The Shanghai Image In The View Of The Others'

With the ever developing of Chinese economy, the culture atmosphere in china is becoming more open. The improvement in traffic and communication technology also contributes to the deepening of the exchanging and fusion of different cultures. Meanwhile, the rising attention to and evolvement in the East and specifically in China, is now generating more and more images and meanings about the East. Compared with the existing images about the East, the new images produced in a social environment guided by consumerism do differ in many aspects, especially in the metropolises.Chinese scholars have being committing themselves in the study of the theories and practice of cross culture communications. However, still now little attention was paid to 'the others' as an active oriental culture deliverer backdropped by a consumerist context to explore the guideline and drive force behind the new Chinese images construction, let alone discuss the possible influence of the images might or has already pose on the local realities.The thesis studies 'the other' in China as the subject of Chinese culture spreading, and aims to unveil how the others' image distort and screen of the vivid native city culture during the procedure of image construction, and consequently point out the genuine guideline and driving force behind the image construction. The thesis takes a success English lifestyle magazine locally published in Shanghai as the case study to carry out the disclosure in three stages: meaning producing, meaning consumption and the consumer analysis, through content analysis, comparison and other study methods.The thesis consists of four main parts. In the first part, terms and concepts involved are described and defined, basic situation of 'the others' in Shanghai and the their media environment are introduced, which pave the way for the coming up That's Shanghai magazine. In the second part detail information about That's Shanghai is introduced, including history, founder, operation scale and other facts. Subsequently, the disclosure is conveyed from three aspects: city space, city time and city identification. In the last part, consumers of That's Shanghai Magazine are closely analyzed by constituent parts and consumer psychology.