Concept Definition

Narrativized Second Creation Short Videos

Cultural Remix:

Second creation refers to the manner in which internet users, within the online context, utilize the works of others through re-creation to express new viewpoints, giving rise to a form of culture known as “remix culture,” characterized by the replication, collage, and fusion of elements from different works to create new ones[1].

Second Creation Short Videos:

According to the definition provided in the “2021 China Short Video Copyright Protection White Paper” by the 12426 Copyright Monitoring Center, second creation short videos refer to the creative use of existing video materials, with a duration not exceeding 20 minutes, composed of continuous scenes, background music, subtitles, and other elements, commonly featuring materials from film and television, animation, sports, and gaming works[2].

Narrativized Second Creation Short Videos:

These videos utilize existing audiovisual materials for creation, with a duration not exceeding 3 minutes[3], composed of continuous scenes, background music, and narrative subtitles.

[1] Xiong, Q. “Economic Analysis Paradigm of Fair Use Recognition of ‘Second Creation’ Behavior in Copyright” in Contemporary Law, 2024, 38(01):108-120.

[2] Zhang, L. “Legal and Economic Analysis of Authorization Rules for Second Creation Short Videos” in Journal of Gansu Political Science and Law University, 2023(05):62-74.

[3] Liu, D., Wan, L., & Peng, Y. “Three Minutes on Douyin, Two Hours in the World: Temporal Distortion and User ‘Defense’ in Short Video Consumption” in Journalism and Writing, 2024(02):86-98.

Cat Meme (Video + Verbal)

Meme: Also Known as Memetics or Imitational Phenomena

• Definition: “Meme,” or memetics, refers to the fundamental cultural unit transmitted through non-genetic means, especially replication, characterized by imitation (replication), variation, and selection, with imitation being the primary mode of transmission for memes.
• Origin and Evolution:

Phase One: Biological Metaphor Phase. Richard Dawkins first introduced the concept of “meme” in “The Selfish Gene,” suggesting that information is transmitted through continual replication, with the basic unit facilitating this process being the replicator. Memes are replicators with the ability to copy themselves in the cultural evolutionary process. Memes primarily rely on self-replication and dissemination of content and form for propagation, leading to unpredictable cultural mutations.

Phase Two: Cultural Theory Phase. Belgian scholar Héleène further developed meme theory, proposing that the lifecycle of memes includes stages such as assimilation, memory, expression, and transmission. In essence, after individuals receive and comprehend the content of memes, these memes are stored in the human brain. During the stage of information expression, individuals exhibit two attitudes towards memes: acceptance, leading to active editing and creation of new memes, and rejection, ensuring that old memes remain in individuals’ minds, creating lasting memories. As individuals engage with meme culture, creating new memes and spreading them, memes infect new individuals, restarting this lifecycle.

Phase Three: Internet Memes. Generally, digital content such as text, images, videos, etc., spread rapidly and widely on the internet, falls under the category of internet memes. Huffman views internet memes as “popular cultural units spread, imitated, and transformed by internet users, also created and shared by internet users.” Coleman defines internet memes as “infectious images, videos, and catchphrases that rapidly spread on the internet through continuous imitation and modification by users.” These definitions underscore that internet memes inherently exhibit significant variability, surpassing the realm of mere self-replication. The massive and atomized active participation of users is a crucial indicator of how internet memes come into being. Any internet user can become an anonymous creator of internet memes.

Internet Meme: Specifically Refers to Memes Disseminated Through the Internet as a Medium

• Definition: These are infectious images, videos, and catchphrases rapidly spreading on the internet through continuous active imitation and modification by a large number of users.
• Source: Initial meme texts originate from platforms such as Weibo, WeChat, online live streaming, etc., excerpted from events or non-events.
• Form: After mutation, the structural forms vary widely, especially in GIFs, short videos; diverse grammatical structures, with statements and exclamations each accounting for 50%, leading to significant dissemination effects.
• Textual Features: Manifestation of subjectivity, projecting subjectivity through self-expression and expressions towards others, e.g., “I don’t understand, but I am greatly impressed,” originating from director Ang Lee’s comment on the documentary “Bergman Island,” expressing his perplexity and astonishment at the documentary; “Shuan Q” reflects the subject’s speechless and mocking emotions towards the object.

