In the information age of knowledge explosion, our life is increasingly inseparable from the network, which has brought great changes to our study, work and life. Its popularity makes modern culture more colorful and derives many new forms. This paper analyzes a popular cultural form derived from network culture-network non-mainstream culture.

The so-called network culture refers to the human culture in the network era, also known as the "second media era" [1]; Non-mainstream culture, as its name implies, refers to a unique, unique and non-conformity subculture, which is a supplement to the mainstream culture of social mass media. [2] Its target audience is mainly teenagers, especially the post-90s generation who advocate personality and other styles. It is a new cultural branch that has developed rapidly as a subculture group in the network in recent years.

Second, the performance of non-mainstream culture on the Internet

If we want to understand the non-mainstream cultural phenomenon of the network intuitively, we must first understand some of its manifestations.

(A) the picture style-the same youthful expression

The way to take pictures is usually to take selfies with your mobile phone. The chosen background themes are usually ferris wheel, telephone poles, balloons, fallen leaves covered ground, big clouds, blood and affectionate kisses on park benches.

Generally, boys' hair styles are short at the front and long at the back, wearing plate-shaped frames and wide underwear, and there is no difference between men and women from the back; Girls are cute: Qi Mei's thick bangs and thick eyelashes, watery eyes and cherry mouth. When posing, I will pretend to be stupid and decadent. I like to pose at 45 degrees for the camera, showing a very "kawaii" feeling. Most of the feet are placed in a figure of eight, which is slightly exposed and provocative. And this photo pose has now developed into a very popular non-mainstream cute culture.

In computer post-production, non-mainstream pictures have obvious traces of software correction, such as abrupt pink glow on cheeks; The pupil is large, the iris color is different from ordinary eyes, strange color hair and so on. Moreover, the color balance of the picture will be specially arranged to create special effects such as black and white effects, and different fonts and scattered words will be added to reshape the picture, so that the picture can express a certain artistic conception from composition to color to typesetting.

However, we can also see that the non-mainstream pictures on the network are gradually showing a trend of patterning, which is mainly determined by the aesthetics of their fans. For example, in most non-mainstream pictures, girls like to stare at act young with heavy makeup, and boys like to dress up in strange clothes against the light, which not only loses their personality, but also highlights the lack of depth in non-mainstream pictures of teenagers.

(B) writing style-Martian

Martian appeared, which is a special network input method character that uses homophones, homophones and special symbols to represent sounds. At present, it has developed into a font composed of non-standardized characters such as traditional Chinese characters, Japanese, Korean, English, ancient Chinese characters, rare words and Yan characters. At first glance, it really looks like a misspelled or misspelled word. Some Martian texts can only be found in Kangxi Dictionary or Cihai, but not in the general Xinhua Dictionary. So Martian also means something that people on earth don't understand.

"Martian" was first popular in Chinese mainland as a game language in bubble clubs, and then spread rapidly through QQ materials and chats, becoming the language of many young people. When the crowd and the use of new phrases have formed a certain scale, some network experts who are keen on software development have produced special software for "Martian".

Undeniably, mars language has played a positive role in the activity of online language, but at the same time, as a follower and disseminator of mars language, the new generation of teenagers have also been negatively misled in words and culture.

(C) website style-precocious olives

Non-mainstream websites have launched "non-mainstream hipsters" clubs, such as non-mainstream QQ space templates, non-mainstream mobile phone wallpapers, non-mainstream pictures, Martian texts, non-mainstream music, non-mainstream information, non-mainstream personalized signatures, non-mainstream makeup artists and non-mainstream clothing collocation. Many post-90s generations have become loyal fans of such websites. But at present, after several years of development, non-mainstream websites have moved from prosperity to stability, and a large number of similar contents are flooding. At the same time, the website is full of unhealthy life attitudes, advertisements and information from time to time, which has a great negative impact on the physical and mental development of teenagers.

The most typical is QQ space, such as QQ signature, non-mainstream modules, non-mainstream flash, pouting, thriller photos, PS photos and so on. Non-mainstream people decorate QQ space wonderfully. They often post some violent, bloody, self-mutilation, decadent and exposed pictures in QQ space, with a sentence, such as: "My world is meaningless without you"; "Loving you is the only reason I live" and so on. The spatial background is mostly black, and the logs are flashing "Martians". Although they pay attention to QQ space and blog dress-up, which has a strong visual and auditory impact, from the content point of view, there are few readable and learning text materials, most of which are just exaggerated dress-up, and the simple stacking of pictures, videos and pop music is essentially empty.

