Blogging, the practice of self-writing, has undergone many forms – from long format to short format, video logging and even photo blogging. It was born from the desire to share links to one’s online journey for others to follow. While this references back to the beginning of the internet, it could as much describe the digital landscape we see today. Like theatre to film, whose medium has changed, its essence remains. Though, some might disagree based on the increase in connectivity, which has opened the door to communicative capitalism. Penetrating not only the medium but also the way of blogging itself. In The Death of Blogging, Dean observes the influence of this new player in the game.
Under capitalism, posts have become more than destination drivers. Evolving into profitable data-infused devices that live in the shadow of connectivity. Each post, and everything connected to it, from the author, its audience, the source, and the substance, has become subject to commodification. In the interest of this, we see digital platforms develop features that increase the incentive to come back and share more. The limited word counts, maximum picture frames, and restricted video duration leave no room for one post to capture it all. Instead, users are encouraged to curate their narrative meticulously, only to return after they inevitably fail to capture everything in a single post. According to Dean, these developments strip blogging to its ‘most banal, repetitive and nonetheless connective and intimate features’ (p. 36).
As these developments are dissected, new frameworks are introduced. Thorson and Wells present the concept of ‘curated flows’ (p. 313) as they study how contemporary users organise information to a “manageable size” based on norms, personal interests, and incentives. In this light, the fundamental action of the contemporary digital landscape transcends connectivity, reaching curation. Other studies analyse how contemporary digital media enhances autonomy for individuals to shape information and their experiences of such to their liking (Donsbach & Mothes, 2012, cited in Thorson and Wells, p. 315)[MW1] .
Digital personas emerge, embodying only a fraction of the self, yet because of the framing of the digital platforms, they are presented as a totality. And while with these technological developments, blogging remains the medium and practice of connectivity and communication, the authenticity of the communication by this persona is questioned. The curated caters to the gaze of the other, driving how we act and desire to be perceived, thus threatening the authenticity of the presented.
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However, to judge the authenticity of identities, we must first look at what identity is.
According to Buckingham, identity is an ambiguous term due to the paradox it inherits from its Latin root ‘idem’, which means ‘the same’. It implies both the similarities and differences of a person.
Ultimately, a juxtaposition where the unique traits that are constant and connected to our identity live next to the collective identity we share with others due to our cultural background, gender or beliefs. While the former speaks to what distinguishes us from others, the latter highlights the parts of our identity that we share with others.
He continues to explain how the dual nature of our identity can, therefore, vary according to who we are, the social situation we find ourselves in, and the motivations we may have at that time. It does not make one or the other less authentic but rather shows how identity is contextual and fluid, making it subject to change depending on the people, time and place you find yourself. Buckingham argues that in contrast to previous times, identities are no longer formatted in a straightforward way:
“Globalization, the decline of the welfare state, increasing social mobility, greater flexibility in employment,
insecurity in personal relationships—all these developments are contributing to a sense of fragmentation and uncertainty, in which the traditional resources for identity formation are no longer so straightforward or so easily available. Like many contemporary authors, Bauman emphasizes the fluidity of identity, seeing it as almost infinitely negotiable, and in the process perhaps underestimates the continuing importance of routine and stability.” (pp. 1-2)
Thus, the connotation of an inevitable lack of authenticity under digital personas is just as questionable as the fact that capitalist communication has completely streamlined, intruded and robbed blogging of its authenticity. In the enforcement of commodification, new opportunities emerge that can only manifest in the space of the digital. A level of connectivity that allows us to communicate and connect with others, others who may even be ourselves.