Style is an art form: The Role of Instagram Affordances in Promoting Sustainable Fashion as a Service
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| Title: | Style is an art form: The Role of Instagram Affordances in Promoting Sustainable Fashion as a Service |
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| Authors: | Mishra, Adyasha, Sandberg, Helena |
| Contributors: | Lund University, Faculty of Social Sciences, Departments of Administrative, Economic and Social Sciences, Department of Communication, Lunds universitet, Samhällsvetenskapliga fakulteten, Samhällsvetenskapliga institutioner och centrumbildningar, Institutionen för kommunikation, Originator, Lund University, Profile areas and other strong research environments, Lund University Profile areas, LU Profile Area: Human rights, Lunds universitet, Profilområden och andra starka forskningsmiljöer, Lunds universitets profilområden, LU profilområde: Mänskliga rättigheter, Originator |
| Source: | Mediekultur. Journal of Media and Communication Research. 41(79) |
| Subject Terms: | Social Sciences, Media and Communications, Media and Communication Studies, Samhällsvetenskap, Medie, kommunikations, och informationsvetenskaper, Medie- och kommunikationsvetenskap |
| Description: | This study investigates new and alternative communication models of sustainable fashion within Instagram thrift stores in India using digital affordances of social media platforms. Drawing from interdisciplinary areas of fashion, media, and sustainability, we explore how social media platforms, such as Instagram, enable sustainable fashion systems of creation and consumption in distinct socio-ecological contexts. Addressing the current gap in the study of environmental communication and consumer behaviour, the study explores how Instagram affordances facilitate the promotion of fashion as an experience service through affective communication. Based on qualitative interviews with eight Instagram thrift store owners in India, our analysis reveals how these small businesses leverage Instagram to engage, interact, and foster a community with their customers to drive sustainable fashion consumption, contributing to the broader social and ecological well-being. |
| File Description: | electronic |
| Access URL: | https://lucris.lub.lu.se/ws/files/232412983/mediekultur79_135-158_mishra_sandberg.pdf |
| Database: | SwePub |
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