Resumen de Rallying Hashtags as a Tool for Societal Change in Fashion
Olga Karamalak, Lorenzo Cantoni
The influencing power of hashtags cannot be overestimated since they can be used as facilitators of some societal change calling for collective action. Following the influential social identity model of collective action (SIMCA) presented by Van Zomeren, Postmes, and Spears (Psychological Bulletin 134(4): 504–35, 2008), social identity together with collective efficacy beliefs and perceived injustice leads to collective action. Perceived injustice in the fashion domain is usually associated with sustainable fashion which in this paper has a broad concept of being both environmentally and socially friendly. It presumes a call for fighting against environmental pollution including overconsumption and raising awareness of ethical issues such as racism, sexism, ageism, poor working conditions, and low wages in the fashion industry. This paper discusses hashtags’ linguistic and digital characteristics, which could enhance influence on Internet users. The focus is on the rallying affordances of hashtags in the fashion domain, which help raise awareness of environmental and ethical issues. Top-down hashtags promoted by the Fashion Revolution group such as #FashionRevolution, #WhoMadeMyClothes, #sustainablefashion, #slowfashion, #ethicalfashion, #haulternative, and #LovedClothesLast are under investigation. The analysis proves hashtags’ influencing power and discusses achieved changes due to social hashtagged campaigns.
