Slow fashion communication on social media: Educating consumers through rational content in Indonesia and Malaysia

Ariestya, Angga and Koudelkova, Petra and Stephani, Nicky and Elmada, Maria Advenita Gita and Dube, Bakidzanani (2024) Slow fashion communication on social media: Educating consumers through rational content in Indonesia and Malaysia. Plaridel: A Philippine Journal of Communication, Media and Society, 21 (1). pp. 267-288. ISSN 1656-2534

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Abstract

Amid the inadequate communication studies on slow fashion, this study examines slow fashion communication on social media, with a focus on a content analysis of two slow fashion Instagram accounts in Indonesia and Malaysia, namely @setali.indonesia and @klothcircularity. The data was collected from 1,029 posts containing slow fashion content from January 2020 to December 2022. The study found that communicating slow fashion on social media is predominantly through rational content conveying consumer education issues. The two accounts’ main objective is disseminating information and raising awareness about slow fashion lifestyles. The affordance of Instagram in connecting people through shared content in real-time can be a remarkable educational tool for sharing knowledge about slow fashion. The study’s results will contribute to media and sustainability communication studies, highlighting the role of social media content in communicating about sustainability.

Item Type:	Article
Keywords:	Slow Fashion, Sustainability Communication, Social Media, Social Enterprise, Southeast Asia
Subjects:	000 Computer Science, Information and General Works > 000 Computer Science, Knowledge and Systems > 006 Special Computer Methods > 006.7 Multimedia Systems, Blogs, Social Media, Web Application Frameworks 300 Social Sciences > 300 Social sciences, sociology and anthropology > 302 Social interaction, Interpersonal interaction > 302.2 Communication 300 Social Sciences > 300 Social sciences, sociology and anthropology > 302 Social interaction, Interpersonal interaction > 302.23 Media of Communication, Mass Media
Divisions:	Faculty of Communication > Strategic Communication
Depositing User:	Administrator UMN Library
Date Deposited:	13 May 2025 10:24
Last Modified:	13 May 2025 10:33
URI:	https://kc.umn.ac.id/id/eprint/37311

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