YOUNG WOMEN'S BLOGS AS ETHICAL SPACES

Abstract

The increased visibility of personal blogs in the last decade has been lamented by some scholars as a sign of increasing individualization and superficiality in public discourse. New media technology and culture blur boundaries and raise new questions about personal and public issues, roles and responsibilities. In this they may also open up spaces for individual self-expression as well as collective reflections on values and norms for interpersonal relations. This article explores how personal blogs written by some of the best known young Swedish female bloggers can be seen as ‘ethical spaces’. Such spaces are formed in interaction between media producers, texts and users, and have a performative character in that they contribute to expanding and negotiating social norms and cultural values in society. Through an analysis of postings to and comments on the blogs, the article discusses the ethical issues that are raised, and what connections between personal experiences and discourses on young women's self-expression, social relations and position in society are being made. The analysis also shows how bloggers in various ways create ethical spaces through performing roles as moderators, provocateurs or friends. Finally, the article argues that, despite the focus on personal issues, these blogs constitute performative spaces that contribute to personal as well as public negotiations of ethics, values and norms in contemporary Sweden.

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