1. Cat Meme: The subject of study here pertains to video-based cat memes

• Definition: These are infectious videos featuring cats as creative material, rapidly spreading on the internet through continuous active imitation and modification.
• Uniqueness: Recently, these have gained popularity online, leading to a plethora of second creation videos, resulting in a distinctive phenomenon of dissemination.
• Example:

是不是你和女朋友旅游现状#猫meme的日常 #猫咪表情包 #恋爱日常 #Le - 抖音

00后勇闯奇瑞汽车 编导岗区区涨一万粉丝嘛 年轻人会帮助年轻人的对吧00后整顿职场#猫meme - 抖音

最恐怖的一集 #猫meme #猫咪 #人间真实 #生活 - 抖音

Motivation for Research/Choice of Topic

The use of emojis has become a popular means of online communication among internet users, especially among university students. Recently, there has been a surge in the production of cat memes on the internet, leading to a trend of creating short videos based on these cat memes. The prevalence of these cat meme-based videos as a youth subculture phenomenon revolving around internet symbols holds significant research value.

Innovation:

While the academic community has established a foundation in the study of emoji dissemination, with clear and in-depth research on their usage, dissemination phenomena, and interaction patterns, there is a lack of research on the use of emojis in the production of derivative videos. The factors influencing the participation of young people in the production or viewing of these derivative videos have not been adequately addressed. Therefore, this study focuses on the interactive behaviors and dissemination phenomena of young users in narrative derivative content, analyzing the motivations of this group.

Feasibility:

Young people are the primary participants in the production of such derivative content.

(If narrowed down to university students—proximity)

Research Questions

Attention is needed on the characteristics and current status of derivative content:

• What narrative elements are present in cat meme derivative videos (such as plot design, character development, emotional construction)?
• How do cat meme derivative videos reflect characteristics of youth subculture?
• In what ways do the emoji symbols and language styles in cat meme derivative videos manifest?

In empirical research, the following questions are to be explored:

Starting from the perspective of dissemination effects and motivations:

• What motivates young people to engage in the production of cat meme derivative videos? How do these motivations relate to their social identity, emotional needs, and cultural values?
• What are the dissemination effects of cat meme derivative videos? Which factors (such as innovativeness, emotional resonance, social engagement) influence the willingness of young people to watch and share them?
• Are there group differences in the viewing and creation of cat meme derivative videos among young people? How do factors like gender, age, and educational background affect their participation?

Starting from influencing factors and mechanisms:

• How do the characteristics of social networking platforms (such as algorithmic recommendations, interactive mechanisms) influence the popularity and dissemination of cat meme derivative videos?
• How do the narrative structure and content innovation of cat meme derivative videos promote or restrict their dissemination and acceptance among young people?
• How do viewing and creation behaviors of cat meme derivative videos form specific chains of interactive rituals within the young community, and how does this ritual promote cultural identity and group cohesion?

1. Research Purpose and Significance

Research Purpose

Through quantitative research, to determine the willingness and motivations of young people to participate in cat meme derivative videos, thereby clarifying the dissemination effects of these videos among young people and potential influencing factors; through qualitative research, from the perspective of youth subculture, to further explore the rapid spread and popularization of cat memes as a new youth subcultural symbol, aiming to delve deeper into the connection between this innovative narrative mode and elements such as youth values, identity, and emotional appeals.

Research Significance:

In today’s society of rapid development in information technology and mobile internet technology, visual culture forms centered around images and videos have become the primary means through which people perceive and understand the world. Young people are faithful producers, consumers, and disseminators of visual culture, and visual culture, with its rich visuality and virtual reality pleasures, is loved by young people and significantly influences them. The spiritual core and value concepts carried by visual culture affect the value orientation and judgment of young people, serving as a force in shaping their values.

The emergence of cat meme derivative videos as a favored new visual cultural form among young people warrants study, not only for capturing real-time trends and filling certain practical gaps in youth subculture research academically, but also for making societal contributions by aiding in a better understanding of the cultural and psychological needs of young people, creating spaces of mutual respect, and leaving room for the next wave of innovative developments in youth subculture, thus possessing both research value and necessity.

