Color Me Courtney & “Entrepreneurial Femininity”

Bloggers utilized three interrelated tropes: 1. The Destiny of Passionate Work; 2. The Glam Life; and 3. Carefully Curated Social Sharing to articulate a form of “entrepreneurial femininity” (4).

This concept, as mentioned in Brooke Erin Duffy and Emily Hund’s “Having it All” on Social Media: Entrepreneurial Femininity and Self-Branding Among Fashion Bloggers, can be analyzed from blogger narratives (4).

The first trope which is 1. The Destiny of Passionate Work deals with bloggers and their Instagram accounts. Duffy and Hund mention, “bloggers implicitly and explicitly defined their practices as productive labor rather than leisurely consumption” (5).

The second trope 2. The Glam Life deals with the gifting of products from brands and designers to bloggers. Norris and Hund state that “‘The Glam Life’ is continually reiterated lifestyle that primarily exists through the aesthetics and language of commercial brands” (6).

Finally, the third trope, 3. Carefully Curated Social Sharing, deals with bloggers “about me” pages that usually have comments about their support from their partners (7). In addition, “bloggers shared more candid images of their lives, seemingly letting their guard down and presenting themselves as “authentic” in ways that temper the glamour lifestyles” (7).

An example of  “entrepreneurial femininity” found in a blogger is Color Me Courtney. Courtney Quinn moved from Arizona to New York and is a full time blogger. A biography of Courtney can be found on her website http://www.colormecourtney.com/about/ (shown below).

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Courtney’s “About Me” page on her website.

I met Courtney at a ZAC Zac Posen event that I attended (I intern for Zac Posen). Courtney runs her Instagram (@colormecourtney) and has a balance between the three tropes of “entrepreneurial femininity”.

For example, 1. The Destiny of Passionate Work can be found on Courtney’s Instagram account that is constantly updated. Courtney posts everyday and sometimes even more than once a day. Courtney demonstrates the 2. The Glam Life in her posts that show hundreds of different colored outfits (Courtney is known for her love for colorful clothing) and handbags that are mostly gifted to her. I know that the images of her holding ZAC Zac Posen handbags are gifted by our company to promote the product.

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Courtney is wearing a ZAC Zac Posen handbag that she tagged with the handle (@zaczacposen) to promote to her followers.

Lastly, Courtney shows the third trope 3. Carefully Curated Social Sharing on her Instagram when she posts photos of her boyfriend, Paris (see slideshow below). She shows him in a few photos to show her personal side, while still balancing brand promotions.

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Fiske’s Idea of “Popular Culture”

Popular culture is deeply contradictory in societies where power is unequally distributed along axes of class, gender, race, and the other categories that we use to make sense of our social differences (4).

In “Understanding Popular Culture” John Fiske mentions that “popular culture” involves making do with what is available (15). Popular culture, as mentioned by Fiske, is always part of power relations. There is always a struggle between subordination and domination–between power and the forces that try to resist it (19).

In “Understanding Popular Culture” Fiske discusses that torn jeans can be an example of popular culture because they “signify both a set of dominant American values and a degree of resistance to them” (5). In this case, the subordinate groups can make their own culture out of the materials that are given by the dominant groups. 

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Different styles and washes of ripped jeans.

As well, jeans provide both warmth, this is a material function, and a cultural function which is has to do with a person’s social identity and social relations (11).

Popular culture has to do with excorporation, or the “process by which the subordinate make their own culture out of the resources and commodities provided by the dominant system” (15).

Other example of popular culture can be the popularity of hip hop, or certain social media trends like “Black Twitter” which is the community of Black Twitter members and their cultural identity (wikipedia). Similarly to the idea of jeans, denim jackets have become a piece of popular culture. Now the denim jacket is a staple in most girls closets and can be purchased for a lot of money, or thrifted at a cheap piece. There are also hundreds of different styles for denim jackets–they can be ripped, acid washed, dyed in any color a person wants it. The denim jacket gained popularity in in the 80s and 90s and several celebrities like Hailey Baldwin and Kendall Jenner love to wear theirs. The denim jacket also is not just for women, it can be worn on men too! It has both material and cultural function–it keeps you warm and it can be personalized anyway you want.

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Model, Hailey Baldwin, sporting her version of the denim jacket.

 

“Mediatization”: what is it & an example

“Mediatization” is how media becomes central to the shaping and doing of institutions.

This act of “mediatization” occurs because society cannot be separated from from the media. Digital media is constantly shaping the world around us, specifically the fashion industry.

The fashion industry is always evolving and on to “the next big thing” to wear and buy. Digital media has created newer and better ways of expanding the way to wear and show off clothing. As mentioned by Angès Rocamora in “Mediatization and Digital Media in the Field of Fashion”, there are four practices of fashion. These practices are production, consumption, distribution, and diffusion. These four practices have become been transformed by “mediatization”.

Rocamora states, “The fashion industry has embraced digital media to the point that they are now intrinsic to and formative of many practices taking place in the industry and amongst fashion consumers” (509).

There are several pros to mediatization and it’s involvement with the fashion institution. A perfect example of mediatization in regards to fashion, are fashion shows. The “fashion show”, or place to show off the latest trends has drastically changed from the nineteenth century to the twentieth century because of mediatization. A current day fashion show involves high-technology lighting and sounds. As well, a fashion show involves social media and the presence of fashion bloggers. Fashion bloggers utilize images and writing content to promote the latest in fashion.

Social media platforms such as Instagram, Facebook, Twitter, Snapchat, and Tumblr have become major parts of the fashion show. Fashion bloggers will use these social media platforms to live stream the fashion show to their followers. There is the ability to live stream on Facebook and Instagram so that way consumers who were not invited to the runway show can get a glimpse of the clothing in real time.

Celebrities and influencers have aided the process of using social media during fashion shows to show the public the new clothing. An example of mediatization and the fashion institution is Derek Blasberg. Derek Blasberg, 35 years old, is an American writer and editor. He is Vanity Fair’s ‘Our Man on the Street,’ a senior staff member at the Gagosian gallery, and the host of the television show ‘CNN Style.’ Derek is best known for his Instagram pictures featuring celebrities from the likes of Kendall Jenner to Karlie Kloss to Miranda Kerr.

Derek uses Instagram to show off the latest fashion trends and fashion shows. He is constantly updating his feed with images of fashion shows, celebrity trends, and activities to do from coast to coast.

 

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Derek exemplifies mediatization because consumers on Instagram are able to view his fashion posts and go to the website of the clothing company and purchase the look. He is always online and posting and is seated in the front of fashion shows.

Derek uses the media to promote and display the latest in the fashion industry.

-Katie

OOTD: Saturday 17th, 2018

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On this particular day, I went out for my mom’s birthday dinner! We went to a seafood restaurant on Long Island, New York. I wanted to look cute, while staying comfy in a warm sweater!

Get my Outfit of the Day:

Off-The-Shoulder Maroon Sweater (originally $68): Abercrombie & Fitch, https://www.abercrombie.com/shop/us/p/off-the-shoulder-sweater-10184252

Rinse Wash High-Rise Super Skinny Jeans (originally $78): Abercrombie & Fitch, https://www.abercrombie.com/shop/us/p/sculpt-high-rise-super-skinny-jeans-9697221?seq=05&categoryId=6234555&ofp=true

Black Jenelle Tall Boots Naturalizer ($158.95): Bloomingdale’s, https://shop.nordstrom.com/s/naturalizer-jenelle-tall-boot-women-regular-wide-calf/4757029?top=72&color=%27Black%27

-Katie