Research On Consuming Cultural Concepts And Its Presentation In Literary Magazine

Nowadays, the country is still striving to expand domestic consumer market in order to stimulate economic growth and a fast-growing storm of consuming currently is sweeping all over China. The mass media is inborn instinctively sensitive about this trend, elaborating the most vivid consumption landscapes of this era. From production to transmission, as well as to reading, the mass media is consumer-oriented, meanwhile, it help turning those self-made and spreading consumer cultural concepts into universal social values. It can be said that the media is not only playing a role in fueling, but also a breeder's role in promoting consumer culture in the formation of the modern consumer culture.This paper is doing an empirical research on cases of "Readers" and "Young Digest", based on the hypothesis of the symbiotic relationship between consumer culture and mass media. Through analysis on both advertising and articles of two literary magazines, this paper tries to sketch out consuming cultural concepts presented by two cases. At the same time, it attempts to compare the similarities and differences between what concepts presented by advertisements and articles of DuZhe and Young Digest. Moreover, the paper is describing the changes and evolution of consuming cultural concepts in a decade in order to fully elaborate the great function of how the literary magazines spread the consuming cultural concept, shape and construct such social value.The study found that both DuZhe and Young Digest express the same consuming cultural concepts, because of the similar market position and the insistence. The similarities come out:emphasizing spirit of consumption, looking much the taste of quality-oriented way of life, supporting the healthy and useful fashionable consumption and traditional consuming way; promoting environmental friendly and economic concept which opposed to high-level luxury consuming way; educating readers to refuse the consuming concept of showing-off; a positive attitude towards guidance of consumption; paying attention to the ecological balance of the environment; advocating green/economic consumption, healthy consumption and harmonious consumption. What's more, they are always insist on the consuming cultural concepts they spread, playing an important role of constructing a positive and healthy consuming cultural concepts of the readers.