Research On Jiangnan City Daily In Context Of Consumer Culture

Marketing Economy has been built in China since the nineties of the 20th century and China enters a time of mass consumption. And Chinese Consumer Culture shows some new features. Under the influence of Consumer Culture, City Daily came into existence and it is developing greatly. So many researchers focus on it..Guided by Consumer Culture Theories and Communication Theories, taking Jiangnan City Daily as its research content, this dissertation explores what influence Consumer Culture have upon Jiangnan City Daily by applying to content analysis.The research shows that the communication strategy, advertising, the trend of infortainment and life politics participation of JIangnan City Daily are led to by Consumer Culture.Under the influence of Consumer Culture, Jiangnan City Daily adopts the communication strategy of audience-orientation. Firstly, the news in the newspaper is positioned on use and interest and edited with popular and local language. Then, it has fashionable and convenient design. Meanwhile, the paper pays attention to the creation of its image and put emphasis on its service.Jiangnan City Daily in the context of Consumer Culture develops ad market through its position of citizen reader. The features of Consumer Culture have also been showed by the ads. The consumer issues have been the highlights of the paper and are resonant with ads. The paper cooperates with enterprises, developing the audience's desire to consume.Infortainment is another symptom of Consumer Culture in Jiangnan City Daily. The news about entertainment, violence and civil news have a high rate in the paper. And also, many picture are used.Consumer Culture makes Jiangnan City Daily emphasizes the news about citizen's daily life. This makes it possible for the paper to participate life politics.In the last part of Chapter 3, the dissertation criticizes the disadvantages of the paper and puts forward some suggestions, hoping that it is helpful to other papers.Due to my limits, I cannot analyse the reports on consumer issues in the context of Consumer Culture deeply. I am firmly determined to finish it in future.