Fashion brands that dedicate themselves to politics through their communication campaigns are taking a stand. This thesis aims to analyze high fashion houses and their involvement in politics, along with the risks and benefits that such a decision entails. The evolution of the dress style of political figures from all over the world is examined to understand its communicative meaning. Gender differences transmitted through the media in the use of fashion to express political positions are also investigated. The focus is on brands that actively use fashion as a tool and vehicle for political influence and polarization, with a particular look at their reputational communication. The last chapter includes the results of the research: a questionnaire given to the most recent students (and two professors) of the Marangoni Institute in Milan and Polimoda in Florence. It is a qualitative research conducted through semi-structured questionnaires, with the aim of investigating the awareness of future fashion managers about the link between fashion and politics, their opinion on the influence and impact of this link, the controversies it generates and potential future opportunities.
I marchi di moda che si dedicano alla politica attraverso le loro campagne di comunicazione stanno prendendo posizione. Questa tesi mira ad analizzare le case di alta moda e il loro coinvolgimento nella politica, insieme ai rischi e ai benefici che tale decisione comporta. Si esamina l'evoluzione del modo di vestire delle figure politiche di tutto il mondo per comprenderne il significato comunicativo. Si indagano inoltre le differenze di genere trasmesse attraverso i media nell'uso della moda per esprimere posizioni politiche. L'attenzione si focalizza sui marchi che utilizzano attivamente la moda come strumento e veicolo di influenza politica e polarizzazione, con uno sguardo particolare alla loro comunicazione reputazionale. L'ultimo capitolo include i risultati della ricerca: un questionario somministrato agli studenti più recenti (e a due professori) dell'Istituto Marangoni di Milano e Polimoda di Firenze. Si tratta di una ricerca qualitativa condotta attraverso questionari semi-strutturati, con l'obiettivo di indagare la consapevolezza dei futuri manager della moda riguardo al legame tra moda e politica, la loro opinione sull'influenza e l'impatto di tale legame, le controversie che genera e le potenziali opportunità future.
L'habitus della politica: il ruolo della moda nella comunicazione istituzionale
PORTA, MARTINA
2023/2024
Abstract
Fashion brands that dedicate themselves to politics through their communication campaigns are taking a stand. This thesis aims to analyze high fashion houses and their involvement in politics, along with the risks and benefits that such a decision entails. The evolution of the dress style of political figures from all over the world is examined to understand its communicative meaning. Gender differences transmitted through the media in the use of fashion to express political positions are also investigated. The focus is on brands that actively use fashion as a tool and vehicle for political influence and polarization, with a particular look at their reputational communication. The last chapter includes the results of the research: a questionnaire given to the most recent students (and two professors) of the Marangoni Institute in Milan and Polimoda in Florence. It is a qualitative research conducted through semi-structured questionnaires, with the aim of investigating the awareness of future fashion managers about the link between fashion and politics, their opinion on the influence and impact of this link, the controversies it generates and potential future opportunities.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/65572