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在中国,近十年来,时尚类杂志异军突起,它们的销量之高,效益之好,令其他杂志难以望其项背,《时尚》、《新周刊》及《城市画报》等便是它们的代表。由于其目标受众主要是新兴的城市“白领”阶层,因此也有不少人称之为“小资刊物”。时尚类杂志的兴起,为我们研究受众细分理论提供了一个样本。这类刊物有着自己独特的形式和内容,它们从无到有,从只现身高档社区、高级写字楼到遍布于街头巷尾的大小书摊,呈现一派繁荣气象。那么,这些时尚类刊物得以产生与繁荣的土壤是什么?它们的传播实践有何独特之处呢? 一、媒介竞争日益激烈的情况下,受众细分的必然结果
In China, fashion magazines have been on the rise for nearly a decade. Their high sales volume and good returns have made it difficult for other magazines to look back. They are represented by fashion, the New Weekly and the City Pictorial. Because its target audience is mainly the emerging “white collar” city, many people call it a “petty bourgeoisie.” The rise of fashion magazines provides a sample for our study of audience segmentation theory. These publications have their own unique form and content, from scratch, from only the emergence of high-end communities, high-level office buildings to the streets and alleys throughout the book stalls, showing a boom. So, what are the characteristics of the dissemination practices of these fashion magazines and how they flourish? First, the inevitable result of audience segmentation in the increasingly competitive media environment