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"Peshmerga-chic" och "Nipster": En kritisk diskursanalys om hur modet samspelar med vår förförståelse och hur det analyseras i media
Stockholm University, Faculty of Humanities, Centre for Fashion Studies.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Fashion creates reactions. It is a type of art form that constantly needs to be updated. This is the thrilling part about fashion, but it is also the part that can create unintentional reactions.

In this essay I will examine two garments that have achieved a great amount of media coverage, both in Sweden and abroad. One of them is a jumpsuit from H&M that was criticized because of the resemblance to the uniform worn by the Peshmerga-soldiers in Kurdistan. The other garment is a children’s sweater launched by Zara. This one was criticized because of its connotation to what the Jewish people were forced to wear during World War Two. By doing an analysis of the two garments and then a critical discourse analysis I intend to find out if there is a difference in the way media treated the two garments. Another question that my essay will try to answer is who reacted to the two cases?

Theoretical premises have been Edward Said’s Orientalism, Pierre Bourdieu’s Habitus and Roland Barthes contribution about Semiology. My main focus was to decide whether the human prejudice was the basis for their reaction on the examined clothes.

The result shows that there are distinct differences in the media discourse about the two garments. It also proved that Said’s thoughts about a great diversion between east and west is still applicable and our earlier experiences are of great importance while facing new ones. 

Place, publisher, year, edition, pages
2015. , 30 p.
Keyword [en]
Habitus, Orientalism, Fashion, Media discourse, H&M, Zara
Keyword [sv]
Habitus, Orientalism, Mode, Mediadiskurs, H&M, Zara
National Category
URN: urn:nbn:se:su:diva-113369OAI: diva2:784279
Available from: 2015-01-29 Created: 2015-01-28 Last updated: 2015-12-04Bibliographically approved

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