当代中国女性时尚杂志传播模式研究

发布时间：2018-06-18 06:22

本文选题：女性时尚杂志 + 传播模式　；参考：《东华大学》2010年硕士论文

【摘要】：本文将传播学与当代中国女性时尚杂志结合起来进行讨论,主要运用了传播学中传播模式进行分析研究,从传播主体、传播内容、传播媒介、传播效果、受众研究及信息反馈这六个方面将中国当代女性时尚杂志的传播模式进行剖析,从而得出有关当代中国女性时尚杂志传播有效性的结论。当代中国女性时尚杂志作为新兴的媒体正在快速的发展,近年来,出现了越来越多的有关于时尚传媒的学术研究发表,但更多的是关注与时尚杂志本身的研究,虽然时尚杂志作为媒体的一部反,但真正从传播学角度去分析研究时尚杂志的学术研究并不多见。因此本文选择以传播学中最为基础的传播模式入手,来分析时尚杂志传播的有效性,希望能为更多的研究抛砖引玉。本文是在大量的查阅传播学的文献资料的基础上进行的,通过选取《VOGUE服饰与美容》、《ELLE世界时装之苑》、《瑞丽服饰美容》和《上海服饰》这四本在当代中国女性时尚杂志中最具有代表性的时尚杂志作为案例,对于时尚杂志本身的内容研究也进行大量的对比分析,分别从风格、封面、栏目、内容及时装大片等方面进行对比,得出不同时尚杂志的内容的异同,并从中找出各自的风格特点,希望能更多的吸引读者已达到传播的效果。而在传播模式中的其他方面,本文也通过不同方法进行研究,关于时尚杂志本身主体的研究主要通过业内人士访谈及时尚杂志运营情况进行分析。而两者之间也体现出相互的联系,业内人士的访谈普遍认为广告已经成为时尚杂志运营的重要手段,仅靠杂志的发行并不足够支撑杂志的高成本,广告的投放才是时尚杂志经营之道。不同的广告投放策略也是当今时尚杂志运营的重要保证。对于时尚杂志的传播效果最为明显的体现来自于问卷调查。本文针对传播模式中的六个方面进行问卷设计,得出相应的数据后,在将数据运用到这六个方面进行分析,并得出结论。发现当今中国的时尚杂志潜在消费人群不断增多,且时尚杂志的受众从精英人群逐渐扩散到普罗大众,也符合了传播效果中的两个经典理论,沉默的螺旋及信息沟效果,并将这两大理论联系起来。而将读者定位更加细分,找出适合自己杂志定位的风格内容则是业内人士及问卷中读者所一致认可的发展方向。在研究传播有效性的时候,本文基于问卷中对于杂志传播满意度的调查,用数据构建多因素模糊数学模型,并得出传播有效性的程度分析,得出相关结论并给与建议。总之,本文从传播学角度入手研究当代中国女性时尚杂志的传播模式及其有效性,希望能在时尚杂志发展的道路中给出相应建议,使对于时尚杂志的研究更加专业化、系统化,使中国当代女性时尚杂志得到有效传播。
[Abstract]:In this paper, the communication theory and contemporary Chinese women's fashion magazine are discussed, which mainly uses the communication mode to analyze and research, from the main body, the content, the media, the communication effect. Audience research and information feedback analyze the communication mode of contemporary Chinese women fashion magazine, and draw a conclusion about the effectiveness of the dissemination of contemporary Chinese women fashion magazine. As a new media, contemporary Chinese women's fashion magazines are developing rapidly. In recent years, more and more academic research on fashion media has been published, but more attention has been paid to the study of fashion magazines themselves. Although the fashion magazine is the opposite of the media, it is rare to analyze and study the fashion magazine from the angle of communication. Therefore, this paper chooses the most basic mode of communication to analyze the effectiveness of the dissemination of fashion magazines, hoping to serve as a reference for more research. This paper is based on a large amount of literature on communication. Through selecting "Vogue dress and Beauty", "elle World Fashion Garden", "Ruili dress Beauty" and "Shanghai dress", the four most representative fashion magazines in contemporary Chinese women's fashion magazines are selected as examples. For the fashion magazine itself, a large number of comparative analysis of the content, respectively from the style, cover, column, content and fashion blockbuster and other aspects of comparison, to find out the content of different fashion magazine similarities and differences. And find out their own style characteristics, hoping to attract more readers have reached the effect of communication. In other aspects of the mode of communication, this paper also through different methods to study the main body of fashion magazine itself mainly through the industry interviews and fashion magazine operation analysis. And there is also a mutual connection between the two. The interviews in the industry generally believe that advertising has become an important means of running fashion magazines, and the mere publication of magazines is not enough to support the high cost of magazines. Advertising is the way fashion magazines operate. Different advertising strategies are also an important guarantee of the operation of fashion magazines. The most obvious manifestation of the spread of fashion magazines comes from questionnaires. This paper designs a questionnaire for the six aspects of the communication mode, then obtains the corresponding data, and then analyzes the data in these six aspects, and draws a conclusion. It is found that the potential consumers of fashion magazines in China are increasing, and the audience of fashion magazines is gradually spreading from the elite to the general public, which also accords with the two classical theories of the communication effect, the silent spiral and the information trench effect. And connect these two theories together. And the reader orientation is further subdivided to find out the style content which is suitable for the magazine positioning is the development direction that the insiders and the readers in the questionnaire agree to. In the study of communication effectiveness, based on the questionnaire for magazine communication satisfaction survey, using data to build a multi-factor fuzzy mathematical model, and reach the degree of communication effectiveness analysis, draw relevant conclusions and give recommendations. In a word, this paper studies the dissemination mode and effectiveness of contemporary Chinese women's fashion magazine from the angle of communication, hoping to give corresponding suggestions in the development of fashion magazine, so as to make the research of fashion magazine more professional and systematic. So that the Chinese contemporary women's fashion magazine has been effectively disseminated.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：C913.68

【参考文献】