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Discourse in clothing: the social semiotics of modesty and chic in hijab fashion
Örebro University, School of Humanities, Education and Social Sciences.ORCID iD: 0000-0003-1855-4258
2016 (English)In: Gender and Language, ISSN 1747-6321, E-ISSN 1747-633X, Vol. 10, no 3, p. 364-385Article in journal (Refereed) Published
Abstract [en]

While there have been debates within gender studies on the gendering of the body and of the gendered nature of clothing, this paper shows that multimodality, with its attention to the finer details of communication, can provide a way to help us to think more carefully about how fashion communicates ideas and identities through textile affordances such as form, texture, weight, durability, colour, etc. Taking hijab fashion in Egypt as a case in point, a multimodal approach is able to reveal how Muslim women use clothing to communicate a number of different discourses simultaneously. These include modesty, religious identity and tradition, on the one hand, and freedom, confidence and modernity, on the other. This analysis allows us both to problematise the monolithic representations of Islamic clothing usually found in Western media, and also to think more carefully about the ways in which clothing both constrains and enables women’s agency.

Place, publisher, year, edition, pages
Sheffield, United kingdom: Equinox Publishing, 2016. Vol. 10, no 3, p. 364-385
Keywords [en]
Multimodality, clothing, texture, gender, hijab, islamic
National Category
Media and Communications Gender Studies
Identifiers
URN: urn:nbn:se:oru:diva-53857DOI: 10.1558/genl.v10i3.32034ISI: 000394257900004Scopus ID: 2-s2.0-85009865426OAI: oai:DiVA.org:oru-53857DiVA, id: diva2:1054928
Available from: 2016-12-09 Created: 2016-12-09 Last updated: 2017-11-29Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf