Fashion film e OBC (Online Brand Community): forme di dialogo fra immaginario e algoritmo
The aim of this paper is to outline the most recurring forms of interaction between Fashion Films and Online Brand Community, starting from an internal research project at IULM University. After having conducted a semiotic analysis of the imageries presented in some Brandsâ Fashion Films, we investi...
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| Format: | Article |
| Language: | English |
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Associazione Ocula
2025-03-01
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| Series: | Ocula |
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| Online Access: | https://www.ocula.it/files/OCULA-33-BUFFO-Fashion-film-e-obc |
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| _version_ | 1850271601871814656 |
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| author | Simonetta Buffo |
| author_facet | Simonetta Buffo |
| author_sort | Simonetta Buffo |
| collection | DOAJ |
| description | The aim of this paper is to outline the most recurring forms of interaction between Fashion Films and Online Brand Community, starting from an internal research project at IULM University. After having conducted a semiotic analysis of the imageries presented in some Brandsâ Fashion Films, we investigated subsequently how digital communities (OBC) interact with them on YouTube. The results obtained have led to some reflections regarding how digital videos work and what users appreciate the most, and suggesting the purpose that Fashion Films actually achieve. |
| format | Article |
| id | doaj-art-425d42c2e4fc42f9aeb0c47b9999df45 |
| institution | OA Journals |
| issn | 1724-7810 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Associazione Ocula |
| record_format | Article |
| series | Ocula |
| spelling | doaj-art-425d42c2e4fc42f9aeb0c47b9999df452025-08-20T01:52:11ZengAssociazione OculaOcula1724-78102025-03-01261210.57576/ocula2025-13Fashion film e OBC (Online Brand Community): forme di dialogo fra immaginario e algoritmoSimonetta Buffo0Simonetta Buffo Università IULM di Milano (IT); Università Cattolica Sacro Cuore, Milano (IT)The aim of this paper is to outline the most recurring forms of interaction between Fashion Films and Online Brand Community, starting from an internal research project at IULM University. After having conducted a semiotic analysis of the imageries presented in some Brandsâ Fashion Films, we investigated subsequently how digital communities (OBC) interact with them on YouTube. The results obtained have led to some reflections regarding how digital videos work and what users appreciate the most, and suggesting the purpose that Fashion Films actually achieve.https://www.ocula.it/files/OCULA-33-BUFFO-Fashion-film-e-obcpubblicitã fashion filmonline brand communityobcsemiotica visivacultura visualemodasemiotics of imagevisual culturefashion |
| spellingShingle | Simonetta Buffo Fashion film e OBC (Online Brand Community): forme di dialogo fra immaginario e algoritmo Ocula pubblicitã fashion film online brand community obc semiotica visiva cultura visuale moda semiotics of image visual culture fashion |
| title | Fashion film e OBC (Online Brand Community): forme di dialogo fra immaginario e algoritmo |
| title_full | Fashion film e OBC (Online Brand Community): forme di dialogo fra immaginario e algoritmo |
| title_fullStr | Fashion film e OBC (Online Brand Community): forme di dialogo fra immaginario e algoritmo |
| title_full_unstemmed | Fashion film e OBC (Online Brand Community): forme di dialogo fra immaginario e algoritmo |
| title_short | Fashion film e OBC (Online Brand Community): forme di dialogo fra immaginario e algoritmo |
| title_sort | fashion film e obc online brand community forme di dialogo fra immaginario e algoritmo |
| topic | pubblicitã fashion film online brand community obc semiotica visiva cultura visuale moda semiotics of image visual culture fashion |
| url | https://www.ocula.it/files/OCULA-33-BUFFO-Fashion-film-e-obc |
| work_keys_str_mv | AT simonettabuffo fashionfilmeobconlinebrandcommunityformedidialogofraimmaginarioealgoritmo |