Remarks from the backstage: Blogging performances, blogger identity and privacy strategies

摘要

AbstractOBJECTIVES OF THE STUDYThe study seeks further understanding on the phenomenon of blogging by exploring its relation toconsumer identity construction. Blogging motivations, functions of symbolic consumption in selfpresentationand strategies how bloggers manage their privacy in social media are explored. Infocus of the study are bloggers who engage in "lifestreaming"’, i.e. blogging is anchored to therhythm and resources of one’s mundane everyday life.METHODOLOGYThe findings ground on interviews held with 17 bloggers who ranged in age from 23 to over 50years old and represented all range of sociocultural backgrounds. Interview technique ofautodriving (Heisley and Levy 1991) was used which purpose is to elicit reactions to individual’sown consumption activities – here the activities in consumers’ personal profiles and spaces insocial media. In data analysis, narrative approach was taken using a hermeneutic framework tointerpret consumer stories and consumption meanings (Thompson 1997).FINDINGSThe motivations found in blogger stories are self-documentation and group spirit which supportprevious research emphasizing social interaction. Symbolic consumption was found functiondifferent ways in blogging performances and in terms of blogger identity. In the first it wasinstrumental in balancing identity conflicts that arose from unfitting life themes in relation to thecommunity one is part of. In the latter, consumption was found to create sense of self and sociallinkages in signifying affiliation and distinction from others in the blogosphere. Two strategieshow bloggers manage their privacy in relation to community and social media in general weredistinguished: privacy as strategic act and privacy as control.Keywords: blogging, consumer identity, self-presentation, symbolic consumption,, selfdisclosure,social media, privacy