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APPLICATION OF MEDIA TO THE COMMUNICATION OF CLOTHING TO THE STUDENTS

CHAPTER ONE

INTRODUCTION

Background of the Study

The world has become a Global Village & with the advent of information technology the ways of communication and work has been revolutionized completely. The emergence of social media has transformed the world and its entire way of functioning, bringing the world and its people closer. Social media refers to activities, practices, and behaviors among groups of people who gather online to share information, experiences and perspectives using colloquial media. Colloquial or conversational media are basically online based applications that have enabled to create and transmit content in the form of words, pictures, videos and audios. (Brake, 2009). Over the last decade Social media has become an effective marketing tool, it has not only created a new dimension of marketing but has also provided many opportunities to the marketers to create brand awareness among consumers. It is now considered as the most transparent engaging and interactive form of public relations. Social media is a compilation of online platforms and communication channels that are used by people to share information, profiles, assumptions, observations, perspicacity, apprehension and media itself, it facilitates communication and interactions between different groups of people from all across the world. (Moran, 2012).

One industry which is considered to be perfectly suited and naturally fit for social media is Fashion. When we talk about social media for the fashion industry it refers to the social networking websites and other online platforms that enable the fashion industry to connect with their customers using the latest social networking technology. The fashion Industry is using social media to study trends and anticipate fashion behaviors. It is embracing social media which has enabled it to emerge in the forefront as a phenomenon. The development of social networking website such as Face book, Twitter has created a new muse among the Factionists. From the fashion blogs to the live streaming of catwalk shows, from the main fashion weeks to the social shopping we get diversity of opinions on different places through face book, twitter and other social networking websites. It has become a most important runway for the fashion industry. The power and influence of Social Media on fashion industry is undeniable. In the twenty first Century The presence of fashion designers on the social networking websites are of extreme importance. The designer and brands who realize the true worth of social media are the ones who have massive fan following. Not only this but now the fashion bloggers have the key role to play in the industry .They are considered to be thought leaders and have a voice in the industry. The brands are relying upon the fashion bloggers for the feedback on their products and they are serving as a link between target consumers and the brands. Blogs give a chance to the designer to get feedback on their collections. Blogging has created a new muse by providing an opportunity to the consumers to connect with the brands they love and adore. Initially the print media was predominating and powerful but now the power has shifted to the consumers and what according to them is reliable. If they think bloggers are reliable then it is also considered to be powerful. (Louw-2011) The current prevailing trend is for fashion industry to embrace blogging because it is definitely determining, changing and revolutionizing the media industry and its operation. The fashion Industry is now becoming more and easily accessible to the general public all thanks to social media which has massively grown in the recent years. Clothing is anything worn by human being to cover and beautify the body (Moriam, 2012) Anyakoha and Eluwa (2008) stated that clothing is any article placed on the body to protect, beautify or adorns it. Clothing include all types of dresses and their accessories such as hats, shoes, bangles, earings, under wears, hair-dos and even make-ups. Clothing is therefore, derived from textiles. Textiles according to Anyakoha (2015) are cloths used for making clothes and other household articles. Higard (1956) noted that textiles are any material formed by weaving, kritting, crocheting, pressing fibres together and even knotting. Textile is a flexible woven material consists of network of natural or synthetic fibres origin that have twisted into yarn and constructed into cloths. Clothing and textiles are an area of study in Home Economics. Home Economics is a broad field of study that embraces many areas such as food and nutrition Home management clothing and textiles, tourism, child care and development and so on. Arubayi and Obunachike (2011) noted that the study of clothing and textiles is classified into garment construction, studying of fabrics, clothing care and maintenance, wardrobe planning and decorative processes. The teaching and learning of clothing and textiles thus involves various skills and techniques hence the need to apply information and communication technology to enhance effectiveness in the study. Moreover, lecturers and students in Ebonyi State University, Abakaliki encounter difficulties in the teaching and learning of clothing and textile because analogue tools are skill employed in the course lecture which make it very strenuous. The teaching and learning of clothing and textiles consues a lot of time and boring to the students in the areas of study. Teaching is the act of transferring information and skills, idea and knowledge to the learner. Teaching is a way of inculcating or causing a learner to learn and acquire the desired knowledge, skills, attitude and other acceptable values in a society (Odling and Braithwaite 2003). Teaching involves the setting up of activities using various method and tools to enable somebody learn something which can improve the person’s way of life. Teaching therefore requires special training, instrument and tools arranged in a systematic manner for learning to take place and meet stated objectives.

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Updated: 4th March 2020 — 2:40 pm

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