Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Political image of women presidents and the phenomenon of fashion politics -A Study on Cristina Fernández de Kirchner-

여성 대통령의 정치 이미지와 패션 폴리틱스 현상 -Cristina Fernández de Kirchner 사례 연구-

  • Kim, Mikyung (Dept. of Leadership General Education, Sookmyung Women's University)
  • 김미경 (숙명여자대학교 리더십교양학부)
  • Received : 2015.07.24
  • Accepted : 2015.10.14
  • Published : 2015.11.30
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Abstract

The purpose of this study was to evaluate the role of political image and the phenomenon of fashion politics on the style of women presidents, with focus on the President of Argentina, Cristina Fernandez de Kirchner. The results of the study were as follows. First, the political image of President Cristina Fernandez is identified with the second image of Eva Peron and Kirchnerismo, in terms of political issues. Second, fashion style includes the power and sexy images of glamour style that emphasizes the body line of suits and dress form. Vivid colors and black fashion reflects the Kirchner government's charisma and identity. Fernandez's iconic Rolex watches, expensive jewelry, and luxury accessories such as brooches that replicate Eva Peron's brooch were instrumental in forming a second image of Eva Peron. Third, the phenomenon of fashion politics appeared to equate the phenomenon of recreating the image of Eva Peron with displays of power and wealth for the successor to Kirchnerismo.

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