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MODES OF DISSEMINATING RUNWAY IMAGERY - Coggle Diagram
MODES OF DISSEMINATING RUNWAY IMAGERY
DIGITAL MEANS
Digital media Platforms
Examples: Vogue Runway, NowRunway, Elle
How is the image presented?: often presented with no written context, occasionally a small summary of the entire show is included
Societal Reach: Higher, but tend to only be sought out by people interested in fashion, and often hidden behind paywalls, reducing accessibility.
Social Media
TikTok
Societal Reach:
Highest
, the media reaches people who have not searched for it, Videos including fashion runway imagery have achieved high viewership numbers. Swipe photo posting formats with runway imagery have achieved viewership numbers in excess of 5 million (based on my primary research on the platform)
How is the image presented?: OFTEN without context, occasionally with captions or VoiceOver explanation, however these are sometimes inaccurate. Generally, the viewer is left to deduce their own meaning from the images
Pinterest
How is the image presented?: Majority of the time it is an isolated image with no caption, often no credits or information about who the designer is also.
Societal reach:
Very High
, recommended image homepage excludes need to search for images. App is Free
Instagram
Societal Reach:
Very High
, algorithm recommends these images without an active search. Similarly to TikTok, views on posts featuring runway images can be in the millions.
How is the Image Presented: Captions often provide SOME written context to the image, although this rarely includes designer intention our intended interpretation.
PRINT MEANS
Books
Example: Vivienne Westwood: Catwalk (2021)
Societal Reach: Lower, cost reduces accessibility
how is the image presented?: Printed on page, often paired with written context
Magazines
Example: British Vogue, May 2023, 'Designer Profile' (P212- 218)
Societal Reach: Very Low, runway imagery rarely printed within magazines, and if featured in 'designer profile' or product pages the images are very small and at the back.
How is the image presented?: Printed small, little written context provided
PHYSICAL MEANS
Exhibitions
Example: VOGUE: Inventing the Runway, 2024-2025, Lightroom Kings Cross
How is the image presented?: Often shown on a large scale, accompanied by historical and critical context
Societal Reach: Higher, especially at renowned galleries like the V and A that have visitors without specific fashion interest.