Chow, Si Xian (2025) Ironic online buzzwords on Douyin as potential subculture: Focus group case study on selected UTAR Kampar undergraduate students. Final Year Project, UTAR.
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Abstract
This study aims to understand the interpretation and reasons for using ironic online buzzwords with potential subcultural trends on DouYin among selected UTAR Kampar undergraduate students. The global popularity of social media cannot be ignored. Most Malaysian Chinese have a Chinese background and have access to Chinese social media platforms, such as DouYin. Short video platforms such as DouYin are getting popular. It is culturally significant to observe the subculture phenomenon through DouYin. Exploring ironic online buzzwords is crucial and potentially reflects the meaning of subculture. Through this study, we can gain a deeper understanding of the role of subcultural symbols in today’s Malaysian Chinese context. Through focus group discussions, this study further explains respondents’ interpretation of contemporary media texts and the potential meanings of their cultural consumption. This study will be conducted an inductive approach. The respondents’ answers will be analyzed and discussed. Some theories such as Dick Hebdige’s subculture concept are used to provide comprehensive insights.
| Item Type: | Final Year Project / Dissertation / Thesis (Final Year Project) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) P Language and Literature > P Philology. Linguistics |
| Divisions: | Faculty of Arts and Social Science > Bachelor of Communication (Honours) Journalism |
| Depositing User: | ML Main Library |
| Date Deposited: | 21 Aug 2025 14:47 |
| Last Modified: | 21 Aug 2025 14:47 |
| URI: | http://eprints.utar.edu.my/id/eprint/7216 |
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