Publication: M Nesli'nin giyim pratikleri üzerine bir inceleme: Modanisa markası örneği
Date
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Authors
Biber, Rabia
Advisor
Aydın, Mustafa Berkay
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Bursa Uludağ Üniversitesi
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Abstract
Bu araştırma da M Nesli'nin giyim pratikleri Modanisa markası üzerinden incelenmektedir. Kavramsal çerçeve içerisinde tüketim, moda, tesettür ve tesettür modasına değinilmiştir. Shelina Janmohamed'in M Nesli kitabından hareketle günümüzde Müslüman neslin giyim pratiklerinin üzerinde durulmuştur. Müslüman neslin giyim pratikleri Modanisa markasının internet sitesi, dergisi ve sosyal medya hesapları üzerinden incelenmiştir. Araştırmada içerik analizinden yararlanılmıştır. M Nesli genç ve müslüman nesil olarak tanımlanmaktadır. Dolayısıyla geleneksel giyinme biçimlerini benimsemeyip modernliğe eklemlenmiştir. M Nesli' nin giyim konusundaki taleplerini karşılayan Modanisa, kendisini neslin özelliklerine göre şekillendirmekte ve modern Müslümanın tutumlarına göre kendisini güncellemektedir. Araştırmanın sonucunda Modanisa markasının kadın imgesini yeniden kurguladığı, giyim sektöründeki eksiklikten hareketle kurulduğu, dini bir kimlik benimsediği, dünyaya açılma arzusu taşıdığı, yardımlaşma ve dayanışmaya önem verdiği ve dijital çağa ayak uydurduğu tespit edilmiştir.
In this research, M Nesli's clothing practices are examined through the Modanisa brand. Within the conceptual framework, consumption, fashion, hijab and hijab fashion are mentioned. Based on Shelina Janmohamed's Generation M book, the clothing practices of the Muslim generation are emphasized today. The clothing practices of the Muslim generation were examined through the website, magazine and social media accounts of the Modanisa brand. Content analysis was used in the research. Generation M is defined as the young and Muslim generation. Therefore, it did not adopt traditional ways of dressing and was added to modernity. Modanisa, which meets the demands of Generation M on clothing, shapes itself according to the characteristics of the generation and updates itself according to the attitudes of the modern Muslim. As a result of the research, it was determined that the brand Modanisa reconstructed the image of women, was established due to the deficiency in the clothing sector, adopted a religious identity, had a desire to open up to the world, attached importance to cooperation and solidarity, and kept up with the digital age.
In this research, M Nesli's clothing practices are examined through the Modanisa brand. Within the conceptual framework, consumption, fashion, hijab and hijab fashion are mentioned. Based on Shelina Janmohamed's Generation M book, the clothing practices of the Muslim generation are emphasized today. The clothing practices of the Muslim generation were examined through the website, magazine and social media accounts of the Modanisa brand. Content analysis was used in the research. Generation M is defined as the young and Muslim generation. Therefore, it did not adopt traditional ways of dressing and was added to modernity. Modanisa, which meets the demands of Generation M on clothing, shapes itself according to the characteristics of the generation and updates itself according to the attitudes of the modern Muslim. As a result of the research, it was determined that the brand Modanisa reconstructed the image of women, was established due to the deficiency in the clothing sector, adopted a religious identity, had a desire to open up to the world, attached importance to cooperation and solidarity, and kept up with the digital age.
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Keywords
M nesli, Tüketim, Giyim, Moda, Tesettür, Tesettür modası, Modanisa, Generation M, Consumption, Clothing, Fashion, Hijab, Hijab fashion Modanisa
Citation
Biber, R. (2023). M Nesli'nin giyim pratikleri üzerine bir inceleme: Modanisa markası örneği. Yayınlanmamış yüksek lisans tezi. Bursa Uludağ Üniversitesi Sosyal Bilimler Enstitüsü.