Date of Award


Document Type


Degree Name

Master of Science (MS)


School of Communication

First Advisor

Joseph Zompetti


This thesis examines how urban street styles are used rhetorically within local boroughs in New York City as a form of resistance to the dominant fashion industry that dictates what is "in fashion" through media. A total of fifteen video blogs developed by The New York Times were analyzed, each containing a representation of one of the five boroughs of New York City: Staten Island, Manhattan, Brooklyn, Bronx, and Queens. The analysis identified themes of a rhetoric of style, consisting of primacy of text, imaginary communities, aesthetic rationales, market contexts, and stylistic homologies. These themes were then analyzed by drawing upon neo-Marxist and semiotic theoretical concepts. Findings from the analysis suggest that individuals engage in street styles as a form of anti-fashion to convey cultural ideologies, which can possibly be used to create societal change.


Imported from ProQuest Pineda_ilstu_0092N_10212.pdf


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