Study On The Communication Of Chinese Streetball Culture From The Perspective Of Youth Subculture

In recent years,with the vigorous development of mass sports,the domestic streetball market is very hot,in the streetball culture by more people recognized and loved at the same time,there are a series of changes,which have a profound social hidden causes.From the perspective of the relevant theory of Birmingham school youth subculture and communication science,the "style" of “street” has been retained partly in the process of communication of streetball culture,but driven by commercial interests,it has been presenting a constant shift from the minority to the public,from the performance to competitive,"street" connotation has been gradually blurred,the resistance meaning has been gradually cleared up,China’s streetball subculture is eventually difficult to escape the fate of being incorporated.By explaining the communication process of streetball culture in China and its sub-cultural implications,this paper focuses on analyzing the commercial capital’s squeeze on the streetball culture space,with a view to better coordinating the relationship between the two in the subsequent communication,and promoting the healthy development of streetball culture.The full text consists of introductions,texts and conclusions.The introduction mainly discusses the research background and value of Chinese streetball culture,expounds the research status and use of theory of Birmingham school youth subculture and streetball,and defines the two key concepts of "streetball and streetball culture ","youth subculture" involved in this paper.The text is divided into four chapters.The first chapter explains the relationship between streetball and youth subculture.Streetball comes from the slums of black Americans,under the complex background of politics and culture,it has developed a unique form and connotation,which is very different from traditional basketball.After the introduction to China,it has been closely linked with business,the new environment has produced new changes,but still retain the sub-culture attributes.The second chapter describes its general situation from the development trend and communication subject of Chinese streetball culture,especially emphasizes that while the spread of streetball subculture is expanding,it also becomes more and more competitive and popular.The third chapter takes the brand "equalizer" as an example to describe the main means of Chinese streetball subculture communication,including online self-media platforms,streetball images and offline streetball events.By studying its communication content and channels,and focus on WeChat public article text analysis,we can find that the meaning of streetball gradually blurred and confused,the games are competitive,the participants are various,streetball market business form and operating means are becoming more and more complete.The fourth chapter deeply analyzes the sub-cultural significance behind the communication of streetball culture.By grasping the uniqueness of the construction of Chinese streetball subculture style and its resistance,to analyze the communication characteristics of Chinese streetball subculture.The fifth chapter focuses on the specific commercial incorporation in the communication process of Chinese streetball subculture,which reveals more clearly the squeeze of commercial capital on cultural space,and ultimately leads to the change of Chinese streetball subculture.\The conclusion puts forward some shortcomings and some need to be improved.For example,because streetball culture is still in development in China,and relatively niche,may leads to insufficient research data;due to the information about the situation of foreign streetball culture communication is not comprehensive enough,resulting in the lack of common time comparison and so on.