FASHIONOFFICE INSIGHT
by publisher Karin Sawetz
June 2009


How often does it happen that somebody thinks he knows you better? Have you ever asked yourself how he is making this?

Nobody knows you better
than you know yourself!

Especially by reading printed women's magazines it becomes obvious that editors are the executors of a constructed public opinion about females which differs mostly from reality. Alongside to In- and Out-lists with advices what to do and the seasonal big don'ts you will find semi-academic writings about womanhood. In these well-meant articles women argue honestly where the positive and negative sides of being female are lying and how women can 'upgrade' themselves for being more successful. Not to mention the permanent presentation of fictitiously preferred role models such as photo starlets or (divorced) wives of rich and famous husbands which shall serve as (dis-)orientation for today's women.

Does the internet
mirror the truth?

Now, if you are looking online, women are not so active in making opinion like men. Added to that, fewer women are technicians and therefore not so strong involved in 'tricking' the web; assumed that females would ever pervert the truth in the same scale like men.

Today you can trick the internet for mirroring the reality in your favor. Internet professionals are aware of this fact: if you are watching keywords which are published by services like Alexa.com you will find out that the results have to be analyzed before they can be taken for granted. Check out the statistics of Fashionoffice with the latest Alexa data from 30 May 2009.

New technologies
In May, the new technologies which are working also with keywords have been Fashionoffice Insight's theme. For all the ones who haven't already read about Fashionoffice's updated Terms of Use, find the details on fashionoffice.org/survey/.

Create the content by defining the meaning of keywords!
The Chinese artist Xu Tan invites to the 'Keywords School' at La Biennale di Venezia fashionoffice.org/culture/
2009/keywords5-2009.htm.

Make your opinion
On styleradar.com and beautyradar.com we are publishing the Fashionoffice opinion tools. Please vote! In some European countries women earn around 20 to 25% less money than men and have to pay for the same services higher prices. Until 26th June it was possible to vote for same prices for women and men on beautyradar.com.

The German group Söhne Mannheims presents the first track of their new album 'IZ On'. The critical texts in German and English are about making opinion, don't believing everybody, even not the musicians themselves... Watch out the video: fashionoffice.org/music/
2009/soehne6-2009.htm.

Images of women
Photographer Petra Rautenstrauch will exhibit her work on 3rd June at the fashion laboratory Liniert in Vienna, where architecture, fashion, design, literature, music… are combined under one roof fashionoffice.org/foto/
2008/rautenstrauch11-2008.htm.

The gallery of the Austrian province Burgenland invites from 18 to 19 June to an exhibition entitled 'Frauenbilder' (translated 'Images of Women'). At this time Fashionoffice is working on an article about the event, especially the lecture of Doris Guth about "True Love. Love in Lifestyle-Media" www.burgenland.at/x-art.

FASHIONOFFICE INSIGHT:

May 2009
Apr 2009
Mar 2009
Feb 2009
Jan 2009
Dec 2008
Nov 2008
Oct 2008
Sept 2008
Aug 2008


Karin Sawetz is journalist, media researcher and fashion scientist (Mag. Dr. phil.). > sawetz.com