Abstract
The aim of this study is to explore how digital narrative can alter an audience’s mindset in relationship to the consumption of fashion by developing a vlog communicating that a sense of well-being can be derived from consuming less. The present environmental crisis demands that consumers undertake substantial behavioural shifts with regards to consumption of products. Consequently, it is imperative that we explore novel techniques to motivate consumers to improve their behaviours specifically in the matter of clothing consumption. To date, science has been conveying information about sustainability, however this has not necessarily resulted in action by the public (Veland, S., Scoville-Simonds, M., Gram-Hanssen, I., Schorre, A.K., El Khoury, A., Nordbø, M.J., Lynch, A.H., Hochachka, G. & Bjørkan, M., 2018:41). Existing literature thus suggests that narrative should be explored as a means to educate consumers and encourage them to transform their ideas and behaviours (ibid.). The value of the study lies in the potential for digital narrative, specifically user-generated content such as vlogs, to fill the sustainability narrative gap by communicating that well-being can be achieved through reduced consumption. The research followed a qualitative approach and employed an instrumental case study design. The study is divided into two phases. The first phase made use of purposive sampling to identify 3 vlogs for observation. Activity theory was applied in order to analyse and frame how the activities in the narratives result in a more mindful outcome for the subject of the vlog. Findings revealed that several narrative qualities played a role in communicating that well-being can be achieved through consuming less. These narrative qualities were consequently applied in the development of a new vlog focussed on the reduced consumption of fashion. Phase 2 of the research consisted of twelve purposively selected participants, six who are experts in fashion, and six who are consumers of fashion. Two focus group discussions were conducted to measure the impact of the vlog that was created. The findings would allow the researcher to gain insight into digital narrative as a strategy to communicate that wellbeing can be achieved through reduced consumption...
M.A. (Design)