Study Of Fashion Magazine Reading Of Beijing College Students

Fashion magazine began to enter China in the late 90's,and it has found its place rapidly in periodical market.It is positioned to serve for white-collar class and successful people,and is aimed to be the urbanites' guidance of consumption trend,which does not seem to have close relationship with college students in ivory towers.However,some scurvies found that the college students account for a large proportion of the fashion magazine readers,which is a group deserves concerning.The college students are always sensitive to something new,and keep up with fashion and tendency,meanwhile,they are desire to know the society and realize social cognition.For them,fashion magazine plays a role in helping them know the society,know themselves and guide consumption.Many researchers suggest that fashion magazine has a significant influence on the college students' values,self-cognition and consumption habits.Under such circumstance,the study applies the classic audience theory of uses and gratifications as a framework,which aims to learn fashion magazine reading status of college students,using motivation and need gratification,so as to further study the personal factors that influence the reading frequency,and analyze how the fashion magazine influence the college students.The study adopted the method of combining in-depth interview with survey questionnaire,Beijing undergraduate were taken as the research object,totally 500 questionnaires were issued and445 valid questionnaires were collected.Meanwhile,in-depth interviews were conducted among 10 students from different major backgrounds and grades in order to deeply explore the relationship between fashion magazine and college students.