A Study On The Leisure Demand Of Urban White - Collar Women In Recent Ten Years

In contemporary consumption society, the object of comsuption is not only material but also spiritual. And Leisure Consumption become a symbolic cultural pratice. Being typical middle class, urban white-collar women prefer to express themselves with this symbolic consumption. While fashion magazines are these women’s beloved leisure products and regarded as a place where they can purchase consumptive concepts and leisure philosophy. To some degreed, This is a materialization strategy of their identity construction. Afer all, the female white-collars’demands for leisure media are focused on the art of leisure and self fulfillment.The concept of leisure that the media try to express is bidirectional. It’s a fundamental mission for fashion magazine to lead the audience to study the daily leisure behaviors and consequently affect their requirement, mindset and methods of leisure. However, the audience also have their own independent opinions. They expect that the leisure consumption patterns provided by fashion magazines can be in line with their own consumption values. In this regard, Rayli Her Style has set a good example. This magazine acts as a key opinion leader for leisure lifestyle, yet it has been always listening to the voice of the urban white-collar women through routine reader survey. And it will renew its texts accordingly in order to fulfill the readers’ demands for leisure.In order to study the interaction between female white-collars and media concering leisure demand, this paper choose Rayli Her Style to conduct a case study with qualitative research methods, supplemented by quantitative analysis. Based on the contrast study between the texts of the magazine and the readers survye, this paper would try to analyze the trends of urban white-collar women’s leisure behaviors in the past decade and explore how the leisure-oriented texts could fufill, influence and even subvert their leisure needs.As recent research demonstrates, with the development of society, fashion magazines have attached more and more importance on how to observe the implicit needs oriented by the leisure texts and how to effectively influence the urban white-collar women’s method of thinking and leisure. The fashion magazines know they won’t succeed without the awareness of the audience’s demands for leisure.