Chapter 1: Essay One: Blogs and the megaphone effect
The Web allows ordinary consumers to reach a mass audience, to grab hold of the megaphone. More consumers have more opportunities to reach thousands of other consumers than ever before. I draw on Turner’s (2010) idea of a demotic turn, to situate fashion blogs as one way in which ordinary consumers get a megaphone. I then delve into Bourdieu’s idea of cultural capital to explore how a few consumers succeeded in realizing the potential for a mass audience. Fashion blogs yield new insight into the meaning of cultural capital, one of Bourdieu’s most original and subtle ideas, and a gateway to viewing consumers through a sociological lens.