MODA BLOGLARI İLE KARİYER YAPMAK

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

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