Dr. Agnès Rocamora (UK) – Global Dialogues: Fashion Digital Marketing conference
Mediatization and digitization in the field of Fashion
In media studies and in the sociology of the media a body of work is currently developing around the concept of mediatization. Mediatization scholars argue that the media have become constitutive of institutional and individual practices and should be researched as such. In this presentation I show the relevance of theories of mediatization to an understanding of the contemporary field of fashion. In particular, and through a discussion of fashion shows and retail practices, I focus on the idea of the mediatization of fashion as articulated through digitization. In doing so I shed light on the changing nature of practices of circulation and consumption of fashion in contemporary society. The concept of mediatization, I argue, allows us to capture the deeply intertwined nature of fashion and digital media.
Agnès Rocamora is a Reader in Social and Cultural Studies at the London College of Fashion, University of the Arts London. She is the author of Fashioning the City: Paris, Fashion and the Media. Her writing on the field of fashion and on the fashion media has appeared in a broad range of international journals, including Fashion Theory,Journalism Practice, and Sociology. She is a co-editor of Thinking Through Fashion: A Guide to Key Theorists(forthcoming September 2015), of The Handbook of Fashion Studies, and of Fashion Media: Past and Present. She is also a founder and co-editor of the International Journal of Fashion Studies.