國(guó)內(nèi)男性時(shí)尚雜志中男性形象的塑造與解讀研究
國(guó)內(nèi)男性時(shí)尚雜志中男性形象的塑造與解讀研究
【中文摘要】 近年來(lái),國(guó)內(nèi)男性時(shí)尚雜志市場(chǎng)不斷升溫。本文所探討的男性時(shí)尚雜志是指以男性為訴求對(duì)象的時(shí)尚生活雜志,是一種時(shí)尚生活理念的泛文化表達(dá),涉及面龐雜寬泛。男性時(shí)尚雜志既是一種文化文本,也是一種社會(huì)實(shí)踐。它重新定義了男性之美,影響人們對(duì)男性氣質(zhì)的傳統(tǒng)看法,也影響了男性的生活觀念和生活方式。本文以男性形象為切入點(diǎn),運(yùn)用傳播學(xué)理論和文化研究的視角,深入研究國(guó)內(nèi)男性時(shí)尚雜志的文本、受眾,探尋男性時(shí)尚雜志的編碼、解碼方式以及兩者的相關(guān)性,試圖為男性時(shí)尚雜志的編碼方式提出相應(yīng)的建議,從而使之達(dá)到更好的傳播效果。首先,本文選擇了六期《時(shí)尚先生》作為研究樣本,通過(guò)內(nèi)容分析、文本分析、符號(hào)學(xué)等方法對(duì)文本進(jìn)行解構(gòu),挖掘其中的文化意義、意識(shí)形態(tài),從而探尋了當(dāng)今國(guó)內(nèi)男性時(shí)尚雜志對(duì)男性形象的編碼方式;其次,通過(guò)個(gè)案研究,結(jié)合霍爾的三種解讀方式,對(duì)成都地區(qū)男性受眾對(duì)國(guó)內(nèi)男性時(shí)尚雜志中男性形象的解讀方式進(jìn)行了分析,探究了雜志中男性形象對(duì)受眾身體意象的影響,對(duì)受眾消費(fèi)行為的影響,并進(jìn)行了原因分析;最后,試圖為男性時(shí)尚雜志的編碼方式提出相應(yīng)的建議,從而達(dá)到更好的傳播效果。通過(guò)全文的分析可以得出大部分男性受眾對(duì)男性時(shí)尚雜志中塑造的男性形象持協(xié)商式立場(chǎng)的解讀方式,表現(xiàn)為:受眾較認(rèn)同雜志所倡導(dǎo)的服飾搭配、美容保養(yǎng)等生活方式,理解雜志塑造的時(shí)尚男性形象,但更多的是站在一個(gè)旁觀者的角度,強(qiáng)調(diào)自身的社會(huì)立場(chǎng),使訊息中內(nèi)涵的意義適合于他本身所屬團(tuán)體的地位,不會(huì)盲從,對(duì)自身身體意象和消費(fèi)觀影響也不大。對(duì)男性時(shí)尚雜志文本的分析能挖掘媒體文本的意義及其影響。對(duì)受眾的解讀研究不僅能歸納出受眾的閱讀習(xí)慣,還能更好地指導(dǎo)媒體的傳播效果,使受眾真正從這些雜志中受益,以更積極健康的形象和心態(tài)踏上路程。
【英文摘要】 It was found that the male vogue magazine had become more and more popular in china over these years. The male vogue magazine we discuss in this article is referred the vogue magazine which is aimed at men, it is an expression of vogue life idea, including comprehensive contents. In fact, the male vogue magazine is not only a cultural text but also a social practice. It redefined the male ideal body image, influenced people's traditional concept about male temperament, and also had impact on male's life concept and style.Viewing from the angle of male body image, this article deeply research the texts and audiences of domestic male vogue magazine according to communication theory and cultural research concept, look for the encoding and decoding ways of male vogue magazine and their relationship, and try to provide some suggestions for encoding ways, in order to obtain better communication effect.Firstly, the author designates six issues of <ESQUIRE> as a swatch and decomposes this set of material by analyzing its content, studying its text materials and semeiology related issues. The author also manages to excavate the cultural and ideology related significance hidden within and identify modern male vogue magazines’coding style of male visual impression.Secondly, the author scrutinizes the manner that the male in Chengdu area appreciate the visual impressions formatted by the domestic male vogue magazine. Meanwhile, this paper explores the relationship between the coding and decoding process of the domestic