Mediatization, Remediation and Commercialisation: The Case of Online Fashion Retail
Creative Innovation Across Disciplines Seminar Series
The School of Art and Design presents a seminar from Dr Agnès Rocamora. This presentation will focus on the case of e-commerce to show that current online fashion retail practices allow us to explore the congruence of processes of mediatization, remediation (Bolter and Grusin 1999) and commercialisation.
- From: Wednesday 25 April 2018, 12 pm
- To: Wednesday 25 April 2018, 2.30 pm
- Location: Barnes Wallis 005, Nottingham Trent University, 50 Shakespeare Street, Nottingham NG1 4FQ,
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The word ‘mediatization’ was ‘awakened’ (Mazzoleni 2017) in the early 2000s by social sciences scholars to reconceptualise the relation between the media and society at large. Whereas the media had often been studied as conveyors of meaning mainly, they started being conceived as agents active in the making and transformation of social and cultural practices. The bulk of mediatization studies has concentrated on politics. However, the concept is useful for interrogating a broad range of practices and fields, including fashion. This presentation will focus on the case of e-commerce to show that current online fashion retail practices allow us to explore the congruence of processes of mediatization, remediation (Bolter and Grusin 1999) and commercialisation. Dr Rocamora will first look at the concept of shoppable magazines to comment on the idea of the history of the mediatization of fashion commerce, and on the logic of entertainment that underpins retail and the media. Dr Rocamora will then turn to the notion of remediation as a way of conceptualising shoppable magazines. Finally, she will address the theme of commercialisation and discuss the idea of brands as publishers, and the related notions of branded content, content marketing and native journalism, in the light of the idea of the commodification of everyday life through online fashion.
Dr. Agnès Rocamora is a Reader in Social and Cultural Studies at the London College of Fashion, University of the Arts London. She is the author of Fashioning the City: Paris, Fashion and the Media. Her writing on the field of fashion and on the fashion media has appeared in various journals, including Fashion Theory, Journalism Practice, Sociology, Sociétés, and the Journal of Consumer Culture. She has contributed to various books including Fashion’s World Cities (ed. Breward and Gilbert), Fashion as Photograph (ed. Shinkle), Critical Luxury Studies (ed. Armitage and Roberts), and is a co-editor of Thinking Through Fashion: A Guide to Key Theorists, of The Handbook of Fashion Studies, and of Fashion Media: Past and Present. She is also a founder and co-editor of the International Journal of Fashion Studies and is on the editorial board of Cultural Sociology, dObras and Fashion Studies.
This seminar will be hosted by Melanie Robertson, Head of Fashion Management, Marketing and Communication.
- 12:00-13:00 - Lunch in Barnes Wallis 005
- 13:00-14:30 - Seminar in Barnes Wallis 005 followed by Q&A
Attendance at this event is free. For any queries, please contact Dr Iryna Kuksa
50 Shakespeare Street
Nottingham NG1 4FQ