ABSTRACT
This chapter discusses how the lack of efficiency of traditional Interruption Marketing methods led to the rise of Permission and Relationship Marketing methods as alternative practices. It explains how the nature of the Internet and blogs embraces the Handmade movement. The chapter examines how progressive marketing theories function in the IDLBB model and how Indie Girl Culture (IGC) utilizes them. IGC encompasses a wide range of media and topics including fashion, crafting, design, and photography. The Internet has maximized the ideals of individual empowerment rooted in the modern Handmade movement and changed the social landscape by offering new, accessible opportunities to interact. Blogs play a powerful role in empowering individuals and establishing businesses. The blogosphere empowers individuals by sidestepping the standard editor of traditional media that became our culture’s tastemakers through their publishing and distributing power. Advertising often intends to persuade its audience to do something, while blogging more often focuses on sharing something.
