3PMjournal_2010s2

3pm Journal of Digital Research & Publishing
unique voice and platform.î 13 Schumanís unique voice, brand and aesthetic in his blog
which attracted readers in the blogosphere where ëtraffic is currencyí 14 was what allowed
publishers to discover a niche market they could cater to with the publishing of Schumanís
blog book. A publisher would not have previously known about this market without
Schuman tapping into it with the creation of his blog, and the success of the blog led to the
creation of a book with selective content of his visual and written fashion commentary.
Although a book documenting specific posts on a blog may not be necessary or contain
any new content, the tangibility of the book and the more selective capabilities in the
print medium for the individual who originated the idea of a particular blog means that
the content may stand as a more integral whole. Schuman describes his specific reasons
for making a book out of his blog at the beginning of The Sartorialist book. Schuman
views his blog as a ìsocial document celebrating self-expressionî 15 and refers to peopleís
comments on the Sartorialist website as making the blog a ìliving fabric.î 16 However,
Schuman confides in the readers of his book in the preface ìI hope that, as you look at
the images in this book, rather than giving a look a ëthumbs upí or a ëthumbs down,í
you will focus on the elements that will inspire you.î 17 In this comment it is apparent that
as the author of the blog, Schuman is asking his readers to consider the content for its
effect on the individual viewer rather than interacting and commenting in the online blog
community centred on the content of his blog. Perhaps by Schuman returning to the more
traditional print medium he is encouraging viewers to approach the images with an aim
for a simple response of inspiration, isolated from the thoughts of other users of the blog.
In this way the more personal and private transaction from author to reader in a book is
emphasized by the release of Schumanís book different to a blog where sometimes the
authorís intentions in a blog post can be diluted by discussions and comments generated
by other viewers. This particular transformation from blog to book shows the role books
still play as cultural artifacts in our society. They still have a purpose as a simpler form
of content delivery and means of one-way communication which complements the twoway
communication of newer forms of content delivery that have come into use since the
digital revolution and widespread use of blogs.
13 Nelson, M. (2006) p. 10
14 Nelson, M. (2006) p. 4
15 Schuman, S. (2009) The Sartorialist London: Penguin p. 5
16 Schuman, S. (2009) p. 5
17 Schuman, S. (2009) p. 5
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