Kayla C. Boyd

Date Approved

2016

Date Posted

4-27-2016

Degree Type

Open Access Senior Honors Thesis

Department or School

English Language and Literature

First Advisor

Carol Schlagheck

Abstract

Traditionally, women have turned to fashion magazines to know what is trending, how they should dress and what beauty tips they should try. However, in this generation, print magazines as a whole are becoming less relevant due to blogs, YouTube, smartphone apps, social media and other digital sources. "The web has made it possible for ordinary consumers to reach a mass audience" (Mcquarrie, Miller, & Phillips, 2013); thus fashion influence is no longer coming only from advertisers and models with unrealistic features, it reflects the tastes of ordinary people. Through a literature review and content analysis, this research demonstrates how the evolution of fashion journalism from print to online media is creating a more diverse marketplace in which young women are making their fashion choices.

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