(PDF) Gender Stereotyping in Fashion Advertising
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Added on 2021-04-05
(PDF) Gender Stereotyping in Fashion Advertising
Added on 2021-04-05
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STEREOTYPES IN THE FASHION INDUSTRY: A LOOK THROUGH SOCIAL MEDIA (Name) JMC Department (Date)
2 ABSTRACT Jean Cocteau has famously noted, “Fashion produces beautiful things that always become ugly with time.” Some have only viewed the fashion industry as one that is glamorous, however there is an ugly side to working in this spectacle of fashion. The fashion industry uses social media as an evolving platform to generate its brand recognition and its consumer relations through networking and interactivity. But for years, stereotypes have plagued the fashion industry. This is evident in the film, “The Devil Wears Prada”, where you can find societal expectations of beauty. The following study shows how media stereotypes continue to be inevitable especially in certain social media platforms. This work begins with an introduction into the world of fashion in social media. However, these same stereotypes can become problematic for outside spectators. This work begins. The impact of the fashion industry on social media is debated on how it perpetuates social prejudice and equality. In this discussion an attempt is made to understand why those that are stereotyped have little to say about their new representation. Ultimately, this dissertation argues the notion that the fashion industry continues to The study concludes with efforts to counter stereotyping using another form of programming.
3 TABLE OF CONTENTS Chapter 1 _______________________________________________________6 Introduction................................................................................... 6 Statement of the Problem..........................................................6 Background of the Problem.......................................................7 Purpose of the Study............................................................ 9 Research Questions................................................................ 10 Organization of the Study.......................................................11 Chapter 2 _______________________________________________________ Methodology- Instagram Analysis Data Sources....................................................................... 12 Participants.........................................................................13 Interview Design...................................................................13 Data Collection......................................................................14 Data Presentation..................................................................14 Limitations..........................................................................15 Delimitations........................................................................16 Chapter 3 _______________________________________________________ Literature Review............................................................................ Challenging Gender Roles................................................................ Rampant Racism in the Fashion Industry................................................ Popularity and Effectiveness Social Media...................................................... Social Media Users and Demographics..................................................... Improvements in Fashion Industry Public Relations................................. Chapter 4_________________________________________________________ Fashion Industry-based Survey.............................................................
4 Research Questions Answered................................................................ Chapter 5 __________________________________________________________ Discussion and Recommendations...................................................... Discussion.......................................................................... Conclusion.................................................................. References ...........................................................................................
5 List of Illustrations and Tables
6 Chapter 1 Introduction Statement of the Problem The exclusive fashion industry of the past is now more accessible to the average consumer. Social media is an emerging platform that has greatly impacted the interactivity of consumers with the fashion industry. Fashion houses are reaching their target markets through real time platform that reaches across the globe. Social media has brought about new channels for fashion houses to capture the attention of their target market. These new channels of interactive media include but are not limited to Instagram, Facebook, and Twitter. Social media allows the fashion industry to use different forms of media such as: videos, live streams and interactive features to engage their target market. These capabilities helped fashion industries to increase brand recognition. However, stereotypes still remain inevitable as the fashion industry uses various social media tools to retail store traffic and online sales. These stereotypes remain problematic as they promote inequality and prejudice. According to Spindler, “For the last year, designers have drawn overwhelmingly from African and Asian cultures on their runways. That, in turn, has presented a problem for the editors who eventually choose the clothes to be photographed. Either they can cast models to somehow indicate their understanding of the clothes -- black models in Masai-inspired looks, for instance (no matter from what country the black models hail), or Asian models in kimonos or chinoiserie (no matter from what country the Asian models hail). Or they can ignore the collection's message, at the risk of incongruity -- or
7 insensitivity -- and show a white model in them instead.” 1 Social media, although a powerful opportunity to reach and engage a wide audience, is now being viewed as damaging for the fashion industry. Background of the Problem The fashion industry has been around since the late 19 th century. For example, fashion magazines like VOGUE, started in 1892. Bu in over one hundred years, only 1% have featured minorities. In a recent report by Helena Pike, “Bethann Hardison remembers the days when, before every New York Fashion Week, “Casting directors would send out notices to all the modelling agencies in the city, saying 'no blacks, no ethnics' — we don’t want to see them.” Back then, the issue of diversity in the fashion industry had “got lost like a splinter,” says Hardison, a former model and founder of the Diversity Coalition, which works with industry bodies like the CFDA to raise awareness about racial diversity and discrimination in fashion” 2 In popular culture, the exclusion of diversity remained a hot topic since the Civil Rights Movement 1Spindler, Amy. Taking Stereotyping to a New Level in Fashion. (1997). New York Times. Retrieved from h p://www.ny mes.com/1997/06/03/style/taking-stereotyping-to-a-new-level-in-fashion.html 2Pike, Helena. (2015). Between the Catwalk and the Consumer: Fashion’s Growing Diversity Gap. The Business of Fashion. Retrieved from h p://www.businessoffashion.com/community/voices/discussions/why-isnt-the-fashion-industry-more-diverse/be tween-the-catwalk-and-the-consumer-fashions-growing-diversity-gap-2
8 in the 1960’s and 1970’s. It took the Civil Rights Movement to help shed a light to the homogeneity of the fashion world. The fashion industry was obsessed with skinniness, the craze of youth, the sexist promotion of torturous fashion items. Black models were to never appear on the cover of major fashion magazines. A black model by the name of Jourdan Dunn confirmed this, “The people who control the industry say if you have a black face on the cover of a magazine it won't sell". 3 Sadly, even today the odds of being hired are still low. Historically, the portrayal of minorities in the fashion industry is less than ideal. Whether its hardly appearing in fashion commercials or not appearing at all. Old ideas that appeal to the majority continue to victimize minorities. Photographer Nick Knight even adds, “The Fashion industry and the advertising industry is steeped in racism. You just have to look around at the number of black girls you see in ads, virtually nil.” 4 Models of color remained nearly impossible to see. There was simply no institution to hold designers accountable because they chose not to represent their consumer base. Asian models, American Indians, and Latino models were also given adequate representation. They also underrepresented various body types. It wasn’t until the 20 th century when fashion designers began to diversify the fashion world. Even fashion week models were obsolete of diversity on the catwalk. Beauty in the fashion industry was colorless 3Mortley, Jess. (2013). Jourdan Dunn joins the fashion racial diversity debate. the guardian. Retrieved from http://www.theguardian.com/fashion/fashion-blog/2013/sep/20/jourdan-dunn-fashion-racial-dive rsity-debate 4British Supermodel Jourdan Dunn Says Racism in Fashion Still Exists. (2013). Girl Talk HQ. Retrieved from http://girltalkhq.com/british-supermodel-jourdan-dunn-says-racism-in-fashion-sadly-still-exists/
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