Journal of Consumer Research· 2012Q1
The Megaphone Effect: Taste and Audience in Fashion Blogging
- 528citations
- Q1SCImago
- 2012year
Short summary
Fashion bloggers gain audiences by repeatedly demonstrating aesthetic taste in clothing selection and combination, accumulating cultural capital that translates into economic and social rewards.
AI-generated from the title and abstract; the full text is not read.
Key points
- Fashion bloggers build audiences by showcasing aesthetic taste in clothing choices.
- Repeated public displays of taste accumulate cultural capital for bloggers.
- This cultural capital leads to tangible economic rewards and social status.
- The 'megaphone effect' allows ordinary consumers to reach mass audiences without traditional mediation.
AI-generated from the title and abstract; the full text is not read.
Abstract
The megaphone effect refers to the fact that the web makes a mass audience potentially available to ordinary consumers. The article focuses on fashion bloggers who acquire an audience by iterated displays of aesthetic discrimination applied to the selection and combination of clothing. The authors offer a theoretical account of bloggers’ success in terms of the accumulation of cultural capital via public displays of taste and describe how the exercise of taste produces economic rewards and social capital for these bloggers. The article situates fashion blogging as one instance of a larger phenomenon that includes online reviews and user-generated content and extends to the consumption of food and home decor as well as clothing. In these instances of the megaphone effect, a select few ordinary consumers are able to acquire an audience without the institutional mediation historically required.
The authors' abstract, as published at the source. Journal of Consumer Research, 2012 · DOI ↗
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