The latent sphere of the network society
The intermingling of the online and offline spheres has seen a marked blurring and today IRL embraces all forms of identity. Women and mothers in particular, have long struggled with identity, and the rise in popularity of social media has provided them with a channel of connection in ways never before encountered. The power of women in social media is unmet by any other group. Companies seeking commercial benefit from this force of spending decision makers are attempting to infiltrate the mom blogger environment.
This thesis considers a mom blogger event run by Nestle in September 2009, and the negative reactions of the social media community, both towards the company and the bloggers who attended. Issues of social capital, identity work and the latent sphere of community present within the online realm are explored through a triangulated research methodology which provides an insightful picture of online communities and the organization and politicization of the space.
0646: Web Studies
0708: Mass communications