Date of Award


Document Type


Degree Name



Human Communications

First Advisor

Kate Willink


Affective labor, Blog, Communicative labor, Fashion and lifestyle, Relational labor


Fashion and lifestyle blogs serves as a new cultural space, where bloggers are viewed as influencers and set cultural, societal standards of an ideal womanhood. Female bloggers' various forms of labor - specifically, communicative, relational, and affective - establish a blogger's role in social and economic life and reiterate the significance of consumerism as a hallmark of femininity. Fashion and lifestyle bloggers are typically women, whose labor sustains the fashion and lifestyle blogging ecosystem. This occurs through consistent, branded communication; cultivating connections and relationships with followers and fellow bloggers; and transference of affect across digital divides, in real time, through platforms such as Instagram. These processes perpetuate the cycle of consumption through a framework of fulfilling one's duty as both a woman and a citizen.

This project examines fashion and lifestyle blogs and their authors through performance-based interviewing and thematic narrative analysis in order to turn a critical eye to blog websites and social media platforms. The dissertation unpacks the cultural scripts and communicative performances that emerge within (im)material blog spaces and the ways in which bloggers enact particular subjectivities in Web 2.0 culture; the labor performances of bloggers; and the implication of blog and social media imagery on blog followers. Constant connectivity and access to digital space encourages consistent subject performances bound to neoliberal, capitalist culture, turning blog and social media spaces into powerful, communicative, Web 2.0 structures.


Recieved from ProQuest

Rights holder

Jessica L. Neumann

File size

228 p.

File format






Available for download on Wednesday, July 17, 2019

Included in

Social Media Commons