Rõivatarbimine ja rõivabrändid "lahe olemise" komponendina 10-13-aastaste noorte seas
Date
2007
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
In my research I analyzed the interpretation of clothing brands and consumption of
clothes in the age group of 10-13 year old children in Tallinn. My central focus was
on the representation of clothes and the meaning of brands among children. Including
the construction of self-identity and formation of social circle through consumption.
In addition the link between music style and clothes those children wear.
My thesis is based on one method. I asked 42 students of a junior high school to write
essay on the subject “What makes me cool?”. My purpose was to find out what is/are
the “cool” element(s) and what part plays the clothing issue amongst it.
In the beginning of my thesis I gave an empirical overview on the analyzed field,
focusing on the subjects like children and the consumer culture, links between identity
and the consumer culture, socialization among the consumer culture and the meaning
of brands to children. The results are given in two subsections. Firstly I analyzed
essays by quantitative method and secondly by qualitative method. In the concluding
part I answered to the research questions and in the discussion part I linked the
empirical frame with my own results.
The subject was indeed worth researching because the issue of children amongst
consumer culture is growing rapidly and the meaning of clothes is becoming more
and more independent. The results indicate that the meaning of clothes to children is
like a social key that provides them the access to the social circle they admire. Clothes
are being consummated mainly according to their fashionable statues and popularity
amongst other children. The clothing brands do not have a crucial meaning and are
not an indicator or a cause of social hierarchies. The link between music style and the
clothing habits are too weak to describe as a consuming cultures result among
children aged 10-13.
Keywords
H Social Sciences (General)