All Blues - Modemärket som lyckades övervinna könsbundenhet?

Sammanfattning

All Blues is a unisex-brand that sells jewelry. They strive to communicate gender neutrality through their social media. All Blues communication strategy assume pictures on their social media speak for themselves and avoid influencing people's perceptions. All Blues says that gender neutral communication is essential to them which is what attracted and justified this study. The purpose is to seek an in-depth understanding of gender neutral fashion communication. A case study of All Blues communication will take place in order to fulfill the purpose of the study. The research questions are thereby: - How has a position on gender translated into the brand's communication strategy? - How do All Blues create a gender neutral expression through their visual communication? To investigate the purpose of the study a semi-structured interview took place with one of the owners of All Blues for deeper insight regarding how All Blues relates to gender structures. For further understanding a semiotic analysis was made with five pictures derived from All Blues social media. The analysis made it possible to identify multiple items from Butler's theory on gender along with Carey's ritual perspective on communication. The study shows that All Blues communication is partly successful regarding gender neutrality but it still has signs of classical gender norms. In addition to that, gender neutrality revealed a hegemonic male structure. Furthermore this shows how classical gender norms permeate our society. Overall communication can not be all gender neutral without accepting the classical gender norms that society is built upon.