10th Semester CCG Master Thesis_Maria Marcela Sanchez Alcalde
Author
Sanchez Alcalde, Maria Marcela
Term
4. term
Publication year
2021
Submitted on
2021-01-04
Pages
97
Abstract
This thesis examines how Zara (fast fashion) and Patagonia (outdoor/slow fashion) create meaning on Instagram through marketing clips to highlight their relationship with sustainability. Drawing on discourse analysis, semiotics, and multimodal communication, it analyzes storytelling that combines text, images, and video on the brands’ Instagram channels—with a particular focus on Zara’s “Join Life” and Patagonia’s “Buy Less, Demand More”. The study situates the analysis within broader debates on fast fashion, sustainability, transparency, and greenwashing, and explores how social media storytelling is used to engage consumers and signal responsibility. The aim is to compare how the two companies construct messages and brand value around sustainability and what strategies they use to build trust. Methodologically, it employs qualitative analysis of multimodal Instagram posts/clips; details on data collection and analysis are provided in the methods section. As this abstract is based on the opening pages, specific findings are not reported here; the thesis seeks to illuminate differences between fast and slow fashion in communicating sustainability.
Dette speciale undersøger, hvordan Zara (fast fashion) og Patagonia (outdoor/slow fashion) skaber mening på Instagram gennem marketingklip for at understrege deres forhold til bæredygtighed. Med udgangspunkt i diskursanalyse, semiotik og multimodal kommunikation analyserer studiet storytelling, der kombinerer tekst, billeder og video på de to brandes Instagram-konti – med særligt fokus på Zaras kampagne “Join Life” og Patagonias “Buy Less, Demand More”. Analysen sættes ind i en bredere debat om fast fashion, bæredygtighed, transparens og greenwashing og undersøger, hvordan sociale medier og fortællinger bruges til at engagere forbrugere og signalere ansvarlighed. Formålet er at sammenligne, hvordan de to virksomheder konstruerer budskaber og brandværdi omkring bæredygtighed, og hvilke strategier de bruger til at opbygge tillid. Metodisk anvendes kvalitativ analyse af multimodale Instagram-opslag/klip; detaljer om dataindsamling og -analyse fremgår af metodeafsnittet. Da dette resumé bygger på afhandlingens indledende sider, præsenteres der ikke konkrete resultater her; specialet søger at belyse forskelle mellem fast og slow fashion i kommunikationen om bæredygtighed.
[This apstract has been generated with the help of AI directly from the project full text]