In the past we had the opportunity to follow mostly fashion, beauty and food blogs, however the popularity of lifestyle blogs has been increasing lately. Therefore, my goal in this work is to explore this phenomenon in greater detail. My focus is going to be on the importance of lifestyle blogging in society and how Slovenian bloggers try to communicate a certain way of lifestyle through their posts on blogs and Instagram. With help of in-depth interviews with female bloggers and analysis of their blogs and profiles on Instagram, I answered two main questions: “What is the social value of blogs for readers?” and “Is classic blogging ‘moving’ to Instagram?” I came to the conclusion that the primary mission of bloggers is to express their opinions, while simultaneously helping others with their experiences and knowledge on specific topics. As influencers, they have the power to impress and influence their followers (readers), which is also evident in the comment section of their blogs and Instagram profiles. Furthermore, they are not afraid to express their opinion and to show their true self (i.e. showing themselves without makeup, showing their “mistakes”, sharing their problems). This authenticity, combined with the uniqueness of their approach and posts – both on the blog and on Instagram – is what every influencer has to possess in order to change the “world” and have (positive) influence on its audience – society.
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