Critical fashion communication: beyond technologies, a revolution in discourse

Authors

DOI:

https://doi.org/10.5965/1982615x171432024203

Keywords:

fashion communication, digital influencers, fashion criticism

Abstract

Although it is a phenomenon rich in connections with different aspects of society, fashion is mostly covered in the media and by content creators through topics related to trends, products, celebrities and events in the area. In an era where technology allows the generation of content on a massive scale, where is the voice of these communicators? Would critical content be a way to strengthen discourse and provide greater originality for these communicators? Taking Instagram as a platform, we seek to understand how the discussion about fashion has been updated through the speeches of influencers. Through netnography (Kozinets, 2014) combined with content analysis (Bardin, 2016) based on Verena Figueiredo’s profile, we sought to investigate how the influencer inserts critical content through videos shared on Instagram and how the public responds to it. Our results identified a critical discussion of fashion that is divided into a more specialized one, focused on more specific themes, and a more comprehensive one that uses different themes to deal with large-scale phenomena in the fashion industry. The data points to greater public identification with this broader critical discussion and allows us to infer that influencers can be vectors for a fashion discourse that is not only more questioning, but also more coherent with the changes we have experienced in society as a whole and in the fashion industry.

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Author Biographies

Adriana Pereira Gomes, Federal University of Ceará

Graduated in Design - Fashion from the Federal University of Ceará (2020). She is currently a student of the Masters in Communication of the Postgraduate Program (PPGCOM) also at the Federal University of Ceará (UFC), in which she researches the relationships between embroidery, gender and activist practices.

Márcia Vidal Nunes, Federal University of Ceará

Master and PhD in Sociology from the Federal University of Ceará, degree in Social Communication from the Federal University of Ceará. She is currently a retired Professor, working as a professor in the Postgraduate Program in Communication (PPGCOM-UFC), through PROPAP / UFC (Special Program for the Participation of Retired Professors at UFC). She works mainly with the following themes: Media; Citizenship; Radio journalism; Public policy; and Social Movements.

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Published

2024-07-01

How to Cite

GOMES, Adriana Pereira; NUNES, Márcia Vidal. Critical fashion communication: beyond technologies, a revolution in discourse. ModaPalavra e-periódico, Florianópolis, v. 17, n. N. 43, p. 203–256, 2024. DOI: 10.5965/1982615x171432024203. Disponível em: https://periodicos.udesc.br/index.php/modapalavra/article/view/24931. Acesso em: 22 nov. 2024.

Issue

Vol. 17 No. N. 43 (2024): The digital culture revolution in fashion journalism: possible futures

Section

Dossier

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Copyright (c) 2024 Adriana Pereira Gomes, Márcia Vidal Nunes

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