| Yazarlar (1) |
Öğr. Gör. Dr. Emre ERTÜRK
Kastamonu Üniversitesi, Türkiye |
| Özet |
| The concept of the consumer society refers to an economic and cultural structure where individuals are motivated by both their basic needs and desires to continuous consumption. Since the Industrial Revolution, the act of consumption has significantly accelerated and taken on new meanings, shaped by globalization, mass communication tools, and marketing strategies. This transformation has resulted in individuals defining their social prestige through the objects they possess, turning consumption into an identity-construction tool. From a broader perspective, this process has also led to significant challenges concerning ecosystems, natural life, and environmental sustainability. In response to these emerging issues, steps have been taken in production and distribution processes under the framework of the “eco-fashion” movement. One prominent example is H&M, a fast fashion brand producing clothing for men, women, and children. In recent years, H&M has positioned itself as a representative of ecological fashion by introducing products made from recycled and environmentally friendly materials. This study conducted a semiotic analysis of the sections on H&M’s website categorized under “sustainability,” where the brand claims to offer environmentally friendly products while detailing its production and distribution processes. The combination of visual elements and textual choices used in these explanations revealed both the distinctions and similarities between ecological fashion and the conventional fashion industry. The analysis demonstrated that while H&M promotes a sustainable fashion ideology and an environmentally respectful image, it simultaneously seeks to sustain consumption itself. The portrayal of production and distribution processes as highly “innovative” and “harmless” positions the products as “alternatives,” transforming them into a campaign that justifies their consumption. Findings obtained through semiotic analysis indicated that initiatives taken under the guise of ecological concern generate new market opportunities and customer demands, illustrating how any emerging idea can evolve into an industry. Moreover, this study highlights that every aspect of capitalism can, in essence, be rendered “sustainable.” |
| Anahtar Kelimeler |
| Makale Türü | Özgün Makale |
| Makale Alt Türü | Ulusal alan endekslerinde (TR Dizin, ULAKBİM) yayımlanan tam makale |
| Dergi Adı | Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi |
| Dergi ISSN | 1309-9302 |
| Dergi Tarandığı Indeksler | TR DİZİN |
| Makale Dili | İngilizce |
| Basım Tarihi | 01-2025 |
| Cilt No | 15 |
| Sayı | 1 |
| Sayfalar | 227 / 255 |
| Makale Linki | https://dergipark.org.tr/tr/download/article-file/3678202 |
