MODA BLOGLARI İLE KARİYER YAPMAK

Yıl 2017, Cilt: 10 Sayı: 19, 33 - 50, 01.06.2017

Lena Cavusoglu Deniz Atik

Öz

Bu çalışma, Aktör-Ağ Teorisini kullanarak, moda eğitimi almamış ve moda sektöründe deneyimi olmayan sıradan tüketicilerin tüketim alışkanlıklarından yola çıkarak moda blogculuğunu nasıl bir meslek haline getirdiklerini göstermektedir. Türkiye’nin en ünlü moda blogcuları ile yarı yapılandırılmış derinlemesine mülakatlar yapılarak bir hobinin mesleğe dönüşümü incelenmiştir. Bulgular, ekonomik ve sosyal kazanımların moda blogculuğunu bir meslek haline getirmekte etken olduğunu göstermektedir. Blog yazarlığının arkasında yatan dinamikler araştırılırken, ağı meydana getiren insan ve insan dışı aktörler belirlenmiş ve aktörler arasındaki ilişkiler incelenerek tüketici davranışları yazınına katkı sağlanmıştır. Bunun yanı sıra, çalışma, büyümekte olan tüketici kaynaklı bir pazara ışık tutmaktadır

Anahtar Kelimeler

Moda blogları, aktör-ağ teorisi, tüketici kaynaklı pazarlar, web 2.0, blogosphere

MAKING A CAREER OUT OF FASHION BLOGGING

Öz

Using actor-network theory ANT , this study shows how once-amateurish, ordinary fashion consumers, who have no fashion education, professional background, and family credentials reach a remarkable number of audience and make a career out of their personal consumption. Examining semi-structured in-depth interviews with the most popular fashion bloggers in Turkey, we investigate how a hobby can become someone’s occupation. Our findings show that economic and social rewards are the primary rationale to start blogging as a profession. By focusing on the practice of fashion blogging as an occupation through ANT, we make contributions to consumer behavior literature by laying out the dynamics behind the blogging network, identifying critical human and non-human actors and their relations in the network, giving insights about a growing consumer-generated market

Anahtar Kelimeler

Fashion blogging, actor-network theory, consumer-generated market, web 2.0, blogosphere

