Abstract

It has been almost a decade since Schau and Gilly (2003) described different ways in which personal Web pages facilitate conspicious self-presentation. Sincethen, digital self-presentation has expanded and evolved into a diverse array of outlets, ranging from online social networks (boyd and Ellison 2007) to reverse chronological online diaries (Serfaty 2004) that are now ordinarily referred to as blogs. Blogs are progressively created personal narratives with textual and/or visual content about a variety of topics such as one’s everyday life, consumption experiences, political punditry, news, fan culture, and other interests (Reed 2005). A blog presents a world as the blogger sees and understands it, concretizes the blogger’s experiences and feelings over time, and provides an extended narrative of identity. Furthermore, bloggers converse with one another through dyadic or more complex forms of interconnectedness (Herring et al. 2005) and create networked, communal narratives (Kozinets et al. 2010).