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Monetising the Dividual Self: The Emergence of the Lifestyle Blog and Microcelebrity in Malaysia
Published by Berghahn Books
Combining theoretical discussions with shorter case studies, this book offers an anthropological exploration of the emergence in Malaysia of lifestyle bloggers.
Combining theoretical and empirical discussions with shorter case studies, this book offers an anthropological exploration of the emergence in Malaysia of lifestyle bloggers - precursors to current 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.
List of Illustrations List of Tables Acknowledgments Chronology Introduction: Anthroblogia: Participant Observation and Blogging in Malaysia Chapter 1. The Blogs 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: The Assembling of 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
Julian Hopkins is Senior Lecturer in Communication at the School of Arts & Social Sciences, Monash University Malaysia. He has been researching the social and cultural implications of social media for more than ten years, using a combination of ethnographic and sociological research methods.
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