A1 Journal article (refereed)
Girls’ portrayals in fast fashion advertisements (2022)
Srivastava, S., Wilska, T.-A., & Sjöberg, J. (2022). Girls’ portrayals in fast fashion advertisements. Consumption, Markets and Culture, 25(6), 501-524. https://doi.org/10.1080/10253866.2022.2067149
The research was funded by Strategic Research Council at the Research Council of Finland.
JYU authors or editors
Publication details
All authors or editors: Srivastava, Sonali; Wilska, Terhi-Anna; Sjöberg, Johanna
Journal or series: Consumption, Markets and Culture
ISSN: 1025-3866
eISSN: 1477-223X
Publication year: 2022
Publication date: 28/04/2022
Volume: 25
Issue number: 6
Pages range: 501-524
Publisher: Routledge
Publication country: United Kingdom
Publication language: English
DOI: https://doi.org/10.1080/10253866.2022.2067149
Publication open access: Openly available
Publication channel open access: Partially open access channel
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/80851
Abstract
This study analyses the visual construction of girls and notions surrounding young femininities articulated by 15 contemporary advertisements of Nordic fast fashion companies, available on their public Facebook pages in Finland. A visual discourse analysis identifies some blatantly stereotypical and a few complex visual constructions of girls as heterosexual, caring, innocent, sexy posers, active self-presenters and self-surveyors, carefree and environmental activists. The implications of our findings, particularly in shaping societal notions surrounding girls, are discussed. The study contributes primarily to the research field of visual commercial representation of girls by unpacking how their complex portrayals can create an equivocation that eventually resurrects stereotypes surrounding young femininities. It advances studies on Nordic consumer culture by highlighting that girls’ portrayals by Nordic companies may not clearly reflect the values of state feminism. The study can benefit marketers by sensitising them to how the complex visual representations of girls may (re)produce stereotypes.
Keywords: advertisements; fashion sector; girls; girlhood; heteronormativity; visuality; visual culture; gender roles; manner of representation
Contributing organizations
Related projects
- #Agents- Young People’s Agency in Social Media
- Wilska, Terhi-Anna
- Research Council of Finland
- Learning to be digital consumers. How to improve young people’s financial skills in a technologically driven consumer society? (DigiConsumers)
- Wilska, Terhi-Anna
- Research Council of Finland
Ministry reporting: Yes
VIRTA submission year: 2022
JUFO rating: 1