Blue jeans are a cultural and historical phenomenon. Patented exactly 150 years ago, they have developed from work trousers to a cult object and finally to a neutral mass-produced and disposable item.
Why do so many people wear blue jeans? What significance do they have for baby boomers and young adults? What do people associate with wearing these pants? How is it possible that blue jeans are still marketed as a fashion item?
Anne Marie Juli answers these and other questions in her book. The focus is on the paradoxical human need for cultural affiliation and individual distinction. This book is aimed at teachers and students of social and cultural sciences, fashion schools, employees in the textile industry and anyone who is concerned about the expression of the own identity.
Table of Contents
- Foreword
- Chapter 1: Introduction
- Questions and Target Groups
- Range
- Structure
- Chapter 2: Blue Jeans or Jeans? A Clarification of Terms
- Denim and Raw Denim
- Indigo(blue)
- Chapter 3: Development of a Cultural-Historical Phenomenon
- From Work to Leisure Pants
- Movie Idols in Blue Jeans: Role Models for 1950s Teenagers
- Blue Jeans - the Rebellious Pants?
- Contemporary Witnesses
- Blue Jeans for All Everywhere
- Blue Jeans as Part of Subcultural 'Dress Codes'
- Conclusions
- Chapter 4: Blue Jeans as a Research Object
- Theoretical Frame of Reference
- Adaptation Versus Profiling
- Individualization Versus Uniformization
- Identity Versus Subcultural Context
- Chapter 5: Research Design
- Scientific Positioning
- Triangulation
- Mix of Methods
- Tally Sheet Survey
- Large Scale Survey
- Guided Interviews
- Chapter 6: Denim Uniformity in Public Spaces
- Tally Sheet Survey
- Blue Jeans Wearers in Osnabrück
- Gender and Age
- Blue Jeans and Dress Codes?
- Social differences?
- Conclusion
- Chapter 7: What Makes Blue Jeans Popular?
- The Survey
- Who Wears Blue Jeans?
- Reasons to Wear Blue Jeans
- Blue Jeans Properties
- Wearing Habits
- Why Don't Some People Wear Blue Jeans?
- Are Abstainers Less Adjusted than Blue Jeans Wearers?
- Differences Between Generations?
- Conclusion
- Chapter 8: Blue Jeans for Individual Dress Style
- Questions
- An Individual Style of Dress?
- Desired Appearance?
- Basic Part of the Wardrobe
- Stand out or blend in with the crowd?
- Are 'Normals' More Adapted?
- Nostalgia?
- Do Blue Jeans Wearers Follow Fashion?
- Conclusion
- Chapter 9: Blue Jeans - The Fashionable Evergreen?
- What is fashion?
- Reasons for the fashion change: differentiation and imitation
- Conclusion
- Chapter 10: Blue Jeans - Uniform of an Individualized Society?
- Individual freedom versus social constraints
- Individualization and Uniformity in Clothing
- Conclusion
- Chapter 11: Blue Jeans - Product of Successful Advertising?
- Advertising and Marketing
- Advertising Expenditure and Sales Development in the Jeans Industry
- Advertising Effectiveness
- Blue Jeans in Advertising
- Indirect Blue Jeans Advertising in "Brigitte"
- Conclusion
- Chapter 12: That's Why So Many People Wear Blue Jeans
- Uniformization and Individualization
- Blue Jeans and Fashion - About Adaptation and Profiling
- Identity and Cultural Context
- Conclusion and Outlook
- Afterword
Objectives and Key Themes
This work aims to explore the enduring popularity of blue jeans as a garment, analyzing its cultural significance and its role in shaping individual and collective identities. The study uses a mixed-methods approach to investigate the phenomenon.
- The evolution of blue jeans from workwear to a global fashion staple.
- The interplay between individual expression and social conformity in blue jean wearing.
- The role of advertising and marketing in sustaining the popularity of blue jeans.
- Blue jeans as a symbol of rebellion, conformity, and self-expression across different subcultures and generations.
- The relationship between blue jean wearing and identity formation.
Chapter Summaries
Chapter 1: Introduction: This introductory chapter sets the stage for the research, outlining the central questions that will guide the investigation into the enduring appeal of blue jeans. It defines the scope of the study, specifying the target groups and the methodologies that will be employed. The chapter also provides a roadmap for the subsequent chapters, outlining the structure and organization of the research findings.
Chapter 2: Blue Jeans or Jeans? A Clarification of Terms: This chapter establishes a clear definition of the research subject, distinguishing between the various types of jeans and clarifying the terminology used throughout the study. It focuses on the defining characteristics of denim and the significance of indigo dye in the creation of blue jeans. This rigorous definition serves as a foundation for subsequent analyses of cultural and social aspects related to blue jean wearing.
Chapter 3: Development of a Cultural-Historical Phenomenon: This chapter traces the historical trajectory of blue jeans, detailing their evolution from utilitarian workwear to a globally recognized fashion item. It explores the pivotal role of movie idols in popularizing blue jeans among teenagers in the 1950s and examines their adoption by various subcultures as a means of expressing identity and belonging. The chapter contextualizes the current cultural significance of blue jeans within its historical development.
Chapter 4: Blue Jeans as a Research Object: This chapter lays out the theoretical framework guiding the research. It articulates key concepts such as adaptation versus profiling, individualization versus uniformization, and the complex relationship between identity and subcultural context in the wearing of blue jeans. This theoretical groundwork is crucial in interpreting the findings of the empirical research presented in later chapters.
