The fashion magazine goes online

Marie Bach Nielsen

Studenteropgave: Kandidatafhandlinger


The fashion magazines are present on the Internet, and this thesis investigates how fashion magazines are facing the challenge of the online medium. An inspection of the debate on cultural and/ or creative industries is included. The fashion magazine is a cultural product that distributes creative content. The naming of the content, editorial or advertising, as creative, influencing the cultural product (and vice versa), opens up the possibility for a curiosity concerned with the economic and commercial side of the matter. The understanding of the fashion magazine as an object embedded in society and culture and as a cultural object in itself containing creative content prompts the following question for analysis: How has selected fashion magazines met the challenges from the Internet technology? This thesis investigates two primary features of the fashion magazine: editorial content and advertising, answering the following two sub-questions: 1) Can new forms of editorial content be detected in online versions of selected fashion magazines? 2) How has advertising changed in online versions of selected fashion magazines? The magazines are “Vogue UK” (print edition) and the online version “”, “Vogue Paris” (print edition) and “” (online edition), all four published by Condé Nast. Two examples of Danish fashion magazines, “Cover”, by Malling Publications, and the online edition “”, and “Costume” from Benjamin Media with the online edition “”. Using a methodology from cultural researcher Paul du Gay, the circuit of culture, an investigation is conducted in a theoretical framework from anthropologist Brian Moeran and sociologist Hartmut Rosa, which leads to the following conclusion: Vogue Paris and Vogue UK by Condé Nast are well represented online, and have successfully created a bridge between print and online. Editorial content has not found new ways online. In regards to advertising, the perfect format for online ads still needs to be invented. The advertising based business model of the printed fashion magazine is currently inappropriate for the online business model. Finally, the thesis presents a discussion and suggestions for further research focused on virtual ethnography.

UddannelserCand.soc.cbp Management of Creative Business Processes , (Kandidatuddannelse) Afsluttende afhandling
Antal sider70