Fast vs. slow fashion: The discursive framing of 'green' garments and 'greenwashing' in advertisement: A multimodal critical discourse analysis
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The (fast) fashion industry is not only held responsible for substantial environmental pollution but also social issues such as cheap labour and poor working conditions. This calls for a transition towards more sustainable consumption and production patterns in the fashion industry, making it an important area of action for sustainable development. However, with the increasing popularity of green marketing strategies, greenwashing has been found to impede consumers’ trust in green claims. Against this backdrop, this research project set out to analyse the discursive framing of green garments’ advertising. The data was collected across the websites of two ‘slow’ and two ‘fast’ fashion brands. By adopting the methodology of a Multimodal Critical Discourse Analysis, three significant discursive themes were identified: ‘erasure’ and ‘visible-invisible labour’, (un)equal power relations between brand and consumers, and lastly so-called ‘Footprint ideologies’ and environmental responsibility. Furthermore, the analysis also found alignment with three ‘greenwashing sins’: the Sin of Hidden Trade-Off, the Sin of Vagueness, and the Sin of ‘Lesser of Two Evils’.
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K6_Forschungsarbeit_Best_Yaiza.pdf
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