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influences invoked by the reciprocal relationship between self and culture (Kaiser, 1990). When conflicts in identity occur, however, a person may end up with the sense of only a partial or divided understanding of who they are. Kaiser et al. (1991) note that “...appearance management is an active process of identity expression, bringing to the surface and embodying meanings that are not easily conveyed in words” (p. 171). “Dress, then, comes easily to serve as kind of a visual metaphor for identity...” (Davis, 1992, p. 25). Davis (1992) explains that the “business of fashion” is based in part on recreating particular styles of dress (p.28). He describes the 1970s when women forewent their homemaker roles and began to step into the workforce. What was at the time considered masculine attire (i.e. suit jackets and dress pants) underwent a transition as silk blouses, bow ties and ruffled collars were incorporated to signal a more feminine look (pp. 27-28). In essence, women began creating new identities for themselves that were not centered on the expectations of being a wife and/or mother. One could argue that the traditional business suit carries with it a masculine identity, and therefore, when a woman wears a feminized version of one, she is going against traditional dress norms. “In all societies clothes serve to communicate more or less standardized meanings about their wearers, but not all societies subject wearers to the periodic alterations of meanings effected by fashion” (Davis, 1992, p. 27). While appearance and dress play a large role in the construction of identity of the individual, it is also valuable to explore this concept as it perhaps more abstractly exists in the corporate world. In their study of Napster, Taylor et al. (2002) argue that the company’s identity was confronted in numerous ways, and that in contrast to the identity of the Sony Walkman, Napster’s is “more fragile and ambivalent” (p. 615). They explain that it was associated with young, tech-oriented, college students, though the users consisted of a wide array of individuals. 28PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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