Julian Hopkins is Senior Lecturer in Communication at the School of Arts & Social Sciences, Monash University Malaysia. He has been researching the social and cultural implications of social media for more than ten years, using a combination of ethnographic and sociological research methods.

• List of IllustrationsList of TablesAcknowledgmentsChronologyIntroduction: Anthroblogia: Participant Observation and Blogging in MalaysiaChapter 1. The Blogs as Assemblage: Agency and AffordancesChapter 2. January 2006: Blogwars, Hit Sluts, and Authenticity in the Personal BlogosphereChapter 3. The Blogger and Her Blog: (Dis)Assembling the Dividual SelfChapter 4. May 2007: The Assembling of GenresChapter 5. Assembling Blogs and BloggersChapter 6. April 2007: Voicy Consumers and Negotiating Networked PublicsChapter 7. Assembling a Blog MarketChapter 8. January 2009: Negotiating the Authentic AdvertorialChapter 9. Assembling LifestylesChapter 10. October 2009: Regional BlogmeetConclusions: The Dividual Self and Emergence of the Lifestyle BlogReferences

"A valuable contribution to the field of New Media Studies... It provides rich and first-hand ethnographic insights into a transitory phase of the blog genre - from a point in time where we can see how other social media platforms and genres (e.g. Facebook, YouTube, Instagram) have built upon and further transformed practices of lifestyle blogging." Jan-Hinrik Schmidt, Hans-Bredow-Institute for Media Research, Hamburg

Julian Hopkins is Senior Lecturer in Communication at the School of Arts & Social Sciences, Monash University Malaysia. He has been researching the social and cultural implications of social media for more than ten years, using a combination of ethnographic and sociological research methods.

• List of IllustrationsList of TablesAcknowledgmentsChronologyIntroduction: Anthroblogia: Participant Observation and Blogging in MalaysiaChapter 1. The Blogs as Assemblage: Agency and AffordancesChapter 2. January 2006: Blogwars, Hit Sluts, and Authenticity in the Personal BlogosphereChapter 3. The Blogger and Her Blog: (Dis)Assembling the Dividual SelfChapter 4. May 2007: The Assembling of GenresChapter 5. Assembling Blogs and BloggersChapter 6. April 2007: Voicy Consumers and Negotiating Networked PublicsChapter 7. Assembling a Blog MarketChapter 8. January 2009: Negotiating the Authentic AdvertorialChapter 9. Assembling LifestylesChapter 10. October 2009: Regional BlogmeetConclusions: The Dividual Self and Emergence of the Lifestyle BlogReferences

"A valuable contribution to the field of New Media Studies... It provides rich and first-hand ethnographic insights into a transitory phase of the blog genre - from a point in time where we can see how other social media platforms and genres (e.g. Facebook, YouTube, Instagram) have built upon and further transformed practices of lifestyle blogging." Jan-Hinrik Schmidt, Hans-Bredow-Institute for Media Research, Hamburg

Julian Hopkins is Senior Lecturer in Communication at the School of Arts & Social Sciences, Monash University Malaysia. He has been researching the social and cultural implications of social media for more than ten years, using a combination of ethnographic and sociological research methods.

• List of IllustrationsList of TablesAcknowledgmentsChronologyIntroduction: Anthroblogia: Participant Observation and Blogging in MalaysiaChapter 1. The Blogs as Assemblage: Agency and AffordancesChapter 2. January 2006: Blogwars, Hit Sluts, and Authenticity in the Personal BlogosphereChapter 3. The Blogger and Her Blog: (Dis)Assembling the Dividual SelfChapter 4. May 2007: The Assembling of GenresChapter 5. Assembling Blogs and BloggersChapter 6. April 2007: Voicy Consumers and Negotiating Networked PublicsChapter 7. Assembling a Blog MarketChapter 8. January 2009: Negotiating the Authentic AdvertorialChapter 9. Assembling LifestylesChapter 10. October 2009: Regional BlogmeetConclusions: The Dividual Self and Emergence of the Lifestyle BlogReferences

"A valuable contribution to the field of New Media Studies... It provides rich and first-hand ethnographic insights into a transitory phase of the blog genre - from a point in time where we can see how other social media platforms and genres (e.g. Facebook, YouTube, Instagram) have built upon and further transformed practices of lifestyle blogging." Jan-Hinrik Schmidt, Hans-Bredow-Institute for Media Research, Hamburg