This article has been subjected to double blind peer review

This article has been published in: Ocula 33, New Forms of Textuality in Advertising Communication: Discourses, Practices and Narratives

author: Simonetta Buffo (Università IULM di Milano (IT); Università Cattolica Sacro Cuore, Milano (IT))

Fashion Film and OBC (Online Brand Community). Form of Dialogue between Imagery and Algorithm

language: italian

abstract: The aim of this paper is to outline the most recurring forms of interaction between Fashion Films and Online Brand Community, starting from an internal research project at IULM University. After having conducted a semiotic analysis of the imageries presented in some Brands’ Fashion Films, we investigated subsequently how digital communities (OBC) interact with them on YouTube. The results obtained have led to some reflections regarding how digital videos work and what users appreciate the most, and suggesting the purpose that Fashion Films actually achieve.

citation information: Simonetta Buffo, Fashion film e OBC (Online Brand Community): forme di dialogo fra immaginario e algoritmo, "Ocula", vol.26, n.33, pp.207-226, March 2025. DOI: 10.57576/ocula2025-13

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