Frankfurt School: Theodor Adorno

Theodor Adorno would go against the Youtube Guru's view of being individual and say that they are just standard products. However he would say that it is a clever way to sell things as it makes you feel as though you are being individual as you are getting your information from 'real' people on a different media medium. However everyone ends up purchasing the same things and all look similar.

Ombre videos

Rhiannon from Fashionrocksmysocks

This video shows you how to ombre your hair, which is more useful than instructions on a box as you can actually see rhiannon do it step by step. She does not say you have to buy a specific dye or do anything that may be seen as promoting capatilism. This is just an example of how 21st century media

gives people tips who may not be very good at fashion or hair, and helps them express themselves.

Zoe from Zoella

Zoe's video, from a marxist perspective, could be seen as benefiting capatilism. She is saying if you have blonde or ombre hair then BUY these products. A lot of people to aspire to be like her, and she has a lot of followers. However, a lot of her followers are young and don't get an income, or if they do it's a small one. However Zoe gets paid to make videos and do blog posts and go to fashion events.

From a bloggers perspective, this video is helpful and shows people what products are out there and what works and what doesn't. In the long run it will save money as you wont be buying products that aren't any good.

Express Yourself..

Blogs encourage you to express yourself and be unique. They show you how to adapt your style and customise things such as adding quirky buttons to a primark cardigan or turn a top into a bag. However as more people read blogs. more people are trying to be 'individual' and this results in everyone looking the same.

An example is the on trend, ombre hair. I myself joined this hype myself. It started with celebrities such as

Alexa Chung


Chole Kardashian

Drew BarryMore

Then the bloggers caught on such as:

Rhiannon from Fashionrocksmysocks

Zoe from Zoella

These bloggers began making videos on how to ombre your hair or how to look after ombre hair and the craze grew and grew and now so many people have this trend when it really just derived from roots not being touched up.