In real life, their words and deeds tend to be impetuous and vulgar. The topics they discussed mainly focused on fashion stars, pop songs, non-mainstream costumes, vulgar jokes and dance academies, mocking and avoiding the sublime, and also published some diaries about love, especially failed love. Explain that they are indifferent, eager to be affirmed and recognized, self-centered, indifferent to other people's ideas, losing hope in the current society, giving up on themselves and other decadent ideas. It seems that they have seen through the world of mortals since they were young.

Third, the general characteristics of network non-mainstream culture

1, sociality and reality

As a subculture group, non-mainstream network phenomenon is an important part of social culture. The network phenomenon represented by the widespread spread of Martian articles and the proliferation of non-mainstream alternative pictures is not only an individual phenomenon of a group or circle, but also a manifestation of some sub-cultural phenomena in society. It can be said that the emergence of non-mainstream culture is the result of cultural choices made by members of society.

At the same time, we should also be aware that with the rapid development of today's society and the impact of market economy, popular culture has gradually become increasingly kitsch, which makes a considerable number of teenagers addicted to materialism and hedonism, addicted to online entertainment, games, chatting and so on. Interest in learning has declined. Instead, decadent thoughts and listlessness are regarded as an alternative fashion lifestyle.

2. Spontaneity and contingency

In general, the network non-mainstream culture is spontaneously formed in the network, and it is an occasional free culture without organization and plan. The reason why it is gradually accepted by many teenagers in the process of formation is also determined by its cultural characteristics that conform to teenagers' psychology. Because adolescence is the most curious period in people's life, they don't like to follow the footsteps of adults, but try to prove their existence and value in a maverick way.

Step 3 follow the crowd blindly

The visual impact of non-mainstream culture and the characteristics of personality liberation have attracted many teenagers to follow. When we analyze the characteristics of teenagers' psychological development, they are highly developmental, plastic and rebellious, immature in value judgment and blind in behavior. While pursuing individuality, it is easy to fall into imitation of fashion, which is the universality and particularity of contradiction in philosophy. Therefore, in the pursuit of non-mainstream cultural trends on the Internet, they are not only blind, but also have certain conformity.

Fourth, guide teenagers to correctly develop non-mainstream culture on the Internet.

(A) to strengthen the network supervision mechanism

We need to strengthen the management of network communication, reject the kitsch development of network media, reduce network violence and network pornography, optimize the network environment, and strive to create a positive, healthy and orderly non-mainstream network environment.

Luo Kaifu, former executive editor of Economic Daily, said: "We can't always complain that teenagers are addicted to the Internet and neglect their studies, but we haven't created a good online environment for them." [3] Online media should integrate and filter harmful information, and increase content that is conducive to the healthy growth of teenagers. Build a number of excellent and high-quality professional websites suitable for teenagers' leisure, entertainment and study, and make them the main body of network civilization construction. Compared with network legislation and moral self-discipline, technology control is the most objective and quick means, and relevant government departments should vigorously strengthen the research on network technology.

(B) to strengthen the supervision of legal public opinion

The mass media should give full play to the function of public opinion supervision and strengthen the supervision of network operators, so that they can pay more attention to social benefits while considering economic benefits. To truly curb the phenomenon of network moral anomie and network crime, we must rely on strong laws and regulations In view of the fact that the current laws lag behind the rapid process of networking, it is difficult to meet the actual needs of standardizing online information and cracking down on cyber crimes. China should supplement and improve relevant laws as soon as possible to restrain the illegal behavior of operators and create a good environment for the development of network culture.

(C) to strengthen network moral education

The post-90s generation, as the main communication target of non-mainstream culture on the Internet, is in a critical period of the formation of world outlook, outlook on life and values, and its ideas are taking shape. Although they have a strong ability to accept new things, they obviously lack discrimination. Therefore, it is necessary for teenagers to realize the virtuality of the online world, so as to have certain online ethics, use online media ethically, resist the erosion of vulgar culture and foreign culture, and enhance their ability to consciously resist all kinds of unhealthy information. At the same time, we should also use online media to strengthen the construction and innovation of socialist spiritual civilization, strengthen the moral construction of socialist citizens, adhere to the education of patriotism, socialism and collectivism, and fundamentally guide young people to establish a correct world outlook, outlook on life and values.