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Is Vogue like Vogue all around the world? A comparison between Vogue in Italy, The Netherlands and the UK

Manuela Caniato (UGent)
Author
Organization
Abstract
This article illustrates what happens to fashion when it is communicated digitally. Examining Vogue Facebook posts in five different countries (France, Italy, Portugal Netherlands, United Kingdom), I analyze the type of communication proposed, the interactivity and readership of the magazine, the themes of the posts and the pictures, the content and the languages in use. A corpus of 1506 Facebook posts was collected during two fashion weeks in January 2015. The findings prove that the five magazines are very active in the social media. They publish more than 71 posts per day, correlated by pictures. The posts often, but not always, elicit a response from their readers. The most explored themes, namely fashion, beauty and celebrities, echo those featured in the paper editions of the magazines. One difference between the five editions is the number of posts published daily and the reactions to them. The other editions of Vogue (FR, IT, NL, PT) may attract a larger number of posts, but the number of reactions of the British readership, expressed by comments and share, is always larger. In terms of content, I notice that the discourse around fashion is different in the five countries. While Vogue Facebook posts in France and Italy favour the presentation of garments, Facebook Vogue in the Netherlands, Portugal and the United Kingdom tend to turn their attention to the presentation of the celebrities who wear the garments.
Keywords
celebrities., fashion, Vogue, Facebook, France, Italy, the Netherlands, United Kingdom, Portugal

Citation

Please use this url to cite or link to this publication:

MLA
Caniato, Manuela. “Is Vogue like Vogue All around the World? A Comparison between Vogue in Italy, The Netherlands and the UK.” EUROPEAN JOURNAL OF COMMUNICATION, 2020.
APA
Caniato, M. (2020). Is Vogue like Vogue all around the world? A comparison between Vogue in Italy, The Netherlands and the UK. EUROPEAN JOURNAL OF COMMUNICATION.
Chicago author-date
Caniato, Manuela. 2020. “Is Vogue like Vogue All around the World? A Comparison between Vogue in Italy, The Netherlands and the UK.” EUROPEAN JOURNAL OF COMMUNICATION.
Chicago author-date (all authors)
Caniato, Manuela. 2020. “Is Vogue like Vogue All around the World? A Comparison between Vogue in Italy, The Netherlands and the UK.” EUROPEAN JOURNAL OF COMMUNICATION.
Vancouver
1.
Caniato M. Is Vogue like Vogue all around the world? A comparison between Vogue in Italy, The Netherlands and the UK. EUROPEAN JOURNAL OF COMMUNICATION. 2020;
IEEE
[1]
M. Caniato, “Is Vogue like Vogue all around the world? A comparison between Vogue in Italy, The Netherlands and the UK,” EUROPEAN JOURNAL OF COMMUNICATION, 2020.
@article{6981519,
  abstract     = {This article illustrates what happens to fashion when it is communicated digitally.  Examining Vogue Facebook posts in five different countries (France, Italy, Portugal Netherlands, United Kingdom), I analyze the type of communication proposed, the interactivity and readership of the magazine, the themes of the posts and the pictures, the content and the languages in use. 
A corpus of 1506 Facebook posts was collected during two fashion weeks in January 2015. 
The findings prove that the five magazines are very active in the social media. They publish more than 71 posts per day, correlated by pictures. The posts often, but not always, elicit a response from their readers. The most explored themes, namely fashion, beauty and celebrities, echo those featured in the paper editions of the magazines.
One difference between the five editions is the number of posts published daily and the reactions to them. The other editions of Vogue (FR, IT, NL, PT) may attract a larger number of posts, but the number of reactions of the British readership, expressed by comments and share, is always larger. In terms of content, I notice that the discourse around fashion is different in the five countries. While Vogue Facebook posts in France and Italy favour the presentation of garments, Facebook Vogue in the Netherlands, Portugal and the United Kingdom tend to turn their attention to the presentation of the celebrities who wear the garments.},
  author       = {Caniato, Manuela},
  issn         = {0267-3231 },
  journal      = {EUROPEAN JOURNAL OF COMMUNICATION},
  keywords     = {celebrities.,fashion,Vogue,Facebook,France,Italy,the Netherlands,United Kingdom,Portugal},
  language     = {eng},
  pages        = {33},
  title        = {Is Vogue like Vogue all around the world? A comparison between Vogue in Italy, The Netherlands and the UK},
  year         = {2020},
}