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1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING Fashion style A7#707"&.V;;n1&8%4"%*&D3*+$7"&3*&l6+%&'>75%**&7D&*75$3#&8$DD(*$7"&)9&G+$5+&3&"%G&*69#%&$*& interpreted as a context dependent code, and then adopted by a group of consumers”. As Rickman and Cosenza (2007) analysed, “fashion contains all types of cultural phenomena including adornment, clothing and art, music and architecture”. Based on Solomon’s 8%4"$6$7"&7D&D3*+$7"S&&5700("$536$",&+3I%&$"5>%3*%8&*'%%89&$"&6+%&'3*6&4I%&9%3>*S&*75$%69&+3*& 383'6$",&G$6+&$6&3"8&4"8$",&"%G&G39&67&(*%&6+$*&5+3""%#*&67&5700("$536%&./##%"S&V;E;1M& Blog, as a particular form of online communication, it draws likeminded people into cohesive, stable and relatively insular forms of community (Hodkinson, 2007). Recently, there has been an increase of the use of individual use of web logs (blogs) among Internet users. Hodkinson (2007) point out that “the vast majority of blogs are created, maintained and centred upon a single individual rather then a group”. Generally, most popular blogs were characterised by their author’s passion if a particular issue or topic (2005). Audiences of such blog are group of people with the same interests or even similar aged as the author of the blog. “Blog is media”, as Richard Jalichandra stated in the presentation based on the 2009 State of Blogosphere report produced by Technorati (2009), in fact, blog is a media that provide twoway communication. Blog accepts readers to post comments and provides links that link readers to other blogs. This conversational based communication cycle is call blogosphere, and it is one of the fastest growing areas of new content on the Internet (2005). As a fast growing media, blogs is now a strong and indispensable media with a 154
1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING rising class of professional bloggers (Technorati, 2009). According to the 2009 State of Blogosphere report, produced annually by Technorati, 28% fell into the general designation of professional bloggers. This article will focus on fashion blogs. Fashion blog and Fashion magazine In essay Gatekeeper and knowledge diffusion in the fashion industry, Huage (2006) stated that knowledge transmits though “pipeline”. He point out that fashion companies need deliver information of their recent development and looks of their latest trends though the “pipeline” to consumers, at the same time, consumers also need the “pipeline” to receive information. Therefore, according to Huage, “media play an important role in the information diffusion of new trend style”. This paper will focus on fashion magazine, as it is part of traditional printed media. Before fashion blog had attracted public attention, the interpreter power was only hold by few fashion editors (Allen, 2010), Huage (2006) describes such interpreter as “knowledge gatekeeper”, and they play the role as mediator between producers and consumers. Editors of mainstream fashion magazines were gatekeepers of fashion ideas and they had power to interpret what is “in style”. The rising popularity of fashion blogs has made those fashion bloggers also become “gatekeepers”. Allan (2010) argued that “the Internet has not revolutionised the way we communicate, the advance in communication technology has facilitated the evolution of our communication practice”. In other word, blog provide a conversational twoway communication, and it is an evolution of oneway communication that was provide by traditional printed media (magazines). Bloggers as gatekeepers uses their blog as “pipeline” to communicate with readers and shares a more personal idea of fashion. Because the nature of blog enables reader to common on blog articles, it engages reader into a personal conversation with the writer of the blog, which is a more interactive communication compare to magazines. Magazine editors worked carefully with educated writers, fashion journalists and professional photographers before they publish any document or visual elements, the use of langue and meaning of words in communication has discussed by precisely before the document published (Allen, 2010). Blogs are popular because everyone can express their opinion through it and share with the public, although blog is media, it is not as processional as traditional media. Misspelling and evidence of the lack of respect of conventions of grammar are common mistakes in blog articles. Journalist has to pass 155
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