Literature Review Social Sciences and Humanities

Questions: 1.What role does Cultural Identity play in influencing modest fashion choices?2.What is the relationship between fashion and Muslim Identity?3.What is the role of social media in influencing Muslim females when it comes to fashion? Answers: Introduction According to Jesson (2011), A Literature Review refers to critically analysing the literature from different reliable sources like books, published journals which provides the assessment of the topic to be searched on. The motive of this literature review is to provide the researcher with the knowledge of literatures from different sources for the subject of the research (Jesson, 2011). In addition to this, the literature review also gives the researcher an outline to carry out the research with proper collection of data and its analysis. The current research will discuss the influence of the cultural identity in modest fashion choices, the relationship that exists between fashion and Muslim identity, the role of social media in influencing Muslim females for fashion and finally the whole summary of the research. 1. As per Larrain (2013), this can be imbibed that Culture refers to when a group of people share their views, ideas, beliefs, knowledge, morals and their other capabilities in common then, those people are said to be a part of same culture. In relation to culture, Cultural Identity refers to the feeling when people have a feeling of being a part of a common group. There common group can be in relation to their nationality, religion, age group, locality or any other social group (Larrain, 2013). Cultural Identity is made up of an individuals own characteristics as well as the cultural group to which they belong to. In the perception of Haslam, Reicher and Platow (2010), it has been reflected that an individuals cultural identity is a phenomenon which influences their modest fashion choices because it has been noticed that dressing culture of West has always been influencing the people of other parts of the world. Cultural Identities are different for different places. For example- Western culture, Arab culture, Tibetan culture, Islamic culture etc. All these cultures come from different parts of the world. In addition to this, cultures play a very significant role in influencing peoples choices of fashion as they will wear which suits to their personality rather the personality of the culture to which they belong (Haslam, Reicher and Platow, 2010). In the views of Kaiser (2012), it can be depicted that the culture to which an individual belong and the fashion choices goes hand in hand as, they are inseparable the reason being that the culture in which a person has grown up, the society to which one belongs they play a vital role in setting up a cultural identity for people (Kaiser, 2012). For example- if a person was brought up in a conservative environment where there has to be a sober way of dressing then, the person will never feel carried away by new emerging fashions that are different to theirs. The meaning of modest fashion choices refers to the fashion that is in the Islamic culture which says that the fashion should be in a way that is comfortable, covers all the parts of the body and support oversize clothing. As per the views of Othman (2017), it can be divulged that modest fashions are specifically related to the people of Islamic culture, their culture plays a very important role in influencing their fashion choices. They have been associated with people who have a strong belief in their religion and its cultural ethnicities therefore; their culture identity becomes an important part of choices. Muslims have always seen living in a conservative environment where they are not allowed to wear according to their preferences especially the females who are asked to cover their whole body properly moreover; they are not at all allowed to break the existing fashion choices of Burkha and Hijab that each person belonging to the Muslim culture is supposed to follow (Othman, 2017). According to Lewis (2013), it can be portrayed that the culture identity influences the modest fashion choices as the Muslim society at large follows all the similar kind of traditions, beliefs and morals which are taken forwarded by the people of that culture. The same is taught to the younger generations therefore; what they learn at their younger ages the same is followed by them when they grow old. In addition to this, the cultural identity enables in forming an individuals personality, behaviour, views, opinions etc. most importantly it includes the way people dress. The modest fashion choices are mostly related and motivated by the dressing style of Muslims which includes dresses which are full-sleeved, head covers basically, their motive is to cover their whole body because of their cultural beliefs (Lewis, 2013). 2. In the perception of McCracken (2008), Fashion refers to any style of dressing, make up or hairstyle which is in trend. In addition, it is a way of looking presentable while carrying oneself for parties, social gatherings, workplace etc. The meaning of fashion is different for different groups of people as fashion go hand in hand with the culture as discussed above. The relationship between fashion and Muslim identity is very critical as the people belonging to that community are not really allowed to wear what they feel like as the community is said to be very strict when it comes to dressing of people. In addition to this, the Muslims are set aside when it comes to their fashion sense because they are stereotyped for their clothing as the ones who are conservative and are not open to wear anything of their own choice but are compelled to wear which is decided since the ancient times (McCracken, 2008). In the opinion of Shimek (2012), it is observed that the relationship between fashion and Muslim identity is different than that of the other cultural identities as they are very specific and stringent about their group members dressing sense especially females. This is because of their believe that the females of their community are not allowed to let any other men see their skin and hair that is the reason behind why they are expected to wear Burkha or Hijab and then step out of their houses. Otherwise, it is considered as an offence to their community. The Islamic culture believes in the idea of following their fashion, tradition, values, rules, culture etc. even when people from their community are of a different opinion (Shimek, 2012). In the views of Deniz (2014), it can be observed that the Islamic culture is also very particular about the veil of females of their group as they believe that women of their community is supposed to be the traditional figure and is not allowed to go for fashion which is not in accordance with their culture (Deniz, 2014). The relationship between fashion and Muslim identity is very strict as this does not allow the