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Author: search.filters.author.Ambás, Gabriela

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    Fashioning Society: An Exploration of Collective Behaviour and Cultural Change Through Symbolic Interactionism
    (Lithuanian Academy of Sciences, 2025)
    Ambás, Gabriela
    ;
    The intersection of fashion, collective behaviour and the philosophical tradition of symbolic interactionism (SI) is explored through this article, highlighting how fashion serves as a key mechanism in social interaction and cultural change. Drawing from the intellectual tradition of SI, developed by Mead and Blumer, this study demonstrates how fashion facilitates collective adaptation and construction of meaning in a cultural landscape that is continually changing. Fashion is analysed not only as a vehicle for individual expression but as a significant social object that embodies symbols, signs and shared meanings. Through social interaction, these meanings are constructed, deconstructed, and continuously reshaped, influencing both personal identities and broader social structures. By analysing fashion’s role in collective selection and its potential for societal transformation, the findings of this article reveal fashion’s capacity to introduce new cultural models, challenge established norms, and guide upcoming social dynamics. These insights highlight how fashion holds a relevant influence in shaping cultural imaginaries, constructing collective meanings, and driving social change. ©The authors ©Filosofija. Sociologija ©Lithuanian Academy of Sciences.
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    The Power of Consumers on Social Media: A Case Study of Balenciaga’s Crisis Communication
    (2023)
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    Ambás, Gabriela
    The French luxury brand, Balenciaga, recently faced its most important communication crisis. On November 16th 2022, the brand released its holiday gifting campaign featuring children surrounded by sadomasochism-inspired teddy bears/handbags and received immediate backlash from the public, who accused the brand of sexualizing children and promoting pedophilia. The outrage went viral on social media - mainly on Tiktok - with the hashtags #burnbalenciaga and #cancelbalenciaga, which have accumulated more than 300 million views. Balenciaga suffered an incalculable damage on its reputation, having two flagship stores vandalized and a viral online boycott. This investigation follows the case study methodology, by analyzing the timeline of events, the brand’s statements and response, the viral effect of the boycott on social media and the ultimate affectations that the brand underwent due to the crisis. The conclusions reveal that on one hand there are some social anethical boundaries that not even well-positioned and beloved brands can afford to cross, and that slow, unclear and unaccountable answers compose a terrible strategy of crisis management, and on the other hand, the power of consumers on social media has gained enough strength to damage brands like Balenciaga.
    Scopus© Citations 3  67  1