A Study of Online Self-Deprecating Culture Through Buzzwords Among Youngsters

In recent years, online self-deprecating buzzwords have been used frequently, forming a phenomenon of youngsters’ self-deprecation. In the context of social transformation, online self-deprecating culture through buzzwords has become a popular subculture among youngsters in China. Youngsters use self-deprecating buzzwords for emotional release and view expressions in boring lives, self-adjustment and self-protection under social pressure, and emotional support and identity resonance through online interactions. It may lead to consequences of self-awareness degradation and self-perception weakness, alienation in social interaction and misunderstanding of group image, and deviation of social value and reduction in political identification, which must be noticed and solved actively. To eliminate its negative impacts, youngsters themselves should rationally participate in the online self-deprecation culture; the media should create a good online discourse space for youngsters; the government should cooperate with other relevant departments to strengthen organizational synergies, improving the quality of public services. However, it cannot be regarded as a completely negative subculture as it promotes the innovation and development of social culture.