新时代国家形象视域下旗袍年轻态传播路径研究

On the Dissemination Path of Cheongsam for the Youth from the Perspective of National Image in the New Era

在新时代国家形象视域下,针对旗袍"老龄化"的问题,有必要探索旗袍的年轻态传播路径,提升其影响力,重塑中国文化自信。借助问卷调查法的大量数据调研,通过产品本身、消费者心理以及社会环境影响等三个角度的梳理与分析,可以发现,在产品时代感、场合形象塑造、传播方式新颖化、高校支持与引导等四个方面对旗袍年轻态传播与发展的提出相应对策,将有效促进旗袍的年轻态传播,重塑国服自信。

From the perspective of the national image and clothing culture in the new era,in response to the“aging”problem of cheongsam,the paper studies the dissemination of cheongsam for the youth through spreading and enhancing its influence,and rebuilds all-round classics and even Chinese cultural confidence.Using literature research and comparative methods,the paper uses questionnaire to conduct a large number of data surveys,respectively,from the product,consumer psychology and social environmental impact from three angles.The research shows that the implementation of the corresponding countermeasures for the communication and development of the young cheongsam from the four aspects of product sense of the times,the shaping of the occasion image,the novel communication method,the support and guidance of the university will effectively spread cheongsam among the youth and reshape national confident.