NOTES ON THE INFLUENCE OF TRADITIONAL MEDIA IN THE CONSOLIDATION OF FASHION BLOGS

Abstract

This paper arises from the following research problem: how did the professionalization process of fashion blogs in Brazil take place? It is observed that, throughout this process, there is a change in the relationship between traditional media and fashion bloggers. Based on that, this paper aims to reveal the influence of traditional media in the consolidation of Brazilian fashion blogs. From a theoretical and methodological perspective based on Media Archaeology, it is possible to point the existence of two distinct moments in the relationship between bloggers and traditional media: a stage of distrust and a more recent one of approximation. Also, it is noticed that an initial rejection of the work of bloggers is replaced by the understanding of its role in the emergence of a new professional profile in the field of Communication.