Dear Colleagues,
My PhD topic is to develop a toolkit for the fashion professions, to
investigate trend information through means of identifying changes in
perceived meaning and message in clothing.
As most might agree, clothing has a communicative capability. Clothing
semantic can be defined as the messages communicated about the identity
and intentions of the individual by their clothes and adornments. The
meanings of these semantic messages are no different from the meanings
of other signs, such as text and visual images, which are not inevitably
fixed. They are continually challenged and changed by various forces in
social practice. It is proposed that these changes influence individuals
'search and purchase' perception and behaviour.
The present route forward for me is to deploy discourse analysis to
identify the changing messages within the clothing context, first by
analysing narratives of 'storylines' elicited of respondents search and
purchase intent.
I would like to hear other people's views as to whether discourse
analysis would be an effective approach in this context? I also wonder
if any similar research is known to be being undertaken using discourse
analysis, any experience that can be shared.
Kind regards
Bo
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