Date

6-2014

Degree Name

BS in Journalism

Department

Journalism Department

Advisor(s)

Dan Eller

Abstract

This study analyzes the differences between professional and citizen bloggers in the fashion industry, and their use of the two-step flow communications theory and certain tactics to become opinion leaders in the industry. With the rise of blogging as a popular medium for consumption of fashion news, thousands of bloggers have begun blogs hoping to become part of the fashion industry. With this rise comes bloggers with different levels of expertise and experience. With this comes a blurring of lines between a professional blogger with credible knowledge of the fashion industry, and a citizen blogger with no formal training or tie to the fashion industry. Knowing that professional bloggers have an impact in driving the fashion industry, ultimately becoming opinion leaders, we can compare the tactics used by professional and citizen bloggers, to see precisely what sets them apart. This study investigates these differences, to see if citizen bloggers use tactics similar to professional bloggers, giving them the same abilities to be an opinion leader as a professional blogger.