The Construction To The Male Culture Of Middle Class In Man’s Fashion Magazines

The famous men’s fashion magazine "GQ" subordinate to CondeNast group of the United States started publication in Chinese inOctober,2009. It has emerged among Chinese men’s fashion magazinesales Charts into the first three positions in just three years. During thisperiod,"GQ" came up with its unique "New Chinese Gentleman"concept,which nowadays are affecting more and more middle class malegroups.From the copyright cooperation magazines "ESquire" and"FHM",both of which entered into china earlier,to "His Life" and"Fashion Weekly"emerging later, their readers were positioned in themiddle class male market. Combining with the market and culturalfactors,they output the values advocated by themselves from a different perspective,which provide a way of self-awareness,influence consumerculture and their lifestyle subtly and also promote the construction of themiddle class in the male culture objectively.In the context of consumerism,the cultural symbols resourcesestablished by men’s fashion magazine,such as"successful,elite,elegantgentleman",and business complement each other.They enabled theaudience to indulge in hedonism and formed a middle-class male subjectconsciousness in the dual-level of material consumption and values. Thiskind of middle-class male culture expresses as the output of male-specificor more favorite areas of consumption values for men,including"cars,watches,wine,digital products,real estate,women,sex,lifestyle andsocial issues".In recent years,as the most important part of imaginative practice ofmale fashion magazine,China ’s new rich group and the upper class are"celebrating" by way of using imaginary fashion consumption and lifephilosophy given by men’s magazine.The audience’s consumptionconcept is usually provided to media images as a reference,,so the audience in the media can find and then reflect themselves.The men’sfashion magazine exists just like an indispensable mirror,in which menstart to build their own personal image in this gradually formedconsciousness and find their own social position,so as to form a stablecultural identity and class groups.Based on the case of "GQ", that is because it occupies a leadingposition in the highly competitive men’s magazine market and representsthe middle-class cultural ideas of today’s latest generation on account ofits unique magazine positioning and rich and interestingcontent.Therefore,this article will select the content of therepresentative,including pictures,texts,topics structure,as the startingpoint.Combined with the analysis of Chinese middle classconstitutes,consumption patterns and living conditions,this paper willuse relevant Communication theories to deconstruct the content and try todiscuss the survival state of the middle class men and the entire society’scultural scene,then explore the relationship between the productionmechanism of male fashion magazine and the middle class male culture.At last,this study will play a guiding significance for the futuredevelopment of the Chinese male fashion magazine in theory.