Dress Changes the Manners - Research into framing of Iranian Dress and Dress Code as done by Travel Bloggers

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One obvious fact about humans is often overlooked in scholarly research, also in literature in the field of tourism studies, namely that humans have bodies. And not just bodies, but dressed bodies. This thesis looked into tourists travelling to Iran and how they frame their own and the local populations dress (codes) in travel blogs. As Entwistle (2000) explains, dress constitutes an important part of our identity and provides a means for us to read others’. This research analysed 70 travel blogs written by bloggers from 30 different nationalities. The analysis revealed 22 different frames, which were linked to five themes: cosmopolitan, political, otherness, religious and identity. If one should read a travel blog on Iran in search of dress (codes), one is most likely to open a blog post from the type ‘guidelines’ which contains advice, tips and warnings on how to behave, how to get there and how to dress, etc. Furthermore, both male and female bloggers are more inclined to reference female dress (codes) (either local or tourist) in their blogs. This focus on female dress and dress codes could arguably reinforce existing power structures based on a Orientalism discourse, as outlined by Edward Said (1979). However, travel blogs also proved to be a suitable stage to dispel them, though bloggers could make more use of this possibility.
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