A Study On The Fashion Culture Communication Influence In Omni Media

Marxist theory has always attaches great importance to the cultural importance to the development of the society. The great leader of the communist party of China, the representative figure of Marxism, Mao Ze dong, began as early as in the yan’an period, has gradually formed a unique "cultural leadership", highly stressed to grasp the cultural discourse, use the leading direction, such as strengthening cultural leadership thoughts.After the reform and opening up, especially after the end of the20th century, fashion culture as a kind of unique cultural phenomena and cultural mode, with its fresh vitality and condensation of spiritual power, have a big impact in subtle way for people. In all media era, with the fast and powerful influence, fashion culture is penetrated into everyone’s daily life, playing an important role in changing people’s behavior patterns, lifestyle, ideas, and values. Among them, the young college students group, with their high attention to the fashion culture, their own personality and other characteristics, become the largest category affected by fashion culture. So this paper takes college students as the typical investigation, and discusses the influence of fashion culture communication. Then use Mao Ze dong’s theory of cultural leadership to analyze fashion culture, to make it produce more positive, healthy and upward influence on social development and prosperity of socialist culture. According to the above ideas, this paper is divided into four main parts:The first part of the paper mainly summarizes the related concepts of fashion culture and its research theory. Fashion was developed from social productivity and progress of human civilization. After that, fashion exists more in the social superstructure, showing the intangible cultural values and tangible goods or symbols. The theory study of fashion has a long history; there are a number of different disciplines and perspectives, including the social psychology, cultural sociology, aesthetics, semiotics, etc.The second part expounds the whole media era of fashion culture. First outlined the development of fashion culture, concept and its characteristics; then, starting from the present all media environment, analyze the change of fashion culture dissemination and the new charactors. Finally, as the media age coming, fashion culture influence becomes a kind of strong cultural power, we need to use the new cultural leadership theory to the analysis and guidance perspective, for the prosperity of socialist culture.The third part of the college students as a typical fashion culture spread influence survey are introduced, including the research object, research design.The fourth part first analyzed item by item, the result of the investigation and based on this, grasp the spirit of MAO Ze dong’s theory of cultural leadership, fashion culture influence suggestion is put forward:to lead and standardize the fashion culture of Marxism values, with a healthy lead mass culture concept of fashion, with all the media dissemination of fashion culture field of vision, guide the fashion culture with social responsibility.The innovation of this article is in the omni media environment, empirical investigation to college students’ group as an example, starting from the theory of "cultural leadership", discusses the influence of fashion culture. From the research method, based on the cultural leadership theory combined with the actual investigation to the analysis conclusion, has more reference value.