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Digital Fashion Values: AI Social Listening of Sociopolitical Consciousness

In: Fashion Communication in the Digital Age

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  • YeSeung Lee

    (University of Westminster)

Abstract

Digital fashion communities are often perceived as radical challengers of mainstream fashion, embodying the ethos of ‘digital utopianism’ which views technology as a liberating force for decentralization and democracy. These communities are depicted as rejecting industry hierarchies and aligning with anti-consumerist principles. This empirical study investigates whether these communities truly embody such revolutionary ideals by evaluating social media evidence gathered through an AI social listening platform. Despite the lofty rhetoric, the findings reveal that the social media discourse of digital fashion communities frequently lacks depth, relying on superficial slogans and buzzwords. Their attitudes are neither radical nor revolutionary, primarily reinforcing existing fashion hierarchies and sustaining core capitalist and consumerist frameworks. This study calls for a critical reassessment of the perceived radicalism of digital fashion communities and emphasizes the importance of genuine debate and education.

Suggested Citation

  • YeSeung Lee, 2026. "Digital Fashion Values: AI Social Listening of Sociopolitical Consciousness," Springer Proceedings in Business and Economics, in: Paula von Wachenfeldt & Lorenzo Cantoni & Nadzeya Sabatini & Teresa Sádaba (ed.), Fashion Communication in the Digital Age, pages 301-313, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-99481-4_22
    DOI: 10.1007/978-3-031-99481-4_22
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