The Specificity and Role of Blogs in the Fashion Journalism Landscape

The present research is devoted to the study of the emergence and formation of the phenomenon of fashion blogging in modern Russia. The project has a comprehensive structure that helps to indicate significant points of fashion blogging. The methodology employed in the paper includes the following theoretical tools: historical analysis, typoligization and classification, structural analysis and discourse analysis. The first part of investigation is intended to cover a wide range of theoretical studies referred to the issue of fashion-journalism, principles of the functioning in the system of Russian media and linked to the description of fashion press market in Russia. The second part of the study describes the occurrence of fashion-blogging in Russia in conjunction with foreign practice. Furthermore, based on interview with professional fashion journalist and the founder of the blog research arrives at a fundamental understanding of theoretical concept of the interaction between fashion bloggers and occurrence of fashion trends and journalist's standards in Russia. The project ends with the results anticipated and the future prospects. To conclude, the study will reveal how with the development of the Internet occurs the erosion of the usual models of fashion journalism and what features individuals who do not gain a formal journalist status should obtain in order to increase the legitimacy of fashion blogging.