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Ssip Girl Setting Fashion Trends Among Lebanese Viewers Vol. 8(8),pp. 83-89, November 2016 DOI: 10.5897/JMCS2016.0531 Article Number: 795B4E861228 ISSN: 2141-2545 Journal of Media and Communication Studies Copyright ©2016 Author(s) retain the copyright of this article http://www.academicjournlas.org/JMCS Full Length Research Paper Gossip Girl setting fashion trends: Lebanese young viewers’ identification with media characters Tamara Abi-Khalil* and Christy Mady Notre Dame University, Louaize, Lebanon. Received 18 August, 2016; Accepted 30 September, 2016 This article aims at expanding the knowledge of identification with the fashion of media characters on the series Gossip Girl (Schwartz and Savage, 2007). Since the subject has already been investigated abroad, this article helps gain an understanding of the topic in Lebanon, and its influence on Lebanese female teenagers and young adults. The theory of Identification is adopted throughout the study. The article uses a qualitative research method to analyse a series of interviews with eighteen Lebanese females, between the ages of 16 and 26 years old. The interview questions are explored under four themes: the fashion element of Gossip Girl, similarities, imitation and identification. The main findings indicate that the interviewees are aware of the prominent fashion element of the series and imitate their favourite characters in terms of fashion styles. This leads to the deduction of identification with Gossip Girl characters’ fashion styles. Key words: Gossip Girl, identification, imitation, fashion, style, lifestyle, media characters, Lebanese audience. INTRODUCTION In 2007, the first episode of the Gossip Girl series characters appeared with the most varied kinds of (Schwartz and Savage, 2007) aired on the CW Network clothing, making fashion the main topic of interest. In fact, of the United States television. The plot was based in every episode featured either a designer‟s name or a New York, more specifically in the Upper East Side of designer‟s dress on one of the characters. With this much Manhattan, where all the elite families lived glamorously focus on the wardrobe, how was the audience affected by and luxuriously. The show talked about a group of over- the fashion choices of the characters? privileged high school students. The story went on for six The purpose is to examine the level of identification of seasons about love, betrayal, and the decadent lives of Lebanese viewers with Gossip Girl‟s fashion trend millionaires (The CW, 2008). There had been many teen setting. This article brings new insight to previous studies dramas resembling this impersonal script. Nevertheless, of television series as it adds the dimension of the the distinctive element that made the show stand out was Lebanese viewers and how they are influenced by the its wardrobe; all created by the stylist Eric Damam (La series‟ main characters: Blair Waldorf and Serena Van Ferla, 2008). Throughout the episodes and the seasons, Der Woodsen. It will be determined whether Lebanese *Corresponding author. E-mail: [email protected]. Authors agree that this article remain permanently open access under the terms of the Creative Commons Attribution License 4.0 International License 84 J. Media Commun. Stud. teenagers and young adults identify with these characters impersonated Rachel Green. In a few months, the by adopting their signature pieces, imitating their fashion hairstyle spread across the nation and had fans discuss it sense and setting their trends. It is worth mentioning that online. Devoted viewers of the show did not simply watch the interviewees come from Lebanese backgrounds and it to follow up with the story, but also to pay careful cultures different from those of the United States and attention to the styles and clothes. They even created Europe. In order to study how young Lebanese female online chat rooms where users discussed fashion trends, viewers identify with Gossip Girl characters and imitate fashion tips and specific items found on the show their fashion style, the following research questions are (Russell and Puto, 1999). addressed: When fashion on a television series contributes to building a character‟s image, it becomes the focal 1. RQ1: Are young Lebanese female viewers aware of element of the series. Television programs with a the prominent fashion element in Gossip Girl? fashion-focused narrative have turned actresses into 2. RQ2: Do young Lebanese female viewers find fashion icons and strengthened the relationship between similarities with the characters on Gossip Girl? television and the fashion industry (Warner, 2009). 