Modebloggare och dess läsare : En studie om hur unga kvinnor i Sundsvall och modebloggare uppfattar modebloggars verksamhet

The Internet has become a communication system that includes a direct and personal communication as well as traditional mass communication. For example, the Internet has become a channel for self-publishing. It provides opportunities for discussion and blogs can be woven together into a dialogue between network users. The conversation is both personalised and addressed to the wider community. Our study is based on how fashion bloggers perceive their role as a fashion blogger, and how young women, 18 to 30 years old, in Sundsvall, perceive fashion blogs. We chose to conduct qualitative research and held qualitative interviews and focus groups. Since fashion blogs are a relatively new phenomenon, we chose to do interviews with the active fashion bloggers, Nina Johansson and Karolina Skande, to use them as informants. To get a glimpse of how young women in Sundsvall view the phenomenon of fashion blogs, we used four focus groups. These focus groups were divided into age categories to better analyse their responses. We have concluded that fashion bloggers are aware of their power and position as lobbyists. However, they do not see it as a problem but rather as a means of informing and forming fashionistas around the country. We noted that our focus groups were active consumers of goods and products promoted by fashion bloggers. They believe that fashion bloggers are knowledgeable in the subject and they also regard them as honest. Although the focus group subjects are active as consumers, they believe that it is mainly young and insecure readers who are affected by consumption