试析女性时尚资讯网站对女性消费的引导

发布时间：2018-11-12 19:16

【摘要】：媒介与消费之间的关系一直受到传播学界的重视,对于电视、杂志、广告与消费关系的研究已日趋成熟,网络传播与消费也得到越来越多的关注。本研究是在已有的电视、杂志或广告与消费关系的研究基础上,主要从传播学角度,同时借助社会学、心理学和消费者行为学等学科理论,探究女性时尚资讯网站对女性消费的引导。消费社会背景下,越来越多的商家开始选择网络媒介作为信息传播最具影响力和劝服力的平台,使之成为商品与消费者之间的沟通桥梁。而网络媒介在巨大利润回报的诱惑下积极参与了这场互动。在这场互动中更多地表现出的是网络媒介对消费的引导。本文试图在消费文化的背景下,以一个全新的视角,采用问卷调查与个案分析法,借用议程设置、索绪尔的能指与所指等理论,以三大女性时尚资讯网站(瑞丽女性网、太平洋女性网、妆点网)为研究样本,梳理了女性消费在女性时尚资讯网站引导下呈现的新特征,并通过分析女性时尚资讯网站频道、文字、图片、广告的设置,来研究女性时尚资讯网站对“美丽消费”的营造、对时尚消费的指引及对商品符号价值的构建,从而总结出女性时尚资讯网站引导女性消费的具体方式,并指出引导过程中出现的问题及相应的对策。因此,此研究非常具有学术意义和现实意义。
[Abstract]:The relationship between media and consumption has been paid attention to by the communication circles. The research on the relationship between TV, magazines, advertising and consumption has become more and more mature, and more attention has been paid to the network communication and consumption. This study is based on the existing research on the relationship between television, magazines or advertising and consumption, mainly from the perspective of communication, and at the same time, with the help of sociology, psychology, consumer behavior and other disciplines. Explore the female fashion information website to guide the female consumption. Under the background of consumer society, more and more businesses begin to choose network media as the most influential and persuasive platform for information dissemination, which makes it a bridge between commodities and consumers. And the network medium in the huge profit returns under the temptation to participate in this interaction actively. In this interaction, more shows that the network of media to guide consumption. In the context of consumer culture, this paper attempts to use questionnaire survey and case analysis, using the theory of agenda setting, Saussure's signifier and signifier, to use three female fashion information websites (Ruili Feminine Web site) in a completely new perspective. Pacific Women's Web, dressing Point) as a research sample, combing the new features of women's consumption under the guidance of women's fashion information website, and by analyzing the setting of women's fashion information website channels, words, pictures and advertisements, To study the construction of "beautiful consumption", the guide to fashion consumption and the construction of commodity symbol value of female fashion information website, so as to sum up the concrete ways that women fashion information website can guide women to consume. And pointed out the problems in the process of guidance and the corresponding countermeasures. Therefore, this study is of academic and practical significance.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G206-F;C913.3

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