B2649 - MODA, CELEBRITÀ E MEDIA DIGITALI

Learning outcomes

At the end of the course the student knows the interpretative tools to understand the evolution of digital media in the fashion system; he/she acquires a critical look at the relationship between fashion and celebrity, taking into account contemporary media and cultural aspects; he/she recognises the different communication strategies that fashion companies adopt in the creation of a website, a social page or in the use of garments and accessories in media narratives (in particular TV series); he/she is able to carry out qualitative analyses on digital environments and social pages managed by fans, influencers and celebrities.

Course contents

The course explores digital communication in relation to the fashion system and celebrity culture, starting from a critical examination of the contemporary media environment and the dynamics of cultural convergence that shape it.

Particular attention is devoted to the social dimensions of digital media and to the opportunities for participation and engagement offered to online audiences. Students will examine a range of digital environments and media forms—including websites, blogs, and social networking platforms—to understand how they reshape communication formats and processes, as well as the broader contemporary cultural landscape. Special emphasis is placed on the role of celebrities as both subjects and agents of communication within the fashion industry.

Part of the course focuses on the complex relationship between television series and fashion, examining costumes and outfits as key elements of audiovisual storytelling as well as powerful vehicles for the promotion of fashion trends and brands. The course also investigates how online audiences construct and negotiate meanings around fashion and dress in television series through participatory digital environments.

Theoretical and analytical perspectives on fashion communication—including sociological theories of fashion, television series analysis, digital communication strategies, celebrity studies, and methods for analysing online audiences—are complemented by the discussion of selected case studies.

Students are encouraged to work independently on case studies of particular interest. Drawing on the theoretical frameworks and analytical tools introduced during the course, they will develop the ability to critically analyse specific examples selected throughout the semester.

Readings/Bibliography

International students may agree bibliography with teacher.

Teaching methods

The classroom lectures will be complemented meeting one or more representative scholars.

Audio video materials and examples of social profiles linked to the world of fashion will be used.

Assessment methods

The final exam at the end of the course will assess the attainment of learning goals. There are three possibilities:

- students are required to submit an individual or group research and a written paper (or “short essay” of a maximum of 12 pages of 2000 characters each) on a topic chosen from those examined during the lessons;

- students are required to submit an individual written research (small essay) and an oral interview. The papers will have to be agreed with the teacher and refer to a case analysis. They should also submit them via email at least one week before the date of the exam session. For the grading, after their submission, the essays will have to be analysed orally during the exam. In the oral presentation the level of preparation concerning the texts included in the exam bibliography will also be assessed;

- written exam, with questions about the program.

Teaching tools

The lessons will also comprise the critical discussion of texts for the exam, by using different medial products (films, TV series, audio-video clips, fashion websites, digital magazines on fashion,.. ). Items, materials and typical social aggregation forms, typical of new media settings, and linked to fashion settings, will also be included.

Office hours

See the website of Antonella Mascio