Bloggers utilized three interrelated tropes: 1. The Destiny of Passionate Work; 2. The Glam Life; and 3. Carefully Curated Social Sharing to articulate a form of “entrepreneurial femininity” (4).
This concept, as mentioned in Brooke Erin Duffy and Emily Hund’s “Having it All” on Social Media: Entrepreneurial Femininity and Self-Branding Among Fashion Bloggers, can be analyzed from blogger narratives (4).
The first trope which is 1. The Destiny of Passionate Work deals with bloggers and their Instagram accounts. Duffy and Hund mention, “bloggers implicitly and explicitly defined their practices as productive labor rather than leisurely consumption” (5).
The second trope 2. The Glam Life deals with the gifting of products from brands and designers to bloggers. Norris and Hund state that “‘The Glam Life’ is continually reiterated lifestyle that primarily exists through the aesthetics and language of commercial brands” (6).
Finally, the third trope, 3. Carefully Curated Social Sharing, deals with bloggers “about me” pages that usually have comments about their support from their partners (7). In addition, “bloggers shared more candid images of their lives, seemingly letting their guard down and presenting themselves as “authentic” in ways that temper the glamour lifestyles” (7).
An example of “entrepreneurial femininity” found in a blogger is Color Me Courtney. Courtney Quinn moved from Arizona to New York and is a full time blogger. A biography of Courtney can be found on her website http://www.colormecourtney.com/about/ (shown below).
I met Courtney at a ZAC Zac Posen event that I attended (I intern for Zac Posen). Courtney runs her Instagram (@colormecourtney) and has a balance between the three tropes of “entrepreneurial femininity”.
For example, 1. The Destiny of Passionate Work can be found on Courtney’s Instagram account that is constantly updated. Courtney posts everyday and sometimes even more than once a day. Courtney demonstrates the 2. The Glam Life in her posts that show hundreds of different colored outfits (Courtney is known for her love for colorful clothing) and handbags that are mostly gifted to her. I know that the images of her holding ZAC Zac Posen handbags are gifted by our company to promote the product.
Lastly, Courtney shows the third trope 3. Carefully Curated Social Sharing on her Instagram when she posts photos of her boyfriend, Paris (see slideshow below). She shows him in a few photos to show her personal side, while still balancing brand promotions.