Typical Version Of Consumption Culture

These years, with the building of market economy, deepening of reform and opening-up, and improvement of People's living standards, we depart former material-shortage society. With production-style society being transformed into consumption-style society gradually, People's consumption module changed significant, i.e. from single-element module to multi-element module. Mass media plays a very important role more and more in guiding People's consumption. The consumption culture characteristic of mass media appears obviously day by day. Nowadays the competition for newspaper sale is getting fierce progressively. Amusement page becomes efficient instrument to attract reader and possess newspaper market share, because of its particular joviality and leisure function. So many newspapermen begin to adjust and reform their newspapers, increase quantity and production-cost of amusement page substantially. The amusement page of Wuhan Evening(WE) is one representative instance out of many.Under the effect of consumption culture, the entertainment Section of WE renamed from "Amusement News" to "Full Amusement" in November, 2004. To express consumption culture characteristics more richly, the entertainment Section of WEP made corresponding adjustment on content of column, format, etc. And it changed propagation strategies, advocated the viewpoint and value orientation of consumption culture. Now the amusement page of WE becomes a typical paradigm of consumption culture.On the consumption culture angle of view, this thesis researches the entertainment Section of WE. The thesis consists of four chapters. The first chapter introduces the existence background of entertainment Section, i.e. the context of consumption culture. In this part the definition that Chinese and foreign scholars give consumption culture is presented. And the tight relationship among the rationality of Chinese reality, consumption culture and mass media is analyzed according consumption culture. The second chapter investigates the propagation strategies of consumption culture of WE from three aspects, i.e. orientation strategy of amusement page, propagation strategy of amusement language style, and propagation strategy of column. The third chapter is the main body of the thesis. The expression characteristic of consumption culture of WE is presented and expounded according content and form aspect in this part. In the last chapter, the consumption culture of the entertainment Section of WE is evaluated and analyzed.