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PR-konsulter och bloggare; en win-win situation?: En studie om PR-konsulters förändrade arbetssätt i och med modebloggarnas framväxt
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies. (8)
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies. (8)
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract Title: PR consultants and bloggers; a win-win situation? - 

A study of PR consultants’ new adaptations in the labour market due to the emergence of fashion bloggers. 

Authors: Cecilia Girell, Sandra Kjellström Tutor: Ylva Ekström

Purpose: With the expansion of the Internet, fashion bloggers have gotten more power. A few companies have understood this powerful and reasonable cheap marketing channel. Despite this, most companies still feel powerless, but what has happened to the work of PR consultants in this constant changing media environment? The ones whos purpose is to act as intermediaries between companies and various media channels. That is our purpose for this essay; to look at PR consultants new adaptations in their extern marketing communication in phase with the ever- growing blogosphere.

Method: In this study a qualitative method in terms of personal interviews has been used in the collection of data. Four interviews have been held; whereas two with PR consultants working with fashion, and two with fashion bloggers. These interviews together with literature and theories regarding our topic have later on been used as the base for our results and analysis.

Main results: Overall, PR consultants have gotten a more stressful environment since the entrance of the bloggers. More and different strategies must nowadays be planned, since the bloggers work differently compared to traditional media. They offer a more personal connection towards their readers, which also have made it easier for the PR consultant to reach their target groups faster. Both bloggers and PR-consultants have nowadays become dependent on each other, and the factors leading up to this can be explained through technological, economic and cultural perspectives.

Number of pages: 50 Course: Media and Communications Studies C Department: Division of Media and Communication, Department of Information University: Uppsala University Period: Fall 2014

Keywords: PR consultant, blogger, fashion, communication, Jenkins, convergence, marketing communication, Bourdieu. 

Place, publisher, year, edition, pages
2014. , 50 p.
Keyword [sv]
PR-konsult, bloggare, mode, kommunikation, Jenkins, konvergens, marknadskommunikation, Bourdieu
National Category
Social Sciences
URN: urn:nbn:se:uu:diva-243300OAI: oai:DiVA.org:uu-243300DiVA: diva2:786934
Subject / course
Media and Communication Studies
Available from: 2015-02-09 Created: 2015-02-07 Last updated: 2015-02-09Bibliographically approved

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