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Becoming-Fashion: Begäret efter övermänniskan
Blekinge Institute of Technology.
Blekinge Institute of Technology.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 20 credits / 30 HE creditsStudent thesis
Abstract [sv]

Vi vill med det här kandidatarbetet ifrågasätta begäret efter övermäniskan som vi menar att reklam för modeindustrin idag porträtterar. Med hjälp av Guy Debords skådespelssamhälle och Gilles Deleuze och Felix Guattaris teorier ifrågasatter vi vad det är vi begär och varför vi gör det. Vi ifrågasätter övermänniskan som modeindustrin producerar med förhoppningen att det ökar medvetenheten för personer i samhället.

   Ifrågasättandet av begäret har resulterat i två gestaltningar, en klänning av sönderrivna sidor ur boken Mein Kampf och en kreation av hönsnät formad som en naken kvinna. Vi känner oss fångade av modeindustrin och känner oss illa till mods över hur den mänskliga kroppen porträtteras i reklam för mode. Vi menar att det i klädreklam snarare handlar om avsaknaden av den mänskliga kroppen då bilderna retuscheras till en artefakt.

    Vi ser vår undersökning som en grund till en fortsatt undersökning om ett alternativ och förhoppningsvis kommer vårt begär i framtiden förflyttats från övermänniskan till något mer mänskligt. 

Abstract [en]

In this Bachelor thesis we question the desire for the übermensch that we mean advertising for the fashion industry portrays today. With help of Guy Debord's “Society of the Spectacle” and Gilles Deleuze and Felix Guattari's theories we question our desire and why we desire it. We question the übermensch that the the fashion industry produces with the hope that it will increase the society’s awareness.

   The questioning of desire has resulted in two designs, a dress of torn pages from the book Mein Kampf and the creation of chicken wire shaped like a naked woman. We feel trapped by the fashion industry and feel uneasy about how the human body is portrayed in advertisements for fashion. We believe that the advertising for clothing is more about the lack of the human body when the images are retouched into an artifact.

   We see our study as a basis for a continued research for an option and in the future hopefully our desire will be moved from the übermensch into something more human.

In this Bachelor thesis we question the desire for the übermensch that we mean advertising for the fashion industry portrays today. With help of Guy Debord's “Society of the Spectacle” and Gilles Deleuze and Felix Guattari's theories we question our desire and why we desire it. We question the übermensch that the the fashion industry produces with the hope that it will increase the society’s awareness.

   The questioning of desire has resulted in two designs, a dress of torn pages from the book Mein Kampf and the creation of chicken wire shaped like a naked woman. We feel trapped by the fashion industry and feel uneasy about how the human body is portrayed in advertisements for fashion. We believe that the advertising for clothing is more about the lack of the human body when the images are retouched into an artifact.

   We see our study as a basis for a continued research for an option and in the future hopefully our desire will be moved from the übermensch into something more human.

Place, publisher, year, edition, pages
2016. , 32 p.
Keyword [en]
desire, übermensch, becoming, the society of the spectace, fashion industry.
Keyword [sv]
begär, övermänniskan, becoming, skådespelssamhälle, modeindustrin.
National Category
Media and Communication Technology Media and Communications Philosophy
Identifiers
URN: urn:nbn:se:bth-12350OAI: oai:DiVA.org:bth-12350DiVA: diva2:940793
Subject / course
ME1562 Bachelor's Thesis in Media Technology
Educational program
MEGDP Digital Visual Production
Supervisors
Examiners
Available from: 2016-06-23 Created: 2016-06-21 Last updated: 2016-06-23Bibliographically approved

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
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More styles
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  • de-DE
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  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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