Happy Water Of Fat-Otaku:Analyses Of Contemporary Youth Subcultural Phenomena From Coca-Cola Fandom

The cultural symbol "Happy Water of Fat-Otaku" first rose in 2015,which is one of the carriers of "Fat-Otaku Culture" and the common name of Coca-Cola among contemporary young people on the Internet,visible,Coca-Cola fandom is "Fat-Otaku Culture"the most obvious possessor."Fat-Otaku Culture" originated from Japanese Otaku Culture,which refers to the sub-cultural form occupied by people who "like to stay at home,do not like to socialize,prefer high-calorie junk food,obsessed with ACG(animation,comics,games ".Later,with the localization of" "Fat-Otaku Culture ",the youth groups in contemporary China have given a new connotation to "Fat-Otaku Culture" in the process of deconstructing and reconstructing it."Fat-Otaku Culture" in Coca-Cola fandom is an important part of contemporary youth subculture,and this cultural possessor —— " Coca-Cola fandom " has the characteristics of identity diversity and various subculture forms at the same time.The revelation of " Fat-Otaku Culture " in Coca-Cola fandom can help to understand the contemporary youth subculture phenomenon.This paper mainly uses the case analysis method and the network ethnography research method,on the basis of clarifying the research background,the research object,the research present situation and the core concept,takes the "Fat-Otaku culture" in the Coca-Cola fandom as the main line,according to the Coca-Cola fandom,the Fat-Otaku culture,the youth subculture from small to large logic layer by layerAccording to the survey results and the long-term participatory observation of Coca-Cola fandom,the author found that "Fat-Otaku,False-Otaku and Present-Otaku" coexist in Coca-Cola fandom today,and some people who live regularly and are healthy and upward also call themselves "Fat-Otaku".According to cognition,behavior,symbol use and identity,Fat-Otaku group is more homogeneous and consistent in cognition and behavior.