Fashion Subsite Research On Online Media In The View Of Consumerism

Since we come into the 20 th century, people are leading a higher-lever life.The lifestyle has been changed a lot when the post-industry era gave birth to the ideological trend of consumerism.Some sociologists put forward a saying that human being are turning from productive society to consumption society. In consumption society, people are no longer consume the use value, but the symbol value. Fashion, which exists since human being has been born, demonstrates symbol consumption everywhere. While the media act as the communicator of fashion, the fashion concept of consumerism has been constructed step by step. As for the combination of fashion and media, former study object used to be TV fashion shows and fashion magazines. As the new media especially the online media era coming,fashion and media has been combined in a new way——fashion subsite.As a subsite of Sina.com, Sina Fashion Subsite has great influence and specialty in fashion communication.. Sina Fashion Subsite has wide reporting range,quick communicating speed, huge information quantity, and it applies multi-media and interaction technologies. It guides cognition and behavior of the public by explaining fashion, marking the era on teenagers when spreading positive power.When setting the columns,Sina Fashion Subsite focus on the conciseness. It adopts three-column design, which makes the layout compact, but no much difference. Sina Fashion Subsite chooses the low-key color——black as the dominant tone, showing the fine taste. However, it is insufficient in multimedia application.After analyzing the content of Sina Fashion Subsite, it is not different to conclude: there are a large amount of pictures of celebrities, emphasizing the picture symbolization promoted in visual culture; Lots of female body narrative have satisfied male’s desire for peep.Sina Fashion Subsite establish reader’s identity by significance in luxury brands; Help consuming idols by making idols and imitating their lifestyle; inciting readers to purchase by embedding ads to make profits.There are still several problems existing in Sina Fashion Subsite, such as unclear audience targeting, homogeneous content, singular profit model and so on. Reasons include malpractice of agenda-setting, profit-driven, divergence of social sexual consciousness and aestheticization. To solve these issues, I suggest improve professionalism of practitioners, lay emphasis on humane concern, highlight characteristics,broaden marking channels and deepen rational thinking.