Commodify Thyself: Neither MySpace® nor Your Space but a Space for Mass-Objectification of Subjects

The blogosphere that promotes objectified and commodified identities is contested by individual bloggers and the blogger body as a whole. In the blogosphere, the discourse of power haunts not only between a blogger and the blogger body, but also between the blogger and the blogosphere as a market system providing identity project services. Netnographical data reveal a triadic power relationship in the online market system that facilitates the traffic of identity resources. Notwithstanding the ever more complex power structure, the market still serves its function as expected. The unparalleled magnetism of the viral marketing tranquilizes the observed tension among the three parties and lubricates the market system.