Dissertation/Thesis Abstract

Refashioning the Green Movement: The Commercialization of Consciousness through Greenspeak in Fashion Discourse
by Knight, Dacy, M.A., The American University of Paris (France), 2013, 71; 10305751
Abstract (Summary)

This thesis seeks to explore the phenomenon of “greenspeak” within various sites of fashion discourse to examine how the fashion industry appropriates the green movement message for its marketing and branding strategies. I apply a greenspeak lexicon to conduct a discourse analysis of fashion brand websites, annual reports and in-store communication. Within this examination, I investigate the ways in which greenspeak is manifested at these different sites of communication. I then discuss what my findings may mean for the commercial sector’s influence on public opinion and civic engagement, focusing on the commercialization of activism and consumer-oriented modes of citizenship.

Key words: greenspeak, fashion industry, greenwashing, environmental movement, eco-fashion

Indexing (document details)
Advisor: Talcott, Charles
Commitee: Doyle, Waddick
School: The American University of Paris (France)
Department: Global Communications Fashion Track
School Location: France
Source: MAI 56/02M(E), Masters Abstracts International
Subjects: Fashion, Modern language, Marketing, Environmental Studies
Keywords: Ecofashion, Environmental movement, Fashion industry, Greenspeak
Publication Number: 10305751
ISBN: 978-1-369-49315-3
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