Argumentation in Fashion Communication
This course includes three main content areas:
- Introduction to main concepts from argumentation (issue, standpoint, argument) and from cultural semiotics in fashion.
- Argumentation in digital fashion storytelling, with a focus on social media films and videos related to specific campaigns and brand storytelling. We discuss why storytelling is argumentative and we learn to identify and analyse critically recurrent types of arguments.
- Argumentation in “fashion controversies”: how controversies surrounding fashion (e.g. sustainability) might emerge in a polylogical discourse in the society at large, in which different actors communicate to a multiple audience on different platforms. Responding to “stock issues”, it is possible to introduce new policies in polylogical fashion communication messages.
Overall, the objective is to use argumentation models and concepts as a lens to analyze and produce digital fashion communication messages in a critical and responsible way. In particular:
- Learn to identify recurrent types of argument in digital fashion storytelling and analyse them critically
- Understand how “fashion controversies” emerge, how argumentation is used in these controversies by fashion brands and other actors
Sustainable development goals
- Sustainable cities and communities
- Responsible consumption and production
Learning is based on analysis of concrete examples of fashion communication, explanation of theoretical concepts and methods as well as on classroom discussion. Active participation by the students is encouraged.
Evaluation procedures and Grading criteria
- Group presentation of a scientific paper during the course: 20% of the evaluation. The objectives are to understand the main concepts expounded in the paper, transpose them to the field of digital fashion communication and stimulate classroom discussion.
- Written exam (during exam sessions): 80% of the evaluation. The exam includes exercises and theoretical concepts, adopting the same style as the course. It is necessary to get at least 45/80 points in the written exam to add the evaluation of the presentation to the final grade.
Grading criteria for the presentation and the exam will be specified in the detailed syllabus circulated at the beginning of the course and explained in class.
Attendance is not compulsory but strongly suggested. All students are required to take part in group presentations, which happen during the course hours.
- Cigada, Sara. "Analysing emotions in French discourse: (Manipulative?) shortcuts." Case studies in Discourse Analysis: 390-409. (Available on iCorsi. Will be used for the presentations.)
Georgakopoulou, Alexandra. "From Narrating the Self to Posting Self(ies): A Small Stories Approach to Selfies" Open Linguistics, 2, 1 (2016).
10.1515/opli-2016-0014 (Available on iCorsi. Will be used for the presentations.)
- Groarke, Leo. "Depicting visual arguments: An "ART" approach." Informal logic: A 'Canadian' approach to argument.: 332-374. (Available on iCorsi. Will be used for the presentations.)
Morasso, Sara Greco, Zittoun, Tania. "The trajectory of food as a symbolic resource for international migrants" Outlines. Critical Practice Studies, 15, 1 (2014): 28-48.
10.7146/ocps.v15i1.15828 (Available on iCorsi. Will be used for the presentations.)
- Aristotle, J. H. Freese (translation). Art of Rhetoric. Loeb Classical Library 193. Cambridge, MA: Harvard University Press, 1926.
- Carter, Michael, Stafford, Andi, Barthes, Roland. The language of fashion. Repr.. London: Bloomsbury Academic, 2018.
De Cock, Barbara, Greco, Sara. "Argumentative misalignments in the controversy surrounding fashion sustainability" Journal of Pragmatics, 174 (2021): 55-67.
De Cock, Barbara, Mercuri, Chiara, Greco, Sara. "Victims or agents for change? Representations and self-representations of women in the social media debate surrounding sustainable fashion." Babylonia Journal of Language Education, 3 (2021): 90-94.
Erik Flyvholm Jørgensen, Poul, Isaksson, Maria. "Building credibility in international banking and financial markets" Corporate Communications: An International Journal, 13, 4 (2008): 365-379.
Karamalak, Olga, Cantoni, Lorenzo. "Rallying Hashtags as a Tool for Societal Change in Fashion" Fashion Communication: 237-249.
Kjeldsen, Jens E.. "Where Is Visual Argument?" Argumentation Library: 107-117.
- Lever, Ralph. Arte of Reason, rightly termed Witcraft, teaching a perfect way to argue and dispute. London: Bynnemann, 1573.
Mihaychuk, George, Uspensky, B. A., Lotman, Yu. M.. "On the Semiotic Mechanism of Culture" New Literary History, 9, 2 (1978): 211.
- Rigotti, Eddo., Greco, Sara.. Inference in Argumentation: A Topics-Based Approach to Argument Schemes. 1st ed. 2019.. Cham :: Springer International Publishing, 2019.
- Snoeck Henkemans, Arnolda Francisca, van Eemeren, Frans H.. Argumentation: analysis and evaluation. Second edition. New York: Routledge, Taylor & Francis Group, 2017.
Torrens, Kathleen M.. "Fashion as Argument: Nineteenth-Century Dress Reform" Argumentation and Advocacy, 36, 2 (1999): 77-87.
Tuite, Alexandra. "Communicating material characteristics in a digital age: Three case studies in independent fashion" Studies in Communication Sciences, 18, 2 (2019).
- Master of Science in Digital Fashion Communication, Lecture, 1st year