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

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi Jänkälä, Saara 2013-03-21T02:30:17Z 2013-03-21T02:30:17Z 2013
dc.description.abstract Abstract OBJECTIVES OF THE STUDY The study seeks further understanding on the phenomenon of blogging by exploring its relation to consumer identity construction. Blogging motivations, functions of symbolic consumption in selfpresentation and strategies how bloggers manage their privacy in social media are explored. In focus of the study are bloggers who engage in "lifestreaming"’, i.e. blogging is anchored to the rhythm and resources of one’s mundane everyday life. METHODOLOGY The findings ground on interviews held with 17 bloggers who ranged in age from 23 to over 50 years old and represented all range of sociocultural backgrounds. Interview technique of autodriving (Heisley and Levy 1991) was used which purpose is to elicit reactions to individual’s own consumption activities – here the activities in consumers’ personal profiles and spaces in social media. In data analysis, narrative approach was taken using a hermeneutic framework to interpret consumer stories and consumption meanings (Thompson 1997). FINDINGS The motivations found in blogger stories are self-documentation and group spirit which support previous research emphasizing social interaction. Symbolic consumption was found function different ways in blogging performances and in terms of blogger identity. In the first it was instrumental in balancing identity conflicts that arose from unfitting life themes in relation to the community one is part of. In the latter, consumption was found to create sense of self and social linkages in signifying affiliation and distinction from others in the blogosphere. Two strategies how bloggers manage their privacy in relation to community and social media in general were distinguished: privacy as strategic act and privacy as control. Keywords: blogging, consumer identity, self-presentation, symbolic consumption,, selfdisclosure, social media, privacy en
dc.format.extent 77
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Remarks from the backstage: Blogging performances, blogger identity and privacy strategies en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Department of Marketing en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword blogging
dc.subject.keyword consumer identity
dc.subject.keyword self-presentation
dc.subject.keyword symbolic consumption
dc.subject.keyword self-disclosure
dc.subject.keyword social media
dc.subject.keyword privacy
dc.identifier.urn URN:NBN:fi:aalto-201303231856
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon viestintä
dc.subject.helecon communication
dc.subject.helecon sosiaalinen media
dc.subject.helecon social media
dc.subject.helecon blogit
dc.subject.helecon blogs
dc.subject.helecon identiteetti
dc.subject.helecon identity
dc.subject.helecon kulutus
dc.subject.helecon consumption
dc.subject.helecon kuluttajat
dc.subject.helecon consumers
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon consumer behaviour
dc.subject.helecon yksityisyys
dc.subject.helecon privacy
dc.ethesisid 13134 2013-02-06
dc.location P1 I

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