| Type de document : | Travaux étudiant |
| Catégorie : | Mémoire |
| Titre : | Music in fashion : The effect of music in fashion shows and how the use of typical versus atypical music in fashion shows impacts audience engagement |
| Auteurs : | Louis SCHULER, Auteur |
| Promotion : | 2024 |
| Format : | 40 p. |
| Langues | Anglais |
| Mention : | Bien |
| Mots-clés : |
Nom Commun CONSOMMATEUR ; DEFILE DE MODE ; MUSIQUE ; PSYCHOLOGIE ; SENSORIALITE |
| Résumé : | This thesis explores the influence of music on audience engagement during fashion shows, focusing on the distinction between typical and atypical music. While music is often regarded as a background element, this research positions it as a critical component in shaping the emotional, cognitive, and behavioural responses of viewers. Drawing on a multidisciplinary approach that intersects fashion studies, music psychology, and consumer behaviour, the study seeks to understand how different types of music affect the audience's connection to the visual spectacle of a fashion show. The research involved a detailed analysis of 123 fashion shows, categorizing the music used into two groups: typical (repetitive, background, electronic) and atypical (varied, prominent, genre-diverse). A controlled online experiment was conducted with 86 participants, who were exposed to selected excerpts from three runway events, each paired with either typical or atypical music. The participants’ engagement was measured across three dimensions: emotional, cognitive, and behavioural, using a structured questionnaire informed by established theories in consumer behaviour and cognitive psychology. The results revealed that there was no statistically significant difference in overall engagement between the typical and atypical music groups. However, the findings did show that participants exposed to atypical music demonstrated slightly higher levels of cognitive engagement, while those exposed to typical music showed marginally higher emotional engagement. These nuanced results suggest that while the type of music may not drastically alter overall engagement, it can influence specific dimensions of the audience's experience. This research offers practical insights for fashion show producers, emphasizing the importance of understanding how different musical elements may subtly influence audience engagement. The thesis concludes with recommendations for future research, including a deeper exploration of how music influences other aspects of the audience experience, such as memory retention, and the potential for integrating other sensory elements in fashion presentations. |
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