Den kvinnliga kameleonten : modets betydelse i identitetsskapande rollspel

Sammanfattning: “The female chameleon –fashion's importance in identity creating roleplay” focuses on how women are encouraged by fashion- and lifestyle related materials to create different identities and roles in everyday life. In the first part of the analysis it answers how women create roles when they actively engage in the process by seeking advice via different media. To understand identity-construction on a fundamental level it moves on to discuss how existential feelings are represented in its theoretical framework. The thesis continues by problematizing how feminine ideals are communicated by key participants in the fashion- and lifestyle business. In its final chapter this thesis argues that existential feelings such as fear of social embarrassment and anxiety will always play a part in women’s process of creating identity. It positions itself by claiming that it does not believe that the individual has one authentic identity. The thesis argues that women must enter into an array of roles each day as they are faced with different responsibilities. It comes to the conclusion that that the effect negative feelings such as anxiety have on women could be lessened by a heightened awareness of how roleplaying effect the choices they make.