Can we shop around for our identity? or do we shop to express our identity?

Loftus, Jade (2012) Can we shop around for our identity? or do we shop to express our identity? BA dissertation, University of Portsmouth.

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    In today’s society we are flooded with images with ulterior meaning, contexts and ideologies behind them. There is an unwritten code to which everyone uses to decipher what the image means and to what it represents. But how can we be sure this visual conversation converts into its intended meaning or even its actual meaning.
    When we can use clothing as a mask it makes it so much easier to lie about our identity. Clothing can become costume, so where is the line between clothing and costume? Does clothing constitute an expression of the individual’s identity and costumes constitute an invention of an image which is not actually the individual’s identity? As we look deeper in to the theory behind identity in the world of clothing it does not appear as simple as this. It merges into a maze of what is real and what is an illusion.
    The creation of character and personas contributes more to the idea that clothing is a performance, a theatrical display of what we want the world to perceive us as, rather than expressing our actual personalities.
    Clothing is also a great medium for our thoughts, views and personalities to be channelled through. It is a way in which we can reach the world that is possibly an easier way than showing the world what we are through verbal communication.
    It is my interest in this area which led me to this research, as fashion ultimately is an image and I was interested in how people use fashion as visual communication. In the process of this research I have used a variety of methods to find answers to my question, including questionnaires, interviews and a sketchbook.
    I have concluded that the majority of people shop to express their identity rather than shopping for an identity.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Art and Design
    Depositing User: Jane Polwin
    Date Deposited: 01 Nov 2012 14:19
    Last Modified: 28 Jan 2015 12:10

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