The fashion industry is often understood to be one of exclusivity with the traditional power brokers of the industry acting as gatekeepers and sole disseminators of information. Past research suggests that the fashion industry and its attributes are reified in the form of fashion weeks. In the age of social media, initially, it was claimed by some researchers that the fashion industry as it exists online would be one characterized by twoway dialogue, co-creation of content and sharing of intelligence. The result of which being the sharing of different forms of capital, including social.
In this thesis, I utilized the research method of content analysis to investigate the big four fashion weeks’ Instagram accounts and followers. The fashion weeks studied are the official fashion weeks of New York, London, Paris, and Milan. The results of the study revealed how the Instagram accounts of the big four fashion weeks present themselves online utilizing their capital to communicate and engage with their followers which can be seen in the forms of the content posted. The study also examines how the followers of the big four fashion behave and engage on the Instagram account pages of the big four fashion weeks by reviewing likes and commentary.
The findings of the content analysis are that the big four fashion weeks and their followers on Instagram do not engage in two-way dialogue. The followers are not acknowledged by the big four fashion weeks and the followers rarely actively engage with the big four fashion weeks on Instagram. Ultimately, the traditional hierarchy and capital of the big four fashion weeks is maintained in the digital space of Instagram with their followers providing a spectacle in the form of a large inactive audience.
|Commitee:||Doyle, Waddick, Oxley, Noemie, Payne, Robert|
|School:||The American University of Paris (France)|
|Source:||MAI 58/05M(E), Masters Abstracts International|
|Keywords:||Bourdieu, Capital, Engagement, Fashion weeks, Instagram|
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