Agnes Rocamora has carried out some really interesting studies in the areas of fashion communication and marketing; observing on fashion weeks, to fashion blogs! Today I was rereading her work “Personal Fashion Blogs: Screens and Mirrors in Digital Self Portraits” (2009).
My favourite part of this article is an example where she refers to Snow White and the Seven Dwarfs, where the magic mirror represents the blogger’s computer screen and followers will confirm them to be “the fairest of them all” by leaving positive comments. I suppose they might also leave negative comments, but then a blogger could choose for them not to be seen!
By bringing together new and old technologies of the self—screen and blog on the one hand, photography and fashion on the other—personal fashion blogs assert themselves as a privileged space of identity construction (Rocamora, 2009, p. 410).
Rocamora reflects on the self-reflective nature of blogs and draws on examples from fashion bloggers (where colour makes one blogger “feel whole”) and identifies that bloggers keep followers engaged through the technique of regularly revealing a little more about their life with each post; “personal stories are narrated supporting the practice of fashion as a technique of the self” (p. 412). This helps bloggers found a more intimate relationship with their readers and the gradual portrayal of their identity brings together individual posts to form a story.
My research will build on ideas such as those of Rocamora’s and build on their theories by looking at how identities evolve over time on blogs, how these translate to other media and whether the identity that is being actively portrayed is consistent with that which is being perceived.
Rocamora, A. (2011). Personal fashion blogs: screens and mirrors in digital self portraits. Fashion Theory. 15(4). Pp. 407-424.