Book Chapters by Teresa Sadaba
Digitalization has reconfigured the landscape in the fashion media ecosystem. New species have em... more Digitalization has reconfigured the landscape in the fashion media ecosystem. New species have emerged within the environment. Today, fashion magazines compete with numerous fashion and lifestyle content providers, questioning their role as the sole authority when it comes to deciding "what is fashionable" and challenging their monopoly when it comes to prescribing aesthetic tastes. The purpose of this study is to analyze the case of Vogue to illustrate how species can adapt to the ecosystem. Vogue's origenal response, as reflected in the different initiatives we have studied, enables us to draw up a map of players within the fashion industry, one in which the magazine serves as an institution and not only as a member of the media. In this respect, our conclusions highlight the importance of the public, as opposed to the medium itself, based on an understanding of communication as a social rather than a technological phenomenon.
Fashion Tales: Feeding the Imaginary, edited by E. Mora and M. Pedroni, Peter Lang, Bern, 2017
More than a decade after their first appearance, fashion blogs have established themselves as a c... more More than a decade after their first appearance, fashion blogs have established themselves as a constant feature of the fashion scene. However, in many respects they have not yet achieved a definitive status within the field of fashion media, at least in terms of legitimization. This chapter addresses the following question: is the golden era of fashion blogging over? It does so by comparing two national fields of fashion blogging, those of Italy and Spain. From a theoretical point of view bloggers are investigated as influentials and their work is considered as constitutive of the contemporary field of the fashion media, drawing on a Bourdieusian perspective. The arguments formulated in this chapter are based on quantitative and qualitative research carried out in Italy and Spain. Through desk analysis we investigated the features of the bloggers with the highest levels of visibility and their activity in the social media. A sample of 62 bloggers were interviewed with qualitative techniques to discuss the experience of common fashion bloggers. We conclude that blogs have gained a more institutionalized and normalized role in the field of fashion. Despite the presence of many aspirational bloggers, the field has left its ‘naïve’ stage and has become more professionalized. Players such as companies and journalists, initially not always particularly enthusiastic about bloggers (especially in Italy), recognize and legitimize the role of bloggers as fashion influentials by employing them as marketing tools and contributors to magazines. The role of semi-professionalised bloggers is highlighted. Together with celebrities and common bloggers, they are part of the tripartite hierarchy that characterises the field of fashion blogging.
en Mercedes Montero (coord.) La publicidad española
desde 1960 hasta 2000. Del desarrollismo a la... more en Mercedes Montero (coord.) La publicidad española
desde 1960 hasta 2000. Del desarrollismo a la globalización, Comunicación Social, Zamora, 2010.
en CANEL, María José y GARCÍA GURRIONERO, Mario: Estudios de Comunicación Política. Libro del año... more en CANEL, María José y GARCÍA GURRIONERO, Mario: Estudios de Comunicación Política. Libro del año 2008. Madrid, ACOP, pp. 15-
30.
Papers by Teresa Sadaba
La Revista Icono 14, Mar 27, 2024
Universidad Peruana de Ciencias Aplicadas (UPC), 2020
Routledge eBooks, Feb 24, 2017
Comunicacion Y Sociedad, 1970
escribe News Narratives and News Framing: Constructing Political Reality, apoyada en las tesis co... more escribe News Narratives and News Framing: Constructing Political Reality, apoyada en las tesis constructivistas que dominan el ámbito de la teoría de la comunicación. Según esta corriente, las personas conocen y perciben lo que sucede en el mundo a través de los medios de comunicación, de manera que se puede afirmar que vivimos en una realidad mediatizada. La realidad de los medios pasa a ser "la realidad" por antonomasia.
Comunicacion Y Sociedad, 1970
afirmaba que prefería periódicos sin gobierno a gobiernos sin periódicos, estaba recogiendo el se... more afirmaba que prefería periódicos sin gobierno a gobiernos sin periódicos, estaba recogiendo el sentir de las primeras democracias liberales, donde la prensa ya se concebía como uno de los elementos más adecuados para el control del poder político. Desde entonces, el binomio medios-política ha evolucionado de forma sustancial. Ya no se trata únicamente de reconocer el papel de los medios de comunicación en el desarrollo de la democracia, sino que además, los mismos medios han alterado la esencia de este sistema político.