group especially it focuses on females. In addition to this, it can also be said that women have to suffer as they do not get the freedom and choice of their own with respect to fashion or what they want to wear. 3. According to Mangold and Faulds (2009), it can be reflected that Social Media has come a long way in the past decade as; it has emerged as another effective and economical medium of marketing and advertising of anything and anytime. The coverage of social media is also huge as each day more and more users are getting access to it. The advantage of this is the increase in the customer base and people getting aware about the new trends coming in. The social media plays a very significant role in attracting people towards the new fashion trends and choices. In the big list of people getting attracted to fashion because of the influential posts, videos and pictures that are uploaded on social media and that too with best of the prices, offers, discounts etc. Social media is a very large medium which consists of different platforms like Facebook, Twitter and Instagram etc. as these provide the knowledge of a single product to a large number of audience at a single point of time (Mangol d and Faulds, 2009). As per Hassim (2014), it is divulged that Social media plays the role of an influencer to attract people towards various fashion products. Muslim females are very much attracted by all the new trends coming in but on the same hand their cultural identity also compels them to take a step back. With the change in market the social media is also transforming the image of Muslim females by making changes into their veiling styles, their apparels which includes their head wraps and Burkhas by modifying them and making them presentable. After globalisation, the social media is constantly changing the presentations of the attire of Muslim women (Hassim, 2014). According to the matter given in The Telegraph (2016), it can be depicted that Social media has played a big role in transforming the image of women in Islamic countries who were never motivated for fashionista kind of products but with the increase in the usage of social media, it has encouraged women from the Muslim identity only to come forward and take the lead of bringing beautiful changes into the lives of women of their community. As in their opinion they also have the right to accept fashion. Social media has given a helping hand to those who have been working in favour of the Muslim women. The proper use of social media is taken for bringing out new fashion without disrespecting their communitys traditional and cultural values (The Telegraph, 2016). In the perception of Waninger (2015), it is portrayed that social platforms like Facebook and Instagram have given a helping hand to the entrepreneurs and designers who are coming up with new styles for Muslim women to cover them. The biggest advantage of social media is that it is an interactive medium of marketing products this will also get back the feedback or maybe suggestions from the Muslim women customers. It is a more communicative medium also because of the option of uploading photos and videos of the upcoming fashion trends like all new scarves with good and different prints and colours that can be used as a Hijab or head wrap (Waninger, 2015). According to Latiff Alam (2013), Social Media can also play the role of a tool in bringing the equal rights for Muslim women across the Islamic and non-Islamic countries by posting campaigns like fashion as right or fashion should be a choice which will support the freedom of choice to Muslim women to choose which kind of apparels they will wear and with what transformations in their veiling styles. Social Media can play a big part in attracting, developing interest and desire and finally making the prospects consumers take action of buying the transformed products which will set a unique and fashionable personality of women and also change their lifestyle (Latiff Alam, 2013). Women can also be persuaded by uploading attractive posts which consists of various titles of the day like Queen of the day or Personality of the day etc. to motivate them to participate and change the perception of themselves and people around them about the fashion without exposing. Summary The purpose of the above research was to get a wide perspective about the role of cultural identity in influencing modest fashion choices, the relationship between the Muslim industry and fashion and the role of social media in influencing Muslim females in context of fashion. On the basis of the above research it can be summarised culture identity and fashion choices are very closely related as people buy those products only which are permit able in their culture. Further there exists a strong relationship between fashion and Muslim identity as they are given less freedom when it comes to fashion. In addition to this, the role of social media is very important with respect to the evolution of fashion that is evolving for Muslim females through different social mediums which will be an effective way to persuade Muslim women to start with transforming their fashion sense of veil and clothing. References Deniz, E., 2014. Veiling fashion, consumption culture and identity: a Qualitative analysis for interpreting the veiled Turkish Womens changing clothing practices. - International Conference on Social Sciences and Humanities. Haslam, S.A., Reicher, S.D. and Platow, M.J., 2010. The new psychology of leadership: Identity, influence and power. Psychology Press. Hassim, N., 2014, Hijab and the Malay-Muslim Woman in Media. The International Conference on Communication and Media. pp. 428 433. Jesson, J. 2011. Doing Your Literature Review: Traditional and Systematic Techniques. London: SAGE. Kaiser, S.B., 2012. Fashion and cultural studies. AC Black. Larrain, J., 2013. Ideology and cultural identity: Modernity and the third world presence. John Wiley Sons. Latiff, Z, A and Alam, F, N, S., 2013. The Roles of Media in Influencing Women Wearing Hijab: An Analysis. Journal of Image and Graphics, Vol 1. Lewis, R. ed., 2013. Modest fashion: styling bodies, mediating faith. IB Tauris. Mangold, W.G. and Faulds, D.J., 2009. Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), pp.357-365. McCracken, G.D., 2008. Transformations: Identity construction in contemporary culture. Indiana University Press. Othman, E.H., 2017. Muslim fashion: contemporary style cultures. Shimek, E, D., 2012. The Abaya: Fashion, Religion, and Identity in a Globalized World. Lawrence University Honors Projects. (12). The Telegraph, 2016. How the hijab went high-fashion and divided Muslim women. Viewed 12 February 2017. From https://www.telegraph.co.uk/women/life/how-the-hijab-went-high-fashion-and-divided-muslim-women/. Waninger, K., 2015. The Veiled Identity: Hijabistas, Instagram and Branding In The Online Islamic Fashion Industry. Institute for Women's, Gender, and Sexuality Studies.