3. RQ3: Do young Lebanese female viewers imitate the Therefore, the audience would wait for the series to tell fashion styles of the characters they identify with? them what is hot and what is not and to keep them up to 4. RQ4: Do young Lebanese female viewers identify with date with the latest trends (Säynäjoki, 2013). Television Gossip Girl characters, and is this identification prominent programs where fashion is an essential component and fashion-wise? where characters influence fashion trends are referred to as „fashion-forward television‟ (Warner, 2009). Sex and the City (Star, 1998) is one of the first fashion-forward LITERATURE REVIEW television series (Kuruc, 2008). The series introduced fashion trends, and its main character Carrie Bradshaw Although, an extensive amount of academic literature is remains a fashion icon till today. Even until 2012, eight available on identification with media characters on years after the end of the series, there were still online series, this phenomenon is still unexplored in Lebanon. conversations on the homepage of Sex and the City‟s Therefore, the following literature review attempts to website revolving around the fashion of the show understand why and how viewers from around the world (Säynäjoki, 2013). The focus groups conducted by Heidi identify with media characters‟ fashion styles on different Säynäjoki (2013) in her research paper entitled shows. „Negotiated Meanings of Fashion-Forward Television Programmes‟ showed that viewers of Sex and the City (Star, 1998) identified with the four main characters Viewers’ identification with media characters’ fashion through their fashion styles. In addition, to watching the styles show, fans also visited websites and took quizzes to see which character they were likely to be and which Television shows are carefully cast in a way that the character‟s style was similar to theirs (Richards, 2003). characters‟ physical appearances as well as their clothing This pushed viewers to seek and purchase these specific styles develop in the eyes of the audience. In their fashion styles. research entitled „Effects of the “beauty is good” stereotype on children‟s information processing‟, Ramsey and Langlois (2002) found that physical appearance was Viewers’ identification with Gossip Girl fashion styles related to identification with the character when it came to girls. Gossip Girl (Schwartz and Savage, 2007) is another The highly symbolic elements of a television series are example of fashion-forward television programs. The related to physical appearance. Hair and clothes qualify styling of the show was the creation of Eric Damam who as highly symbolic elements. The shows that transmit was also one of the stylists of Sex and the City (Star, these trends are called “trendy shows” and two examples 1998). Names of designers like Christian Louboutin, Tory are Friends (Crane and Kauffman, 1994) and Beverly Burch, and Chanel appeared on almost every episode of Hills 90210 (Spelling and Star, 1990). In the focus groups the series. The fashion habits of the characters were an conducted by Russell and Puto (1999) in their study important aspect of the show. They were similar to Sex entitled „Rethinking television audience measures: an and the City‟s (Star, 1998), since each character had a exploration into the construct of audience signature piece that was noticeable throughout the connectedness‟, the participants appeared to adopt the episodes (Pattee, 2006). When celebrating the 100th styles of the characters through which they constructed episode of Gossip Girl, a special report entitled „Five their personal identities. One example of a trend-setting Years of Iconic Style‟ was conducted, filmed, and added phenomenon was the haircut of Jennifer Aniston on as a bonus to the fifth season. It featured the co-creator Friends (Crane and Kauffman, 1994) where she and executive producer Stephanie Savage, the producer Abi-Khalil and Mady 85 Amy Kautman and the show‟s stylist Eric Damam. In the „Gossip Girl and its effects on viewers‟ fashion‟. interview, Savage said that fashion played a big role in According to her, characters were perceived by the the long-term success of the show. She could not audience as fictional peers and role models. When imagine who the characters would be without thinking of viewers identified with characters, they often imitated how they expressed themselves through their clothing. these characters‟ clothing choices and hairstyles. Romeo For example, Blair Waldorf‟s character would not „exist‟ (2009) conducted content analysis on the 12th episode of except through her headbands, shoe collection and season one, entitled „School Lies‟ (Wharmby, 2008). This Audrey Hepburn inspired vintage outfits. study led to two conclusions: first, each character had a Savage considered that the stylist Eric Damam knew signature piece in their wardrobe, and second, fashion what he was doing. He was ahead of the statement was prominent on the show since each character necklace trend, knowing that it would become appeared with different clothes numerous times per fashionable after portraying it on the Serena character. episode. In addition, Romeo (2009) also conducted in- Savage ended her interview by saying she was proud depth interviews to correlate the fashion of the show with that fashion represented the show. The fashion the audience. community embraced it to a point where Karl Lagerfeld The findings showed that each viewer was affected by said „Gossip Girl has inspired me‟. The interview went on a specific character rather than by the show as a whole.
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