解碼女性雜誌的時尚編制

南華大學機構典藏系統 > 社會科學院 > 應用社會學系(社會工作與社會設計碩士班,教育社會學碩士班) > 博碩士論文-教育社會學碩士班 > Item 987654321/21651

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題名:	解碼女性雜誌的時尚編制
其他題名:	Decoding the Fashion Edition of Women's Magazines
作者:	紀佳嫻 Chi, Chia-Hsien
貢獻者:	教育社會學研究所周平 Ping Chou
關鍵詞:	女性雜誌;編制;時尚;專家;消費;廣告 Baudrillard;Simmel;Giddens;Hall
日期:	2004
上傳時間:	2015-06-17 14:34:01 (UTC+8)
摘要:	隨著台灣女性雜誌市場蓬勃發展，競爭也益形激烈，因此女性雜誌須依賴讀者群與廣告收益的支持，才得以生存。這將使女性雜誌的消費定位在「消費諮詢的專家」與「消費刺激的慾望」之間擺盪而顯得弔詭不明；加上目前女性雜誌標榜「時尚」以吸引讀者的青睞，此正好反映目前社會所引燃的時尚熱潮，然而，究竟有多少讀者能在消費曖昧的特性中，了解時尚的內涵呢？　　　本研究從時尚的定義切入，分別援引Baudrillard與Giddens的觀點分析廣告與專家向度如何被編制於時尚內容中；繼之以Simmel的時尚觀點探討時尚的內涵如何存續；最後引用Hall製碼的概念來解碼女性雜誌的編制，目的是為了歸納女性雜誌的時尚編制具有何種意義，並了解文本是否有消費宰制讀者之可能。本研究乃採文本分析的方式，文本的選擇則是針對目前台灣女性雜誌競爭的市場選取了三種不同風格的品牌雜誌—本土的儂儂、歐系的Vogue及日系的東京衣芙e’f雜誌，以探討三品牌共同在消費屬性上不明的特性。　　　研究發現：一、精緻的視覺化圖片與對話口吻、模糊性的詞彙組構了時尚內容；二、廣告及專家系統共存於文本的編制方式則表明，文本除了企圖進行消費刺激之外，女性雜誌也是是讀者進入優勢階級的導讀本；三，女性雜誌的時尚編制其實皆是由優勢階級所主導；最後，倘若文本的編制內容與雜誌編者所預設的讀者需求相符應的話，則可預見某一特定的讀者群正在藉著時尚的展演進入優勢階級，此亦另一種權力地位角力的變相。　　With the development of Taiwanese women’s magazines, the competition of its market has been getting keenly. Therefore, if women’s magazines would like to survive, they should rely on the support of readers and the income of advertisement. It makes women’s magazines play an equivocal role—the expert system of consumption and infinite seduction. In addition, “fashion” has become the main topic of women’s magazines to attract more readers’ attention; it reflects today’s social aura—the fashion upsurge. However, how many people could truly realize the meaning of fashion while reading women’s magazines, whose property is full of ambiguity? 　　　This research is conducted under the theories of Baudrillard, Giddens, Simmel and Hall, and thereby to frame, analyze the research questions as followed. (1) How are women’s magazines edited by the elements of expert and advertisement? (2) What is the meaning of fashion and how is fashion being edited in women’s magazines? (3) To Decode and conclude the meaning of fashion edition in women’s magazines. The method used in the research is textual analysis and the strategy used here is symptomatic reading. Samples chosen in the research are three kinds of different magazines, including the local style magazine—儂儂, Europe style magazine—Vogue, Japanese style magazine—東京衣芙e'f.　　　The results of research are as below: (1) Fashion content consists of elaborate visualized pictures, dialogue tone and fuzzy glossaries (2) The advertisement and expert system elements are co-existed in fashion text—it’s not only for seducing consumption, but also being a guide book for entering the superior class. (3) The fashion editions of women’s magazines are almost manipulated by superior class. (4) If the content of women’s fashion magazine matches the readers’ needs which are pre-supposed by editors, then we may anticipate some disguised form of power struggle conducted by some specific readers for elite positions.
顯示於類別:	[應用社會學系(社會工作與社會設計碩士班,教育社會學碩士班)] 博碩士論文-教育社會學碩士班

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