IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-030-81321-5_18.html
   My bibliography  Save this book chapter

Rallying Hashtags as a Tool for Societal Change in Fashion

In: Fashion Communication

Author

Listed:
  • Olga Karamalak

    (HSE University)

  • Lorenzo Cantoni

    (USI - Università della Svizzera italiana)

Abstract

The influencing power of hashtags cannot be overestimated since they can be used as facilitators of some societal change calling for collective action. Following the influential social identity model of collective action (SIMCA) presented by Van Zomeren, Postmes, and Spears (Psychological Bulletin 134(4): 504–35, 2008), social identity together with collective efficacy beliefs and perceived injustice leads to collective action. Perceived injustice in the fashion domain is usually associated with sustainable fashion which in this paper has a broad concept of being both environmentally and socially friendly. It presumes a call for fighting against environmental pollution including overconsumption and raising awareness of ethical issues such as racism, sexism, ageism, poor working conditions, and low wages in the fashion industry. This paper discusses hashtags’ linguistic and digital characteristics, which could enhance influence on Internet users. The focus is on the rallying affordances of hashtags in the fashion domain, which help raise awareness of environmental and ethical issues. Top-down hashtags promoted by the Fashion Revolution group such as #FashionRevolution, #WhoMadeMyClothes, #sustainablefashion, #slowfashion, #ethicalfashion, #haulternative, and #LovedClothesLast are under investigation. The analysis proves hashtags’ influencing power and discusses achieved changes due to social hashtagged campaigns.

Suggested Citation

  • Olga Karamalak & Lorenzo Cantoni, 2021. "Rallying Hashtags as a Tool for Societal Change in Fashion," Springer Books, in: Teresa Sádaba & Nadzeya Kalbaska & Francesca Cominelli & Lorenzo Cantoni & Marta Torregrosa Puig (ed.), Fashion Communication, pages 237-249, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-81321-5_18
    DOI: 10.1007/978-3-030-81321-5_18
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-030-81321-5_18. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.