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Remake, RemodelWomen's Magazines in the Digital Age$
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Brooke Erin Duffy

Print publication date: 2013

Print ISBN-13: 9780252037962

Published to Illinois Scholarship Online: April 2017

DOI: 10.5406/illinois/9780252037962.001.0001

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Inviting Audiences In

Inviting Audiences In

Interactive Consumers and Fashion Bloggers

(p.87) 5 Inviting Audiences In
Remake, Remodel

Brooke Erin Duffy

University of Illinois Press

This chapter examines the shifting dynamics of the magazine producer–consumer relationship within two different industrial contexts. First, it considers how media producers are making their offerings for audiences more interactive by integrating commentary, advice, photos, and more. It situates this trend in historical perspective by recalling women's magazines' tradition of “inviting readers in.” Second, it looks at an external force encroaching on magazine production: the rise of fashion blogging. It also describes the labor politics of user-generated content and goes on to discuss how various industry insiders conceptualize fashion blogging, along with industrial and organizational trends that seem to respond to this cultural movement. The chapter shows that media producers are “inviting audiences in” to numerous spaces that they have carved out within magazine-branded properties. Community chat rooms, virtual programs, and user-generated contests engage interactive consumers while supplanting the work of professional content producers. Although editors of women's magazines maintain control over these initiatives, they have unequivocally less power over fashion bloggers.

Keywords:   media producers, audiences, women's magazines, magazine production, fashion blogging, labor politics, user-generated content, community chat rooms, interactive consumers, fashion bloggers

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