Alice R H Bowring
History and Culture of Fashion MA allowed me to explore all aspects of the fashion industry from a historical and current perspective, and to progress with a passion for a subject that had been resting, yet brewing, during my first university experience.
The subject of my dissertation was driven by an exceptionally relevant topic within today's society, on a global scale. My initial research indicated that the conversation of Facebook was common, yet an academic response about self-presentation and this form of digital fashion had yet to evolve. My study for the dissertation introduced me to the vast field of digital social media and the absolute prevalence it has within the 21st century. This phenomenom is entwined with the fashion industry, evident not only by the billion dollar industry of online fashion retail, but via domestic cases where everyday people self-style their own ideal personas in an online forum. A single person sub-consciously becomes the model, advertiser, consumer and audience by participating in the current, ordinary practice of online socialising. My dissertation sought to observe this new trend from a first-hand, observational and theoretical perspective.