Exploring the Recognizability and Nature of Media References in Female Science Fiction and Fantasy Fandom Dress

Abstract

<p>The purpose of this research was to explore the types of fandom dress worn by female science fiction and fantasy fans and discover why these items were worn within various settings and social contexts using Erving Goffman's (1959) dramaturgy and the concept of brand community. Prior to this research, types of fandom dress were not clearly defined, and the relationship between the nature and recognizability of references was unclear. Thirty-one online interviews were conducted with females who wore dress related to science fiction and fantasy films and television series. The interview data were analyzed using NVivo qualitative analysis software and the constant comparison method. The results led to the development of The Model of Fandom Dress, in which fandom dress media references were classified by their nature and recognizability, as well as a more holistic view of how different types of fandom dress function within mainstream and fan culture.</p>