The Study of the Concept of ‘Fashion Blog’ in Modern Linguistics

This article offers a linguistic and multimodal examination of the fashion blog as a distinct digital discourse genre. It situates fashion blogs at the intersection of personal narrative, evaluative discourse, and mediated commerce, drawing on discourse analysis, sociolinguistics, pragmatics, and multimodal semiotics. After proposing a working definition and discussing methodological orientations, the article analyses characteristic linguistic and visual features—lexicon, register, stance, intertextuality—and addresses code-mixing, especially in bilingual settings (English–Uzbek). A comparative lens shows how English-language and Uzbek fashion blogs diverge in audience orientation, identity work, and cultural norms. I conclude with implications for future empirical work, digital literacy, and theoretical models of register and genre in the digital age.