Università degli studi di Verona
in collaborazione con SWG S.p.a. - Trieste

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Direzione: D. Secondulfo – M. Pessato
Coord. metodologico: L. Tronca – I. Di Pelino


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Does the hood make the monk? Clothing as a sign of representation and social stratification

ESA Consumption Research Network Interim Meeting O'Porto 2014

ESA Consumption Research Network Interim Meeting O'Porto 2014

Abstract submitted on:  Feb. 13, 2014, 4:59 p.m. (Last updated on: Feb. 13, 2014, 4:59 p.m.)

Accepted on: March 14, 2014

Reference: ESA-C-2014-32920

 

Session: Material culture and immaterial consumption

Authors:

Domenico Secondulfo1 ;  Gian Paolo Lazzer 1 ; Francesca Setiffi 2 ; Debora Viviani 1

1- University of Verona (Italy); 2- University of Padova (Italy)

Title: Does the hood make the monk? Clothing as a sign of representation and social stratification

The paper discusses the main findings of a methodological experiment which aims to explore the function of social recognition and symbolic mediation in material culture. Clothing is used here to study social stratification since both social representations and stereotypes are anchored to the communication system materialised by clothing. From a methodological perspective, this is an experiment in the integration of visual techniques and quantitative techniques based on photo-elicitation and the semantic differential method. Eight photos depicting four different styles of clothing, four of a male model and four of a female model, were administered. The process of social stratification was investigated by combining each photo with a questionnaire consisting of the following two parts: 1) a semantic differential mainly on the description of the social positioning of the personality and sexual orientation of the subject in the picture; 2) a set of

multiple-choice questions aimed to deepen the survey participants’ understanding of the world of the person photographed. Photos and the semantic differential were administered to a sample of 350 young people aged 19–25 and residing in the Veneto region (Italy). The analysis clearly demonstrates the function of recognition and classification of material culture, especially with respect to socio-demographic characteristics and the social position of the sample.

Keywords: social representations, social stratification, material culture, visual sociology

 

 

 

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Contatti
lorenzo.migliorati@univr.it - debora.viviani@univr.it
Fax 045 8028039

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