The Lifestyle Blog Genre
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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’.
KeywordsActor-network theory Advertising Blogs Digital media Genre Labour Microcelebrity Social media
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