Moda en Instagram: historias y discursos

Abstract

Social media have transformed the way of communicating especially in the fashion system, whose discourses are increasingly volatile and evanescent, but also deeply highlighted. Brand and influencers build the universe of consumption telling stories, not only a way to narrate themselves, but a peculiar syncretic text that we will analyze with the tools of Greimasian semiotics. How is the relationship with clothes structured through a 30-second video? What are the meanings vehiculated? These are some of the questions we will try to answer to study the discourse of fashion in social networks, especially regarding the stories shared on Instagram.