Communication Logic of Subcultures and the Mechanism of Audience Identity Construction

Abstract

Against the backdrop of the deepening advancement of globalization and digitalization, subcultures have become an integral component of contemporary social culture. Existing research has focused on the single-dimensional communication characteristics of subcultures, has not systematically clarified their specific operational logic and mechanism of influence on audience identity in the digital communication context, leaving a notable research gap. This paper centers on the communication logic of subcultures and the construction mechanism of audience identity, analyzes the communication logic of subcultures in the digital environment from the three dimensions of communication carriers, communication traits, and communication dynamics, and explores the progressive “cognition-emotion-behavior” process. This paper reveals that subcultures rely on community-based carriers and emotion-driven transmission to complete the construction of audience identity through symbolic recognition, emotional identification, and behavioral performance, forming a virtuous cycle. Meanwhile, subcultures are confronted with communication dilemmas, including symbolic thresholds and the commercial logic alienation. Accordingly, this paper proposes corresponding strategies such as simplifying the symbolic entry barriers, balancing the commercial operation and cultural core, and driving positive communication with identity, so as to provide theoretical and practical implications for the healthy communication of subcultures.