Thesis (doctoral) - Universität, Osnabrück. / Includes bibliographical references (p. [193]-197)

Made available in DSpace on 2016-06-02T19:16:38Z (GMT). No. of bitstreams: 1 5563.pdf: 5205677 bytes, checksum: f776b64ca9a47cc274cb74ae6f4e493c (MD5) Previous issue date: 2013-09-25 / In 1966, began several comments about the possibility of the death of Paul McCartney, The Beatles band member allegedly occurred in a car accident. This event went beyond the scope of the comments sparse, took shape in various media and entered the scientific field. The objective was to understand aspects of the discourse theory, as proposed by Michel Foucault, applying it in web texts in view the need of organizing collections in the field of Information Science. As a sample, we apply some of the principles of this theory in a corpus of artistic imprint, and analyze texts found on the web from the statement "death of Paul McCartney." Therefore, we adopted the Foucault´s concepts Science and Knowledge , Comment and Archive . The mobilization of the Foucault´s theory allowed the description of the documents correlates and composed a specific discursive archive on the subject, coming from various genres, media and materiality. As a result, the discursive archive presented in this work, such as sampling, on the theme death of Paul McCartney , was represented by infographic, showing the relationships among multiple documents. From the discussions undertaken around the field of Discourse Analysis of Foucault and some parameters of how information have been made available on the web with subsidies arising from theories of Information Science was still possible to trace relationships aiming possibilities of this science is to bolster also in Discourse Analysis of Foucault, in search of a new way to analyze, organize and make available content on the web universe. / Em 1966, iniciaram-se comentários diversos sobre a possibilidade da morte de Paul McCartney, integrante da banda The Beatles, supostamente ocorrida em um acidente de carro. Este acontecimento extravazou o âmbito dos comentários esparsos, tomou corpo em diversas mídias e adentrou o campo científico. O objetivo foi compreender aspectos sobre a teoria discursiva, como proposta por Michel Foucault, aplicando-a em textos da web, tendo em vista a necessidade da organização de acervos no campo da Ciência da Informação. Como amostragem, aplicamos alguns dos princípios deste teórico em um corpus de cunho artístico, e analisamos textos encontrados na web a partir do enunciado morte de Paul McCartney . Para tanto, foram adotados os conceitos foucaultianos sobre Ciência e Saber , Comentário e Arquivo . A mobilização desta teoria foucaultiana permitiu que a descrição dos documentos se correlacionasse e compusesse um arquivo discursivo específico sobre o tema, oriundo de diversos gêneros, suportes e materialidades. Como resultado, o arquivo discursivo apresentado neste trabalho, como amostragem, sobre o tema morte de Paul McCartney , foi representado através de infográfico, demonstrando as relações entre os múltiplos documentos. A partir das discussões empreendidas em torno do campo da Análise do Discurso de Foucault e de alguns parâmetros de como a informação vêm sendo disponibilizada na web com subsídios advindos de teorias da Ciência da Informação foi possível, ainda, traçar relações visando possibilidades desta Ciência se amparar também na Análise do Discurso de Foucault, em busca de uma nova maneira de analisar, organizar e disponibilizar conteúdos disponíveis no universo da web.

This paper is an attempt to identify new ways to improve consumer’s response to ethical fashion branding through written mission statements and fashion films. It examines material by three fashion brands: H&M, Stella McCartney and People Tree. Additionally, it reviews and summarizes findings of previous literature in the field of ethical and sustainable fashion branding and builds a list of principal factors that play in the success of ethical fashion branding. The paper concludes with providing recommendations to improve the branding of each case study. / BA Thesis

This case study examines how luxury fashion brands communicate their sustainability practices on the brands' sustainability page on the company's website and whether selected luxury fashion brands are greenwashing and bluewashing. The luxury brands selected for this study are Stella McCartney and Gucci, on the grounds that both brands have different types of businesses and approaches. To understand the context, this study uses the triple bottom line sustainability concept by Elkinton (1998), sustainable luxury fashion brands (Godart & Seong ,2017; Wiedmann et al., 2009; Joey et al.,2012; and Franco et al. 2019), greenwashing concept by Delmas & Burbano (2011) and bluewashing concept (Sailer et al., 2022). To conduct the analysis, this study uses textual, eco-lexicon categorization developed by Thomas (2008) and the categorization from Milanesi et al. (2022) is adapted for visual analysis and the sins of greenwashing by Terra Choice (2010) to see the potential of greenwashing. The results shows that Stella McCartney and Gucci sustainable communication serves as their marketing strategy which encourage purchase and therefore it is problematic. Both brands use vague, ambiguous words, terms, and certifications and lack of transparency. While the images are not yet seen as a potential tool to communicate sustainability initiatives. Even though the brands are known as sustainable fashion brands, the result demonstrates brands show irrelevancies and paradoxes between what the brands communicate and their actual practices ; therefore show potential greenwashing and bluewashing.