Tacking bonds: fashion image circulation in social networks

Abstract

This study aims at delineating the aspects of fashion in contemporary times under a bias of communication. It is a search to identify, through the images that circulate on social networks, the characteristics that may distinguish the contemporary fashion circumscribed to the so called postmodernity. Therefore, we performed a bibliographic research in order to understand the concepts of post modernity. Among the authors studied, we chose to follow the pathways taken by the French sociologist Michel Maffesoli, since his ideas about post modernity are the key to explain the contemporary fashion in post modernity. The corpus of this study consists of images extracted from a social network of fashion image sharing: Lookbook.nu: Collective Fashion Consciousness. We believe that these images are loaded with information that might explain fashion in post modernity, and contribute to discussions about the creation of bonds enabled by the circulation of these imagery elements.