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The Cult of Fashion Brands in China ...

Han, Lu.

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The Cult of Fashion Brands in China and the Application of Microblogging.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	The Cult of Fashion Brands in China and the Application of Microblogging./
作者:	Han, Lu.
面頁冊數:	118 p.
附註:	Source: Masters Abstracts International, Volume: 52-04.
Contained By:	Masters Abstracts International52-04(E).
標題:	Mass Communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=MR95552
ISBN:	9780494955529

The Cult of Fashion Brands in China and the Application of Microblogging.
Han, Lu.

The Cult of Fashion Brands in China and the Application of Microblogging. - 118 p.

Source: Masters Abstracts International, Volume: 52-04.

Thesis (M.A.)--University of Ottawa (Canada), 2013.

In China, an increasing number of individuals and companies are adopting microblogging, a popular form of social media, in order to connect and interact with other people, and recent online events indicate the power of microblogging in Chinese society. Holding the belief that microblogging brings out the interactive nature of new media as well as the audiences, many companies are exploring microblogging in order to better communicate with their audiences. However, very little is known about how those brands use microblogging to promote themselves and what the audiences' preferences are on this platform.

ISBN: 9780494955529Subjects--Topical Terms:

1017395
Mass Communications.

The Cult of Fashion Brands in China and the Application of Microblogging.
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500 $a Source: Masters Abstracts International, Volume: 52-04.
500 $a Adviser: Rukhsana Ahmed.
502 $a Thesis (M.A.)--University of Ottawa (Canada), 2013.
520 $a In China, an increasing number of individuals and companies are adopting microblogging, a popular form of social media, in order to connect and interact with other people, and recent online events indicate the power of microblogging in Chinese society. Holding the belief that microblogging brings out the interactive nature of new media as well as the audiences, many companies are exploring microblogging in order to better communicate with their audiences. However, very little is known about how those brands use microblogging to promote themselves and what the audiences' preferences are on this platform.
520 $a Employing uses and gratifications and feminism theories, this study examined how fashion brands use Weibo.com, one of the main microblogging platforms in China, to promote themselves and what the Chinese women, the main audience of both Weibo.com and fashion brands, ask for from fashion brands' tweets. The quantitative content analysis of the tweets of three major fashion brands, namely Burberry, Louis Vuitton, and Bvlgari, shows the general pattern of how microblogging are being deployed. A further investigation was conducted through ethnographic content analysis in order to examine the implicit values conveyed by fashion brand's tweets and the audiences' preferences towards these values.
520 $a Results from the analyses revealed that the prevailing topics covered in the fashion brands' tweets included their products, related celebrities, and the brands' events or projects, and fashion brands usually combined several topics in one tweet in order to provide more information to the audiences. Taken a deeper look at the latent message of the tweets, fashion appears to play a positive role in emancipating contemporary Chinese women.
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