Ricerc@Sapienza

Social media have transformed the way of communicating especially in the fashion
system, whose discourses are increasingly volatile and evanescent, but also deeply highlighted.
Brand and influencers build the universe of consumption telling stories, not only
a way to narrate themselves but a peculiar syncretic text that we will analyze with the
tools of Greimasian semiotics. How is the relationship with clothes structured through a
30-second video? What are the meanings vehiculated? These are some of the questions we
will try to answer to study the discourse of fashion in social networks, especially regarding
the stories shared on Instagram.