”Mode är på modet” : - en kvalitativ studie av fenomenet modebloggar -

by Rydström, Maria

Abstract (Summary)
AbstractTitle: “Fashion be in fashion” – a qualitative study of the phenomen fashion blogs (“Mode är på modet” – en kvalitativ studie av fenomenet modebloggar)Number of Pages: 46 (54 including enclosures)Author: Maria RydströmTutor: Else NygrenCourse: Media and communication studies DPeriod: Spring semester 2007University: Division of Media and Communication, Department of Information Science,Uppsala universityAim: 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.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.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.Key Words: fashion blogs, opinionleader, credibility, Lasswells communicationmodel, fashionindustry, consumption
Bibliographical Information:


School:Uppsala universitet

School Location:Sweden

Source Type:Master's Thesis

Keywords:fashion blogs opinionleader credibility lasswells communicationmodel fashionindustry consumption


Date of Publication:12/07/2007

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