LES FEMMES, STYLE ET VIE DE TOUS LES JOURS: LA CONSTRUCTION DE L'IDENTITE DE GENRE PAR LES VLOGS DE MODE
WOMEN, AND STYLE LIFE DAILY: THE CONSTRUCTION OF GENDER IDENTITY BY FASHION VLOGS

Summary/Abstract: Fashion is an aspect of socialization, designating the ways in which the clothing practices of individuals are displayed. As such, fashion is characterized by a high dynamism. The objective of this paper is to identify the relationships that exist between online information about the latest trends in clothing and the making of the female identity through daily fashion (pret-à-porter). The paper aims to answer the following questions: How much does youg women consider fashion as a way of expressing their personality and what are the degrees of importance and trust they grant to online fashion informatio? The paper is based on a survey conducted among women students from Bucharest University in March-May 2016.The analysis of the data showed that for the young women students included in the study the fashion was appreciated as a means of defining the personal and gender identity. The online sources of information that were most appreciated in defining the preferences for a particular style were the predominantly visual ones, especially the Romanian and international vlogs. The conclusion of the study is that vlogs (as a specific communication tool about fashion) help to create not only social identity but also (depending on personalized fashion) gender as it is seen by young women as an alternative source of social capital that remains strongly gender-dependent.

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