Monetising the Dividual Self

The Emergence of the Lifestyle Blog and Influencers in Malaysia
1. Auflage 2019
ISBN: 978-1-78920-118-5
Verlag: Berghahn Books

Buch, Englisch, Band 8, 236 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 498 g

Reihe: Anthropology of Media

Combining theoretical and empirical discussions with shorter “thick description” case studies, this book offers an anthropological exploration of the emergence in Malaysia of lifestyle bloggers – precursors to current social media “microcelebrities” and “influencers.” It tracks the transformation of personal blogs, which attracted readers with spontaneous and authentic accounts of everyday life, into lifestyle blogs that generate income through advertising and foreground consumerist lifestyles. It argues that lifestyle blogs are dialogically constituted between the blogger, the readers, and the blog itself, and challenges the assumption of a unitary self by proposing that lifestyle blogs can best be understood in terms of the “dividual self.”

Autoren/Hrsg.

Hopkins, Julian

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Digitale Medien, Internet, Telekommunikation
• Sozialwissenschaften Ethnologie | Volkskunde Ethnologie Kultur- und Sozialethnologie: Allgemeines

Inhaltsverzeichnis

List of Figures

List of Tables

Acknowledgements

Brief Chronology of Personal and Lifestyle Blogging in Malaysia

Introduction: Anthroblogia: Participant Observation and Blogging in Malaysia

Chapter 1. The Blog as Assemblage: Agency and Affordances

Chapter 2. January 2006: Blogwars, Hit Sluts and Authenticity in the Personal Blogosphere

Chapter 3. The Blogger and Her Blog: (Dis)Assembling the Dividual Self

Chapter 4. May 2007: Assembling Genres

Chapter 5. Assembling Blogs and Bloggers

Chapter 6. April 2007: Voicy Consumers and Negotiating Networked Publics

Chapter 7. Assembling a Blog Market

Chapter 8. January 2009: Negotiating the Authentic Advertorial

Chapter 9. Assembling Lifestyles

Chapter 10. October 2009: Regional Blogmeet

Conclusions: The Dividual Self and Emergence of the Lifestyle Blog

References

Index

Über Autor(innen)

Hopkins, Julian
Julian Hopkins is Adjunct Senior Research Fellow at the School of Arts & Social Sciences, Monash University Malaysia. He has been researching the social and cultural implications of the internet and social media since the turn of the century, using a combination of ethnographic and sociological research methods.