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97boy, the digital native generation, and the evolution of youth culture in the internet era

作者：李佩霖

不要放词用不到可以当备用标签今日研究机构披露重要行业成果

28万字| 连载| 2026-05-30 10:35:05 更新

In the vast and ever-changing landscape of the internet, certain labels and terms emerge to define specific groups and eras. Among them, "97boy" is not just a simple digital tag; it has evolved into a cultural symbol, representing a generation born around 1997 and growing up in the tide of China's rapid informatization. They are the true digital natives, witnessing the leap from dial-up internet to 5G, from feature phones to smartphones. The story of 97boy is a microcosm of the evolution of Chinese youth culture, interwoven with the threads of the times, technology, and personal identity. The 97boy generation stands at a unique historical node. Their childhood memories might still contain fragments of traditional media like television and newspapers, but their adolescence and adulthood were thoroughly baptized by the internet. They experienced the golden age of PC internet forums, witnessed the rise of QQ space and personal blogs, and actively participated in the mobile internet revolution brought by WeChat and various apps. This unique experience has given them a dual perspective: they can understand and appreciate traditional cultural forms while being adept at using the latest digital tools for expression and communication. Therefore, the identity of 97boy signifies not just an age group but a hybrid cultural stance—a bridge between the old and the new. In terms of cultural consumption and creation, the influence of the 97boy is profound. They are the main force driving the development of ACG (Anime, Comic, and Game) culture, e-sports, online literature, and short videos. For this generation, online games are not merely entertainment but social spaces and arenas for competition; anime and comics are spiritual sustenance and a common language among peers. They are proficient at using memes, bullet comments (danmu), and various online slang to construct a discourse system that belongs to their circle, which is both a barrier and a symbol of identity. A typical 97boy might be discussing professional topics seriously in the workplace while actively engaging in fan culture or gaming communities in his private time, showcasing a fluid and multifaceted personal identity. Facing social pressures, the 97boy generation also exhibits distinct characteristics. They entered society or higher education as adults right around the time China's economy shifted to a new normal, facing unprecedented competition in employment and housing pressures. Consequently, their attitudes towards life and work are more pragmatic and diverse. Some strive to advance in traditional career paths, while others boldly explore new forms of employment like freelancing, content creation, and e-commerce, leveraging the internet to realize self-worth. Terms like "Buddhist-style living" and "involution" reflect their anxiety and adjustments amidst pressure. However, this does not mean they lack passion; instead, they seek a balance between ideal and reality, pursuing meaningful work and a quality personal life. In the realm of social interaction and values, the imprint of the internet on the 97boy is equally evident. They are more accustomed to maintaining connections and obtaining information through social media, and their views on friendships, family, and intimate relationships are also influenced by online culture, tending to be more open and inclusive. They value personal expression and respect for individual differences, while also placing great importance on emotional resonance and community belonging within groups. This generation tends to focus on specific social issues and public welfare activities, willing to use their voice and actions to promote incremental positive change, demonstrating a sense of responsibility that combines individual and collective consciousness. Looking towards the future, as the 97boy generation gradually moves towards the center stage of society, becoming the backbone in various fields, their cultural preferences, lifestyle attitudes, and values will profoundly shape the social landscape to come. They are both inheritors of tradition and innovators of the future. The story of 97boy is still being written, a narrative filled with technological sense, cultural confidence, and the spirit of the times. Understanding them is understanding the trajectory of this era's development and glimpsing the possibilities of the future. This generation, growing up with the internet, is using their own unique ways to engage in dialogue with the world and define their own era.

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