DISSERTATION

CONCLUSION:
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To conclude this dissertation, the research evidence
presents a clear image of an identity, being impacted by
what is seen in media (flawless models, up-keep with the
latest trends). There are influences in media which lead
to a negative self-image, and the use of psychological
theories justifies this. Social platforms and other mediabased
forums were then examined to see its effects on
the millennials. It was discovered that, due to the level of
exposure towards these fashion media-based influences,
the millennials were in fact heavily impacted by them;
as a result, their personal identities were purely an
imitative version of what they saw to be fashionable. The
participants responses in the questionnaire conducted,
reiterate the idea that people tend to base their styles on
what is presented in fashion media.
This then develops further by showing the impacts of
fashion in media, through its most dominant approach
(fashion magazines). It demonstrates the same themes
of the negative self-image; as the audience are feeling
incongruent, as their ideal self – what is portrayed in
the magazine – is unobtainable. The focus is aimed
more towards the effects and impacts through a visual,
printed medium. It has a fixed perception (size 0 and
flawless beauty), of being the norm in society; this inhibits
the diversity of men and women established in these
editorials, making the mainstream of its audience, unable
to relate or draw inspiration from these publishing’s,
which is initially the intended aim of the fashion
magazine. This is supported by the research evidence,
illustrating their concerns towards the lack of plus-sized
models and every-day people in fashion media (as shown
in Appendix A – the questionnaire findings).
Looking at the importance of self-expression is then
investigated; the observation into fashion tribes has
been a significant subject-matter. Fashion tribes are
groups of people with a distinctive taste in style, found
within society. In comparison to fashion media, such as
magazines, the tribes are not advertised or forceful. They
have been pushed into the background of fashion – once
shaping fashion itself – now overlooked and forgotten.
The historical context included, demonstrates how the
movement was once a form of self-expression; where
individuals escaped from the criticisms of society through
distinct and bold styles, and was also heavily orientated
on within the fashion industry. The importance of selfexpression
is evident through the literature review of
Tamagni’s ‘Fashion Tribes’, as well as the concept of
nostalgia which linked these subcultures with the feelings
of different eras.
Investigating whether identity is greatly determined by
impacts/influences of fashion media, or the product of
self-expression, has resulted in a combined outcome.
Comparing both approaches, it is conclusive that forms
of self-expression (such as blogs/bloggers – explored in
Chapter 4), have evolved into fashion media influences
towards their audiences. This is because the audiences
are now exposed to the influences of the blogger, relating
back to the Social Learning Theory defined earlier,
their behaviour will now be impacted and correlated
with that of the blogger’s; therefore, their sense of style
will be greatly determined by blogger’s sense of style.
The research evidence from Appendix B (interview
with fashion and lifestyle blogger) shows how blogger’s
themselves are inspired by other bloggers, so the
audience who are inspired by them, would want to reach
the same level of popularity, which in turn, will lead to
more people being influenced.
Overall, this analysis has established the many factors
that determine a personal identity, and how they are
impacted by influences within fashion media. Moreover,
it scrutinises the importance of self-expression, and
how they should become relevant focal points within the
fashion industry today; rather than forgotten identities.