From Boosting National Development To Returning Fashion Consumption

As the earliest and the most important carrier for communicating the trend of fashion,the fashion magazine has been always the mean study objective of fashion communication to researchers.but in recently years,the researches of fashion magazine are almost focus on some usual aspects,for example,image construction ?criticism of consumer culture and so on.Therefore,this paper tried to research from a diachronic perspective.discussed fashion magazine Fashion has showed what kind of text characteristics since founded along with the social change.Fashion is the first real sense of fashion magazine in China which birth background is different from western fashion magazines.This may help researchers better understand how Fashion founded and it's development process.Through a close reading,this paper summarized ten stories theme according to the similar content of recurring.Based on the reported theme,this study had a longitudinal comparison of the magazine text features on three different stages.And adopting discourse analysis on each phase of high-frequency words,presentation style and narrative person,this paper tried to interpret deep meaning of the text characteristic.Finally,this research came to the conclusion:in the 1980 s,the authority was carrying out reform and open policy,text characteristic of Fashion showed the attention to the nation's overall development and expectation to contribute to the national development by textile and clothing indusrty progress.Came in the 1990 s,ushered in the new development of socialist market economy,Fashion insteaded focus on the development of the garment industry itself.Entering the 21 st century,the daily life has been dominated increasingly by consumption concept along with the globalization trend.at this stage,Fashion gradually tends to publish more diverse advertisements and provide consumers with more sophisticated services from the microcosmic angle of view.Fashion founded nearly forty years,its text reflects a general changing rule of from macro to meso and micro view.