Influencer Extravaganza

Commercial “Lifestyle” Microcelebrities in Singapore

Authored by: Crystal Abidin

The Routledge Companion to Digital Ethnography

Print publication date:  December  2016
Online publication date:  January  2017

Print ISBN: 9781138940918
eBook ISBN: 9781315673974
Adobe ISBN: 9781317377788


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Winnie gets up in the morning, leisurely strolls to the bathroom, brushes her hair, puts on light concealer, draws her eyebrows and lines her eyelids, then gets back into bed. With an outstretched arm, she tilts her head towards her windowsill for natural lighting, and snaps a dozen selfies. In the next ten seconds, she carefully scrutinizes every shot, zooming into various body parts, and decides on one image. She then effortlessly processes the selfie through a series of photo-editing apps, and uploads the photo onto Instagram: “Good morning, guys! How is everyone doing today? #justgotoutofbed #nomakeup.”

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