| In the globalization era,the discourse of the global fashion industry has changed.The hegemonic position of Western fashion is gradually being challenged by emerging fashion phenomena in countries of the Global South.With the development of Chinese fashion in terms of talents and technology,more international fashion media began to pay attention to and report on Chinese fashion news.On the one hand,the fashion industry continues to engage in rich journalistic practices.On the other hand,academic research on fashion journalism is relatively insufficient,especially in terms of the critical discourse analysis of fashion journalism.As a creative industry,fashion has become the symbol of a country’s cultural soft power.The international communication of Chinese fashion journalism is bound to become a crucial part of China’s fashion development,which also implies the need for critical research on the discursive relations and ideologies in international fashion journalism texts.With the popularity of news discourse about the rise of Chinese fashion,fashion communication researchers must realize the hidden ideologies in these discursive relations and uncover the real problems in the news discourse about the reality of Chinese fashion today.The Western media Jing Daily focuses on hard fashion journalism and disseminates China’s fashion reality in English.As a popular choice for global fashion groups to understand the Chinese market,it can provide experience to China’s international fashion communication and the development of international fashion media.Therefore,this paper will focus on 141 news texts in Jing Daily’s fashion category from September 2019 to September 2020,and synthesize the research results of Teun van Dijk and Fairclough,to conduct textual analysis,discourse practice analysis,and social practice analysis.This study explores the textual characteristics,discursive strategies,and the relations between Chinese and Western fashion in fashion news.After sorting through the 140,000-word text,this paper divides the text analysis into four aspects: vocabulary,thematic structure,discourse style,and rhetoric,completes the discourse practice analysis from three aspects: news schema,discourse representation,and metadiscourse,and explores the social matrix,discourse order and ideology of its discourse in the sociocultural practice analysis,and finally explains Jing Daily’s discourse practice.Through critical discourse analysis,this study concludes that its journalism presents a variety of textual features that revolve around Chinese fashion,do not ignore Chinese fashion dilemmas,coexist with objective and individualistic styles,and use rhetoric to construct objectivity.In the discourse strategy,its reports are good at using comment schemas,both elite and non-elite source texts,and often use hedges to ensure the openness of the discourse.In social practice analysis,influenced by the changes in Chinese and Western fashion discourse,including the trends of democratization and technologization,its texts participate in the renewal and reconstruction of fashion knowledge and belief systems,and actively construct the social identity of emerging Chinese designers.However,the egalitarian relation between Chinese and Western fashion discourse in its news texts reflects that the rise of Chinese fashion is more likely to be seen as a vital market than as an equal competitor fully participating in the global fashion discourse.Also,there is still a lack of fashion originality and a need to learn from the fashion experiences of Western brands. |
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