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 is becoming the main ground in which communicating fashion and in which socio-cultural processes develop.

For this reason, this course will propose some essentials in the study of Fashion communications and media. Then, we will focus on how fashion is communicated through media and what is the role of the media players (brands, fashion professionals and users)

The main objective is to understand how to analyze the long-term socio-cultural processes that arose from media communication shape fashion and hugely impact society (addressing topics such as sustainability, cultural appropriation, inclusivity and activism through case studies)

During the course, students will acquire basic knowledge of online research methods, having the opportunity to research a specific case.

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)

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.

Assessment methods

Attending students

• Presentation of an original essay (the detailed brief will be communicated during the lessons).
• Discussion of the essay during a presentation session. The presentation should be supported by slides.

Non-attending students

Presentation of an original essay based on the detailed analysis of a case study, foused on one of the following themes:

• Global scandals in Fashion. Brands, users and consumers.
• Fashion brands and activism, from catwalks to Social Media.
• Heritage, cultural identitity or stereotypes? The “country of origin effect” goes online.
  
  

Each research must respect the following characteristics:

• The theme must necessarily be agreed with the teacher (via e-mail or meeting) at least 1 month before the exam.
• The index and the structure of the research must be approved by the teacher (via e-mail or meeting).
• Length: minimum 2000, maximum 4000 words (Abstract and Bibliography excluded)
• For general rules on style, please refer to the Chicago Manual of Style at https://www.chicagomanualofstyle.org/tools_citationguide/citation-guide-1 .
• The text must contain: Title, Abstract (200/400 words), Index, Introduction/State of the Art, Methodology, Presentation of the Case Study and Results, Conclusions and Bibliography.
• The essay must necessarily be in PDF format and the size must not exceed 10 MB.
• The delivery of the elaborate will be done via e-mail, using only the official Unibo email address.
• The essay must be sent maximum 7 days before the date chosen for the exam. It will be appreciated if the student submits the paper within the two weeks prior to the chosen date.

IMPORTANT NOTES

• "Attending students" are students who will attend at least 10 lessons and will take the exam in the session immediately following the course.
  
  
• "Non attending students" should contact the professor after the first lesson.

Teaching tools

Powerpoint and video. The slides we illustrate and comment on during lectures integrate the bibliography of readings with useful information and other material. Students can download slides on the Virtuale platform.

Office hours

See the website of Flavia Piancazzo