Portal de Periódicos da CAPES

Costume evolution during the development of romantic relationships and its impact on the positions of power in the Star Wars prequel and original trilogies

2019; Springer Nature; Volume: 6; Issue: 1 Linguagem: Inglês

10.1186/s40691-018-0167-8

2198-0802

Mary C. King, Jessica L. Ridgway,

Consumer Behavior in Brand Consumption and Identification

Abstract This study explored the costume evolution of the Star Wars film characters Padme Amidala and Leia Organa as romantic relationships were introduced and progressed and how this impacted their positions of power. The study aimed to investigate how female characters have their position of power minimized through the use of costume as their involvement in romantic relationships evolves throughout the films. Objectification theory was used as a theoretical framework under which the study was carried out. The researchers utilized a qualitative content analysis of the audio and visual content of the first six Star Wars films. The results indicated that both characters were objectified through costume. Before romantic relationships were introduced, both women were acknowledged for their positions of power which were emphasized by their costumes. It was observed that as both women progressed in their romantic relationships, their perceived power decreased, and an increase of objectification through greater skin exposure occurred.