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ERIC Number: EJ872449
Record Type: Journal
Publication Date: 2009-Dec
Pages: 22
Abstractor: As Provided
Reference Count: 57
ISSN: ISSN-0037-7732
How Do Cultural Producers Make Creative Decisions? Lessons from the Catwalk
Godart, Frederic C. Mears, Ashley
Social Forces, v88 n2 p671-692 Dec 2009
Faced with high uncertainty, how do producers in the cultural economy make creative decisions? We present a case study of the fashion modeling industry. Using participant observation, interviews and network analysis of the Spring/Summer 2007 Fashion Week collections, we explain how producers select models for fashion shows. While fashion producers conceive of their selection of models as a matter of "taste," or personal preference, we find that their decisions are shaped by information sharing mechanisms in social networks, principally through a mechanism known as "optioning," which enables producers to know each others' preferences and to align themselves with similar status actors. For cultural producers, choices are a matter of strategic status considerations, even as they are expressed as a matter of personal taste. (Contains 1 note, 3 tables, and 2 figures.)
University of North Carolina Press. 116 South Boundary Street, P.O. Box 2288, Chapel Hill, NC 27515-2288. Tel: 800-848-6224; Tel: 919-966-7449; Fax: 919-962-2704; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A