Dialogical Approach Between Mainstream Culture And Internet Subculture

The development of Internet technology changes the behavior and concept of sub-cultural groups in the new media environment.The traditional subculture theoretical research perspective of Birmingham School is extended and developed under the classical theoretical framework,and a new possibility of communication between mainstream culture and subculture is derived.Post-subculture theory turns subculture research to the individual perspective,which is more in line with the personalized development of people in the Internet era.In the Chinese context,mainstream culture and subculture are embodied by mainstream media representing mainstream ideology and subcultural groups mainly composed of youth groups.The cross circle-layer communication of mainstream media to subcultural groups is not only an important link in the media convergence.It is also an important way to explore a new interaction model between mainstream culture and subculture in China.Base on the video of CCTV news international news 118,181 bullet screen text and the classical subculture theory of Birmingham School,this study aim ro investigating the current status of the cross circle-layer communication of new mainstream media.Through the research methods of text analysis and case analysis,the study summarizes the discourse characteristics for the video bullet screen of the "CCTV News",and describes the specific performance in consistency and contradiction with the mainstream discourse.The research evaluates the cross circle-layer communication effect of mainstream media at the present stage,and clarifies the consensus space of the discourse of both parties.Finally,analyzed the continuity and applicability of Birmingham School’s subculture theory and its development theory in the Internet era and the Chinese context,and tries to develop a new interaction model.It is found that individuals within subcultural groups hold different attitudes towards the integrated communication behavior of mainstream media,which is manifested in the bullet screen consisting of six different discourse types,such as objective discussion,self-association and irony and teasing.The dissemination object of the production subject of bullet screen is diversified,and the discourse of bullet screen is entertaining,meaningless and diversified.The internal causes of the conflict between bullet screen discourse and official discourse are complex,but there is a negotiation space between them.Mainstream media has made some positive attempts for cross circle-layer communication through changing the form and style as well as the stimulation of patriotism.Based on the analysis results,the study further puts forward the development direction of mainstream media’s cross circle-layer communication.At the same time,it provides some new ideas for the interaction mode between Chinese mainstream culture and subculture.