Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Framing Trend and Style Information in Magazine

  • Kwon, Yoo Jin (Dept. of Home Economics, Korea National Open University)
  • Received : 2012.12.26
  • Accepted : 2013.05.20
  • Published : 2013.06.30
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Abstract

This study applies framing theory to the presentation of trend or styling information in fashion journalism. A qualitative content analysis was conducted with three lifestyle magazines. The findings include attribute, attitude, and source-based frames. The attribute-based frame was used to increase the versatility and feasibility of design by emphasizing particular attributes of clothes. To increase versatility, an item could be presented either as a basic or trendy design. To increase feasibility, fashion information could be customized by price points (i.e., affordable frame) or body type (i.e., flattering frame). The attitude-based frame includes prescriptive and rule-breaking frames. The source-based frame offers a source of trend or styling information. Expert, celebrity, and consumer frame emerged under the source-based frame. Findings reveal how fashion and style information is defined and crafted.

Keywords

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