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• W2969346985 abstract "This paper investigates how the digitized fashion market is transformed through hashtagged visual and textual brand and consumer conversations on Instagram. The study draws on assemblage and performativity theory to investigate how the American Apparel brand and its consumers develop a common visual rhetoric in opposition to mainstream fashion discourse, and uses network analysis to depict its network effects on the digitized fashion market. Drawing on multiple data sets consisting of visual, textual, and networked data, this paper finds that both brand and consumer discourse stabilize brand-related ideological fashion discourse while infiltrating prevalent mainstream fashion rhetorics. Our findings provide evidence of the visual and discursive performativity of the fashion market assemblage on Instagram and related market dynamics on a network level." @default.
• W2969346985 created "2019-08-29" @default.
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• W2969346985 date "2019-08-23" @default.
• W2969346985 modified "2023-10-11" @default.
• W2969346985 title "(De-)stabilizing the digitized fashion market on Instagram–dynamics of visual performative assemblages" @default.
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• W2969346985 doi "https://doi.org/10.1080/10253866.2019.1657099" @default.
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