El blog de modael fenómeno ciudadano internacional que ha revolucionado los medios digitales femeninos de alta gama

Résumé

Since the mid 1990s, mass media has been engaged in a constant process of digital transformation. The blog has been one of the key elements in carrying out this task by opening the way for a new interaction with the audience and democratising information. In the past 10 years, women's magazines have lived this digital revolution more intensely, given that they have also had to face the success of a phenomenon of international dimensions that has managed to remove the foundations of fashion and that has seduced (from the beginning) advertising, also know as: the fashion blog. This type of blog was born as an alternative to the elitism of high-end press, although from 2008 it began to be integrated into the main female magazines. This relationship has been a determining factor in the process of digitisation of women's magazines. Likewise, the integration of this type of blogs in main female magazines has been seen by many experts in the fashion, gender and communication field, as a source of hope for a sector which has remained almost unchanged since its origins (in the 19th century) till this date; one that has been transmitting the same topics, promoting certain female stereotypes and has had a great dependence on advertising. The main objective of this work is to provide an X-ray to the phenomenon of the fashion blog in Spain, also to learn its impact in the digital transformation of women's high-end press and to determine whether it has managed to strengthen a new female model. To do so, the content of the 10 most followed fashions blogs in Spain has been analysed, as well that of the three high-end female magazines with most readers in the country: Vogue, Elle and Cosmopolitan.