Teenage female personal bloggers in Norway occupy the top positions in national blog rankings. This takes girl-bloggers to a place where they have rarely, if ever, been before: a place with massive audiences and media attention that can bring about celebrity status or financial benefits. Operating within a genre of personal blogging that combines accounts of everyday life and topics related to fashion and beauty, they are commonly referred to as pink bloggers. This gendered term is widely used in the media and this article argues that it contributes to a reinforcement of a negative image of teenage female personal bloggers, who are dismissed as trivial, commercial and irresponsible. This article analyzes prevailing discursive representations of the so-called pink bloggers in the mainstream press coverage: popular but insignificant, trendsetting but irresponsible, savvy but vulnerable. The implications of these representations are discussed as well.
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