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International Journal of Costume and Fashion - Vol. 23 , No. 2
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International Journal of Costume and Fashion - Vol. 23, No. 2, pp. 1-15
Abbreviation: IJCF
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 31 Dec 2023
Received 03 May 2023 Revised 31 Jul 2023 Accepted 14 Aug 2023
DOI: https://doi.org/10.7233/ijcf.2023.23.2.001

The Evolution of Masculinity and Dress Aesthetics: A Data-Mining Approach to Analyzing Social Media Discourse
Jeremy M. Bernardoni†
Assistant Professor, Department of Design, University of North Texas, USA

Correspondence to : †jeremy.bernardoni@unt.edu

Citation Bernardoni, J. M. (2023). The Evolution of Masculinity and Dress Aesthetics: A Data-Mining Approach to Analyzing Social Media Discourse International Journal of Costume and Fashion, 23(2), 1-15.

Abstract

This exploratory research investigates how social media platforms shape and reflect contemporary perspectives on masculinity and dress aesthetics while exploring the evolving perceptions of masculinity across a spectrum of viewpoints with Connell’s theory of masculinity as a theoretical framework. Using a data mining approach, including sentiment analysis, topic modeling, and content analysis, this study explores patterns and topics in Twitter conversations related to masculinity and men’s dress aesthetics. Findings suggest that overall sentiment was more positive than negative for evolving masculinity and identity expression through dress aesthetics. Additionally, topic modeling and content analysis of the Twitter data suggest that although there is continued representation of traditional hegemonic masculinity ideals, there are equally individuals that supported shifting attitudes and willingness to discuss non-traditional masculinities and masculinities that include self-care, identity, and appearance management strategies, social responsibility, inclusivity, and intersectionality. Furthermore, while some found social media to allow for negative criticism and toxic masculinity representation, many found it to be an engaging environment to shape the changing landscape of the masculinity construct and to seek and promote dress aesthetics that align with multiple masculinities and their identity performances.

Keywords: Aesthetics, Dress, Fashion, Masculinity, Data Mining, Social Media
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