Sociosemiotics of Fashion: Theory, Trends, and Communication Tools

DOI

10.2991/978-2-38476-140-1_2How to use a DOI?

Keywords

Semiotics; Fashion; Advertising; social media

Abstract

This paper delves into the language of fashion from a sociosemiotic perspective, exploring how postmodern trends can be expressed and examining the relationship between fashion and social changes. The paper is structured into three parts, each focusing on different aspects of the semiotic analysis of fashion. The first part provides an overview of key studies and research on fashion through a semiotic lens. It emphasizes the linguistic strategies employed in fashion, highlighting its distinct and specialized language. Fashion is viewed as a system of signification and communication, capable of conveying social and cultural meaning through a unique combination of signs, codes, symbols, objects, and practices. The second part concentrates on contemporary fashion trends in advertising, particularly exploring the interplay and intersections between fashion and other social discourses, such as art. This highlights how fashion draws inspiration from diverse domains and incorporates elements from various sources, resulting in the creation of hybrid forms of expression. The third part delves into the tools used for fashion communication, including fashion blogs and social media. It places emphasis on the role of visual narratives in conveying brand values and identities. This section also underscores the significance of fashion as a means of constructing cultural meanings within society while emphasizing the importance of maintaining communication coherence for a brand. Methodologically, the paper adopts a sociosemiotic approach, which examines the continuous and reciprocal relationship between society and fashion, as well as the mutations within the language system of social discourse. The objective is to establish a theoretical framework for comprehending how semiotics contributes to the scientific study of fashion and the analysis of the cultural meanings conveyed through discursive strategies, forms of hybridizations, and visual narratives in the fashion sector.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Marianna Boero
PY  - 2023
DA  - 2023/11/07
TI  - Sociosemiotics of Fashion: Theory, Trends, and Communication Tools
BT  - Proceedings of the 5th International Conference on Language, Linguistics, and Literature (COLALITE 2023)
PB  - Atlantis Press
SP  - 4
EP  - 17
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-140-1_2
DO  - 10.2991/978-2-38476-140-1_2
ID  - Boero2023
ER  -