Kaynakça

• Armstrong, C., and McAdams, M. (2009). Blogs of information: How gender cues and individual motivations influence perceptions of credibility. Journal of Computer- Mediated Communication, 14: 435-456.
• Alvesson, M., and Sköldberg, K. (2009). Reflexive Methodology: New vistas for qualitative research. SAGE Publications.
• Atik, D., and Cam, E. (2015). Fashion Bloggers: Virtual Communities with Passion for Fashion. Paper presented at 20th International Conference on Corporate and Marketing Communications, Izmir, April 16-17 .
• Bajde, D. (2013). Consumer culture theory (re)visits actor–network theory: Flattening consumption studies. Marketing Theory, 13(2): 227-242.
• Barthes, R. (1977). Image, Music, Text. (S. Heath, Trans.) Hammersmith, London: FontanaPress.
• Belk, R. W. (2013). Extended Self in a Digital World. Journal of Consumer Research, 40, 477-500.
• Bhagat, P., Klein, A., and Sharma, V. (2009). The impact of new media of internet- based group consumer behavior. Journal of Academy of Business and Economics, 9: 83–94.
• Bourdieu, P. (1986). The Forms of Capital. In J. G. Richardson (Ed.), Handbook of Theory and Research for the Sociology of Education (pp. 241-258 ). London: Greenwood.
• Callon, M. (1986). Some elements of a sociology of translation: Domestication of the scallops and the fishermen of St. Brieuc Bay. In J. Law (Ed.), Power, Action and Belief: A New Sociology of Knowledge? London: Routledge and Kegan Paul, pp.196-223.
• Callon, M. (1999). Actor-Network Theory - The Market Test. Actor Network Theory and After. J. Law and J. Hassard. Oxford, Oxford University Press, pp. 181-196.
• Camiciottoli, C. B. (2015). “All those Elvis-meets-golf-player looks”: A corpus- assisted analysis of creative compounds in fashion blogging. Discourse, Context and Media, 12: 77-86.
• Carson, D., Gilmore, A., Perry, C., and Gronhaug, K. (2001). Observation Studies. In Qualitative Marketing Research (pp. 132-145). London, UK: SAGE.
• Casteleyn, J., Mottart, A., and Rutten, K. (2009). How to use facebook in your market research. International Journal of Market Research, 51: 439–447.
• Chau, M., and Xu, J. (2012). Business Intelligence In Blogs: Understanding Consumer Interactions And Communities. MIS Quarterly, 36 (4): 1189- 1216.
• Cheng, R.-J., and Fang, W. (2015). Blog Intention Based On Fashion Involvement And Trust. International Journal of Electronic Commerce Studies, 6 (1): 19-36.
• Cherrier, H., and Murray, J. B. (2007). Reflexive Dispossession and the Self: Constructing a Processual Theory of Identity. Consumption Markets & Culture, 10 (1): 1-29.
• Creswell, J. W. (1998). Qualitative inquiry and research design: Choosing among five traditions. Sage Publications.
• Cresswell, K. M., Worth, A., and Sheikh, A. (2010). Actor-Network Theory and its role in understanding the implementation of information technology developments in healthcare. Bmc Medical Informatics and Decision Making, 10-67.
• Engholm, I., and Hansen-Hansen, E. (2014). The fashion blog as genre-between user-driven bricolage design and the reproduction of established fashion system. Digital Creativity, 25 (2), 140–154.
• Giesler, M. (2006). Consumer Gift Systems. Journal of Consumer Research, 33: 283–920.
• Glesne, C. (1999). Becoming qualitative researchers: An introduction (2nd ed.). Don Mills, Ontario, Canada: Longman.
• Hanssen, K., and Nitzshe, F. (2010). Fashion Blogs: From Musings On Personal Taste To Style Reports Around The Globe. Zwolle, The Netherlands: D’jonge Hond.
• Kozinets, R. V. (2006). Netnography 2.0. The Handbook of Qualitative Research Methods in Marketing. (R. W. Belk, Ed.) Northampton: Edward Elgar Publishing Inc.
• Kozinets, R. V. (1999). E-tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption. European Management Journal, 17 (3): 252-264.
• Kozinets, R. V., Kristine de, V., Wojnicki, A. C., and Wilner, S. J. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74: 71–89.
• Kvale, S. (1996). Interviews: An Introduction to Qualitative Research Interviewing. Thousand Oaks: Sage Publications.
• Larossa, R. (2005). Grounded Theory Methods and Qualitative Family Research. Journal of Marriage and Family, 67 (4): 837–857.
• Latour, B. (2005). Reassembling the Social: An introduction to Actor-Network Theory. Oxford, UK: Oxford University Press.
• Latour, B. (1987). Science in Action: How to Follow Scientists and Engineers Through Society. Cambridge, MA: Harvard University Press.
• Lovink, G. (2007). Zero Comments: Blogging and Critical Internet Culture. Routledge.
• Lunde, C. (2013). Acceptance of cosmetic surgery, body appreciation, body ideal internalization, and fashion blog reading among late adolescents in Sweden. Body Image, 10(4): 632-635.
• Mason, J. (2002). Qualitative Researching (2nd ed.). Sage Publications.
• McQuarrie, E. F., Miller, J., and Phillips, B. J. (2013). The Megaphone Effect: Taste and Audience in Fashion Blogging. Journal of Consumer Research, 40 (1): 136-158.
• Mohr, I. (2013). The Impact of Social Media on the Fashion Industry. Journal of Applied Business and Economics, 15 (2): 17-22.
• Mount, M., and Martinez, M. G. (2014). Social Media: A Tool for Open Innovation. California Management Review, 56 (4):124-143.
• Morandin, G., Bagozzi, R. P., and Bergami, M. (2013). Brand community membership and the construction of meaning. Scandinavian Journal of Management, 29 (2): 173-183.
• Nardi, B. A., Schiano, D. J., and Gumbre, M. (2004). Why we blog. Communications of the ACM, 47 (12): 41-46.
• Potts, L. (2009). Using Actor Network Theory to Trace and Improve Multimodal Communication Design. Technical Communication Quarterly, 18 (3): 281- 301.
• Ritchie, J., Spencer, L., and O’Connor, W. (2003). Qualitative Research Practice: A Guide for Ed.) London: Sage Publications.
• Social Science Students and Researchers. (J. R. Lewis
• Rocamora, A. (2012). Hypertextuality and remediation in the fashion media: the case of fashion blogs. Journalism Practice, 6 (1): 92-106.
• Rocamora, A. (2011). Personal Fashion Blogs: Screens and Mirrors in Digital Self-portraits. Fashion Theory, 15 (4): 407–424.
• Sarker, S., Sarker, S., and Sidorova, A. (2006). Understanding Business Process Change Failure: An Actor-Network Perspective. Journal of Management Information Systems, 23 (1): 51-86.
• Sepp, M., Liljander, V., and Gummerus, J. (2011). Private bloggers’ motivations to produce content – a gratifications theory perspective. Journal of Marketing Management, 27 (13-14): 1479–1503.
• Silverman, D., and Marvasti, A. (2008). Doing Qualitative Research: A Comprehensive Guide. Thousand Oaks, CA: Sage Publications.
• Sowray, B. (2015). The Telegraph. http://www.telegraph.co.uk/fashion/ people/danielle-bernstein-the-fashion-blogger-who-makes--15-000-per- instagram-post/ [Accessed 23 March 2016]
• Spiggle, S. (1994). Analysis and interpretation of qualita- tive data in consumer research. Journal of Consumer Research, 21 (3): 491–503.
• Stankeviciute, R. (2013). Occupation Fashion Blogging: Relation Between Blogs and Luxury Fashion Brands. In J. Hoffmann, and I. Coste-Maniere, Global Luxury Trends: Innovative Strategies for Emerging Markets (p. 77). London, UK: Palgrave Macmillaan.
• The Forbes. (2015). 20 Stocks to Buy for 2016: http://www.forbes.com/pictures/ mkl45ehmdj/ chiara-ferragni-27/ [Accessed 21 March 2016]
• Turner, G. (2010). Ordinary People and the Media: The Demotic Turn. SAGE Publications.
• Wilson, E. (2000). Feminism and Fashion. In D. B. Juliet B. Schor (Ed.), The Consumer Society Reader (pp. 291-305). New York, NY: The New Press.
• Yang, J. (2006). The rough guide to blogging. London: Rough Guiders.