Ergodic Process of online Cultural Consumer Behaviors in China: A complement of AIINDAS model

Introduced the concept of “ergodic theory” and “cultural omnivore”, this article takes Masters In Forbidden City—a representative documentary film—as an example, analyses online cultural consumption in China and We-Media consumer behavior from cultural studies and frame analysis perspectives. By doing case study and qualitative research, this article first suggests that although derived from popular culture, online cultural consumers can not only be seen as extensions of popular culture consumers, nor unitary sub-culture groups. Youth sub-cultural groups were supposed to be differentiated and exclusive, but nowadays they are becoming increasingly “mainstreamed” due to the development of internet enterprises and cultural omnivores. Secondly, online cultural consumers have their own decision-making and information-processing system based on virtual community culture criteria. This system distinguishes internet cultural consumer behaviors from traditional offline ones. Therefore, the model of AIINDAS may be adjusted accordingly: “investigating” can be simplified into “filtrating”, “experience” can be complicated as “ergodicity”, and accurate information can be replaced by dynamic information