“Cyber Fashion” in Global Village: Fashion Blogs

Abstract

INTRODUCTION The global spread of products in conventional media are provided over identities as a result of the relationship between the global and the local media through fashion magazines prepared for female readers. In capitalist economy, individuals in order to be approved by the society, they obliged to become consumers. In fact, this process turns into the individual cases by various indicators to surveillance society and therefore construction of new identities in the Global Village takes place in this way. With the development of new communication technologies, the orbit of the capitalist economy have been translated into information technology field. New communication technologies, particularly the Internet, and has an important place in the capitalist economic system. The concept of Network Capitalism, in order to serve the whole of the capitalist economic system, capital generates new communication technologies to fulfill global circulation. Thus, the conventional media leaves its place to new forms of productions such as social media. Fashion blogs are substituted in “Cyber” space in place of fashion magazines. In this study, the phenomenon of surveillance “network capitalism” through social media and one of its product, fashion blogs. In this way, surveillance is transformed to exposing through fashion blogs. In parallel with this transformation, hyper reality identity proposed by Baudrilliard, Bloggers are transformed as the representation of a simulacra. Individuals are encouraged to be self-esteem and self-liking. As a model of satisfaction within the social and cultural patterns, men and women identities are being reproduced.