Why Do Young People Have A Special Liking For "Chao Chao"?

From the variety show that has repeatedly set record ratings, to the cultural and creative products developed by the major museums, and to the "Hanfu control" with a high turnover rate, in recent years, traditional culture has been appearing in the public's eyes with a new attitude. Do young people prefer traditional culture? What new laws do traditional culture convey? Why can traditional culture be popular? Reading these questions requires not only understanding the present but also tracing rich and extensive history, in order to decipher the deep cultural genes hidden in the national sentiment.

Traditional culture is becoming a new trend of fashion. For many people 10 years ago, this is something unthinkable. This "national tide", which has been quietly and vigorously, has not only made many young people who once rebelled against the "tradition", but also willing to be seated disciples of traditional culture, and surprised the whole society.

Looking at it, almost every young person is interested in fashion, it is not difficult to see the figure of traditional culture. The controversial Han costume community has gradually moved from the small crowd to the public, and has become the spiritual totem of many young people. The traditional musical instruments such as guzheng and erhu have gone out of the high music hall, and have been playing the hot list of the barrage video websites. These young people are keen on consumer goods and are increasingly showing and using traditional culture symbols and elements. In the fields of fiction, film and television, games, literary creation and other fields, traditional culture provides endless source of inspiration for the originators, and those cultural works evolved from traditional culture are more popular among young people.

As if not long ago, mainstream public opinion was still discussing how to save the traditional culture. Now, such a discussion seems to have lost its meaning. However, a new situation has brought new concerns: Why did traditional culture break through the plight of the past? Why did the revival of traditional culture come so fast? Why do young people nowadays love traditional culture so much?

Obviously, the answer to this series of "why" will never be any single factor, but it must be the joint action of various social and environmental factors. In many factors that influence the "re popularity" of traditional culture, there are two key points: the demand for social development and the flow of industrial capital. Only by finding out its specific influence on the revival of traditional culture can we have a deeper understanding of the essence of this trend, so as to better understand, integrate and guide this trend.

Among these two elements, the more important and fundamental is the demand for social development. Any kind of trend can rise and become popular in any place. Its original motive force is bound to cater to some urgent needs of the local society at that time. The popularity of overalls has catered for the pursuit of production convenience in the two industrial revolution. The popularity of rock music catered to the rebellion of the developed countries' youth against social structure in the middle of twentieth Century. The popularity of social networks catered to the desire of the contemporary people for richer interpersonal ties in the Internet Age. Just like these examples, the traditional Chinese culture, which was originally impressive, conservative and small, was able to enter the popular hall and revitalized again. It is also closely related to the specific needs of Chinese society in this stage of development today. This demand is the demand for self-identity and self affirmation arising from the rise and rise of a society.

For instance, the Renaissance brought Europe out of the long night in the middle ages and achieved brilliant social achievements. The real progressive social change is called "Renaissance" because Europeans at the time chose the cultural heritage inherited from the ancients as the object of spiritual recognition in the face of the new social achievements. In the development process of modern Japan, we also see the change from "Westernization" to "retro" after its initial rise. The recognition of traditional culture is essentially the identification of the history of this cultural group. Therefore, when a society is in an upward stage, people will actively explore the gleam of traditional culture, find the source of self identification, and conversely, when a society faces internal and external troubles, traditional culture is often the object of criticism and reflection.

The driving force of social demand for the trend is crucial, but it is not enough to allow a trend to sweep so quickly. In this process, the flow of industrial capital plays an important role in catalysis and acceleration. It is not difficult to find that the more popular industrial capital is and the more mobile it is, the more popular trends and trends are. The new trend will hardly arise in those areas where capital is hard to flow, and even if it is difficult to produce a wider impact. The trend of "re popularity" of traditional culture has just caught up with the vigorous development of China's market economy, the shift of investment hot spots from second industries to third industries, and from the people's livelihood to the cultural orientation.

For many non-traditional communicators of traditional culture, the influx of industrial capital "subsidized" their personal hobbies, and even maintained them. For large enterprises in the fashion and Internet field, capital gave them strong strength to produce related products and promote the popularity of traditional culture. Many Internet UP owners are almost half full and full-time in traditional culture communication, and a large number of national brands are springing up in the market. All these phenomena are inseparable from the promotion of industrial capital. How to make good use of these capitals so as to maximize their positive effects and guard against their negative effects is a question that the disseminators of traditional culture need to study.

The "re popularity" of traditional culture has become a fact under the influence of these two elements, so it seems to be in the "completion time". But at the same time, where the trend will go, and what kind of impact it will have on the society, it is still a question of "present progressive". In this regard, everyone who is in the tide, especially those who have genuine enthusiasm for traditional culture, should have a deeper understanding and reflection. We are glad to see that the traditional culture is regenerating the birth machine, and we expect that this trend can inject new connotation into the traditional culture, and we should also be vigilant against it becoming a consumption Carnival under the control of capital.