文艺生活的贩卖之道——《Little Things恋物志》的杂志传播策略分析

Selling Artistic Life :An Analysis of Little Things Magazine's Communication Strategy

分析知名女性消费杂志《Little Things恋物志》的杂志传播策略,以说明基于互联网时代受众细分的社群生态,小型杂志文本叙事及服务方式的转变:《恋物志》编辑团队首先以商品化的审美之"物"为推介重心,为读者提供与文艺生活相关的知识谱系及消费导引;继而尝试通过从在线到线下的连接迁移,提升专属社群凝聚力和黏性,推动杂志从平面媒体向文艺生活共享社群转变。编辑团队紧紧围绕文艺生活之"物"的文本书写方式,塑造了杂志在亚文化圈内权威意见领袖的印象,其社群化的转变对探索以人为中心的互联网生态普遍连接逻辑具有积极意义。

This paper studied the changes of pint-sized magazine＇ s narration and service based on the segmentation of audience in Internet era, using the Little Things lianwuzhi as an example. To start with, the Little Things＇ s editorial team shaped the magazine image as an opinion leader in the sub-cultural circle strategy by focusing on commercialized objects, providing the art-related knowledge pedigree as well as the consume guide. Secondly, the magazine tried to transform from the print media to the online sharing community of artistic life, thus to enhance the cohesion and stickiness of the exclusive community. Lastly, the paper believed that the interpretation of artistic life helped to build the magazine＇ s reputation, and through the transition of online sharing community,we saw positive perspective at the follow-up of a people-centered connecting logic.