| In the context of multi-cultural communication,New Guochao culture as a flourishing cultural phenomenon is favored by Generation Z.The progress of digital media technology and the development of new media platforms have laid a solid foundation for the communication of New Guochao culture.From the perspective of digital aesthetics,the all-media communication of New Guochao culture is imperceptitiously changing the aesthetic dimension of Generation Z and even the whole society.Based on the theory of communication and post-subculture,this paper mainly uses the participative observation method to explore the aesthetic turn of the communication of new Guochao culture and its influence on the aesthetic subject Generation Z.This may provide some reference in inheriting Chinese traditional culture,spreading Chinese aesthetic spirit and strengthening youth aesthetic education.Based on the digital aesthetic perspective,this paper studies the aesthetic expression,aesthetic acceptance and aesthetic criticism of the new national tide culture.In terms of aesthetic expression,new Guochao’s artistic programs,costumes and virtual digital products are important carriers to convey its content and aesthetic form.Omnimedia communication and circle communication are two effective ways to spread the new Guochao culture.In the communication of new Guochao culture,there appears the turn of full awareness aesthetic,immersion aesthetic and empathy aesthetic.In terms of aesthetic acceptance,the user acceptance logic of new Guochao cultural exhibition is as follows: platform repeatability and flow interaction create emotional aesthetic space,media structuring and anti-structuring practice activate daily aesthetic emotions,and media asynchronous ability promotes the construction of emotional public subjectivity.Under the user acceptance logic of emotional connection,the aesthetic subject generation Z is also reshaping the aesthetic identity when consuming the new Guochao culture,and constructing the new Guochao style to realize the identity.Aesthetic consumption is "thin" and pragmatic;The collective aesthetic memory of youth is constantly shaped.Finally,the new Guochao cultural communication should carry on the digital aesthetic criticism.It is true that there are some problems in the spread of culture and aesthetics.Therefore,from the perspective of communicators,it puts forward the optimization of communication strategies to promote the dissemination of new Guocho culture.The "breaking circle" dissemination of the new Guochao culture can make the Chinese culture and Chinese aesthetic spirit spread further and deeper. |
