Media Influence on Fashion and Identity: A Study of Female University Students

Abstract

This study primarily focuses on the impact of fashion on the dressing style of female students at Quaid-i-Azam University. According to Crane (2000), “clothes are a key factor that can make or break one’s personality.” Every individual desires to present themselves as attractive and well-groomed, which often leads them to adopt the latest fashion trends. These trends are frequently influenced by fashion shows, peer groups, and social media, which serve as significant sources of inspiration. To explore this phenomenon, a sample of 100 female students was selected from Quaid-i-Azam University, reflecting the reality that female students at the university exhibit a strong inclination toward fashion. The researcher employed a questionnaire-based survey method to collect data, using structured questions to measure the results and analyse the influence of fashion on their dressing choices. The study aims to understand how fashion trends shape the clothing preferences of female students and the extent to which they are influenced by external factors such as media, peers, and cultural norms. It also seeks to explore whether fashion serves as a means of self-expression or conformity within the university environment. The questionnaire method was chosen for its ability to provide quantitative data, allowing for a systematic analysis of trends and patterns. By examining the responses, the study sheds light on the role of fashion in shaping personal identity and social interactions among female students. Additionally, it highlights the importance of clothing as a tool for communication and self-presentation in academic settings. The findings of this research could offer valuable insights into the dynamics of fashion adoption among university students and its broader implications on social behaviour and cultural trends.

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