Research On The Phenomenon Of " Rustic " From The Perspective Of Internet Subculture

The Internet and emerging media technologies provide new discourse space for the audience.The " Rustic " phenomenon is a network subculture phenomenon under the background of this era.Its development and dissemination have aroused the attention and discussion of the cultural and communication academia as well as the mainstream media.The phenomenon of " Rustic " has the characteristics of spreading across social strata,and due to the short time of its occurrence,there are few studies on the in-depth analysis of it in combination with theories and media situations.This study USES relevant theories of communication,sociology and other disciplines for reference,and applies classical theories such as the style,resistance and integration of Birmingham school subculture to study this phenomenon.This paper discusses the characteristics of marginality and resistance of this unique network subculture by interpreting its symbols and texts,expounding its subculture style and cultural significance.To trace the reasons why this phenomenon is prevalent in both towns and cities.On the basis of the theory of " resistance and incorporation ",this paper probes into the current situation and development prospect of this phenomenon in contemporary society,and reflects on it.From the perspective of network subculture,this paper studies the construction,significance and characteristics of the subculture style of "earthen flavor" phenomenon.Combining with the theoretical framework of "subcultural style",this paper analyzes how to construct the subcultural style of " Rustic " from three aspects:image,behavior and expression,and how to realize its style by means of collage,parody and isomorphism.This phenomenon reflects the efforts of the young people in towns and cities to achieve realistic success,integrate into the urban society,improve the class level,acquire cultural capital,rebel against the mainstream culture,construct self-identity and seek collective identity.It is found that this phenomenon is the result of the social and economic development transformation,the rare alleviation of urban-rural differences,the intergenerational characteristics after "90",the limitedexpression rights of marginal groups,the diversification of cultural environment,the enhancement of the commercialization attribute of mass media,and the empowerment of network technology progress.A large number of audiences come into contact with this network subculture due to the psychological factors such as conformity,seeking for difference,decompression,curiosity,seeking for joy,escape and returning to innocence.The phenomenon of " Rustic " has its good and bad qualities.This paper includes its positive influence,negative influence and coping strategies into the research scope to enrich the relevant research system of Chinese online youth subculture,which is innovative to some extent.Both the Chicago school and the Birmingham school believed that the integration of mainstream ideology or commercial capital was the destination of all subcultures.The phenomenon of "Rustic " inevitably leads to the end that it is dissolved and incorporated by the mainstream culture from the ideological and commercial aspects.Looking into the future of this phenomenon,it can be predicted that it will become a new form of mainstream culture and be replaced by a new network subculture in the process of commercialization.