Dissertation > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory

Study of the Dissemination Effects of China Fashion Micro-Blog

Author YuZuo
Tutor BianXiangYang
School Donghua University
Course Art of Design
Keywords fashion micro-blog dissemination effects
CLC G206
Type Master's thesis
Year 2014
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Chinese fashion industry is developing, the character of fashion has determined its importance to fashion industry, and the value of the fashion dissemination as a research issue gradually becomes outstanding. In this study, the SINA micro-blog has been chosen as the research platform. Methods of system analysis, interview, typical survey, questionnaire survey and SWOT analysis were employed to study the fashion micro-blog dissemination effects from micro individual audience and macro social environment. The following conclusions have been attained:Firstly, the micro performances of fashion micro-blog dissemination effects which are strong to the audience are the environment cognition, self-cognition, but weaker influence to the cognition of the others; the audiences have a generally rational attitude towards fashion micro-blog; watching is the main audience behavior,"comment and retransmission" is the second choice of the users. When the fashion micro-blog possesses more practicability and helps people to adjust the relationship between them and the society, the audience will comment, forward or repost When there is something related to actual life activity or decision, the audience will add their thoughts and judgment then take corresponding measures.Secondly, the macro performance of fashion micro-blog dissemination effects which is to the social cognition aspect, it helps to build individual pattern, others pattern, role pattern and events pattern, the integration of these four patterns facilitate the fashion area cognition to the audience; in the aspect of public opinion, it guides the fashion appreciation of audience by professional unscramble fashion; and deliver the brand culture to audience by connecting the product&brand and specific cultural significance; and by casting topics to trigger the public to discuss and guide the public’s appreciation of beauty in an objective and fair voice; the fashion micro-blog influence to the social behavior demonstration is to express and deliver the results chosen by the collectivity, and help individuals adjusting and adapting.Thirdly, the main factors which influence fashion micro-blog dissemination effects are publishers’requests, content categories, the diversity of the audience and the specialty of micro-blog dissemination. Although the publishers are contents producers, they have no absolute control to the dissemination effects. The factors which directly influence fashion micro-blog dissemination effects are micro-blog content category and patterns as well as the audience difference. Moreover, the specialty of the micro-blog dissemination determines the development orientation of fashion micro-blog.Forth, with SWOT analysis method the advantages of the current fashion micro-blog are found:extensive covering limits, high speed of dissemination, massive information, comprehensive use of multi-media, and strong interactively technical advantage; the enormous basic users of micro-blog shows the resource advantage of the audience; and reveal a more authentic and comprehensive fashion cognition platform to the audience. The disadvantages are weak influence to individual audience, disorderly information, reduced value of information, overabundance advertisements which leads to audience boring. The opportunities are:fashion subdivided markets;"fast fashion" rising; the formation of micro-blog free opinion market. The risks manifests as newly developing social communication tools having taking users from micro-blog away; the grass roots and free rein of internet dissemination making the fashion micro-blog miscellaneous and disorder,leading to the good and the bad being intermingled; the abruptly rising audience requiring higher and higher the quality of fashion information.Fifth, in order to optimize the dissemination of fashion news in new media, the publishers or operators need to firstly make sure their own position, and affirm the targeted audience group; and then set agendas to meet the needs of audience; if adopts "permeation marketing", it will obtain the trust of audience more easily, and then promote the effectiveness of commercial dissemination.

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