Abstract
Media has proven to be an effective medium to reach consumers and influence public opinion. With a focus on Canada’s media landscape, this study explores the way Canadian media covers Canada’s fashion industry. Using a quantitative research method for a case study, this study examines the frequency at which Canadian brands are present in fashion photo editorials published in Canada’s top readership fashion magazines in 2016, namely, Elle Canada, Flare and Fashion. Findings show that in all three magazines, Canadian fashion makes up a minority stake in fashion editorials, while fashion brands from other countries constitute a majority of product placements. This essay discusses the potential impact of this lack of media exposure for Canada’s fashion industry and puts forward recommendations to benefit the Canadian fashion industry for future fashion photo editorial direction.
Highlights
In Canada, even though large mainstream media corporations such as the Canadian Broadcasting Corporation (CBC) and Rogers Media and Postmedia have struggled to keep up with these transformations, many are taking the necessary measures to adapt to the 21st century media landscape and to remain competitive players in what some see as an oversaturated market
Using the number of equivalent number of pages (NEQPAG) in fashion magazines as a weighted measure for analysis, I found that Canadian fashion made up 10 percent of fashion editorials in Flare, 21 percent in Fashion and 27 percent in Elle Canada in 2016
Among the number of product placements (NPLACE), I found that Canadian product placements made up 31 percent of photo editorials in Elle Canada, 17 percent of photo editorials in Fashion and 11 percent in Flare in 2016
Summary
The 21st century media landscape has been in an ongoing state of reform due to rapid changes in technology affecting the way North-American consumers receive and consume news. In Canada, even though large mainstream media corporations such as the Canadian Broadcasting Corporation (CBC) and Rogers Media and Postmedia have struggled to keep up with these transformations, many are taking the necessary measures to adapt to the 21st century media landscape and to remain competitive players in what some see as an oversaturated market. In March 2016, for example, the Liberal government pledged $675-million in funding for the CBC – to be distributed annually through 2021 – to help develop the public broadcaster’s focus on its digital platforms (Bradshaw). In 2016, Rogers Media announced significant changes to its organizational structure and publication output to focus on its digital strategy in an effort to remain a viable media player
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