Posing My Identity. Today's Outfit in Swedish Blogs

Ann-Charlotte Palmgren


This paper examines the staging of the body is presented in Swedish women's and men's fashion blogs. In a Swedish and Scandinavian context fashion blogs have recently become increasingly common, and young women and men frequently post their self-portraits taken with digital cameras online. The paper will be an empirical ethnographical study of the body in Swedish speaking women's and men's fashion blogs and relevant theories include theories about the body, identity and performance. The empirical material consists of blogs and interviews done with the blog owners. The paper concludes that our contemporary fascination with fashion and the staging of ourselves through performances and clothing is an expression of our wish to express a certain identity online.


blogs; self-portraits; identity

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DOI: https://doi.org/10.15847/obsOBS422010294