Performatividad de las identidades de género en moda. Impacto de los estereotipos en Vogue y GQ

Concha Pérez-Curiel; Paloma Sanz-Marcos; Ana Velasco Molpeceres

doi:10.7764/cdi.55.52475

Authors

Concha Pérez-Curiel Universidad de Sevilla, Sevilla, España https://orcid.org/0000-0002-1888-0451
Paloma Sanz-Marcos Universidad de Cádiz, Jerez de la Frontera, Cádiz, España http://orcid.org/0000-0002-6103-6993
Ana Velasco Molpeceres Universidad Complutense de Madrid, Madrid, España https://orcid.org/0000-0002-0593-0325

DOI:

https://doi.org/10.7764/cdi.55.52475

Keywords:

fashion, inclusion, gender, masculinities, femininity, stereotypes, queer, fashion magazines

Abstract

The objective of this paper is to study diversity, inclusion, and stereotypes in international fashion magazines aimed at female or male audiences, analyzing the representations and discourse conveyed in them. It is an analysis that aims to uncover the stereotypes and ambiguities of current social changes. In a first phase (F1), we applied a mixed content analysis methodology to the cover images (n1=120) disseminated in 2020 through the Instagram accounts of Vogue and GQ, in the context of the United States and Europe. In a second one (F2), we structured an expert panel (n2=14) consisting of designers with their own brand, members of creative teams from international firms, and directors of modeling agencies to discuss the results obtained in the first phase. A preliminary analysis of the results showed, on the one hand, that beauty stereotypes continue to dominate the covers of fashion magazines, although there is certain openness towards inclusivity and diversity, especially in female publications, while male magazines continue to show an image of man subject to the classic canon, but with a tendency towards change.

Author Biographies

Concha Pérez-Curiel, Universidad de Sevilla, Sevilla, España

Concha Pérez-Curiel, tenured professor of the Department of Journalism 2 at the Universidad de Sevilla. She belongs to the Communication and Social Sciences research group (SEJ-619). She participates as a researcher member in R+D+i excellence projects. Her lines of research are framed in political communication, political journalism, and communication and fashion. She has published in scientific journals of international reach.

Paloma Sanz-Marcos, Universidad de Cádiz, Jerez de la Frontera, Cádiz, España

Paloma Sanz-Marcos, professor of the Department of Marketing and Communication at the Universidad de Cádiz. Ph.D. in Communication (international mention from UC Berkeley, California), she holds a degree in Advertising and Public Relations, and combines her teaching activity in several Spanish universities with research in the area of communication. Her lines of research focus on branding and digital communication, especially in the field of risk sports and popular culture.

Ana Velasco Molpeceres, Universidad Complutense de Madrid, Madrid, España

Ana Velasco Molpeceres, Professor of the Department of Journalism and New Media at the Universidad Complutense de Madrid. Ph.D. in Communication, with extraordinary doctoral award. She holds a degree in Journalism, is graduated in Art History and Geography and History, and master in Communication Research. Her lines of research focus on fashion, politics and identities.

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