Who follows the bloggers?

MANILA, Philippines - They trumpet the trends du jour and banner references faster than Lana Del Rey. It’s true: bloggers have become shining evidence of the stylized sign of the times.

Next thing you know, they’re doing the publicity rounds and hailed as the next bright young things. The hits and followers became quantifiable, more lucrative. Next thing you know, being a blogger’s a potential profession, tailing the enterprising School of Bryanboy. Admittedly or not, we’re paying attention to them. Why else would their faces be plastered on print ads and editorials?

Strange how the architecture of blogging has developed. The original blueprint’s still intact, with the Internet and a healthy dose of narcissism as its building blocks — but these days the design’s gotten more calculated. The border-blurring, rocketlike ascent of some bloggers has propelled them to starlet status.

Those pedestrian road gallops, side slumps, and knuckle zoom-ins that used to be just a Scott Schuman showcase will now cost you. Maybe even a lot. Calisthenics aside, bloggers embody the nowness, the larger-than-life characters you can now possess thanks to the Internet. Where you once had posters on your wall, you now have daily repositories of looks — and their penchant for dressing up’s rewarded by a chorus of praises via comment boxes. Which is to say, the way these engineers are revered has also changed. These people, and the looks they post have triggered a traditional way of fandom by way of a medium, and a kind of hyperconsciousness has quickly trickled down to their followers.

Meet The Blogger Band-Aids

“They’re not just bloggers, they inspire us to do better in what we’re interested in, in my case, fashion,” says Paula Taduran, a 16-year-old who frequently comments on fashion blogs. She checks her favorite blogs almost every day, always on the lookout for their tips. “They taught me that simple things can be extraordinary,” she adds. Myla Enriquez, also a 16-year-old, on the other hand checks her favorite blogs not only for updates but for their giveaways, but adds that she really likes their “enthusiasm, sense of humor and how approachable they are.”

Which is what it all invariably comes down to: access. The people that they take cues from, their idols — are people they can actually reach out to, thanks to social media. Why pine for Mary Kate and Ashley when there’s an army of style denizens right here? Sometimes they’ll even wear fur, too (yes, still here). The culture of anti-sporadic posting and reciprocation feeds the romantic notions of the fans. And why not? Especially when these bloggers regularly respond to requests that range from the mundane (skincare regimens) to downright intrusive (bag raids). It makes them all the more endearing, and the access is what amplifies their clout. “I feel so happy (whenever they reply to my comments). It’s like they’re talking to me in person,” says Myla.

It’s also what makes them effective endorsers and brand ambassadors. Paula claims that she buys from the brands the bloggers promote not only because he/she is her favorite, but also because they promote brands with great quality. Myla, meanwhile, takes it at face value. “The way they wear the items they’re promoting, it makes me want to buy it. I tried it once,” she says, “and there are no regrets.”

It’s easy to dismiss the devotion as bizarre, duping impressionable teenagers through copious amounts of style tips and blog giveaways. But lest we forget, the objects of their aspiration are also catalysts — inspiring these girls to create their own blogs and to express themselves. Charlene Ajose, a 19-year-old nursing student and blogger says, “From them I learned, the true value of blogging is being able to share what you know and what you are capable of doing through doing something that you love.” These aren’t just young girls with malleable minds. They aren’t groupies. They know their Mulberry from their Mango, and they know that their blogs are as much of a platform as it is a safety net. They want in on the movement too, and desire for a success of their own.

Ultimately, as the hyperconsciousness trickled down, the self-esteem went up, thanks to their favorite bloggers. Myla has found new friends and inspiration, while Charlene’s learned how to address criticism better and take everything with a grain of salt. “With blogging, we feel confident,” adds Paula. “We feel that everybody appreciates what we do — we feel like the whole world is with us.”

Follow Throughs, Follow Truths

Bloggers have constructed a peculiar kind of fandom: a non-threatening, and sometimes more accessible than a fast-food drive-thru kind. Tricia Gosingtian of triciawillgoplaces, fashion blogger and a personal favorite of Paula and Charlene, mused about two of her fans, both of whom she knew by their full names and have become her friends, in a way. “I don’t wanna get used to it,” she says. “It’s nice to hear it over and over again from the same people.” She admits that she would prioritize replying to frequent commenters, and it’s what motivates her to blog more.

“Even my loyal followers, they don’t know me naman din, if you think about it,” she confesses. “It’s not like I divulge a lot of personal stuff. But despite what they read or find out, they totally overlook those things.” Tricia’s referring to e-mails from fans that tell her “I’m never gonna leave you” or “I’ll follow you forever.” But it still isn’t the kind of thing she’ll ever get used to. “It’s not like we’re showbiz or anything,” Tricia says. “Sometimes it’s weird to hear those things, pero nakakatuwa din.”

The verdict’s still out on whether this will all stick. What’s clear is that it’s been gaining momentum for a while now, and it’s beginning to be less about wondering if they built a house of cards, but more about how sustainable it’s all going to be. Of how long they can keep young teens inspired, or of the tenacity of their persuasive powers. We can’t deny the influence; we also can’t say that this isn’t something we asked for, either. It isn’t just their picture-perfect, manicured entries that got them — or us. They must have done something right to be catapulted to semi-artista fame. But as Charlene says, “For as long as there are readers, there will always be bloggers. A blog is nothing without its readers.”

Point taken.