Argumentation in Fashion Communication
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
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 fashion 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 fashion communication messages.
Learning is based on analysis of concrete examples and on classroom discussion.
Evaluation procedures and Grading criteria
- Group presentation during the course: 20% of the evaluation
- Written exam (during exam sessions): 80% of the evaluation
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. If it is not possible to participate in group presentations for serious reasons, an alternative work will be required in a written form.
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