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The Lifestyle Blog Genre

  • Julian Hopkins
Living reference work entry
Part of the Springer Reference Sozialwissenschaften book series (SRS)

Abstract

Drawing upon a stage in the development of blogging in Malaysia from 2007 to 2009, this chapter outlines the emergence of the lifestyle blog from the personal blog. Drawing upon actor-network theory and the conceptualisation of branding work as affective relational labour, it argues that the advertising market was able to integrate personal bloggers, and capitalise upon the ability to closely measure online activity, to restabilise the disruption caused by the ‘voicy consumers’.

Keywords

Actor-network theory Advertising Blogs Digital media Genre Labour Microcelebrity Social media 

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Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  1. 1.School of Arts and Social SciencesMonash University MalaysiaBandar SunwayMalaysia

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