Third International Conference on Communication & Media Studies

Abstract

With the development of digital technology and social media, young people are organizing increasing numbers of small groups with distinctive characteristics according to their preferences. Groups such as Funsub group, ACG group, electronic game group, homemade On-line drama group, and other network groups have gradually become an inseparable part of the culture in the Network environment, constituting a unique UGC network culture phenomenon. As a network minority group, the Chinese network radio drama production group warrants investigation. Considering the theory and practice of online (online/network) community, this paper takes the online radio drama production group as the research target by adopting the research methods of field observation, survey, and in-depth interviews to sketch the organizational structure of the group and present the network radio drama production process. Based on Henry Jenkins’ participatory cultural theory, the authors examined the media literacy level and competence traits of the group members from six aspects: collective collaboration capacity, performance simulation capacity, media production capacity, evaluation capacity, disseminating and sharing capacity, and self-cognition capacity. The study reveals that the network radio drama production group is thriving and indicating a unique subcultural phenomenon, though the group may encounter potential network risks and the problem of self-legitimacy in the process of development. Some strategies are proposed from levels of the group members, families and schools, and the larger society.