it was a formal entry into the visual perspective of the public as a type of music.Gradually it extended to the forms of cultural and artistic fields in films,photography,artistic tastes,literature,architectures,clothing,interior design and others.On one hand,network media of which Douban is representative helped Little Fresh into public view in a fast way.These tiny and non-mainstream demands built a unique cultural region in the virtual network platform.On the other hand,as a product of the consumer society,the effect of cultural consumer behavior is also playing a key role in the spread and diffusion of Little Fresh.With the intention of opposing to consumerism,the subcultural phenomenon of Little Fresh is such a gentle self-salvation.Even so,it can not deny the fact that it originated on the premise of the consumer society.From anti-consumerism into the beneficiaries of the consumer society,Little Fresh has became cultural works of art which cater to the popular taste with the lack of aesthetic value.By using Marxist ideology of consumer economy,Debord's theory on Society and Culture of the Spectacle and sign consumption from Jean Baudrillar,all these theories can answer why Little Fresh eventually became a part of the popular discourse system.Similarly,refreshing Zengcuo'an illustrated the breaking up of the subcultural phenomenon of Little Fresh in microcosm.Little Fresh alone can not assure that it will be truly independent and escape from consumer culture.Business incorporation is such a powerful force whichwill turn the unique fashion into mediocre.Once everyone can own the unique cultural symbol,the meaning of antimatterwould be subdued by contemporary consumer culture.