The Research On The Communication Of "GQ Lab",the WeChat Official Account Of Fashion Journal "GQ China"

Nowdays,with the rapid development of We Media and New Media,fashion has a large audience and industry practitioners as a synonym of trend and popularity.The origin,diffusion,popularity and precipitation of fashion also benefit from the dissemination and promotion of Mass Media and We Media.With the emergence of new communication technology,the way of communication has changed dramatically from the initial slow communication from top to bottom,to the mass communication,and then to the communication in the New Media era.In particular,the rise of WeChat Official Account and We Media platform has opened up new avenues for the dissemination of Print Media in various fields.In order to adapt to the New Media Wave,fashion magazines have launched the WeChat Official Accounts."GQ lab" has become the WeChat Official Account of the male fashion magazine "GQ China".With its extensive influence and excellent data performance,it has become a successful case in the transformation of fashion magazines,and outperformed in the large number of WeChat Official Accounts.The development process and deep-seated reasons are worthy of consideration and reference for operators in Print Media transformation and fashion communication.The author mainly focuses on "GQ China",compares the fashion magazines WeChat Official Accounts of "ELLE China","Harper's Bazaar China","ELLE MAN" and "Esquire",and sum up the existing characteristics of WeChat public number of fashion magazine.The WeChat official account "GQ lab" is selected as the research object,and the Lasswell's 5w Communication Model is used as the framework.A total of 1442 articles from January 1,2018 to December 31,2019 were collected from WeChat Official Account of "GQ lab".By constructed week sampling method,a total of 70 days and 157 articles were selected as samples.Through content analysis,text analysis and data analysis,five aspects were studied: its communicator,audience,communication channel,dissemination content and communication effect.Focusing on the content and production of "GQ lab",and the research of its "de magazine" style label and unique communication strategy,the reason why "GQ lab" can make use of the influence of wide spread is summed up: Based on the precise grasp of the audience and clear positioning,through the professional operation team,rich and deep become an independent school.Content topic selection,unique interpretation perspective and direct pain point soft text delivery,to achieve a win-win situation ofcontent and business.And in view of its current operation,the paper puts forward some suggestions: reform the reporting angle,sink the content of communication,improve the media literacy,and strengthen the multi-level check.The exploration of "GQ lab" in content production,form innovation and business mode can also provide reference and inspiration for the development of fashion magazines,new media and fashion WeChat official account in the new situation.