Browsing by Subject "muotiblogi"

In my thesis I study fashion bloggers’ consumption speech. The aim of this study is to clarify.what kind of consumption is expressed in fashion blogs and what kind of development has happened in fashion blogs since 2007 until this study, based on the research material and my own observations. I have applied qualitative research method in this study. I have collected my research material from ten fashion blogs which were written by women in two different time periods in year 2009. In addition the study has etnography and netnography features. I have used typecasting and typology in analyzing the research material. The findings of the study indicate that seeing fashion bloggers as identity-seekers is associated with searching of own style and desire to differentiate. Traditional view of consumers as choosers and passive agents in the market is receding since in this study fashion bloggers appear to be active actors and producers. Also fashion bloggers are constantly seeking new consumer experiences and communicate with each other by conveying meanings through their consumption. In this study fashion bloggers’ consumption speeches appear to be rational in the frame of the consumer ethos of economism and traditional Finnish consumption speech. Economy is a virtue and prices influence buying decisions. However fashion bloggers know how to enjoy consumption in a controlled way. Consumption speeches follow also tradition of the consumer ethos of green consumerism which is manifested in avoiding fanaticism and preference of traditional and social media flea markets. Fashion bloggers’ consumer speeches imply social necessity because maintaining a fashion blog interesting requires continuous passion for new consumer products. On the basis of this study fashion blogs emphasize collectivity and consumption is very feminine. Based on research material and my own observations fashion blogs are changing into lifestyle blogs because they tell more and more of other than consumption related issues. At the same time fashion bloggers are developing from ordinary consumers towards expertise, in other words they are professionalising. Professionalised fashion bloggers act as new age consumer informants and new words and meanings are created in fashion blogs. Also fashion bloggers have develop such knowledge and abilities which can be sold. Fashion bloggers are becoming fashion professionals who are paid for blogging in the future.