Vem tar du på dig idag? : - En studie i ungdomars syn på kläder som kommunikationsmedel

This essay aims to investigate young people's vision of clothes as a means of communication. Focus lies on what message the clothing we have on sends out and how they are interpreted by our surroundings. Do other people interpret us the way we intend to through our clothes? The theoretical frame of reference that applies is Thomas Ziehe’s theories about Clothing and Identity, Anthony Giddens’ Reflexive Identity Processes and the Uses and Gratification’s theory. The researches were carried out with a comprehensive questionnaire survey among high school students, at Lars Kaggskolan in Kalmar, with an associated image, and two personal interviews. The results showed that young people in general do not want to stand out from the quantity and they often describe their clothing style as ordinary, normal, and fashion conscious. Young people ascribe other people stereotypes on the basis of their clothing. There are many factors that play a part in the choice of clothing we do. Everything from media, group belonging to past experiences has a great meaning in the context