Monetising the Dividual Self : : The Emergence of the Lifestyle Blog and Influencers in Malaysia / / Julian Hopkins.

• Superior document: Title is part of eBook package: De Gruyter Berghahn Books Complete eBook-Package 2019
• VerfasserIn: Hopkins, Julian,
• Place / Publishing House: New York ;, Oxford : : Berghahn Books, , [2019]; ©2019
• Year of Publication: 2019
• Language: English
• Series: Anthropology of Media ; 8
• Physical Description: 1 online resource (236 p.)
• Other title: Frontmatter --; Contents --; Figures --; 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
• Format: Mode of access: Internet via World Wide Web.
• ISBN: 9781789201192; 9783110997729
• DOI: 10.1515/9781789201192?locatt=mode:legacy
• Access: restricted access
• Hierarchical level: Monograph
• Statement of Responsibility: Julian Hopkins.

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.”