Trajnostna moda na družbenih omrežjih: Kako družbeno omrežje TikTok vpliva na reprezentacijo trajnostne mode : kako družbeno omrežje TikTok vpliva na reprezentacijo trajnostne mode

Begič, Lara (author), Pušnik, Maruša (mentor)

V zadnjih nekaj desetletjih smo lahko spremljali hiter porast trajnostne mode kot odgovor na okoljevarstvene probleme, povezane s hitro modo, ozaveščanje o trajnostni modi pa se je odvijalo predvsem na družbenih omrežjih in je predstavljalo nov trend nakupovanja. Cilj moje naloge je bil predstaviti vpliv, ki ga imajo družbena omrežja na krojenje novih trendov, med katere spada tudi trajnostna moda, predvsem pa, kako družbeno omrežje TikTok vpliva na reprezentacijo trajnostne mode med mlajšo generacijo uporabnikov. S pomočjo semiološke analize in analize diskurza sem raziskovala, kakšno vlogo ima družbeno omrežje TikTok pri reprezentaciji trajnostne mode med mladimi in kaj spodbuja priljubljenost trajnostne mode med digitalnimi potrošniki. Za analizo sem izbrala tri ustvarjalce na omrežju TikTok iz področja trajnostne mode in preučevala njihove najbolj priljubljene posnetke. Glavna ugotovitev moje naloge je, da družbeno omrežje TikTok pozitivno vpliva na reprezentacijo trajnostne mode med generacijo Z, saj jim trajnostna moda predstavlja trend, ki jim omogoča samoizražanje ter vzpostavljanje ekonomskega statusa in osebne identitete.

• Language: Slovenian
• Keywords: trajnostna moda, družbena omrežja, TikTok, generacija Z
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [L. Begič]
• Year: 2022
• Number of pages: 37 str.
• PID: 20.500.12556/RUL-141109
• UDC: 502.131.1:391(043.2)
• COBISS.SI-ID: 123834883
• Publication date in RUL: 23.09.2022

Secondary language

• Language: English
• Title: Sustainable fashion on social media: How the social network TikTok influences the representation of sustainable fashion : diplomsko delo

Abstract

Over the past few decades, we have seen the rapid rise of sustainable fashion as a response to the environmental concerns associated with fast fashion, and the awareness of sustainable fashion has mainly taken place on social media and represented a new shopping trend. The aim of my assignment was to present the influence that social networks have on shaping new trends, including sustainable fashion, and above all, how the TikTok social network affects the representation of sustainable fashion among the younger generation of users. With the help of semiological analysis and discourse analysis, I researched what role the social network TikTok plays in the representation of sustainable fashion among young people and what promotes the popularity of sustainable fashion among digital consumers. For analysis, I chose three creators on the TikTok network from the field of sustainable fashion and studied their most popular videos. The main conclusion of my thesis is that the TikTok social network has a positive effect on the representation of sustainable fashion among Generation Z, as sustainable fashion is a trend that enables them to express themselves and establish economic status and personal identity.

• Keywords: sustainable fashion, social media, TikTok, generation Z.