商务传媒学院知识库

全球化的背景下，中国从文化自觉走向文化自信，以汉服为代表的传统服饰文化重新走入大众视野。2020年汉服爱好者群体已超600万人，对汉服爱好者的媒介形象进行研究分析，可以由点及面，促进我们深入了解社会对诸多传统文化复兴者的态度。也可窥探中国人民国民审美精神的变化，有利于媒体更好地引导人们培养文化自信。学术界关于汉服爱好者的研究主要集中在亚文化研究，行为动机研究方面，关于媒介形象方面比较欠缺。
本文立足于慧科新闻数据库，以汉服爱好者的报道作为研究对象，检索2005年1月1日至2019年12月31日的2645篇报道，等比、等距抽样得出520篇报道，以5年一个基准，分为3个阶段，运用框架理论研究汉服爱好者各阶段呈现的媒介形象。在高层框架上，报道数量随着年份推移，整体上升；报道主题早期以个人专访、汉服活动报道为主，后期以经济报道为主；报道体裁由消息和通讯向消息和深度报道转变；报道篇幅总体呈越来越长；消息来源由汉服爱好者个人转移到政府，报道倾向总体中立，随时间变化正面倾向增加。中层框架上，汉服爱好者呈女性化、被动化、温和化改变。在低层框架，汉服爱好者目标诉求逐渐松散，整体刻画从传统文化复兴者到消费主义浪潮的圈中人转变。
汉服爱好者媒介形象变迁因主体形象变化、媒体改革和受众需求变化以及政治、消费主义、主流文化收编亚文化等原因而变化。媒介在刻画汉服爱好者时还出现许多问题，新闻工作者需要加强这方面引导。

Under the background of the world, Chinese culture had changed from self-awareness to cultural self-confidence, and the traditional dress culture, which was represented by Hanfu, had once again entered the public's view.In 2020, there will be more than 6 million people who love Hanfu. If we can study and analyze the media image of Hanfu, we can promote our deep understanding of the society's attitude towards many traditional cultural revivers.In this way, they could also observe the changes in the aesthetic spirit of the Chinese people, which was good for the media to better guide people to cultivate their cultural self-confidence.In the academic circles, the research on the lover of Chinese clothes mainly focused on the Demi culture, the behavior motivation, and the media image.
This article was based on the information database of the science and Technology Association. Taking the reports of the Han clan as the research object, it searched 2645 reports from January 1, 2005 to December 31, 2019, and drew 520 reports by regular comparison and distance. With 5 years as the reference, the reports were divided into 3 stages. The media image of the Han clan was studied through the frame theory.In the high-level structure, the number of reports increased as time went by; the early theme of the report was mainly about personal interviews and activities of Han clan, and the later part was mainly about economic reports; the style of the report was 
changed from news and communications to news and deep reporting; the overall reporting was longer and longer; the source of the news was transferred from the person who loved Han clan to the government, and the reporting tendency was generally neutral, at any timeThe positive side of the change was increasing.On the middle frame, the Han clan changed in a feminine, passive and gentle way.In the low-level structure, the goal of the Han clan was gradually relaxed, and the overall pattern was changed from the revivers of traditional culture to the waves of consumption.
The change of the media image of the Han clan was due to the change of the main image, the media reform, the change of the audience's needs, political, consummation, and the absorption of the mainstream culture.There were still many problems when the media portrayed the lover of hanfu, and the journalists needed to strengthen their guidance in this respect.