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In what ways has Internet changed fashion journalism? - Essay Example
Author : marvinlayne
Journalism & Communication
Pages 12 (3012 words)
This study explores how the Internet is changing fashion journalism, taking into consideration the advantages and disadvantages of this intermediary as a consumer source of fashion information…
The paper tells that social technologies are no longer a niche market of lifestyle activities for the user of the Internet. Blogs, video-sharing applications and social networks are becoming mainstream activities globally, thus changing the methodology of relationship with media and fashion. The mainstream properties of Internet usage are dominating the distribution and flow of information in very wide demographic audiences. Traditional fashion journalism, such as fashion magazines, provided limited opportunities for gaining market interest or disseminating information as these sources of journalism were targeted as specific, homogenized groups of potential buyers that were restrained through geographics. Fashion industry marketers now have a much broader audience to target using blogs, Facebook, YouTube and Twitter (as several examples) in order to promote their information and products. The mainstream aspects of Internet usage no longer constrain the fashion industry in gaining market interest, which can lead to higher profitability or establish a quality fashion brand. Traditional fashion journalism relied on cultural intermediaries, individuals in society “who transmit information from those engaged in the creative and production processes of fashion design to consumers”. These include photographers, journalists, ad agencies, salespersons and celebrity models. Cultural intermediaries bring value to the fashion content or marketing strategy as it relates to targeting customers or providing valuable fashion information. For instance, the usage of celebrity models gains sales advantages from the consumer culture under social learning theory. ...
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