This paper examines how consumers view and react to diverse body representations in fashion media. To research this, a qualitative interview in a group setting was chosen as the method. The participants were shown images of 13 different models and asked to reflect on them. With the help of Crenshaw’s theory on intersectionality and Ahmed’s phenomenological theory on orientations, the participants’ responses were analyzed. The conclusion is that intersecting identities do not affect the participants’ reactions to the bodies represented, but that the participants’ tend to focus on one identity at a time. By focusing on one identity at a time, the conclusion that the participants’ put a bigger focus on diverse body sizes being represented is also brought forward. Along with these conclusions, this study also shows that the participants are aware of companies orienting themtowards certain standards.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-50249 |
| Date | January 2021 |
| Creators | Björnsdóttir, Valgerður |
| Publisher | Malmö universitet, Institutionen för konst, kultur och kommunikation (K3) |
| 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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