Author Type

Graduate Student

Date of Award

2004

Document Type

Thesis

Publication Status

Version of Record

Submission Date

October 2026

Thesis/Dissertation Advisor [Chair]

Scodari, Christine

Abstract

Tommy Hilfiger is a popular fashion designer who incorporates a unique mix of style, patriotism and cultural diversity into the advertising and marketing of his products. But does his approach communicate true equality or divide Americans through race, class, and/or consumerism? Does his conceptualization of cultural diversity support ideals of multiculturalism or promote principles of assimilation? Tommy Hilfiger's official website, www.tommy.com, is analyzed from a cultural studies perspective to examine these questions. Political economic, cultural economic and semiotic theories are applied at the levels of production, text and consumption to reveal whether hegemonic or counter-hegemonic themes prevail. As a result, it is determined that hegemonic themes of white, Anglo-Americanism and consumerism do prevail, while counter-hegemonic messages of multiculturalism are less dominant. Findings also indicate that there is still much progress to be made in terms of achieving cultural equality in the United States.

Extent

113 p.

Comments

Dorothy F. Schmidt College of Arts and Letters|FAU Electronic Theses and Dissertations Collection|Thesis (M.A.)--Florida Atlantic University, 2004.|Dorothy F. Schmidt College of Arts and Letters

Identifier

FADT13184

Format

pdf

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