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Att klä sig rätt: En studie om normers reglering av unga kvinnors klädkonsumtion
Linnaeus University, Faculty of Social Sciences, Department of Social Studies.
Linnaeus University, Faculty of Social Sciences, Department of Social Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
To dress properly : A study on norms regulation on young women’s clothing consumption (English)
Abstract [en]

Gender, age and appearance are examples of factors that affect individuals' identity. Consumption of clothing is therefore a key element that makes people a part of society and its development. A correct type of clothing consumption is needed to remain part of a community, both among friends and in society, in order not to risk deviating. What is considered right, and wrong way of consuming is regulated by different social norms and processes. Historically, consumption and appearance have been more important for women than for men. In order to successfully demonstrate their status, class and identity, women are expected to relate to certain types of norms and consume clothes in a certain way. The aim is therefore to provide further understanding of what norms and social processes that regulate Swedish women between the ages of 20–27 in their clothing consumption.

Due to the thematic width shown in the study’s empirical data, several different theoretical concepts and theories are used, mainly Goffman’s analysis method and identity along with gender as a theoretical concept. The study is based on ten semi-structured interviews with women from central and southern Sweden. The outcome shows four norms and social processes that regulate young women’s clothing consumption. These are society's norms on the female body, the impact of social debate, age influence on their clothing style and the importance of friend’s opinions. The main conclusion is that all women adhere to these four norms and social processes when they consume clothes and that partially happens unconsciously.

Place, publisher, year, edition, pages
2019. , p. 45
Keywords [en]
Clothing consumption, Women, Gender, Norms, Identity
Keywords [sv]
Klädkonsumtion, Kvinnor, Genus, Normer, Identitet
National Category
Sociology (excluding Social Work, Social Psychology and Social Anthropology)
Identifiers
URN: urn:nbn:se:lnu:diva-88970OAI: oai:DiVA.org:lnu-88970DiVA, id: diva2:1348446
Subject / course
Sociologi
Educational program
Sociology Programme, 180 credits
Supervisors
Examiners
Available from: 2019-09-05 Created: 2019-09-04 Last updated: 2019-09-05Bibliographically approved

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Sociology (excluding Social Work, Social Psychology and Social Anthropology)

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf