Hello,
This course is a “Collective behavior and Collective action”, so I want you to find an article related to chapter 4 and chapter 7. Discuss the article in one Doc. In another Doc, give a summary for each chapter and tell the relation between those two chapters.
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Rumor and Communication & Fashion and Fads
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Affiliation
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Rumor and Communication & Fashion and Fads
Summary of the Article
The article “Fashion’s gossip addiction” by Vanessa Friedman was published in the New
York Times. This article advances the argument that the fashion industry is obsessed with gossip.
The author observes that rumors persist regarding designers leaving certain brands and creative
directors being unhappy in their current jobs (Friedman, 2017). Such rumors are presented as
facts even when they do not make sense. Unfortunately, the author asserts that the trend seems
like the new norm and is damaging to the brands, the people involved, the design teams, and the
relevant fashion products. Such rumors about change create a sense that designers are untrusted
by colleagues, and retailers become doubtful about buying lines that are bound to change and
cannot convince consumers to invest in them. The author traces this trend to 2015 when
Alexander Wang left Balenciaga after only three years, and Raf Simons left Dior after a similar
period (Friedman, 2017). Previously, fashion leaders would spend extended periods of ten to 15
years. This trend has been replicated in other brands, and under conditions of increased
uncertainty, gossip has been an easy fix regarding what is bound to happen and who may leave
which brand.
How the Chapters Relate to the Article
Chapter four supposes that rumor communication follows collective behavior theories.
As information is shared, it gets distorted as a result of misconceptions, biases, and fears. Social
media is identified as a key contributor to the distortion of messages as they are shared. This fact
is relevant to what the article identifies regarding the fashion industry. Speculations about
looming changes in designers and brand leaders create notions of uncertainty. As rumors are
shared, competing brands can perpetuate the gossip to depict the brand negatively.
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Besides, chapter four supposes that rumor is treated as an inferior form of
communication, and collective action theories have not adequately addressed it. The fashion
industry has adopted the same posture, with rumors often not being addressed or the claims they
make refuted. There is a certain level of discounting the role that rumors can have in damaging
brand equity. However, Friedman (2017) supposes that this view is erroneous as the void creates
a loophole for what is not plausible to be perpetuated as fact, which has a cascading effect on
stakeholders and brand continuity. The author, therefore, supposes that a proactive
communication framework is necessary.
Comment “what o you make of the ongoing fueling of rumors here?”
Chapter seven’s emergent-norm perspective argues that fashion and fads seek to reinforce
social status distinction. Individuals buy into certain fashion items expecting to benefit from this
differential participation. Therefore, it is easy to see why a change of leadership and departure of
fashion designers is detrimental to brands, as Friedman (2017) supposes. Such changes
communicate uncertainty, as consumers are not assured that the brand’s distinctive aspect will be
retained after the change.
Comment “makes sense–normlessness occurs?”
On its part, the value-added perspective perceives fashion and fads as types of hysterical craze
around the expression of status. This hysteria and excitement can help see why the fashion
industry is prone to rumor-mongering. Individuals want to be the first to break the news
regarding changes in this expression of status, particularly when scanty information is available
or when stability is seen to be at stake.
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Reference
Friedman, V. (2017). Fashion’s gossip addiction. Retrieved from