Publication: Los blogs de moda: nuevos preservadores de los estereotipos de género de las revistas femeninas
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2017-04-04
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Universidad Complutense de Madrid
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Abstract
En los últimos años los blogs han revolucionado el panorama mediático de la moda, convirtiéndose en auténticas guías de las tendencias de la pasarela. Hasta hace muy poco esta labor recaía casi exclusivamente en las revistas femeninas, especialmente en Vogue, publicación que también se conoce como la Biblia de la moda. Sin embargo, el escenario comenzó a cambiar en 2009, cuando los blogs de moda comenzaron a popularizarse. Estas bitácoras no profesionales, escritas por aficionados devotos de la moda, consiguieron extenderse muy rápidamente, debido sobre todo a la espontaneidad de los bloggers, que hicieron de las tendencias de la calle (el street style) y de las personas anónimas, los nuevos protagonistas del estilismo en el vestir. El blog de moda pasó a ser parte del mundo femenino, guiado por personas anónimas que, de pronto, pasaron a convertirse en las blogueras más influyentes del planeta. Se trata de mujeres anónimas que alcanzaron la fama escribiendo en sus blogs y asistiendo a eventos de moda. Gracias a la rapidez y a la repercusión de las redes sociales, en poco tiempo dejaron de ser sólo blogueras para convertirse en it girls. Desde su nuevo status, comenzaron a patrocinar productos, marcas, asesorar o, incluso, diseñar prendas para firmas de ropa. El triunfo de esas mujeres y la influencia que ejercen en sus seguidoras, son hechos que han sido percibidos desde los medios de comunicación, la moda y los investigadores en la materia, como la ruptura con los tradicionales estereotipos femeninos, como el triunfo de la mujer real. Se trata de mujeres que no estás limitadas a la talla 36, que no responden a los cánones de belleza impuestos por la publicidad ni a ningún tipo de molde, pues cada una de esas blogueras es como cualquier mujer...
In the past years, blogs have revolutionized the media landscape of fashion becoming true guides of the most recent trends on the catwalk. Until recently this work rested almost exclusively in women's magazines, especially Vogue, a magazine that has become known as the Bible of Fashion. Nonetheless, beginning in the year 2009 the scenario began to change with the increased popularity of fashion blogs. These non-professional blogs, written by individuals dedicated to fashion were able to extend and grow very quickly, due to the spontaneity of these bloggers, who were able to turn street trends (street style) and anonymous people into the new protagonists of the latest fashion styles. Fashion blogs became a part of the women’s world, lead by anonymous people who very quickly became some of the most influential bloggers on the planet. The bloggers were anonymous women who reached fame by writing in their blogs and attending fashion events. Thanks to the impact that social media has and the speed at which information can be shared, in just a very short time these women became more than bloggers, they became the it girls in fashion. Having reached a new status, they began to sponsor products, brands, evaluate and even designed items for fashion brands. The success achieved by these women and the large influence they have on their followers are facts that have been noted by the media, the fashion world and researchers on the topic as a break from traditional female stereotypes and as a triumph for the real woman. We are talking about women who are not limited to a size small, who do not respond to the beauty standards set by advertisements nor any other type of social influence, thus each of these bloggers is just like any other woman...
In the past years, blogs have revolutionized the media landscape of fashion becoming true guides of the most recent trends on the catwalk. Until recently this work rested almost exclusively in women's magazines, especially Vogue, a magazine that has become known as the Bible of Fashion. Nonetheless, beginning in the year 2009 the scenario began to change with the increased popularity of fashion blogs. These non-professional blogs, written by individuals dedicated to fashion were able to extend and grow very quickly, due to the spontaneity of these bloggers, who were able to turn street trends (street style) and anonymous people into the new protagonists of the latest fashion styles. Fashion blogs became a part of the women’s world, lead by anonymous people who very quickly became some of the most influential bloggers on the planet. The bloggers were anonymous women who reached fame by writing in their blogs and attending fashion events. Thanks to the impact that social media has and the speed at which information can be shared, in just a very short time these women became more than bloggers, they became the it girls in fashion. Having reached a new status, they began to sponsor products, brands, evaluate and even designed items for fashion brands. The success achieved by these women and the large influence they have on their followers are facts that have been noted by the media, the fashion world and researchers on the topic as a break from traditional female stereotypes and as a triumph for the real woman. We are talking about women who are not limited to a size small, who do not respond to the beauty standards set by advertisements nor any other type of social influence, thus each of these bloggers is just like any other woman...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Periodismo I (Análisis del Mensaje Informativo), leída el 10-02-2016