historyВЕСТНИК РГГУ. Серия «Литературоведение. Языкознание. Культурология»RSUH/RGGU Bulletin: “Literary Teory. Linguistics. Cultural Studies”, Series2073-6355RSUH10.28995/2686-7249-2021-9-139-156history-1053Research ArticleМЕДИАИССЛЕДОВАНИЯMEDIA STUDIESМодные блогеры как селебрити-эксперты в русскоязычных социальных медиаFashion bloggers as celebrity experts in Russian-spoken segment of social mediaСаламоваЗ. К.SalamovaZ. K.

Земфира К. Саламова

101000, Москва, Мясницкая ул., д. 20

 

Zemfira K. Salamova

bld. 20, Myasnitskaya St., Moscow, 101000

 

zsalamova@hse.ruНациональный исследовательский университет «Высшая школа экономики» (НИУ ВШЭ)РоссияNational Research University Higher School of Economics (HSE)Russian Federation20211612202109139156Copyright © Саламова З.К., 20212021Саламова З.К.Salamova Z.K.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://history.rsuh.ru/jour/article/view/1053

Социальные медиа способствовали распространению блоггинга, посвященного моде, стилю или образу жизни, по всему миру. Данное исследование посвящено стратегиям самопрезентации русскоязычных модных блогеров. Его объектами являются «Инстаграм»-аккаунты и YouTube-каналы двух российских модных блогеров: Александра Рогова и Карины Нигай, а также их появления в качестве гостей в различных интервью-шоу на платформе YouTube. Александр Рогов получил первоначальную известность благодаря своим телевизионным проектам. Карина Нигай добилась популярности благодаря онлайн-присутствию в YouTube и «Инстаграм», поэтому является «чистым» примером интернет-селебрити, чей взлет к славе произошел в Сети. В задачи исследования входят: 1) анализ поведения модных блогеров на разных онлайн-площадках; 2) изучение того, как модные блогеры обосновывают и предъявляют свою экспертную позицию в коммуникации с аудиторией. Обращение к модному блогингу позволяет рассмотреть, каким образом его представители выстраивают свои персональные бренды и утверждают себя в качестве экспертов в области моды и стиля в русскоязычных социальных медиа.

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.

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The authors declare that there are no conflicts of interest present.