Analysis on the characteristics of consumer culture in "Rebecca’s Fantasy World"

Abstract

Since the 20th century, with the rising material and spiritual living standards, fashion has gradually become a widespread pursuit of life, and human beings are transforming from a traditional production-oriented society to a new consumer-oriented society. Fashion communication, as an important window for conveying the concept of consumer culture, has developed rapidly with the help of the WeChat public platform in the new media environment. This paper takes the tweets of the popular domestic fashion WeChat public number Rebecca’s Fantasy World as a case study and uses sampling survey, content analysis and text analysis to interpret the content in depth. The consumer culture conveyed by Rebecca’s Fantasy World is characterized by material consumption, brand-oriented consumption, complementary emotional consumption and rational consumption, as well as advocating diversified and open consumption, in order to provide reference for the future value leadership of fashion communication.