Entrepreneurial Selves, Feminine Corporeality and Lifestyle Blogging in Singapore

In: Asian Journal of Social Science
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  • 1 National University of Singapore & Jönköping University
  • 2 National Institute of Education

The making of the entrepreneurial self is a dominant trope of contemporary media culture, and a multitude of media formats across divergent national contexts showcase the contemporary obsession with media visibility and the attainment of celebrity status as the most aspirational form of social mobility. In Singapore, commercial lifestyle blogs are prime examples of entrepreneurial identity-making as websites almost exclusively created by young women, showcasing user-generated content oriented around the pleasures of consumption as a means of empowerment, self-actualisation and individualisation. By analysing content on a selection of blogs, this article aims to answer the following questions: To what extent are Singaporean women’s identities contingent upon material consumption as a means of identity creation? How do blogs created by women demonstrate an entrepreneurial investment in their appearance and feminine corporeality as the means of perceived empowerment, even at the expense of more formal and structured forms of individualisation, such as education?

  • 2

    Rachel Wong, 9 April 2014: http://www.rchlwngx.com/2014/04/coco-ichibanya-x-short-update.html.

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    Hong Qiu Ting, 27 June 2011: http://bongqiuqiu.blogspot.sg/2011/06/qweekly-my-birthday-wishes-are-noble.html#.UmzzGal3e0t.

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    Hong Qiu Ting, 1 February 2013: http://bongqiuqiu.blogspot.sg/2013/02/how-about-no-head.html#.UjXNqql3e0s.

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    Hong Qiu Ting, 25 June 2013: http://bongqiuqiu.blogspot.sg/2013/06/oh-k.html#.UhLYOql3e0s.

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    Hong Qiu Ting, 2 April 2013: http://bongqiuqiu.blogspot.sg/2013/04/seoul-far-so-good-nose-job-fat-grafting.html#.Ui7dTql3e0s.

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    Hong Qiu Ting, 26 June 2012: http://bongqiuqiu.blogspot.sg/2012/06/my-invisalign-journey-smile.html#.UlUr8Kl3e0s.

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    Hong Qiu Ting, 26 June 2012: http://bongqiuqiu.blogspot.sg/2012/06/my-invisalign-journey-smile.html#.UlUr8Kl3e0s.

  • 9

    Hong Qiu Ting, 27 Sept 2010: http://bongqiuqiu.blogspot.sg/2010/09/how-photoshop-saved-my-life.html#.UnkOdal3e0s.

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    Hong Qiu Ting, 4 May 2012: http://bongqiuqiu.blogspot.sg/2012/05/you-wanna-talk.html#.Ulo0R6l3e0s.

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    Beatrice Tan, 11 April 2013: http://www.beatricetan.com/2013/04/11/vince-camuto-spring13/.

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    Melissa Koh, 8 June 2013: http://www.melissacelestinekoh.com/2013/08/my-pilates-journey-part-2.html.

  • 13

    Sophie Willocq, 19 January 2012: https://twitter.com/sophiewillocq/status/160249815308054531.

  • 14

    Tan Yi Jing, 2 January 2013: http://jamietyj.blogspot.com.au/2013/01/my-2012.html.

  • 15

    Tan Yi Jing, 15 June 2011: http://jamietyj.blogspot.com.au/2011/06/chasing-my-dream.html.

  • 16

    Rachel Wong, 17 March 2014: http://www.rchlwngx.com/2014/03/still.html.

  • 17

    Rachel Wong, 9 April 2014: http://www.rchlwngx.com/2014/04/coco-ichibanya-x-short-update.html.

  • 18

    Beatrice Tan, 29 January 2010: http://www.beatricetan.com/2012/01/29/a-penny-on-my-thoughts/.

  • 19

    Melissa Koh, 1 November 2013: http://www.melissacelestinekoh.com/2013/11/1st-november.html.

  • 20

    Rachel Lim, 22 March 2012: http://ms-rach.blogspot.com.au/2012/03/virgin-entry.html.

  • 22

    Beatrice Tan, 14 August 2012: http://www.beatricetan.com/2012/08/14/random-updates/.

  • 23

    Velda Tan, 11 April 2011: http://belluspuera.blogspot.com.au/2011/04/spring-spring-spring.html.

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