Long time, no post…

So I’ve broken one of the cardinal rules of blogging and not posted anything for over a year! My excuse… another baby! Arlo – lovingly known as “baby brother”. Anyone who follows me on Instagram will know how active I am on there and I really don’t want to turn this into a baby blog (even though I LOVE mummy bloggers) so I’ve resisted posting some of my day-to-day maternity leave antics. Anyway I’m back at work now and back to my research. I’d actually planned to stay research active during my maternity leave and had grand plans to publish papers but you can guess what came of those plans… nothing! I had a lovely maternity leave filled with coffee dates, making new mummy friends and hanging out with my best friend – 3 year old daughter and world’s bestest big sister, Romy.

Since being off work and taking a little break from my research my focus has shifted a little – it’s broader, in that I am looking at Scotland as a whole rather than focusing on the North East of Scotland, and I plan to look more specifically at fashion communicators on Instagram. My rationale comes primarily from the preliminary interviews I carried out with fashion bloggers in the summer of 2015. During these interviews it really became apparent that bloggers in the North East of Scotland were not branding themselves to a specific city or place (mainly due to concerns around security and a perceived lack of follower knowledge or interest in a more remote region) but most were proud to identify themselves as “Scottish” bloggers, where they saw this as a unique selling point and something that made them stand out in a the ever crowded blogosphere. My interviewees also spoke quite animatedly about online relationships and communities that then became offline friendships and networks through the use of hashtags and virtual and physical meet ups; interestingly these relationships were actually a key motivator for some of my participants – something that kept them blogging. Why the focus on Instagram? Well, in some ways I’m not really just concerned with Instagram, rather fashion influencers for want of a better term, but it does seem like a good place to start in terms of building a picture (literally!) of what the Scottish fashion and style landscape online looks like. Is there a blogger in the world who isn’t on Instagram? Is there a blogger in the world that posts on their blog more than they post on Instagram? My preliminary interviews showed that bloggers 1) get most of their traffic through Instagram; 2) post on Instagram more regularly than on their blog; and 3) feel that their Instagram is an extension of their blogging identity and something they take seriously.

So, over the past few weeks, I’ve been carrying out a content analysis of all Scottish fashion and style related content on Instagram using a number of hashtags. Predictably, this is taking a lot longer than anticipated but it’s actually really interesting. At this stage, the analysis is quantitative where I am going through all the images (there are thousands!) and basically trying to gain a sense of what types of images that are being associated with Scottish fashion and lifestyle on Instagram. Once I’ve done this I plan to organise these into categories and sample images from these groups which will be subject to further, more in-depth, qualitative analysis. I’m delighted to have started the second stage of my research and I’m really looking forward to sharing some of my findings on the blog at a later date!

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