论分众传播时代DM杂志的编辑工作——以《写字楼》为例

分众传播时代,个性化的媒介成为一种趋势。DM杂志在城市化进程与消费主义文化背景下蓬勃发展,为中产阶层的身份建构提供了一种认同作用。它通过富有诱惑力的画面和文字,刺激并激发读者的消费欲望,为广告主最大化地创造利润。以《写字楼》为代表的DM杂志一味彰显消费主义,并逐渐沦为标榜中产阶级文化身份的工具。若DM杂志能克服其在编辑工作中的不足,并加以改进,它一定能获得更为长足的发展。

On the Editing of Direct Mail Magazine in Focus Communication Era:Taking Office as an Example

In Focus Communication era,personalized media become a trend.DM magazine has developed in the context of booming urbanization and consumerism culture,which provides kind of recognition for the middle class’s identity construction.Through tempting images and texts,DM magazine stimulates and inspires readers’ desire for consumption,which also maximizes the profits for advertisers.Office,as a representative of DM magazine,blindly highlights consumerism,and gradually becomes the tool of flaunting the middle class’s cultural identity.If the DM magazine can overcome its shortcomings in editing work and make improvements,it will certainly be able to get a more substantial development.