91111 - Media Communication and Fashion Analysis

Learning outcomes

At the end of the course the student: - knows the most recent forms of media communication in the fashion universe; - is able to analyze a communication process linked to fashion brands, considering as a reference context that of digital media; - is capable of evaluating a transmedia communication project, linked to fashion.

Course contents

In recent years, the digital environment has become the primary platform for fashion communication, where multiple socio-cultural processes develop. For this reason, the course will introduce essential elements in the study of media and fashion communication. Subsequently, we will focus on how fashion is communicated through the media and the role of media actors, including brands, fashion professionals, and users.

The main objective of the course is to understand how to analyze the long-term socio-cultural processes that emerge from media communication, which shape fashion and have a significant impact on society. We will address topics such as sustainability, cultural appropriation, inclusivity, and activism through the analysis of case studies. Additionally, we will examine how various elements of all cultural industries are synergistically employed in the creation of content by fashion brands, drawing from representations in cinema, theater, and past fashion. We will also analyze the use of pre-constructed imaginaries to convey effective messages to the public.

During the course, students will acquire basic knowledge of online research methods and have the opportunity to conduct research on specific cases. By the end of the course, the student will know the most recent forms of media communication in the fashion world, be able to analyze a communication process related to fashion brands considering the context of digital media, and be able to evaluate a transmedia communication project related to fashion. Additionally, the student will be capable of evaluating the communication choices of brands, identifying their target audience, understanding and placing these choices in the society to which they are addressed, and understanding their ethical implications.

Readings/Bibliography

At the conclusion of each lecture, the instructor will provide a bibliography of reference readings on the topics and case studies presented with during the lecture. The slides prepared by the instructor - available on the Virtuale platform - and all the information contained in them are an essential part of the course bibliography.

The following supplementary bibliography is therefore suggested for those students who do not attend lectures in order to help them prepare for the exam.

Vänskä, Annamari., Gurova, Olga. Understanding Fashion Scandals: Social Media, Identity, and Globalization. London: Bloomsbury Publishing, 2023.
(pp. 17-181)

Kawamura, Yuniya. Doing Research in Fashion and Dress: An Introduction to Qualitative Methods. London: Bloomsbury Publishing, 2020. Chapter 7, “Online Research and Ethnography” (pp. 107-116)

Piancazzo, F., Norris, A., Sabatini, N., Cantoni, L. Italy, an extraordinary commonplace? Stereotypes and Imaginaries of Italianness in Online Communication by Fashion Brands" (In pubblicazione). Fashion Theory DOI - 10.1080/1362704X.2024.2379996

Teaching methods

The course will be held in person in Rimini.

Course lessons will alternate between theoretical lectures, analysis of case studies and discussion of student essays.

Meetings will be scheduled during classes, in which students will present their ideas for the essay and discuss it with the professor.

Students with SLD or temporary or permanent disabilities. It is suggested that they get in touch as soon as possible with the relevant University office (https://site.unibo.it/studenti-con-disabilita-e-dsa/en ) and with the lecturer in order to seek together the most effective strategies for following the lessons and/or preparing for the examination.

Assessment methods

Attending Students

Attending students will discuss an original research project based on a detailed analysis, using data collected and analyzed by the student, of a case study related to online communication. The discussion will take place during a dedicated presentation session. The presentation must follow the research principles explored in class and be supported by slides. Detailed guidelines will be provided during the lessons.

Non-Attending Students

Non-attending students must submit an original essay based on the detailed analysis of a case study, focused on one of the following topics:

• Global scandals in fashion: brands, users, and consumers.
• Fashion brands and activism: from runways to social media.
• Heritage, cultural identity, or stereotypes? The “country-of-origin effect” online.

Each research must meet the following requirements:

• Topic: The topic must be agreed upon with the instructor (via email or meeting) at least one month before the exam.
• Outline and Structure: The outline and structure of the research must be approved by the instructor (via email or meeting).
• Length: Minimum 3000, maximum 4000 words (excluding abstract and bibliography).
• Style: For general style rules, refer to the Chicago Manual of Style at Chicago Manual of Style [https://www.chicagomanualofstyle.org/tools_citationguide/citation-guide-1] .
• Content: The text must include Title, Abstract (200/400 words), Table of Contents, Introduction/State of the Art, Methodology, Presentation of the Case Study and Results, Conclusions, and Bibliography. It is necessary that the text contains scientific citations to support and validate the content of the essay.
• Format: The essay must be in PDF format and the file size must not exceed 10 MB.
• Submission: The paper must be submitted via email, using only the official Unibo email address. The paper must be sent at least 7 days before the chosen exam date. It is appreciated to receive the paper within two weeks before the chosen date.

Important Notes

• Attending students are those who will attend at least 10 lessons and take the exam at the first available session after the course.
• Non-attending students must contact the instructor only after the beginning of the lessons.

 

Students with SLD or temporary or permanent disabilities. It is necessary to contact the relevant University office (https://site.unibo.it/studenti-con-disabilita-e-dsa/en ) with ample time in advance: the office will propose some adjustments, which must in any case be submitted 15 days in advance to the lecturer, who will assess the appropriateness of these in relation to the teaching objectives.

Teaching tools

PowerPoint and video. The slides we present and comment on during the lessons supplement the bibliography of readings with useful information and other materials. Students can download the slides from the Virtuale platform.

Office hours

See the website of Flavia Piancazzo