FASHION BLOGGERS AS CELEBRITY EXPERTS IN RUSSIAN-SPOKEN SEGMENT OF SOCIAL MEDIA

Abstract

Social media has contributed to the spread of fashion, style or lifestyle blogging around the world. This study focuses on self-presentation strategies of Russian-speaking fashion bloggers. Its objects are Instagram accounts and YouTube channels of two Russian fashion bloggers: Alexander Rogov and Karina Nigay. The study also observes their appearances as guests in various interview shows on YouTube. Alexander Rogov received his initial fame through his television projects. Karina Nigay achieved popularity online on YouTube and Instagram, therefore she is a “pure” example of Internet celebritiy, whose rise to fame took place on the Internet. The article includes the following objectives 1) to study the self-branding of fashion bloggers on various online platforms; 2) to analyze the construction of fashion bloggers’ expert positions and its role in their personal brands. Turning to fashion blogging allows us to consider how its representatives build their personal brands and establish themselves as experts in the field of fashion and style in Russianlanguage social media.