Course Unit Page


This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.

Gender equality

Academic Year 2018/2019

Learning outcomes

At the end of the course students will be expected to have acquired a general knowledge of interpretative tools, sufficient to understand the evolution of digital media and "social networks" in the fashion system. They will be able to recognize different communication strategies adopted by fashion companies in creating websites, social network pages or using product placement within media narratives (particularly in TV series). They will be expected to have acquired a general knowledge to carry out qualitative analyses on fashion blogs and social sites managed by fans and influencers.


C. Bisoni, V. Innocenti, G. Pescatore (2013), "Il concetto di ecosistema e i media studies: un’introduzione", in Media Mutations Gli ecosistemi narrativi nello scenario mediale contemporaneo, Mucchi Editore.

T. Edwards (2012), La moda. Concetti, pratiche, politica, Einaudi (i capitoli I, II, V, VIII).

H. Jenkins, M. Deuze (2008) "Convergence Culture", inConvergence, The International Journal of Research into New Media Technologies, [https://journals.sagepub.com/doi/10.1177/1354856507084415].

L. Manovich (2016), Instagram and Contemporary Image(introduction, parts 1, 2, 3) [http://manovich.net/content/04-projects/147-instagram-and-contemporary-image/instagram_book_manovich.pdf].

A. Mascio (a cura di) (2012), Fashion Games, FrancoAngeli, (introduzione e i capitoli 2, 3, 4).

A. Mascio (2017), «Tv Series and Fashion. A Look to the Audiences’ Activities», Comunicazioni Sociali [http://www.vitaepensiero.it/scheda-articolo_digital/antonella-mascio/tv-series-and-fashion-a-look-to-the-audiences-activities-001200_2017_0001_0079-334490.html].

A. Rocamora (2012), "Hypertextuality and Remediation in Fashion Media", in Journalism Practices[https://www.tandfonline.com/doi/full/10.1080/17512786.2011.622914?needAccess=true].

S. Skjulstad (2018), "Vetements, Memes, and Connectivity: Fashion Media in the Era of Instagram", in Fashion Theory [https://www.tandfonline.com/doi/full/10.1080/1362704X.2018.1491191]

Office hours

See the website of Antonella Mascio