What Would Kachru Wear? A Discourse Analysis of Global Englishes in Fashion Weblogs from Expanding Circle Countries

Abstract The fashion weblog (blog) emerged as a space on the Internet to disseminate colorful visuals and complementary stories chronicle individual musings promote brands. Fashion beauty trends, retail news, on-the-street candid shots of personal style, shopping hauls appeared homepages hamburger menus. Content creators connect viewers matters taste socio-cultural implications style dress way expression. Scholars look understand its connection gender; cultural production practices; legitimacy in print digital journalism media field. I aim expand discourse communication knowledge these products examine English lingua franca connecting bloggers from countries such France, Brazil, Japan across landscape. This analysis employs Braj Kachru’s model Global Englishes identify content relies theoretical frameworks Gramsci’s hegemony Bourdieu’s capital interpret rhetorical choices made. argue enables make definitive statements about identity culture contribute international taste.