[Commlist] New book - Fashion Media and Sustainability

FASHION MEDIA AND SUSTAINABILITY

Encouraging Ethical Consumption via Journalism and Influencers

Anastasia Denisova

Fashion is among the biggest polluters, yet the media still promote 
throwaway fast fashion. The growing fashion public relations industry 
encourages and enables this media coverage. This policy brief identifies 
patterns in the way journalists and influencers cover fashion which 
contribute to unsustainable buying behaviours.

Recent research recommends practical steps to improve media coverage to 
make consumption sustainable, by changing consumers’ understanding and 
reducing the pressure on them to buy ‘fast’ satisfaction. Policy 
recommendations here suggested are based on original analysis of 1,000+ 
media artefacts in the UK – from magazines to newspapers, gossip 
weeklies to Instagram influencers.

Researcher Anastasia Denisova proposes regulation of vocabulary and of 
affiliated links in journalism and social media, greater discussion of 
the psychology of buying and a ‘paid advertisement label’. Also 
recommended is a more proactive approach to be taken by magazines and 
other media with the aim of promoting restyling advice and more 
sustainable coverage for readers of differing financial means.

CONTENTS

Key Messages

What’s the Issue?

Research Evidence

Psychology of Fashion

The Sustainable Consumption Paradox

Sample and Method

Ten Patterns of Unsustainable Media Coverage

Impact of Research

Review of Policy Options

Policy Recommendations

Notes

PDF, ePub and kindle versions available free from:
https://uwestminsterpress.co.uk/site/books/m/10.16997/book50/

PDF 978-1-912656-91-2

ePub 978-1-912656-92-9

Kindle 978-1-912656-93-6

Published 1 March 2021


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