Performing the Self in the Mainstream

Dmitrow-Devold, Karolina

doi:10.1515/nor-2016-0391

Cited by 6 publications

(7 citation statements)

References 27 publications

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“…Flera forskare har menat att den kritik bloggerskorna bemöttes av kan ses som en upprepning av en bekönad diskurs där kvinnors och unga tjejers aktiviteter trivialiseras genom att beskrivas som negativa och ytliga. Tvärtom kan bloggande förstås som ett sätt att ta makten över de förväntningar på femininitet som finns i omlopp (Dmitrow-Devold 2017, Hänninen 2015, Lövheim 2011a). Modebloggande uttrycker den ambivalens som nutida föreställningar om såväl femininitet som feminism gestaltas med.…”

Section: Femininitet Och Intimitet Som Företagandeunclassified

Modebloggerskor

McIntyre

2023

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Fashion bloggers In the mid 2000s, the fashion blogger appeared as a new media figure. The young women who wrote about fashion, shopping, and private lives aroused rapid criticism from the established media because of their huge impact. The emergence of fashion, beauty - and shopping blogging is a further development of a culturally defined combination between femininity and consumption that is both intensified and adapted to today's digital culture, as well as a changing view of gender. In the article, this development is interpreted as an expression of what Gill (2007, 2016) critically called a postfeminist sensitivity, and where the equivalence between femininity and feminism is determined. However, instead of a critical discussion of post feminism, the intention here is to show that this activity can also be interpreted as a negotiation with those cultural definitions of femininity that are in circulation. The article is based on an ethnological method using deep interviews with bloggers in the wider fields of fashion, beauty and shopping. Although none of the informants described their blog as pronouncedly feminist, many considered that this was true of their blog with regard to certain aspects. These included featuring a body or a fashion that does not comply with the norms, combining something traditionally feminine with enterprise and computer technology, and not compromising on your dreams. The informants embraced traditional female values such as beauty care, consumption and motherhood, but tried to infuse them with new, to some extent feminist, meanings. By this means, they negotiate meanings in the relationship between femininity and feminism in specific ways. Blogging challenges, in a specific way, the boundaries between the physical and the digital body, the concept of a real I and a blog I, and perceptions of femininity and feminism. However, in order to become a successful blogger, it was also necessary for the informants to negotiate their position with regard to intimacy, family information, transparency with themselves, and collaborating with companies that they did not believe in. The informants chose different ways to deal with such borders. In dealing with these borders and also in the crossing of them the norms of femininity are revealed; this lack of boundaries also solves the relationships between economy and intimacy, culture and nature, consumption and production. If the detention to a private sphere has subordinated women in history, then making visible the constructed character of this private sphere, is also a refusal to accept cultural beliefs about femininity as based on natural principles. The relationship between economy and intimacy is dissolved by exposing the private sphere as a means of work.

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Section: Femininitet Och Intimitet Som Företagandeunclassified

Modebloggerskor

McIntyre

2023

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“…The influencers who were interviewed had starting blogging so as to create “a room‐of‐their own,” and to share their personal thoughts and passions with others (see also Dmitrow‐Devold, 2017; Lövheim, 2011; Palmgren, 2015). The connections that they developed through their online activities quickly allowed them to use their private homes and families as a backdrop for product placement.…”

Section: Lifestyle Influencersmentioning

confidence: 99%

Commodifying feminism: Economic choice and agency in the context of lifestyle influencers and gender consultants

McIntyre

2021

Gender Work & Organization

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Feminism has become a recurrent ingredient in many women's narratives of their selves and is regularly appearing as an important aspect of women's success, happiness and self‐realization. The development has been criticized for upholding a view in which structural inequalities are explained in terms of individual choices; choice feminism. This article examines two professional groups, lifestyle influencers and gender equality consultants. The purpose is to examine how questions of feminism, choice and entrepreneurship are made sense of in these contexts. The article situates the interviewees' explanations in fourth, or even fifth wave feminism to examine whether the embrace of choice still relies on a critique of gender structures and inequalities. Both the consultants and the influencers felt that entrepreneurial success had changed the way society viewed them. The appeal of ‘choice’ was an outcome of a perceived lack of choice, a matter of performing resistance to the culturally defined choices these individuals felt were presented to them. The article contributes to an understanding of the shifting meanings and forms feminism takes in social media and commercial market settings and what it is that these individuals find appealing in addressing individual success as a feminist victory.

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“…Goffman's (1959) dramaturgical approach is a fruitful framework through which to examine the dynamics of self-presentation on social media as performance (e.g. Azariah 2016;Dmitrow-Devold 2017). By understanding this in terms of a front stage and back stage, where the latter is the place where individuals retreat and step out of their role and thus where a more authentic self resides, Goffman emphasizes the rather porous dichotomy between the public and the private.…”

Section: Please Consult the Published Version To Ensure Correct Citationmentioning

confidence: 99%

“…It has also been suggested that the essence of blogging is a form of vanity culture enacting social ranking, in a rat race for maximum attention and slick self-promotion (Lovink 2008). In a study looking at how Norwegian teenage female bloggers perform selves in their blogs over time, Dmitrow-Devold (2017) finds that the girls To appear in: Tovares and Gordon (eds) 2020: "Identity and ideology in digital food discourse: Social media interactions across cultural contexts" Bloomsbury.…”

Section: Please Consult the Published Version To Ensure Correct Citationmentioning

confidence: 99%