Media Representation And Audience Identification Research Of Hanfu Image

Hanfu,with the “Hanfu Renaissance Movement” that began in 2003,has appeared in people's horizons and media reports.The "Hanfu Renaissance Movement" was initiated by the people and used Hanfu as a carrier to enhance people's perception of traditional culture by reviving Hanfu and other forms,promoting excellent traditional culture and promoting a cultural rejuvenation of the Chinese nation.In the past decade or more,the number of Chinese people wearing Chinese clothes has increased,and the media reports on Hanfu have gradually increased,and even the large-scale publicity of Hanfu activities has emerged.Today,with the development of media integration,the emergence of various new media and self-media platforms has made Hanfu and the “Hanfu Renaissance Movement” have received certain social attention.Private media and official media have reported on this,but these two The media reports on Hanfu are different.What is the difference? Is the image of Hanfu presented in the media report different from the Hanfu in the minds of Hanfu lovers? These are worth studying.Based on the theoretical perspectives of “media presentation” and “audience recognition”,this study compares the image differences of Hanfu from the “media”and “audience” aspects.Through the presentation of the image of Hanfu in "People's Net" and "Sina.com" and the audience's recognition of "Hanfu Report",the current mainstream "Hanfu Report" is interpreted.This research is mainly divided into three parts:In the first part,through the analysis of the contents of the "People's Net" and "Sina.com" Hanfu reports,it was found that the two media did not have a unified standard for "Hanfu",and the "Chinese clothes" presented in the report were quite different.The report of "Sina.com" is in line with its commercial positioning,and it is inclined to entertaining.The report of "People's Net" is neutral,and some reports will increase the background knowledge of popularization while reporting the incident.In the second part,through the survey of the audience,it is found that in the audience,there is a certain awareness of “Hanfu”,especially the “Tongfu” group has a more precise positioning for “Hanfu”.For the current “Hanfu Report”,the most concerned content of the audience is “the cultural connotation of Hanfu”.The third part compares and analyzes the "Hanfu Report" and "Audience Cognition" through the three dimensions of "Factual Identity","Emotional Identity" and "Value Identity",and finds that the current "Hanfu Report" and "Audience Recognition" have A certain deviation.The content of “Audience” and the “Hanfu” of cognition account for a certain proportion in the report,but there are still a large number of reports that “Hanfu” and the audience's cognition are greatly deviated.At present,"People's Net" and "Sina.com" present the "Hanfu image" and the definition of Hanfu is consistent with the audience's perception of Hanfu.