Get digital or die trying: En studie om det digitala samhällets påverkan på traditionell modejournalistik

Sammanfattning: The Internet, which is the most important component of digitalization, has proved to be a useful, but unfortunately economically difficult channel for the news agency. The rapid shift of digitalization in the 21st century has changed the game plan for traditional fashion journalism. Editors have, through various strategies at the best of their ability, adapted to the new market situation and largely succeeded in claiming their respective brands and business ideas. Thus, mechanisms of fashion journalism have changed and its function has encountered adversities,especially from fast fashion and social media. Within the social media boundaries it´s possible for the regular reader to participate rather than just consume. The social media dictators are what is called an influencer which puts the traditional journalist in danger if he or she doesn't adapt, as the influencer takes on a journalistic act within the fashion world. This creates a fashion forum that is both more intimate and more democratic, without the overarching hierarchy that is otherwise associated with traditional fashion journalism.