短视频传播中的土味文化研究

A Study of Local Flavor Culture in Short Video Transmission

土味文化是伴随短视频逐渐流行起来的一种典型网络亚文化。结合芝加哥学派、伯明翰学派的亚文化理论以及后亚文化理论的分析可以发现,短视频社区已成为乡镇群体自我展演的舞台,他们在此建构了属于自己的风格,却被贴上了“土味”标签。事实上,不同的用户对土味文化有着不同的情感与态度。乡镇群众通过仪式的抵抗形成了“想象的共同体”,却也在情感的高度链接中模糊了虚拟与现实的边界;部分主流群体则借助土味视频寻找丢失的记忆。当下,人们对于土味文化的态度正在发生转变,这主要表现在新媒体时代城市群体对土味文化中的真实性、乡村性以及民俗性的认同,而这种认同对于融合城乡文化、消解阶层区隔具有重要意义。

Local flavor culture is a typical network subculture that has gradually developed along with short videos.Combined with the Subculture Theory and Post-subculture Theory developed by Chicago School and Birmingham School,it can be found that short video community has become the stage for township groups to show themselves and construct their own style,which are normally labeled with local flavor.In fact,different users have different feelings and attitudes towards local flavor culture.Township groups formed the imaginary community through the ritual resistance,but they also blurred the boundary between virtual and real in the emotional high link.Meanwhile,some mainstream groups seek their lost memories through local flavor videos.Recently,people's attitude towards local flavor culture is changing,which is mainly reflected in the urban elites'authentic,rural and folk identity towards local flavor culture in new media.This kind of identity is of great significance to integrate urban and rural culture and to eliminate the stratification.