Läs mer och köp här : en analys av digitaliseringen av modejournalistiken genom exemplet Veckorevyn.

Detta är en Kandidat-uppsats från Lunds universitet/Avdelningen för modevetenskap

Sammanfattning: In this bachelor thesis I have studied the digitalization of fashion journalism and the challenges that they are facing. I have studied the digitalization of fashion journalism through the example of the Swedish magazine Veckorevyn. Veckorevyn decided to quit their print publication earlier this year (2019) with the intention to focus on their digital website veckorevyn.com. The aim with this thesis is to understand how fashion journalism is changing through the digitalization and how this is visible at veckorevyn.com. Through the example Veckorevyn I will analyze three themes to identify the differences and similarities between traditional fashion media and its digital version. The themes I will analyze are advertising, pictures and also the rhetorics used to reach out to their consumers both in print and digital. I have used the methods of netnography and qualitative textual analysis. My analysis showed that the fashion journalist lose their power within the fashion system and their position as gatekeepers is weakened, when they create content for the digital version of Veckorevyn versus its print publication. A big factor which led to this shift is based on the way fashion journalists and editors are obligated to promote their advertisers in print publication, and this is not a concern in digital publication where they don’t produce or publish fashion editorials. In Veckorevyns print publication I found that they promoted their advertisers in their editorials and in their shopping articles. Although there seems to have been a big shift in power for Veckorevyn they are still producing fashion through shopping articles at their website and should still be considered a gatekeeper, just not the way they used to.

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