网络与社交媒体:时尚传播的新载体

Internet and Social Media: A New Vehicle of Fashion Communication

大众传媒发展不但助推时尚风潮更替迅速,亦推动时尚传播出现反"滴流"现象。时尚传播由上而下改为由下而上,时尚传播的路径和模式发生了巨大的改变。进入网络与社交媒体时代,这一趋势变得更加明显。不过大型全媒体集团等机构的出现再次改变这一趋势,其"机构化"特征与社交媒体的"圈层化""碎片化"特征相互冲突又必将长期并行并存,这一发展态势既让时尚传播变得幻化万千,也给时尚品牌的传播与维护带来新的挑战。时尚亦是文化传播的利器,这要求我们有必要关注时尚的价值导向,构建健康的时尚价值观,推动时尚文化健康发展。

The development of mass media is not only promotes the rapid replacement of fashion trends,but also promotes the anti-trickle effect occur in fashion communication.Fashion communication has reversed the mode of from top to bottom,and the path and the mode of fashion communication have changed strongly.Entering the era of internet and social media,this trend becomes more obviously.However,the emergence of huge omni-media groups and other institutions changed this trendagain.Thecharacteristics of institutionalized of social media will conflict with the circle-layered and fragmentation,and also coexist,for a long time.This development makes fashion communication become illusory,and brings new challenges to the communication and maintenance of fashion brands.Fashion is also conducive to cultural communication,so we need to pay attention to the value orientation of fashion,build healthy fashion values,and promote the healthy development of fashion culture.