《江南Style》走红背后的自媒体网络文化迷思

Myth of We-Media Network Culture Behind Popularity of Jiangnan Style

《江南Style》的极速走红,离不开自媒体的巨大推力。对其进行深入解读又会发现,其背后隐藏着自媒体时代特有的网络文化生成机制。《江南Style》的走红,一方面加剧了网络文化娱乐至死的倾向,促使整个社会文化重心进一步偏移,造成了文化的日益浅薄和枯萎,另一方面在后现代主义社会和文化全球化的进程中,进一步强化了西方想象中的东方他者形象,推动全球霸权主义文化在网络世界新的蔓延,引发了全球文化新的迷思。

Depending on tremendous forces from We Media, Jiangnan Style gets vast popularity, behind which the special generative mecha- nism of network culture in We Media times can be discovered with an exhaustive interpretation. The popularity of Jiangnan Style enforces the inclination of entertaining unto death in network cultural and putts a further deviation from social cultural centre to cause culture being shallowness and perishment in- creasingly, besides it strengthens the - Eastern - Other figure in the Western imagination and prompts the global hegemonism culture further extend in net- work world to bring a new Myth of global culture in the course of Post - Modernism social and cultural globalization.