Fashion as communication revisited

ABSTRACT

The essay introduces the sender/receiver model of communication and fashion communication by reviewing cultural studies and recent fashion journalism references to it. The essay argues that there are three major problems with this model. It then introduces and critiques various arguments around the cyborg, a human/machine “hybrid” as some theorists present it and argues that there are limitations and weaknesses in the conception of the prosthesis as found in the notion of the cyborg. The essay then analyses semiological models of communication and uses Derrida’s conception of the constitutive prosthesis to critique both traditional conceptions of the prosthesis and the model of communication as it is found in semiological models. Finally, the essay identifies some significant consequences of the constitutive prosthesis for fashion and the explanation of fashion as communication.

KEYWORDS:

• Fashion
• communication
• prosthesis
• cyborg
• Derrida
• sender
• receiver

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Malcolm Barnard

Malcolm Barnard is Senior Lecturer in Visual Culture at Loughborough University, UK, where he teaches the history and theory of art and design. His interests lie in the theories and philosophies of fashion and graphic design, turning recently to photography and to the philosophical explanation of the conditions of representation. Loughborough’s new BA(Hons) Philosophy, Politics and Economics degree will be taking up his teaching time over the next few years. His background is in Jacques Derrida and recent European philosophy, and recent publications include “In Touch: Textiles and Communication”, in Montagna, G. and Carvalho, C. (eds) Textiles, Identity and Innovation: In Touch, (2020 Routledge), “Derrida and Photography Theory”, in Durden, M. and Tormey, J. (eds) The Routledge Companion to Photography Theory, (Routledge 2020), Fashion Theory: An Introduction, (Routledge 2014), and Fashion as Communication (Routledge 2002).