Research Design (Research Methods and Content)

Content Analysis Method

Corresponding to the research questions:

• What narrative elements are present in cat meme remix videos (such as plot design, character development, emotional construction)?
• How do cat meme remix videos reflect characteristics of youth subculture?
• How do the emoticons and language style in cat meme remix videos manifest?

Utilizing the content analysis method to analyze cat meme videos on the Bilibili platform. Sampling videos with the cat meme tag as the overall sampling frame, a certain number of cat meme videos will be selected based on their publication time. After obtaining the videos, they will be coded according to narrative elements, subcultural characteristics, emoticons, and language style as different categories, and the data will be processed.

Interview Method

Corresponding to the research questions:

• What motivates young people to participate in the production of cat meme remix videos? How do these motivations relate to their social identity, emotional needs, and cultural values?
• Are there group differences in watching and creating cat meme remix videos among young people? How do factors such as gender, age, and educational background influence their participation?
• How does the narrative structure and content innovation of cat meme remix videos promote or limit their spread and acceptance among young people?

Initially, through in-depth interviews, understanding the personal and social motivations of young people participating in the production of cat meme remix videos, including their social identity, emotional needs, and cultural values. Additionally, conducting focus group discussions on the differences in watching and creating cat meme videos among young groups of different genders, ages, and educational backgrounds, to comprehend the social and cultural factors behind these differences. Simultaneously, discussing how the narrative and innovative content of cat meme remix videos influence the acceptance and dissemination among young people, especially how these factors affect the popularity and acceptance of the videos.

Theoretical Framework

• Interaction Ritual Chains Theory: Proposed by the American sociologist Randall Collins, the Interaction Ritual Chains Theory posits that the study starts with situations, encounters composed of individuals, and micro-situations interlinked to form macro patterns. The network linking local situations is termed an “interaction ritual chain.” The components of an interaction ritual include: (1) two or more people gathered in the same place, (2) boundaries set for outsiders so participants know who is included and excluded, (3) attention focused on a common object or activity with mutual communication of this focus, and (4) sharing of common emotions or affective experiences. The acquisition of emotional energy is a key reason for individuals engaging in interaction rituals, a core element of interaction ritual chains. Both the creation and viewing of cat meme emoticon remix videos by young groups participate in the interaction ritual of this cultural symbol, craving identity affirmation and emotional resonance from others.
• Carnival Theory: The fundamental aspects of Bakhtin’s Carnival Theory can be summarized by three key terms: carnival, carnivalesque, and carnivalization. Carnival is a folk festival celebration, serving as the starting point and support for carnival theory, with values including the subversion of hierarchies and advocating equal dialogue. The carnivalesque is a symbolic code derived from cultural forms and meanings, categorized into four realms: (1) intimate contact allowed during the carnival, (2) playful banter as a mode of interaction, (3) an attitude of equal intimacy in life, and (4) vulgarity, representing a democratized lifestyle. Possessing characteristics of universality, ritualism, equality, and subversion, carnivalization originates from the carnival itself, with its artistic expression in literature and art termed carnivalization, eliminating any exclusivity and mutual disdain. As a multi-element, multimodal discourse, the meme as a language, with its strong narrative and visual appeal, has become the most favored form of expression among young people, embodying the universal characteristics of carnival, satisfying the public’s need for self-expression and political engagement.
• Dramaturgical Theory: Goffman’s Dramaturgical Theory posits that social interactions resemble theatrical performances, where individuals play various roles in daily life and present themselves in different ways. In this theory, the well-known concepts of frontstage and backstage are pivotal. The frontstage is the aspect intentionally displayed to others, while the backstage is where suppressed aspects reside, hidden from the audience’s view. Manipulating the frontstage and backstage constitutes “impression management.” Young groups utilize cat meme emoticons to narrate video content, presenting their “ideal” selves on the frontstage, while their undisclosed selves remain concealed in the backstage. For both the sender and receiver, the use of memes is not just an expression but also a performance, aiding individuals in shaping their ideal selves more effectively.