male vogue magazine and the reason that accounts for this relationship.At last, this paper focuses on proposing beneficial suggestions on the coding manner for male vogue magazines and consequently promoting their acceptance.From analysis of the whole article, it is found that a majority of male audiences hold the way of negotiated reading on these male body images in male vogue magazine. Which reveals in some ways: To a certain extent, audiences identify with the life styles which magazine called for, and know the vogue male image in magazine, but they are inclined to emphasize their own social stands, never follow anyone like sheep. Moreover, results indicate that those ideal male images in magazine do not have obvious impact on their body images and consumption concept. On one side, Texts analysis can explore the meaning and effect of media. On the other side, Audiences analysis not only help to learn the audiences reading habit, but also i
mprove the media’s communication effect, and make audiences benefit from it
【中文關(guān)鍵詞】 身體意象; 編碼解碼; 男性時(shí)尚雜志; 男性形象
【英文關(guān)鍵詞】 body image; encode-decode; male vogue magazine; male image
【畢業(yè)論文目錄】
國(guó)內(nèi)男性時(shí)尚雜志中男性形象的塑造與解讀研究
摘要 4-5
ABSTRACT 5-6
第一章 緒論 9-17
1.1 問(wèn)題的提出 9-13
1.1.1 研究背景 9-10
1.1.2 國(guó)內(nèi)外研究現(xiàn)狀 10-13
1.2 相關(guān)概念的界定 13-14
1.3 選題意義和研究方法 14-17
1.3.1 選題意義 14-15
1.3.2 研究方法 15-17
第二章 國(guó)內(nèi)男性時(shí)尚雜志對(duì)男性形象的塑造 17-31
2.1 對(duì)“塑造”的理解 17-19
2.1.1 編碼與表征 17-18
2.1.2 語(yǔ)言和言語(yǔ) 18
2.1.3 從語(yǔ)言到符號(hào) 18-19
2.2 國(guó)內(nèi)男性時(shí)尚雜志對(duì)男性形象塑造的三層涵義 19-20
2.2.1 雜志中圖片對(duì)男性形象的直觀表現(xiàn) 19
2.2.2 其他內(nèi)容對(duì)男性形象的間接塑造 19-20
2.2.3 對(duì)男性讀者自身形象塑造的影響 20
2.3 個(gè)案分析：《時(shí)尚先生》對(duì)男性形象的塑造 20-29
2.3.1 男性形象的內(nèi)容分析 21-25
2.3.2 男性形象的符號(hào)學(xué)分析 25-27
2.3.3 男性形象的視覺(jué)編碼分析 27-29
2.4 研究結(jié)果 29-31
第三章 受眾對(duì)國(guó)內(nèi)男性時(shí)尚雜志中男性形象的解讀 31-44
3.1 國(guó)內(nèi)男性時(shí)尚雜志的受眾分析 31-34
3.1.1 國(guó)內(nèi)男性時(shí)尚雜志受眾的形成 31-33
3.1.2 國(guó)內(nèi)男性時(shí)尚雜志的目標(biāo)受眾群分析 33-34
3.2 受眾理論的拓展：三種解讀方式 34-35
3.3 個(gè)案研究：成都地區(qū)男性讀者對(duì)國(guó)內(nèi)男性時(shí)尚雜志中男性形象的解讀分析 35-41
3.3.1 問(wèn)卷設(shè)計(jì) 36-37
3.3.2 調(diào)查方法和工具 37-38
3.3.3 統(tǒng)計(jì)結(jié)果 38-41
3.4 解讀方式分析 41-44
3.4.1 解讀方式結(jié)果 41-42
3.4.2 編碼與解碼之間差距的原因分析 42-44
第四章 國(guó)內(nèi)男性時(shí)尚雜志編碼的對(duì)策 44-50
4.1 受眾閱讀快感的構(gòu)建 44-45
4.1.1 區(qū)分受眾閱讀快感在性別上的差異 44-45
4.1.2 受眾閱讀快感的多元化 45
4.2 樹立受眾本位的傳播思想 45-47
4.2.1 正確對(duì)待受眾的商品化 45-46
4.2.2 作為意義生產(chǎn)者的閱聽人的受眾 46-47
4.3 形成受眾素養(yǎng)和媒介素養(yǎng)的良性互動(dòng) 47-48
4.3.1 充分把握目標(biāo)受眾群的媒介素養(yǎng) 47-48
4.3.2 提升雜志編輯的素質(zhì) 48
4.4 把握新媒體的機(jī)遇 48-50
4.4.1 注重不同媒介的不同編碼方式 48
4.4.2 充分利用電子雜志豐富的編碼形式 48-50
第五章 結(jié)論 50-52
致謝 52-53
參考文獻(xiàn) 53-55
附錄一 55-56
附錄二 56-58
攻碩期間取得的研究成果 58-59
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