Contents
5 1 What is a Lifestyle Guru? The Generalised Other and the Looking-Glass Self De-Traditionalisation and its Discontents The History of Lifestyle Gurus The Globalisation of Self-help Attention, Capital and Celebrity Digitally ‘Sitting Next to Nellie’
6 2 The Rise of Lifestyle Gurus in the Digital Age Migrating Online Establishing Native Knowledge and Expertise Online The Tools of Lifestyle Gurus in the Digital Age Web 2.0, the Active User and Participatory Culture Celebrity and the Power of Visibility on Social Media The Making of Micro-Celebrities Intimate Strangers
7 3 ‘Be Authentic’: Lifestyle Gurus as Trusted Companions Creating a Compelling Narrative and Persona Confession and Self-disclosure Manufacturing Authenticity Emotional Labour The Trouble with Authenticity
8 4 ‘Your Person as a Product’: Commodifying Influence Social Media Influencers Commodifying Influence: Social Media as Advertising Influencer Marketing The Democratisation of Advice: Blogging as a Community of Equals? The Wellness Industry Cleansing and Detoxing: The GOOP Phenomenon The Commodification of Advice
9 5 ‘Don’t Eat That!’: Lifestyle Gurus as Unregulated Advisers Facemethods Diet and Nutrition Regulation and Lifestyle Combing Modernity Again The Scuttling of Democracy?
10 6 The Two Cults of Lifestyle Perfectionism Assured Perfectionism Affirmative Perfectionism
11 7 Living in a Low-Trust Society Going Viral Detox Junction Low-Trust Society
12 References
13 Index
Guide
1 Cover
2 Contents
Pages
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