This blog started off as a place where I could debate the current readings and investigations into the impact of the online revolution. Now, I want to create some research of my own.
Not only does the issue of quality, trust and accuracy arise in online journalism on a daily basis. But also whether or not blogs that are saturated in self-expression should be treated professionally by, in particular, fashion brands and PR companies.
During an internship at New Look PR I arranged goodie bags filled with expensive gifts ranging from iPad cases to jewellery for a fashion blogger event. During the event, the fashion bloggers could pick their favourite item and talk about how they would wear it on a promotional video:
Knowing full well that most blogs start off as chatty outlets in the bloggers’ bedroom, it made me wonder, why do brands put their trust in, and rely on fashion bloggers?
Below is my project proposal for my research:
Hypothesis for research
Authority in fashion journalism has shifted from mainstream print magazines to fashion bloggers. A critical study of the new power bloggers in the fashion industry
Research questions that arise from this hypothesis
- If journalists consistently question the ability of bloggers, why do PR companies treat them like royalty?
- Do readers trust people that they can identify with?
- Do readers enjoy the blur between professionalism and personalisation?
- Do readers like to be a part of reader communities?
- How do bloggers gain trust?
- Is the ‘many to many’ interaction online favourable over the ‘one to many’ interaction with magazines?
- What would be the equivalent print publication to fashion blogs targeted at a market of aged 16- 25 year olds?
- Are fashion bloggers filling a gap in the market?
- Do bloggers call themselves journalists?
- How do magazine journalists view fashion bloggers?
- Why do magazines now have blogs?
- Interviews with:
– Fashion bloggers and youtubers
– Magazine journalists to create a fair and balanced argument
– Fashion PR companies who rely on bloggers to promote their brands.
– Readers of both magazines and blogs
- Literature review to create arguments for and against my hypothesis by debating current research
- Vox pops
- Sparking debate on my blog
Create my own fashion blog…
- Transcripts of interviews with bloggers
- Debates and my take on readings and findings
- Articles of statistics from my surveys
- Video, images, multimedia
- Comparisons between blogs and magazines
How my project fits in with my research
- Will help to test the idea of reader communities
– e.g. if a interviewee blogger with loyal readers retweets my article, how many hits will I get?
- Will open doors to interaction with other fashion bloggers so I can create more accurate research and recieve more honest answers
- Gain an understanding of how bloggers earn trust
- Analyse the view that bloggers have authority over magazines
How it fits in with my hypothesis
Debates from readings have shown that quality, trust and accuracy are major issues related with blogs. I want to challenge this shared belief and show that all of these things can be found within fashion blogs in order to test the idea that they have gained authority.
By blogging myself I will be able to test the truth in the view that the internet generation are more interested in “self-expression than learning about the outside world; anonymous blogs and user-generated content is deafening today’s youth to the voices of informed experts and professional journalists.” (Keen,2007)
And compare them to the opposing view that “technology has become a whole new artistic medium for self-expression” (Schwartzmann, 2011) and debate whether or not if the subject matter is creative and subjective, should self-expression be an issue?