Abstract
This chapter focuses on relatability as a branded relationship between bloggers and readers, and explores the associated practices required to maintain this relationship. In this public, presumptions of feminine commonality as ‘girlfriends’ underpin this branded relation. Producing the self as a relatable brand requires discipline and responsiveness, in order to produce the intimacy that facilitates the branded relationship between blogger and unknown audiences. It also requires the ability to articulate the personal as the general, in producing moments that are both representative of the self but also feminine experience that may be considered ‘common’ and ‘relatable’. Such generality associated with relatability, however, does not mean that the status of being relatable is universally available. Relatability is conceived of as a possessive attribute. General experience is conceived of as something that can be operationalised to demonstrate individual value, if cited with the right degree of specificity and in the correct affective tone. This conception of the self as representative of general experience must also be located within histories of whiteness and class privilege.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Adkins, Lisa. 2003. “Reflexivity: Freedom or Habit of Gender?” Theory, Culture and Society 20 (6): 21–42. https://doi.org/10.1177/0263276403206002.
Adkins, Lisa. 2016. “Contingent Labour and the Rewriting of the Sexual Contract.” In The Post-Fordist Sexual Contract: Working and Living in Contingency, edited by Lisa Adkins and Maryanne Dever, 1–28. Basingstoke: Palgrave Macmillan.
Banet-Weiser, Sarah. 2012. Authentic TM: The Politics of Ambivalence in a Brand Culture. New York: New York University Press.
Baym, Nancy. 2015. “Connect With Your Audience! The Relational Labor of Connection.” The Communication Review 18 (1): 14–22. https://doi.org/10.1080/10714421.2015.996401.
Berlant, Lauren. 2008. The Female Complaint: The Unfinished Business of Sentimentality in American Culture. Durham: Duke University Press.
Brooks, James L., Matt Groening, and Sam Simon. 1989. The Simpsons. United States: 20th Television.
Carah, Nicholas, Sven Brodmerkel, and Lorena Hernandez. 2014. “Brands and Sociality: Alcohol Branding, Drinking Culture and Facebook.” Convergence: The International Journal of Research into New Media Technologies 20 (3): 259–275. https://doi.org/10.1177/1354856514531531.
Casserly, Meghan. 2012. “#WhatShouldWeCallMe Revealed: The 24-Year Old Law Students Behind The New Tumblr Darling.” Last Modified March 29. http://www.forbes.com/sites/meghancasserly/2012/03/29/whatshouldwecallme-revealed-24-year-old-law-students-tumblr-darling/. Accessed March 25.
Cho, Alexander. 2011. “Queer Tumblrs, Networked Counterpublics.” Conference Papers—International Communication Association, 1–37.
Chun, Wendy Hui Kyong. 2016. Updating to Remain the Same: Habitual New Media. Cambridge, MA and London: The MIT Press.
Coté, Mark, and Jennifer Pybus. 2012. “Learning to Immaterial Labour 2.0: MySpace and Social Networks.” Ephemera: Theory & Politics in Organization 7 (1): 88–106.
Daniels, Greg, and Michael Schur. 2009. Parks and Recreation. United States: NBC Universal Television Distribution.
du Plessis, Erik Mygind and Pelle Korsbæk, Sørensen. 2017. “An Interview with Arlie Russell Hochschild: Critique and the Sociology of Emotions: Fear, Neoliberalism and the Acid Rainproof Fish.” Theory, Culture and Society 34 (7–8): 181–187. https://doi.org/10.1177/0263276417739113.
Farci, Manolo, Lucca Rossi, Giovanni Bocci Artieri, and Fabio Giglietto. 2017. “Networked Intimacy. Intimacy and Friendship Among Italian Facebook Users.” Information, Communication and Society 20 (5): 784–801. https://doi.org/10.1080/1369118x.2016.1203970.
Fjær, Eivind Grip, Willy Pedersen, and Sveinung Sandberg. 2015. “‘I’m Not One of Those Girls’: Boundary-Work and the Sexual Double Standard in a Liberal Hookup Context.” Gender & Society 29 (6): 960–981. https://doi.org/10.1177/0891243215602107.
Hemmings, Clare. 2012. “Affective Solidarity: Feminist Reflexivity and Political Transformation.” Feminist Theory 13 (2): 147–161. https://doi.org/10.1177/1464700112442643.
Hochschild, Arlie. 1983/2003. The Managed Heart: The Commercialisation of Human Feeling. Berkeley: University of California Press.
Jarrett, Kylie. 2015. Feminism, Labour and Digital Media: The Digital Housewife. London: Routledge.
Kalish, Rachel, and Michael Kimmel. 2011. “Hooking Up: Hot Hetero Sex or the New Numb Normative?” Australian Feminist Studies 26 (67): 137–151. https://doi.org/10.1080/08164649.2011.546333.
Lederer, Charles. 1953. Gentlemen Prefer Blondes. United States: 20th Century Fox.
Lury, Celia. 2009. Brand as Assemblage. Journal of Cultural Economy 2 (1–2): 67–82. https://doi.org/10.1080/17530350903064022.
McNay, L. 1999. “Gender, Habitus and the Field: Pierre Bourdieu and the Limits of Reflexivity.” Theory, Culture & Society 16 (1): 95–117.
Nakamura, Lisa. 2008. Digitizing Race: Visual Cultures of the Internet. Minneapolis: University of Minnesota Press.
Ronen, Shelly. 2010. “Grinding On the Dance Floor: Gendered Scripts and Sexualized Dancing at College Parties.” Gender & Society 24 (3): 355–377. https://doi.org/10.1177/0891243210369894.
Sharma, Sarah. 2017. “Exit and the Extensions of Man.” Transmediale.https://transmediale.de/content/exit-and-the-extensions-of-man. Accessed December 1, 2018.
Skeggs, Beverley. 2004. Class, Self, Culture. London: Routledge.
Stacey, Jackie. 1987. “Desperately Seeking Difference: Desire Between Women in Narrative Cinema.” Screen 28 (1): 48–61.
Sullivan, Shannon. 2006. Revealing Whiteness: The Unconscious Habits of Racial Privilege. Bloomington: Indiana University Press.
Sullivan, Shannon. 2014. Good White People: The Problem with Middle Class White Anti-Racism. Albany, NY: SUNY Press.
Swan, Elaine. 2017. “What are White People to Do? Listening, Challenging Ignorance, Generous Encounters and the ‘Not Yet’ as Diversity Research Praxis.” Gender, Work & Organization 24 (5): 547–563. https://doi.org/10.1111/gwao.12165.
Terranova, Tiziana. 2000. “Free Labor: Producing Culture for the Digital Economy.” Social Text 18 (2): 33–58. https://doi.org/10.1215/01642472-18-2_63-33.
Wiegman, Robyn, and Elizabeth A. Wilson. 2015. “Introduction: Antinormativity’s Queer Conventions.” Differences 26 (1): 1–25. https://doi.org/10.1215/10407391-2880582.
Winch, Alison. 2013. Girlfriends and Postfeminist Sisterhood. Basingstoke: Palgrave Macmillan.
Yancy, George. 2012. Look, a White! Philosophical Essays on Whiteness. Philadelphia: Temple University Press.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2019 The Author(s)
About this chapter
Cite this chapter
Kanai, A. (2019). The Practices and Politics of a Relatable Brand. In: Gender and Relatability in Digital Culture. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-91515-9_5
Download citation
DOI: https://doi.org/10.1007/978-3-319-91515-9_5
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-91514-2
Online ISBN: 978-3-319-91515-9
eBook Packages: Social SciencesSocial Sciences (R0)