Self-Representation of Fashion-Bloggers in the Russian Segment of Instagram

In this work will be analyzed such a platform as Instagram. In our time, this is one of the most relevant tools for promoting a personal brand. This tool is used by numerous fashion bloggers in Russia. Domestic experts actively analyze the use of gender images and stereotypes in advertising various products. Currently, the topic of gender discrimination is constantly being discussed: the differences between a man and a woman, their roles in society, oppression and domination of one or another sex. The novelty of scientific research lies in the fact that fashion bloggers are a relatively new field of activity that appeared only a few years ago. Studies devoted to examining the phenomenon of the blogosphere from the point of view of the source of fashion standards and identifying its role in the dissemination of fashion innovations in the postmodern period are practically absent. The research problem is that in the world, including in Russia, there is a growing interest in various aspects of the position of women in society and feminism from the outside. Objective: to consider the aspects of fashion bloggers' self-presentation in the Russian Instagram segment. The study analyzed the publication of 15 Russian-speaking bloggers, from Instagram accounts of which 30 photos of advertising orientation were selected, in which clothing and accessories are promoted. Note that all fashion bloggers are focusing not only on fashion, but also on their self-representation. The practical significance of the study lies in the fact that the developed self-representation of fashion bloggers contributes to creating a positive image, as well as increases the effectiveness of the blog, improving its memorability. In conclusion, we revealed that in order to maintain the interest of fashion bloggers, they still often use anti-feminist methods. At the same time, fashion bloggers often give useful advice to their subscribers, which improves the quality of the content laid out.