? When everyone is listening to the era of Jay Chou and JJ Lin, Pu Shu, Li Zhi, Chen Qizhen and mono in the Walkman are all awesome. When you watch Jin Yong, Shui Hu and Yu Hua, Haruki Murakami, Kafka and Goethe will have a sense of pride on your bookshelf.

? When others are hanging out in cinemas and KTV, you used to think that visiting independent bookstores and going to small theaters to watch performances is life; When people use Apple and Huawei, as the first batch of hammer powder, you secretly show disdain for others.

? I always feel that my idol is the best, my taste is the most unique, I keep a distance from everyone's popularity, and subconsciously think that I am a "person who is out of low taste." This is probably the initial illusion of every minority lover.

? Luo Yonghao once made a lot of money for the hammer mobile phone because of this photo with "artisan spirit".

? However, when Nan Shannan was circulated by barbershops in the street, Haruki Murakami's works became the bestsellers of Wen Qing people. When even the janitor talked about his dreams with a hammer and a mobile phone, many former minority lovers felt that their poor private plots had been trampled by the public, and that little sense of superiority had been lost to the wilderness.

? When the preference of the minority is popular among the public, why do we feel sorry and scoff? When a niche thing becomes popular, is it no longer the original thing?

Ethnic minorities also have taste disorders.

? There is no clear concept to define what a minority is. Because it is a concept relative to the public at first, it can be roughly understood as the sum of cultures accepted, respected and spread by various minority groups gathered for realistic aesthetic interests under certain time and space conditions.

? Not all things are scarce, but you can label those "non-mainstream" who show their niche in hair style and dress, or call others to eat locusts live. At this time, aesthetic taste is particularly important.

? Minority's preference is always reflected in youth cultural phenomena, avant-garde art forms and special consumption behaviors, such as art movies, experimental dramas, outdoor music, literature appreciation, minority tourism, ancient books collection and so on. The gentle resistance of minority culture does not deliberately create "cultural shock", but conveys an avant-garde and independent cultural ideal and elegant poetic life interest.

Therefore, the minority is often labeled as "superiority". "Don't just pretend? Why do you talk so much? " The public's lashing of the minority, like the disdain of the minority for the public, is all because of a high wall of so-called taste. The niche despises the shallowness of the public, if it is a sense of superiority; The public thinks that X is sometimes anti-intellectual.

? China has been divided into "Chun Xue" and "Xialiba people" since ancient times, and the traditional literati's "wandering around" is indeed inseparable from certain literary and artistic accomplishment; There is a certain gap between duet and square dance, ballet and classical dance. This difference in aesthetic dimension is easily aggregated by groups, and based on the preference of internal groups, the dimensions of groups in other dimensions can be reduced.

? As a result, all kinds of contempt chains spread among the people, watching dramas, watching European and American dramas despise watching Japanese dramas, Japanese dramas despise watching Korean dramas, and Korean dramas despise domestic dramas; Listen to a song, classical despise rock, listen to rock despise folk songs and listen to folk songs despise pop music.

The obsession of the minority is not just for pretending.

? The obsession of the minority is actually not obsessed with taste, but fighting for taste. Many times, we are young and ignorant, and we are looking for a spiritual shelter for ourselves in the noisy and complicated era of mass media. From reading, to music, to commodity consumption, the pursuit of the minority is not only a sense of superiority that it does not annihilate everyone, but also a possessive desire born of long-term emotional sustenance.

? A woman writer once said frankly, "I was very disappointed when I learned that The Catcher in the Rye was a best seller. Before that, I always thought it belonged to me alone. " If you really like it, it is easy to extend the "guardian" mood.

? When a minority's preference becomes popular among the public, it is as uncomfortable as the feeling of deprivation caused by a personal item being enjoyed by * * *. Because the public always represents the average and general love, far from the feeling that you have a soft spot outside the crowd.

? It's like a friend will watch every video they upload, pay attention to every dynamic of the lead singer and spend money to listen to every performance of livehouse before the good sister band hits the fire. This band seems to belong only to him. Her emotions and money are not only a kind of personal emotional sustenance, but also a kind of self-identity. In this myriad worlds, you and I are unique.

? Listening to songs is no longer for listening to songs, but with a sense of ceremony, reminding yourself to keep a distance from the mediocrity of the public and have an independent and critical personality like an idol.

? As Shi Hang said in the battle with a group of small-scale brain powder: "Not being heard by fools is really the way for all good things to survive."

Will the minority be included by the public?

? You are on the bus, and the ringtone next door is not "the most dazzling national style" but "Miss Dong"; When "Chengdu" becomes a slobber song on a rotten street, I will also remember the wonderful personal experience when I overheard this song demo in the middle of the night. It is not impossible to enjoy the things of the minority. Originally, these spiritual consumption is the recognition that lonely people are eager for. People who like the minority also want to have intimate friends to discuss and feel together. But I don't want this circle to be too big, become the public and become a cheap pastime.

? For the niche circle, the previous douban network is a habitat. Various groups are established because of interest, and the long tail is formed because of individual-centered initiative. For example, groups such as "Elegance of Vowels (the circle of Kunqu fans)", "Astrolabe Case Study" and "Second Aborigines". In this circle, few people are free.

But in most cases, some minority things are bound to go to the public or be incorporated by the public. In the process of studying the phenomenon of sub-culture, Birmingham School in England found that sub-culture will eventually merge with the opening of society and economic development because of its resistance to mainstream culture and stylization.

? The styles and symbols of subculture can be copied in large quantities through industrial production. Issey Miyake's clothes, once Wen Qing's favorite, have now become "explosions" on Taobao.

? A few are not isolated, but independent. As an enlightener of the times, it has its cultural mission and social responsibility, that is, to stimulate the cultural awakening of most people. But if the minority becomes the public, its independence and criticism will inevitably be damaged. Just as Cui Jian can never say "nothing", Zheng Jun can never sing "commodity society".

? If the minority is the emotional exile of some people before becoming the public, then it may be the spiritual home of a generation after becoming the public. It is like a flowing feast, from belonging to you, to belonging to us, from feeding you, to feeding everyone, until a new minority replaces the part that has become the public.