Recently there have been some articles in some of the free newspapers here in Stockholm focusing on the blogging world. Metro, one of the newspapers, actually hosts blogs, so quite a few short articles end up in Metro about blogging. I am always interested to see what real Swedes blog about and what they read about.
And I am disheartened. Horribly. Because dominating the Swedish blogosphere are teenage girls. Which would be fine. Except there are a lot of them. And they all write about the same thing. Fashion.
I, as mentioned numerous times here, am not a fashionable person. I like my jeans a little baggy so things can breathe. I like not looking ridiculous with clothes two sizes too small. I like not worrying about accessorizing. Life is good in my fashion world. Mostly because it is simple. Obviously, many people don’t agree. And that’s fine. I’ll shake my head as you walk by, but appreciate you because you made me laugh. At you maybe, but laugh nonetheless.
Now in defense of the teenage girls they are clearly meeting a need. The economics of it all is impressive. Because there are numerous teenage girl fashion bloggers in the top 10 blogs in Sweden. So there is a demand. And the teenage girls are the supply. So good work there. In fact, I am not being critical of the teenage girl bloggers at all. I’m probably a little jealous. I am however, critical of the readers. Because while some of these teenage girls write very well, and can even make some interesting points about Swedish fashion, I just have a hard time believing that this is enough to launch so many of them to the top of the blogosphere.
What does this say about Swedish society? Is it a social commentary on the materialistic side of Swedes? A country that prides itself on social and political awareness throughout the world has to be just a little bit concerned when the top blogs are about something as benign as fashion. Granted, Swedes are also known for their design and fashion. But still. Someone has to be worried. Because, while some people struggle to accept it, blogs are an excellent barometer of what is going on in society. For the people, by the people. All that good stuff. So explain it to me Swedes. Explain the phenomenon that is Swedish fashion blogging.