Here is the abstract:
Whereas the great majority of blogs are of the 'personal' genre - i.e. diaristic accounts of individuals' lives - academic research has focused mostly on the 'social-political' blogging genre and its relevance to the democratisation of the public sphere. Based on ethnographic fieldwork and drawing upon anthropological critiques of economic theory, this paper discusses the complexities of the articulation of personal blogging with existing models of media advertising in Malaysia. By conceptualising personal bloggers' provision of advertising space and 'advertorials' (paid blog posts), this paper argues that the monetisation of personal blogging has resulted in a new blogging genre, the 'lifestyle blog'.
The advertising industry in Malaysia has responded to the destabilisation of the advertising market enabled by blog affordances by seeking to internalise the bloggers who represent "voicy consumers" in the "economy of qualities" (Michel Callon). Robert Foster has argued that surplus value is created for brands "through the everyday practices in which consumers use branded goods to create social relations and shared meanings and affect." In effect, the diaristic practices of personal bloggers create both an opportunity for this process to take place and, for the more popular bloggers, a platform for advertisers to reach significant portions of a younger, more affluent, audience. By paying bloggers to incorporate brands in their blog posts, the advertisers seek to entangle the brand with the bloggers and their audience's shared network of meaning, or dynamic assemblage.
While these findings are based on the Malaysian context, they have particular relevance for Singaporean blogging, as well as potential relevance for blogging worldwide, which has seen an increased interest in blogs as an advertising platform embedded in local and contextualised markets.
Keywords: advertising, affordances, anthropology, blogs, Malaysia, marketing, media