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# Project Description A Fine Line of Creativity and Controversy Rebecca Sofia Spiniello Summary Final work Graduate in MA Strategic Fashion Marketing, with a strong foundation in fashion communication and creative industries. A creative with a passion for fashion, an international education and industry experience. Graduate in MA Strategic Fashion Marketing, with a strong foundation in fashion communication and... College London College of Fashion Course MA Strategic Fashion Marketing Graduation year 2026 The dissertation "A Fine Line of Creativity and Controversy: An Exploratory Study on Provocation in Fashion Digital Marketing Communications and its Influence on Generation Z Consumer Perception in Italy" explores the essence of provocation and controversy in digital marketing within the luxury fashion sector, with a particular focus on Italian Generation Z consumers. As a conventional tactic for subverting norms and generating cultural dialogue in fashion, provocation enters an intricate era of digital amplification and ethical scrutiny, risking consumer backlash and reputational harm. At the intersection of marketing, consumer culture and media studies, the research addresses a significant issue: while brands utilise provocative imagery to capture attention, the ethical, cultural and reputational consequences of such strategies remain obscure for younger cohorts. A central aim of this dissertation is to examine the affective, cognitive and behavioural processes and responses that provocation elicits in Italian Generation Z. The research interrogates the fine line of creativity and controversy, aspiring to unveil the conditions for the acceptance and rejection of provocation. To achieve the objectives, the research adopts an interpretivist philosophical orientation, employing a qualitative and multimodal design of semi-structured interviews and photo- elicitation. The analysis of empirical data follows a rigorous thematic approach, enabling the identification of five themes that reflect perceptions, interpretations, responses and boundaries of provocation. The findings reveal that participants perceive provocation as a creative and precarious expedient. Italian Generation Z privilege coherent, authentic and respectful controversial communications, while condemning manipulative, exploitative and offensive expressions. Affective and cognitive responses, from admiration to indignation, translate into concrete behaviours, with digital platforms intensifying amplification and responsibility. Provocation thus emerges as a relational construct: its effectiveness is contingent on moral legitimacy, value congruence and identity alignment. The dissertation advances theoretical, generational and methodological contributions. Not a mere attention device, the research reconceptualises provocation as a moral and relational signal, introducing values and ethics as crucial mediators of interpretation. A combination of methodological enrichment with photo-elicitation and strategic recommendations unveils the conditions for navigating the fragile equilibrium of creativity and controversy. Final work Share this project The dissertation "A Fine Line of Creativity and Controversy: An Exploratory Study on Provocation in Fashion Digital Marketing Communications and its Influence on Generation Z Consumer Perception in Italy" explores the essence of provocation and controversy in digital ... A link to this page has been added to your clipboard Browse related work Aesthetics Digital Experiences Identity Realities Sexuality Advertising Algorithm Authenticity Communications Digital Ethics GenerationZ Identity Marketing SocialMedia VisualCommunication
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