Rocamora, A. (2011). Personal Fashion Blogs: Screens and Mirrors in Digital Self-portraits. Fashion Theory, 15(4), 407-424. Carmen Kang

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Carmen Kang

Article Review: Rocamora, A. (2011). Personal Fashion Blogs: Screens and Mirrors in Digital Self-portraits. Fashion Theory, 15(4), 407-424.

The subjects of fashion and style are often able to link to personal identity. To further connect this concept to the twenty-first century, this could be symbolized and presented through social media. In a definite sense this has become the brand new way of of representing an individual. It isn’t a new concept to millennials that personal branding can come quite easy through platforms such as social media, but also to create a blog in which one can represent a major aspect to their identity is quite important. This article discusses the ways in which the screen of a blog and computer functions as a mirror to represent an overall image of femininity. These two subjects of representation connect together very well as they help to replicate the potential outcome of over usage.

To further narrow these ideas author, Rocamora (2015), splits these concepts into two categories. The first category being the personal blog, which focuses on an individual and their motives through their posts. Within this category the author delves deeper and also discusses the category of personal fashion blogs and how this has become a new technology of the self. Whereas the second category is corporate blogs, which homes in on the ideas of a business and its motives, accomplishments, and action plans. Each of these blogs ultimately work to represent an entity, whether a business or an individual, to the best of their abilities by showcasing their best works.

Rocamora works to imply the different ways in which individuals are seen through this type of platform. One of the aspects in which these individuals is seen is through this ultimate image of an empowered female. Similar to the concept of an identity, this transformation of a being turning into a woman of authority works through a process that can take its course over months and years. A deciding factor in this process would be the ability to continue a story of construction behind this being.

Ultimately, this ability to connect the concepts of forming a story and purpose through life to present to an audience works as a grand strength throughout this article. This ability works to involve presentation, representation and commentary as the new norm as well as form of telling a story. The process of confirming identity is also quite prominent in this article as this forms a “self history” (412). Essentially explaining the method of how individuals will undergo an action of creating a storyline of their own life to function as an entity. These are the sorts of ideologies that help to further analyze the style of posts within a personal blog. In return this helps to strengthen the core concept of a computer screen functioning as a mirror.

A secondary strength throughout this article are the excerpts included from a few different women’s blogs. These excerpts manage to prove certain points that the author is making, such as the example of Arabel’s blog post about colour. As discussed, Rocamora suggests how in the case of personal blogs fashion can help to further construct and identify a person. The excerpt from Arabel further proves this as she comments on how wearing a lack of colours induces this feeling of unease, and as though she doesn’t appear as her true self. Therefore proving Rocamora’s point of constructing storylines, meanings and analytical skills towards simpler concepts for the sake of a blog post. This all returns to the major concept of constructing a brand for an individual’s personality, but also how that individual may construct a certain perspective rather than a genuine and authentic version of the self. However, it is also concluded that this is another aspect of the process of constructing the self online or becoming comfortable with doing so to achieve authenticity.

However, there is also a major weak point within the article. This occurs at the end of the article in the conclusion. The author works to restate the major concept and thesis, however, it almost seems as though there is another realization which overpowers the major thesis. It mentions the concept of these self constructions through new media but also this concept of these platforms being simpler than we may believe. In a sense, these sites may be further complicated through extensive and unnecessary analyzation however, this was not entirely involved in the thesis in the introduction. Therefore, this leaves the article with a statement that serves as more of a question.

In conclusion, this article provides an insight that has not been done to the same extent previously. This concept of the computer or mobile screen serving as a reflective surface in the 21st century helps to better understand why social media alters individual’s perceptions on themselves as well as those around them. Overall, this is a new factor to the subject of forming a brand around one’s identity and serves great purpose to the analyzation of this business process.

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