This research examines personal style blogging to understand the strategies women interested in personal style employ online to participate in fashion culture. In 2009 and 2010 I interviewed thirty-five personal style bloggers during two separate one-month periods about their experiences as bloggers, fashion community-members, and consumers. Bourdieu's theories of taste and social spaces, as well as Swidler's theory of strategic interaction were used to analyze the data. I found that personal style bloggers engage three strategies to navigate the social field of fashion online: opposition, conditional involvement, and buy-in. Personal style bloggers self-consciously position themselves vis-a-vis the fashion industry to respond to the pressures of consumerism and self-commodification, and illustrate that the Internet facilitates production as well as consumption of women's fashion.
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