Consumos de indumentaria de moda como prácticas de comunicación y resistencia a través de medios digitales y plataformas virtuales : Instagram y Renová Tu Vestidor en Argentina (2016-2018)
Fecha
2022
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Facultad de Ciencia Política y Relaciones Internacionales
Resumen
Este trabajo se propone estudiar concretamente prácticas de comunicación y
resistencia de consumos de indumentaria de moda que han acontecido en medios digitales y
plataformas virtuales, específicamente, en Instagram y Renová Tu Vestidor de Argentina en el
período concerniente a 2016-2018. Estas prácticas están dentro del sistema de la moda en los
términos de una industria que produce en el capitalismo avanzado pero también se las
comprende como prácticas creativas, insurgentes, que manifiestan aspectos subjetivos, así
como también evaden los canales más tradicionales de consumo y hacen frente a situaciones
de crisis aunque siempre permanezcan dentro del dispositivo disciplinario de la moda.
Las prácticas de comunicación y resistencia vinculadas a los consumos de
indumentaria de moda a través de medios digitales y plataformas virtuales, son relevadas aquí
en tanto nichos de consumo alternativo que ciertamente comunican algo de la construcción
subjetiva en cada elección referida a la apariencia, la selección de marcas, el género, la
preservación de estatus, las figuras de referencia y las subculturas; y a esto se suman los
factores que se ponen en juego a la hora de consumir en plataformas virtuales como la moda
sustentable y circular, el veganismo, el ecologismo, la crisis económica, el algoritmo, el
marketing digital, etc.
This work intends to study communication and resistance practices of fashion consumption that have occurred through digital media and virtual platforms, specifically, on Instagram and Renová Tu Vestidor from Argentina in the period concerning 2016-2018. These practices are certainly within the fashion system in terms of an industry that produces in advanced capitalism, but they are also understood as creative, insurgent practices that manifest subjective aspects, as well as evade the more traditional channels of consumption and confront crisis situations although they always remain within the disciplinary device of fashion. The communication and resistance practices linked to fashion consumption through digital media and virtual platforms are highlighted as niches of alternative consumption that duly communicate something of the subjective construction in each selection related to appearance, brand choice, gender, status preservation, figures of reference and subcultures. In addition, other factors that come into play when consuming on virtual platforms are sustainable and circular fashion, veganism, environmentalism, the economic crisis, the algorithm, digital marketing, etc.
This work intends to study communication and resistance practices of fashion consumption that have occurred through digital media and virtual platforms, specifically, on Instagram and Renová Tu Vestidor from Argentina in the period concerning 2016-2018. These practices are certainly within the fashion system in terms of an industry that produces in advanced capitalism, but they are also understood as creative, insurgent practices that manifest subjective aspects, as well as evade the more traditional channels of consumption and confront crisis situations although they always remain within the disciplinary device of fashion. The communication and resistance practices linked to fashion consumption through digital media and virtual platforms are highlighted as niches of alternative consumption that duly communicate something of the subjective construction in each selection related to appearance, brand choice, gender, status preservation, figures of reference and subcultures. In addition, other factors that come into play when consuming on virtual platforms are sustainable and circular fashion, veganism, environmentalism, the economic crisis, the algorithm, digital marketing, etc.
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Palabras clave
Moda, Consumo, Prácticas de comunicación, Medios digitales, Resistencia, Moda sustentable, Fashion consumption