Rõivatarbimine ja rõivabrändid "lahe olemise" komponendina 10-13-aastaste noorte seas

Kongas, Kerttu

Rõivatarbimine ja rõivabrändid "lahe olemise" komponendina 10-13-aastaste noorte seas

dc.contributor.advisor	Keller, Margit, juhendaja
dc.contributor.author	Kongas, Kerttu
dc.contributor.other	Tartu Ülikool. Sotsiaalteaduskond	et
dc.contributor.other	Tartu Ülikool. Ajakirjanduse ja kommunikatsiooni instituut	et
dc.date	2007
dc.date.accessioned	2010-10-21T08:00:33Z
dc.date.available	2010-10-21T08:00:33Z
dc.date.issued	2007
dc.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.	en
dc.description.uri	http://tartu.ester.ee/record=b2511191~S1*est
dc.format	application/pdf
dc.identifier	Kongas, Kerttu (2007) Rõivatarbimine ja rõivabrändid "lahe olemise" komponendina 10-13-aastaste noorte seas. Other thesis, Tartu Ülikool.
dc.identifier.uri	http://hdl.handle.net/10062/15619
dc.publisher	Tartu Ülikool	et
dc.relation	http://mail.jrnl.ut.ee:8080/211/
dc.subject	H Social Sciences (General)
dc.subject.other	tarbimisühiskond	et
dc.subject.other	lapsed	et
dc.subject.other	noored	et
dc.subject.other	rõivastus	et
dc.subject.other	brändid	et
dc.subject.other	bakalaureusetööd	et
dc.title	Rõivatarbimine ja rõivabrändid "lahe olemise" komponendina 10-13-aastaste noorte seas	et
dc.type	Thesis	en
dc.type	NonPeerReviewed

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