Date of Award
4-2012
Degree Name
Master of Arts
Department
Communication
First Advisor
Dr. Jennifer A. Machiorlatti
Second Advisor
Dr. Heather Addison
Third Advisor
Dr. Jocelyn Steinke
Keywords
Advertising, Internet, body, feminism, branding, social media, consumption (economics), Fashion
Access Setting
Masters Thesis-Open Access
Abstract
This study critically analyzes visual and text updates posted by two clothing brands to the social-networking site Facebook.com, including consumers' interaction with these marketing messages. A semiological textual analysis was conducted using Facebook updates by the Victoria's Secret PINK and Nike Women apparel brands, and the responses of fans who subscribed to these updates. Advertising aimed at women in print media has previously been analyzed in this way, revealing patterns of sexualization and objectification that can be harmful to women and men alike. My analysis builds on this tradition. Social-networking sites such as Facebook allow individual users unprecedented access to respond to corporate marketing messages. This analysis reveals several semiotic codes of femininity marketed to Facebook users by the two brands: "cheekiness," "sweetness," and "spirit" were the three main sign systems found in PINK Facebook posts. "Role-model athleticism," "globalism" and "discipline" were the three main semiotic codes found in Nike Women content. Additional semiotic codes appeared consistently in audience responses as fans accepted, negotiated with, or rejected the signs and codes used by the two brands to portray femininity and the female body.
Recommended Citation
Holcomb, Anne M., "Sweetness and Strength: Codes of Femininity and Body Image in Branded Social-Networking Messages and Consumer Responses" (2012). Masters Theses. 51.
https://scholarworks.wmich.edu/masters_theses/51
Included in
Communication Technology and New Media Commons, Gender, Race, Sexuality, and Ethnicity in Communication Commons, Public Relations and Advertising Commons