Modern media environment is characterized by extreme diversification and fragmentation. Fashion news are provided not only by magazines but also in social media, various websites, blogs. This affected media practices and experiences with fashion media consumption. Therefore, understanding the role of fashion media in individuals’s everyday life in this new environment is important for the industry. This research explores consumption of fashion media, media practices and experiences with it among American young adults. This involves answering following questions: What are American young adults doing in relation to fashion media across different contexts? What experiences they have with it?Media practices and media engagement are used as main blocks of theoretical framework as they complement each other. The data was gathered by the use of semi-structured interviews, communicative ecology mapping was applied to analyze and visualize the results. It is believed that all these provided comprehensive theoretical and methodological framework to explore fashion media use among American young adults. The results suggest that fashion media is ingrained in individuals everyday life activities. Also the set of experiences that are strongly connected to fashion media use were identified. The study generated understanding of media practices of reading fashion among American young adults in various contexts and experiences with it which has both empirical and theoretical implications.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-22520 |
| Date | January 2017 |
| Creators | Antonova, Alexandra |
| Publisher | Malmö högskola, Fakulteten för kultur och samhälle (KS), Malmö högskola/Kultur och samhälle |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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