Fashion empowering women: Sterotypes in the TV dramedy series House of Cards, Suits and Emily in Paris

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2023-05-12 DOI:10.1080/20932685.2023.2183876

Teresa Sádaba, Carmen Azpurgua, Pedro Mir Bernal, Patricia Sanmiguel

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Abstract

ABSTRACT Fashion has showed a double face in its relationship with women and power. According with some feminist frameworks, fashion was something women need to release in a male-dominated structure. A new wave of authors claims for a power dressing approach, where fashion is a tool to define the new role of women in society. The study here contributes to this debate through the analysis of fashion in TV series. Representation of women in television series is feeding the women position in society and has already generated an interesting academic corpus. Analyzing power dressing elements in 130 fashion looks of 3 women boss characters (Claire Underwood in House of Cards, Sylvie Grateau in Emily in Paris and Jessica Pearson in Suits), a new stereotype of women is recognized. The study includes a qualitative analysis to understand the context of fashion functions in those series. The analysis concludes with three main uses of fashion in dramedy series: fashion to develop powerful characters; fashion to generate engagement with the audience; and fashion as a commercial tool. The study shows how fashion has become a key element for successful television series.

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时尚赋予女性力量:电视剧《纸牌屋》、《金装律师》和《艾米莉在巴黎》中的刻板印象

摘要：时尚在与女性和权力的关系中呈现出两面性。根据一些女权主义框架，时尚是女性需要在男性主导的结构中释放的东西。新一波作家主张采用权力着装方式，时尚是定义女性在社会中新角色的工具。这项研究通过对电视剧时尚的分析为这场争论做出了贡献。电视连续剧中女性的形象塑造了女性在社会中的地位，并已经形成了一个有趣的学术语料库。通过对《纸牌屋》中的克莱尔·安德伍德、《巴黎的艾米莉》中的西尔维·格雷托和《西装》中的杰西卡·皮尔森等三位女老板130种时尚造型中的权力着装元素的分析，发现了一种新的女性刻板印象。该研究包括定性分析，以了解这些系列中时尚功能的背景。分析得出时尚在戏剧系列中的三个主要用途：塑造强大人物的时尚；与观众互动的时尚；以及时尚作为一种商业工具。这项研究表明，时尚已成为电视连续剧成功的关键因素。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.