Thesis
Mainstreaming sustainable fashion? : the role of sustainable fashion influencers
- Creator
- Rights statement
- Awarding institution
- University of Strathclyde
- Date of award
- 2022
- Thesis identifier
- T16259
- Person Identifier (Local)
- 202051657
- Qualification Level
- Qualification Name
- Department, School or Faculty
- Abstract
- In the UK, media interest in sustainable fashion has increased as the negative implications of the fast fashion industry and overconsumption have become more well-known. Over the last 10 years, research on sustainable fashion has also grown. The literature asks how we can move consumption from fast fashion to sustainable fashion. Previous research has begun to consider the role of social media to make sustainable fashion more popular, however, this research is still nascent. Therefore, this thesis draws on dramaturgy as a conceptual metaphor to understand the role of sustainable fashion social media influencers in popularising sustainable fashion. This thesis provides a novel synthesis of sustainable fashion, social media, sustainable communication, dramaturgy (Benford and Hunt, 1992), and perspectives from theorists such as Bourdieu (Bourdieu, 1977). 26 sustainable fashion influencers on Instagram were interviewed and visual media were also collected. This thesis has several contributions to the literature. Firstly, in delineating the role of the sustainable fashion influencer, this thesis identifies several strategies that the influencers adopt to communicate their message and overcome practical obstacles in SF influencing. This research identifies a spectrum of sustainable fashion influencers and approaches between #Lifestyle influencers to #Activist influencers. Secondly, another contribution of this work is the novel development of two types of roles in the sustainable fashion space: the ownable role and the given role. While the ownable role reflects the standards set by sustainable fashion influencers on their practice, the given role reflects the aims of capitalism and how it is inextricable from sustainable influencing. Finally, a major contribution of this work is the identification of discrimination in sustainable fashion influencing and strategies that marginalised influencers enact to counteract their exclusion. Overall, this thesis lays the foundation for a more inclusive theory of the role of sustainable fashion influencers in society.
- Advisor / supervisor
- McDonagh, Pierre
- Davies, Iain
- Doherty, Anne Marie
- Glozer, Sarah
- Resource Type
- Note
- This thesis was previously held under moratorium from 25th May 2022 until 25th May 2026.
- DOI
- Date Created
- 2021
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