Boredom and reinvention for the female gaze within personal fashion blogs in 21st century feminism and femininity

Research output: Chapter in Book/Report/Published conference proceedingChapterpeer-review


Metamodernism has been characterised as a pendulum swing between poles of enthusiasm and irony, hope and melancholy, naïveté and knowingness, empathy and apathy, wholeness and fragmentation. (Vermeulen Akker, 2010). Focusing on the work of three prolific personal fashion bloggers, themanrepeller (Leandra Medine), stylebubble (Susie Lau) and thestylerookie (Tavi Gevinson), within the context of metamodernism, this chapter will explore how the genre of personal fashion blogs are part of both the cause and potential solution to the characteristics of metamodernism. Boredom (with reference to Phillips definition of it being connected to ?a wish for a desire? (1993, 71)), reflecting the pace of web 2.0, twenty-first century fashion production and the emotional response to the pendulum swings of metamodernism is explored as a motivating state (supported by enabling technology) that has facilitated the activity of frequent reinvention by young western personal fashion bloggers in terms of the identity they express in the public online domain. This demonstration of fluctuating and flexible identity is manifested in using social media to control and export self produced images that are constructed for the female rather than male gaze (Rocamora, 2011, 410).With reference to post feminism, the twenty-first century interactive media of the personal fashion blog reinforces a value system that prioritises qualities that are identified as feminine and preference a reciprocal relationship with the blog reader. KEYWORDS: Personal fashion blog, metamodernism, boredom, post feminism, social media.
Original languageEnglish
Title of host publication21st Century Feminism and Femininity
EditorsClaire Nally, Angela Smith
PublisherPalgrave Macmillan Ltd.
ISBN (Print)9781137492852
Publication statusPublished - 2015

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