Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/51645
Title: Skanky ah lians and edgy grrls : how young female blogshoppers read blogshop photographs.
Authors: Chan, Aaron Yongzhi.
Keywords: DRNTU::Social sciences
Issue Date: 2013
Abstract: Since 2004, the blogshop has emerged as a popular and extremely profitable model of e-commerce in Singapore. This research in particular focuses on Singapore-based blogshops that sell women’s apparel and how blogshoppers read depictions of femininity within blogshop photographs. Employing Dorothy E Smith’s notion of femininity as a textually mediated discourse and based on interviews with 18 young adult female blogshoppers, I argue that blogshoppers draw upon a textually mediated discourse on the relationship between masculinity and femininity when reading images. This discourse prescribes stereotypical qualities of being feminine and which should be embodied by women. Blogshop images are read for the ways in which their models are perceived to embody or not the prescribed qualities of being feminine and thus accordingly labelled and acted towards. As such, a hierarchy of cyber-feminities central to sustaining the gender order is (re)constructed by the blogshopper when reading blogshop photos.
URI: http://hdl.handle.net/10356/51645
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:HSS Student Reports (FYP/IA/PA/PI)

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