E'gao as a Networked Digital Leisure Practice

Yu, H and Xu, J 2018, 'E'gao as a Networked Digital Leisure Practice' in Sandro Carnicelli, David McGillivray, Gayle McPherson (ed.) Digital Leisure Cultures - Critical Perspectives, Routledge, United Kingdom, pp. 152-165.


Document type: Book Chapter
Collection: Book Chapters

Title E'gao as a Networked Digital Leisure Practice
Author(s) Yu, H
Xu, J
Year 2018
Title of book Digital Leisure Cultures - Critical Perspectives
Publisher Routledge
Place of publication United Kingdom
Editor(s) Sandro Carnicelli, David McGillivray, Gayle McPherson
Start page 152
End page 165
Subjects Communication Technology and Digital Media Studies
Media Studies
Asian Cultural Studies
Summary Introduction Egao is a Chinese term for online spoofing. It literally means evil (e) doings (gao). The word is often linked to the Japanese kuso, which is translated into Chinese as kewu (repulsive, horrible). It is also compared to the Cantonese technique of wu li tou (mo lei tau in Cantonese, meaning silly talk), made popular in China through Hong Kong comedy films such as those of Stephen Chow. The character 恶 (pronounced er) means evil and wicked. The character 搞 (pronounced gao) means to do/make/manage/get/organise and fuck (slang). It carries a sense of playfulness, tricks, mischief, deviance, double-dealing, unsettling, messing up and maliciousness. To Chinese speakers, the word egao invokes the spirit of humour, irony, satire and wicked fun. Egao is an online phenomenon that started in the early 2000s. It can be a clever wordplay or skilful multimedia manipulation of texts, audio and visual elements. It often uses techniques such as punning, pastiche, burlesque, lipsynching and remixing of digital footage. Egao products are highly intertextual; that is, they are designed for insiders, people who are already familiar with Chinese language, prototypical works or formats of egao, and Chinese political culture. This explains the popularity of egao on the Chinese internet, and yet very few can be translated into English for global consumption. A 20-minute online spoof of a 2005 blockbuster film directed by Chinas renowned filmmaker Chen Kaige, The Promise (Wuji), set the scene for the craze for the egao cultural phenomenon by the average Chinese netizens, researchers, observers and journalists with a focus on China. This egao video, called A Bloody Case Caused by a Steamed Bun, has been central to almost all discussions about egao and Chinese internet culture in the twenty-first century (Gong and Yang, 2010; Li, 2011; Meng, 2011; Yu, 2007, 2015). These discussions have unpacked the techniques in egao, their political significance and cultural
Copyright notice © 2017 Sandro Carnicelli, David McGillivray and Gayle McPherson
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