Research On The Consumption Of "Earthy Culture" From The Perspective Of Subculture

The "earthy culture" emerged along with the popularity of online live streaming and short videos and is a kind of online subculture with a solid vernacular atmosphere.As a"phenomenal" cultural trend in the consumer society,the producers of "earthy culture"construct the subculture style through consumption,and the audience enjoys the "earthy culture" in the consumption vein."The market also gradually realizes the huge consumption potential behind "earthy culture," which drives the transformation of "earthy culture" from an aesthetic,cultural symbol to a commercial capital symbol.In general,the consumption of"earthy culture" is a kind of consumption of grounded popular culture,and its consumption method includes both material and spiritual consumption of culture.This study analyzes the consumption characteristics,image consumption methods,and group consumption psychology of online "earthy culture" through qualitative research methods such as participant observation,in-depth interviews,and textual analysis.Firstly,we define and analyze the concept of "earthy culture" and then determine the scope of the research object;secondly,we analyze the evolution of the consumption subject,consumption platform,and consumption form to derive the consumption characteristics of "earthy culture";secondly,we selected the "earthy videos" from the short video platform Kuaishou and posts from the "earthy dressing practitioners" group on Douban as samples for media image analysis.We studied the commodity symbols and styles appropriated by the consumption of "earthy youth" images.The study was carried out to examine the characters and types appropriated by young people.Then,in-depth interviews were conducted to analyze the producers’ emotional structure and the audience’s consumption needs.Finally,we reflect on the current consumption situation of "earthy culture" and consider its future development based on this reflection.To a certain extent,the study on the consumption of "earthy culture" is conducive to grasping the pulse of subcultures in the consumer era and getting a glimpse of the self-claims of the "earthy" group.This study finds that "earthy culture" is inevitably incorporated into the consumer market after entering consumer society.After the incorporation,"earthy culture"does not have a strong sense of resistance against the dominant culture of"anti-incorporation." "However,the producers and audiences of "earthy culture" are still energetic and creative,capable of decoding cultural goods defiantly and reproducing the meaning of resistance.However,at the same time,we can also find that economic capital has shaped or even kidnapped the cultural consumption preferences of small-town youth,who,to obtain the conversion of traffic capital,tend to over-pursue "dirt" and "ugliness" in the process of cultural content production.To obtain the transformation of traffic capital,small-town youths tend to excessively pursue "dirt" and "ugly" in the process of cultural content production and form the aesthetic "discrimination" of audiences towards "dirt culture" under the cultural consumption order of interest differentiation.