British Academy Talent Development Award

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Co-I: YeSeung Lee

Westminster University

Funding Award: £9,946.00

March 1st 2024 - March 1st 2025

TDA23\230206

Using Artificial Intelligence to Enhance a Social Media Ethnography of Digital Fashion Subcultures.

This project proposes to use innovative artificial intelligence software, designed in partnership with AI company Pulsar, to collect and analyse data for a digital ethnography of digital fashion users and consumers. Specifically, social media data that will highlight the specificity of these digital consumers in comparison to the mainstream.

The focus is on the UK and China; two leading but culturally distinct markets. All relevant social media data, including visual images, will be collected, translated, and thematically coded by specialist Pulsar software into quantitative and qualitative data.

This data will empirically demonstrate key brands, influencers, audience demographics. It will highlight audience sentiment towards digital and mainstream fashion, including core values, attitudes, emotions, and subcultural politics.

This innovative digital ethnography will provide unique insights for the art historical and sociological analysis of future fashion consumers, alongside new philosophical, cultural, and ethical questions for the digital humanities, and new experimental methods for ethnographers