On The Empirical Study Of Fashion Magazines And Consumerism Tendency

Firstly, the paper analyzed the background of the study that how did the consumerism rise and develop in China, and how did the fashion magazines focus on promoting the culture of consumerism. In this background, the research questioned that how did the fashion magazines influence the Consumption tendencies of their audience?Subsequently, this article combed the emergence and development of the Western Consuming theory, especially the formation process and the logic of Symbol Consuming Theory, and the media effects theory involved in this research. In addition, the paper combed and identified the concept of consumption tendencies, personal identity and social identity. Related research about consuming in china was also reviewed. Combining this basis with the research questions, the paper proposes four hypotheses.Next, the research conducted a survey on female college students in Shanghai and analyzed the data by empirical research methods.The study found that the hypotheses were confirmed. Fashion magazine had a significant cultivated effect on audience in consumerism contents, and this effect was achieved through mainstreaming and resonance. Furthermore, for the audience, consumption and identity were inseparable. They not only influenced each other, but also affected the cultivated effect of fashion magazines.