Fashion Film and Genre Ecology

Authors

  • Synne Skjulstad Westerdals: Oslo School of Arts, Communication and Technology
  • Andrew Morrison Andrew Morrison is Director of the Centre for Design Research at the Oslo School of Architecture and Design (AHO) in Norway and Professor of Interdisciplinary Design at the Institute of Design (IDE).

DOI:

https://doi.org/10.5617/jmi.v3i2.2522

Keywords:

genre ecology, fashion mediation, genre innovation, branding

Abstract

We analyse the challenges and changing character, production and consumption of the emerging genre fashion lm through a genre as ecology approach. This approach accounts for the complexity of various rhetorical practices used within the creative industries, such as fashion. We find that digital mediation compels genre innovation in networked cultures in the mediation of fashion. We examine three fashion films to ascertain how they function as cultural production within web- and mobile-based communication and networked articulations. These need to be understood as part of distributed, polyvocal and multimodally mediated digital branding and advertising strategies that have largely not been addressed as genre by media and communication studies. Genre ecology is proposed as an addition to typological and developmental models of (media) genre innovation.

Author Biographies

Synne Skjulstad, Westerdals: Oslo School of Arts, Communication and Technology

Associate professor, Synne Skjulstad holds a PhD in Media and Communication Studies from the Unibersity of Oslo. Currently she works as associate professor at Westerdals: Oslo School of Arts, Communication and technology

Andrew Morrison, Andrew Morrison is Director of the Centre for Design Research at the Oslo School of Architecture and Design (AHO) in Norway and Professor of Interdisciplinary Design at the Institute of Design (IDE).

Andrew Morrison is Director of the Centre for Design Research at the Oslo School of Architecture and Design (AHO) in Norway and Professor of Interdisciplinary Design at the Institute of Design (IDE).

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Published

2016-11-11

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