Commodify Thyself: Neither Myspace® Nor Your Space But a Space For Mass-Objectification of Subjects

The blogosphere that promotes objectified and commodified identities is contested by individual bloggers and the blogger body as a whole. In the blogosphere, the discourse of power haunts not only between a blogger and the blogger body, but also between the blogger and the blogosphere as a market system providing identity project services. Netnographical data reveal a triadic power relationship in the online market system that facilitates the traffic of identity resources. Notwithstanding the ever more complex power structure, the market still serves its function as expected. The unparalleled magnetism of the viral marketing tranquilizes the observed tension among the three parties and lubricates the market system.



Citation:

Soonkwan Hong (2009) ,"Commodify Thyself: Neither Myspace® Nor Your Space But a Space For Mass-Objectification of Subjects", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 355-361.

Authors

Soonkwan Hong, The University of Texas-Pan American, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage Of Leads to Increased Trust

Steven Shepherd, Oklahoma State University, USA
Gavan Fitzsimons, Duke University, USA

Read More

Featured

Dimming the Light Offers A Creative Lens: The Impact of Ambient Illuminance on Creativity Assessment

Chen Wang, Drexel University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China
Jennifer Argo, University of Alberta, Canada

Read More

Featured

The Ritualistic Dimension of Microlending

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.