一、课程简介

本课程作为时尚传播专业本科一年级的专业核心课，旨在夯实时尚传播专业学生的理论基础，聚焦 “时尚如何被有效传递、解读与影响” 的核心命题，是培养时尚传播领域专业人才的关键课程。在数字媒体全面渗透、时尚产业加速迭代的当下，传播已成为连接时尚创意与大众市场、文化价值与商业价值的核心纽带。对于未来计划从事时尚媒体、品牌传播、数字营销、公关活动等工作的学生而言，本课程将帮助其搭建 “时尚 + 传播” 的复合型知识体系 —— 既掌握时尚产业的独特逻辑，又精通多元传播工具的运用，最终具备在复杂传播环境中精准传递时尚价值、引导时尚认知的专业能力，为应对行业“创意驱动、技术赋能”的趋势奠定基础。

As a core compulsory course for first-year undergraduate students majoring in Fashion Communication, this course aims to consolidate the theoretical foundation of students in this major. In the current era where digital media has penetrated all aspects of life and the fashion industry is undergoing accelerated iteration, "communication" has become a core link connecting fashion creativity with the mass market, and cultural value with commercial value. It focuses on the core proposition of "how fashion is effectively transmitted, interpreted, and influenced" and serves as a key course for cultivating professional talents in the field of fashion communication. For students who plan to engage in fashion media, brand communication, digital marketing, public relations activities, and other related work in the future, this course will help them build a "fashion + communication" interdisciplinary knowledge system. They will not only master the unique logic of the fashion industry but also become proficient in the application of diverse communication tools. Eventually, they will acquire the professional ability to accurately convey fashion value and guide fashion cognition in a complex communication environment, laying a solid foundation for adapting to the industry trend of creativity-driven and technology-empowerment.

二、课程目标

1.价值目标

具有强烈的家国情怀，认同并践行社会主义核心价值观，具备良好的公民素质和深度的社会责任感与使命感；坚持马克思主义新闻观，秉承温商精神，恪守媒体从业人员职业规范，具有时尚传播专业知识和职业素养。

2.知识目标

掌握时尚传播学主要理论；把握时尚传播研究的基本方法；理解时尚与流行的传播特点与形成机制；综合运用时尚传播的理论与方法进行时尚传播实践。

3.能力目标

掌握时尚传播实践的基本能力，顺应时尚产业发展需求；能灵活运用时尚传播的知识与主要理论；具备时尚内容生产、策划、制作与传播推广能力；能胜任时尚内容制作创业工作，具有解决时尚传播相关复杂问题的能力。

4.综合素养

关注时尚传播发展动态，紧跟时尚产业发展步伐，养成自主发展与终生学习习惯，积极应对新媒体技术与社会发展，具有良好的时尚内容创作，沟通合作、组织协调能力；毕业五年后成为时尚产业发展的中坚力量。