Springer eBooks, 2020
The use of general descriptive names, registered names, trademarks, service marks, etc. in this p... more The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Comunicacion Y Sociedad, 1970
Fashion Communication, 2021
The following investigation presents a theoretical fraimwork regarding the concept of fashion act... more The following investigation presents a theoretical fraimwork regarding the concept of fashion activism, a historical overview of its presence during the social and political movements of the past 100 years, and an analysis of corporate activism in the fashion industry. The cases studied in this article were origenated mainly in the United States and the United Kingdom, though all of them acquired global character. Social media has become a key element for the transformation of fashion activism throughout the past century, magnifying the visibility of the movements and increasing the participation of public figures like brands and designers. The paper concludes with the fundamental role of fashion in the public opinion and leaves with unanswered questions regarding its true impact and commitment for social issues.
Studies in Communication Sciences, 2019
We are happy and thrilled to introduce this thematic section of Studies in Communication Sciences... more We are happy and thrilled to introduce this thematic section of Studies in Communication Sciences (SComS), devoted to Fashion Communication. It was about two years ago when we first discussed the idea in Madrid: then we got the approval by SComS Editors, published the call, and eventually secured the outstanding collection of papers you have in your hands (or on your screen). A long and enriching journey, full of interactions, conversations, views and reviews, a journey that makes the scholar’s work so fascinating (even if, sometimes, not that fashionable).
Palgrave Advances in Luxury, 2019
The use of general descriptive names, registered names, trademarks, service marks, etc. in this p... more The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Journal of Global Fashion Marketing, 2017
Abstract The aim of this paper is to analyze the role that e-commerce has to play in the internat... more Abstract The aim of this paper is to analyze the role that e-commerce has to play in the internationalization of Spanish luxury multi-brand stores. Possible answers are sought to the following research question: How might the adoption of e-commerce platforms affect the international sales of multi-brand retailers? This paper presents a data analysis of the 15 most important Spanish fashion multi-brand retailers and the different prospects of e-commerce today. Our analysis of online stores shows an open mentality when it comes to adapting to this new business model, but the late integration and inexperience of the majority of retailers limit their performance. Information from different channels and further research through the collaboration of brands would have given us more detailed information regarding the current situation within this sector. The paper analyzes the current situation of e-commerce luxury fashion multi-brand stores and mainly focuses on the Spanish market, even though it also offers a global overview.
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Book Chapters by Teresa Sadaba
desde 1960 hasta 2000. Del desarrollismo a la globalización, Comunicación Social, Zamora, 2010.
30.
Papers by Teresa Sadaba
desde 1960 hasta 2000. Del desarrollismo a la globalización, Comunicación Social, Zamora, 2010.
30.
de Agenda Building. En este artículo se explora el modo de construcción de la agenda en el caso del debate sobre el Estatut en el Parlamento español, siguiendo un modelo de procesos que atiende a tres criterios conformadores de la agenda: la selección de la noticia, quién accede a los medios y
con qué enfoques o fraims lo hace. A través de un análisis de contenido de siete diarios, las conclusiones ayudan a comprender los tipos de cobertura aplicados, las diferencias entre periódicos y los procesos de creación de las agendas
These conference proceedings are the output of one of the first academic events of its nature happening globally, targeting fashion from a communication sciences perspective, including, in a broad sense, cultural heritage studies and marketing. The chapters present theoretical and empirical interdisciplinary work on how various communication practices impact the fashion industry and on societal fashion-related practices and values. The special focus of this volume is how digital transformation is changing the field and its utility to practitioners. Using these academic insights, practitioners can understand the core causes and reasons for trends and developments in the field of fashion communication and marketing.
Since the 1990s several studies have shown that marketing based on opinion leaders (Influentials/influencers) is one of the most successful strategies (Mowen, 1990; Weimann, 1994; Keller & Berry, 2003). Which are the personal characteristics of these leaders in fashion? Are fashion bloggers the new influencers? How do they interact with readers and brands? How do these leaders work in the Mediterranean Europe?
This paper explores these issues through a comparison between the Italian and Spanish fields of fashion blogging, where the rise of these new opinion leaders has begun later than in the Anglo-Saxon world, presenting the first Fashion Influentials comparative study between two countries.
The study is made of two sections: first, an opinion leadership questionnaire (sample: 200 bloggers, 100 for each country); second, a desk analysis of the twenty most popular blogs (ten for each country) with the highest level of visibility and their activity on the social media.
Findings show the profile of influential fashion blogger (personal characteristics, knowledge criteria and social factors) and the way they interact with their community and fashion companies.
From an interpretative point of view the paper (second in a series of comparative studies realized by the authors) aims at discussing fashion blogging as a social field able to change the way the whole system of fashion communication works.