In recent years, there has been an increase in the use of social media due to digitalization processes and technological evolution which have been further accelerated with the Covid-19 pandemic. A growing number of users, especially among younger generations, are active on social media platforms such as Instagram and TikTok. Today there is a fast turnover of short content on social media driven by platform algorithms that are dictating the virality of posts. The algorithm chooses the content to be explored in the “For You Page” accurately, tailoring it to the user’s interests and browsing behaviors. This dynamic is especially seen in the vortex of trend diffusion, repetitive and reduced to fleeting micro trends that quickly reach peak popularity and subsequent obsolescence. It is indicative of the rise of “niche Internet aesthetics,” often followed by the suffix “-core” lasting months, sometimes a few weeks. Given this context, the following question arises: are there any figures on social media who can direct user’s navigation in the vast sea of content? The research has revealed the figures of fashion content creators who offer valuable analysis and productions useful to users in their searches for inspiration, trends, news, and consumption. The categorization of social media profiles is driven by the goal of establishing a connection with fashion brands, ranging from luxury to mass market. The study was developed by observing the interactions between the two subjects and conducting interviews with fashion industry professionals. The thesis aims to explore the flow of content processed by fashion content creators and their potential influence on collection development activities in order to bring value to brands.
Negli ultimi anni si è registrato un incremento nell’utilizzo dei social media, dovuto ai processi di digitalizzazione ed evoluzione tecnologica che sono stati ulteriormente accelerati con l’avvento della pandemia Covid-19. Un numero crescente di utenti, soprattutto tra le generazioni più giovani, è attivo sulle piattaforme social media come Instagram e TikTok. Oggi sui social media si assiste ad un ricambio veloce di contenuti brevi, dovuto all’algoritmo delle piattaforme che detta la viralità dei post. L’algoritmo sceglie i contenuti da esplorare nella “For You Page” in modo accurato, adattandoli agli interessi dell’utente e ai suoi comportamenti di navigazione. Questa dinamica si riscontra specialmente nel vortice di diffusione dei trend, ripetitivi e ridotti a micro trend fugaci, che raggiungono con rapidità il picco di popolarità e la successiva obsolescenza. È indicativa la nascita di “niche internet aesthetics”, spesso seguite dal suffisso “-core” dalla durata di mesi, talvolta di poche settimane. Davanti a questo contesto sorge la domanda: esistono delle figure sui social media in grado di indirizzare la navigazione degli utenti nell’immenso mare di contenuti? Dalla ricerca sono emerse le figure di fashion content creators che offrono analisi e produzioni di valore utili agli utenti nelle loro ricerche di ispirazione, tendenze, novità e consumo. La categorizzazione dei profili social media è mossa dall’obiettivo di trovare una connessione con i fashion brand dal mercato luxury al mass market. Lo studio si è sviluppato attraverso l’osservazione delle interazioni tra i due soggetti e la conduzione di interviste a figure professionali del settore moda. La tesi mira ad esplorare il flusso di contenuti elaborati dai fashion content creators e la loro possibile influenza nelle attività di sviluppo di collezione, al fine di portare valore ai brand.
A new flow of influence : uno studio sui fashion content creators nel settore moda
Giardiello, Chiara Edda Maria
2023/2024
Abstract
In recent years, there has been an increase in the use of social media due to digitalization processes and technological evolution which have been further accelerated with the Covid-19 pandemic. A growing number of users, especially among younger generations, are active on social media platforms such as Instagram and TikTok. Today there is a fast turnover of short content on social media driven by platform algorithms that are dictating the virality of posts. The algorithm chooses the content to be explored in the “For You Page” accurately, tailoring it to the user’s interests and browsing behaviors. This dynamic is especially seen in the vortex of trend diffusion, repetitive and reduced to fleeting micro trends that quickly reach peak popularity and subsequent obsolescence. It is indicative of the rise of “niche Internet aesthetics,” often followed by the suffix “-core” lasting months, sometimes a few weeks. Given this context, the following question arises: are there any figures on social media who can direct user’s navigation in the vast sea of content? The research has revealed the figures of fashion content creators who offer valuable analysis and productions useful to users in their searches for inspiration, trends, news, and consumption. The categorization of social media profiles is driven by the goal of establishing a connection with fashion brands, ranging from luxury to mass market. The study was developed by observing the interactions between the two subjects and conducting interviews with fashion industry professionals. The thesis aims to explore the flow of content processed by fashion content creators and their potential influence on collection development activities in order to bring value to brands.File | Dimensione | Formato | |
---|---|---|---|
2025_4_Giardiello.pdf
non accessibile
Descrizione: Elaborato di tesi
Dimensione
36.79 MB
Formato
Adobe PDF
|
36.79 MB | Adobe PDF | Visualizza/Apri |
I documenti in POLITesi sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/10589/235924