<p>Abstract</p><p>Title: “Fashion be in fashion” – a qualitative study of the phenomen fashion blogs (“Mode är på modet” – en kvalitativ studie av fenomenet modebloggar)</p><p>Number of Pages: 46 (54 including enclosures)</p><p>Author: Maria Rydström</p><p>Tutor: Else Nygren</p><p>Course: Media and communication studies D</p><p>Period: Spring semester 2007</p><p>University: Division of Media and Communication, Department of Information Science,Uppsala university</p><p>Aim: Contribute to the understanding of a yet unexplored domain, fashion blogs. And contribute to a discussion of the roll of fashion blogs in the swedish fashionindustry.</p><p>Method: Qualitive textual analysis of three fashion blogs and interviews with the authors to the three fashion blogs. Completed with six interviews with experts from the fashionindustry and the blogworld.</p><p>Main results: The authors behind the fashion blogs are young women living in big cities.They write about fashionnews, runway trends, fashion items and style outfits worn by them selves. Fashion blogs provide a new way to follow trends and spread them to the society. Theauthors behind the fashion blogs are opinionleaders with high credibility who uses their personal language to create a bond to their readers. The readers of fashion blogs are firstyoung women between 16-23 years old and second older women between 30-40 years old, some men are also readers. Fashion blogs can be used as strategic tools in marketing.</p><p>Key Words: fashion blogs, opinionleader, credibility, Lasswells communicationmodel, fashionindustry, consumption</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:uu-8388 |
| Date | January 2007 |
| Creators | Rydström, Maria |
| Publisher | Uppsala University, Media and Communication, Uppsala : Medier och kommunikation |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, text |
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