Chapter 5: Research Design: This chapter details the methodology employed in the study. It describes the mixed-methods approach, explaining the rationale behind the use of triangulation, surveys, and interviews. The chapter provides a transparent account of the research process, enabling readers to assess the validity and reliability of the findings. The specific methods, including tally sheet surveys, large-scale surveys, and guided interviews, are thoroughly discussed.
Chapter 6: Denim Uniformity in Public Spaces: This chapter presents the findings from the observational tally sheet survey, focusing on the prevalence of blue jean wear in public spaces of Osnabrück. Analysis considers gender, age, and potential connections to dress codes and social differences. The chapter synthesizes observations into conclusions about the ubiquity and social implications of blue jean wear.
Chapter 7: What Makes Blue Jeans Popular?: This chapter delves into the reasons behind the widespread popularity of blue jeans. Drawing on survey data, it explores the characteristics of blue jeans that make them appealing, examines wearing habits, and investigates why some individuals choose not to wear them. The chapter explores generational differences and considers the relationship between blue jean wearing and social adjustment.
Chapter 8: Blue Jeans for Individual Dress Style: This chapter examines the role of blue jeans in individual dress style. It investigates whether blue jeans contribute to a distinctive personal style, explores the significance of desired appearance, and analyzes whether individuals use blue jeans to stand out or blend in. The chapter also considers the role of nostalgia and fashion trends in the continued popularity of blue jeans.
Chapter 9: Blue Jeans - The Fashionable Evergreen?: This chapter explores the enduring nature of blue jeans within the ever-changing landscape of fashion. It defines fashion and examines the dynamic interplay between differentiation and imitation in fashion trends. The chapter analyzes why blue jeans have maintained their status as a fashionable evergreen despite the constant flux of styles.
Chapter 10: Blue Jeans - Uniform of an Individualized Society?: This chapter grapples with the apparent paradox of blue jeans as both a uniform and a symbol of individual expression in a society emphasizing individuality. It analyzes the tension between individual freedom and social constraints in clothing choices and explores the coexistence of individualization and uniformity in the context of blue jean wear.
Chapter 11: Blue Jeans - Product of Successful Advertising?: This chapter investigates the role of advertising and marketing in the sustained success of blue jeans. It examines advertising expenditure, sales development, and the effectiveness of various advertising strategies employed by the jeans industry. The chapter analyzes specific examples of blue jeans advertising and its impact on consumer behavior.
Keywords
Blue jeans, denim, fashion, identity, conformity, individuality, subculture, advertising, marketing, consumer behavior, social trends, historical development, qualitative research, quantitative research, mixed methods.
Frequently Asked Questions: Blue Jeans - Uniform of an Individualized Society?
What is the overall topic of this research?
This research explores the enduring popularity of blue jeans, analyzing their cultural significance and role in shaping individual and collective identities. It investigates the evolution of blue jeans from workwear to a global fashion staple, examining the interplay between individual expression and social conformity in their use.
What are the key themes explored in the study?
Key themes include the historical development of blue jeans, the relationship between blue jean wearing and identity formation, the role of advertising and marketing in sustaining their popularity, and how blue jeans symbolize rebellion, conformity, and self-expression across different subcultures and generations. The interplay between individual expression and social conformity in blue jean wearing is a central focus.
What methodology was used in the research?
The study employs a mixed-methods approach, combining quantitative and qualitative research techniques. This includes tally sheet surveys, large-scale surveys, and guided interviews to gather data on blue jean wearing habits, perceptions, and cultural significance. Triangulation of data from these different methods is used to strengthen the research findings.
What are the main research questions addressed?
The research aims to answer questions about the reasons behind the lasting popularity of blue jeans. It investigates factors such as the cultural and historical context of blue jean wearing, the role of advertising, and the relationship between blue jeans and individual identity formation, social conformity, and subcultural affiliation. It also explores the perceived tension between individual freedom and social constraints in clothing choices.
What is the scope of the study?
The study examines the popularity of blue jeans on a broader scale, considering their global presence and cultural impact. However, data collection also includes specific observations and surveys conducted in Osnabrück, Germany, providing a localized perspective.
What are the key findings of the research (in brief)?
The research analyzes the prevalence of blue jeans across different demographics in public spaces, explores the reasons individuals choose to wear (or not wear) blue jeans, investigates the role of blue jeans in individual dress style, and examines their position within the ever-changing landscape of fashion. The impact of advertising and marketing is also analyzed.
How is the historical development of blue jeans addressed?
The study traces the historical evolution of blue jeans, from their origins as workwear to their transformation into a global fashion icon. It highlights key moments and influences that shaped their cultural significance, such as their adoption by movie idols and subcultures.
How does the study address the relationship between blue jeans and identity?
The research explores the complex relationship between blue jean wearing and identity formation. It investigates how blue jeans can be both a symbol of conformity and individual expression, reflecting different social contexts and subcultural affiliations. This includes a discussion of the concepts of individualization versus uniformization and identity versus subcultural context.
What is the role of advertising discussed in the study?
The study investigates the role of advertising and marketing in perpetuating the popularity of blue jeans. It analyzes advertising expenditure, sales data, and the effectiveness of different advertising strategies used by the jeans industry, considering both direct and indirect advertising approaches.
What is the conclusion of the research?
The concluding chapters synthesize the findings, addressing the research questions regarding the enduring popularity of blue jeans. The researchers offer a nuanced understanding of the multifaceted role blue jeans play in individual and collective identity, within the context of both uniformity and individuality in modern society.
- Quote paper
- Anne Marie Juli (Author), 2023, Blue Jeans. Why Do So Many People Wear Them?, Munich, GRIN Verlag, https://www.grin.com/document/1421036
