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
|School:||The American University of Paris (France)|
|Department:||Global Communications Fashion Track|
|Source:||MAI 56/02M(E), Masters Abstracts International|
|Subjects:||Fashion, Modern language, Marketing, Environmental Studies|
|Keywords:||Ecofashion, Environmental movement, Fashion industry, Greenspeak|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be