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Journal of the International Association for Semiotic Studies / Revue de l'Association Internationale de Sémiotique

Editor-in-Chief: Danesi, Marcel

6 Issues per year

CiteScore 2016: 0.32

SCImago Journal Rank (SJR) 2016: 0.240
Source Normalized Impact per Paper (SNIP) 2016: 0.819

Agenzia Nazionale di Valutazione del Sistema Universitario e della Ricerca: Classe A

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Volume 2008, Issue 171


Fashion as communication: A semiotic analysis of fashion on ‘Sex and the City’

Katarina Kuruc
Published Online: 2008-09-01 | DOI: https://doi.org/10.1515/SEMI.2008.074


In this article, I demonstrate the phenomenal role that fashion, as a form of communication, plays within contemporary society specifically in television media. This paper makes use of semiotic and fashion theory in order to analyze the popular television show ‘Sex and the City.’ Despite its reputation as an innovative program that allows women a distinct ‘voice’ within a male dominated society, ‘Sex and the City,’ reinforces gender-based stereotypes with the use of fashion. This article is divided into three sections. First, a brief history and definition of fashion is provided in order to establish a basis for analysis. Second, the significance of fashion and branding is outlined. Third, ‘Sex and the City’ is examined in detail. Notions about how fashion contributes to the overall character development are discussed in relation to how the show perpetuates gender-based and cultural stereotypes.

Keywords:: semiotics; fashion; media; stereotype; gender; culture

About the article

Published Online: 2008-09-01

Published in Print: 2008-08-01

Citation Information: Semiotica, Volume 2008, Issue 171, Pages 193–214, ISSN (Online) 1613-3692, ISSN (Print) 0037-1998, DOI: https://doi.org/10.1515/SEMI.2008.074.

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