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*330317260@qq.com Abstract. With the rapid development of Internet, microblog/Weibo, as a social platform, is gradually merging into various aspects of people’s lives. As a kind of ancient sub-culture, “ugliness appreciation culture” is spreading via microblog. This paper focuses on the communication of 2016 Super Girl audition video compilation in microblog and analyzes the mechanism of microblog communication and user attitudes by means of content analysis. The study finds that during the video compilation communication by microblog, opinion leaders play important roles. On the other hand, most Weibo users hold entertaining attitude towards the “ugliness appreciation culture”, which meets their needs of relaxation.

On the Communication Rules and Influencing Mechanism of qUgliness Appreciation Cultureq Communication through Microblog