Syftet med denna studie är att undersöka hur ”kvinnan” framställs och skapas på mode- och livsstillsbloggar. Detta har jag undersökt ur ett ”göra kön” perspektiv samt att jag använt mig av Goffmans teorier kring identitetsvärden och stigma. Jag har använt mig av ett eklektiskt förhållningssätt till valet av metod och har därför använt mig av olika metoder där meningskodning av text och symbolisktolkning av bilder varit de mest framträdande. Dessa koder har jag skapat utifrån min teoretiska referensram.     Det jag kom fram till i min analys var att kön göra på mode- och livsstilsbloggar på en könskategoriserande nivå såväl som på en genus nivå. Detta görande förekommer i olika former där kroppens utseende, dess utsmyckning samt individers beteenden och åsikter är av central betydelse. Identitetsvärden och stigman är två fenomen som är påtagliga på denna form av bloggar. Dessa två fenomen förekommer i relation till både könskategorisering samt genus. / The purpose of this study was to investigate how the “woman” is depicted and created on fashion and lifestyle blogs. I have done this from a “doing gender” perspective. I have also used Goffman’s theories of identity values and stigma.     I been working with an eclectic approach to the choice of method and I have therefore been using different methods in which content coding on text and symbolic interpretation of images has been the most prominent. These codes were created based on my theoretical framework.     The result of my analysis is that gender is done on fashion and lifestyle blogs relative to the two categories, sex categorization as well as gender. This doing appears in different forms in which the body´s appearance, its decoration and individuals´ behavior and opinions are of central importance. Identity values and stigma are two phenomena that are manifest on this kind of blogs. These two phenomena occur in relation to both sex categorization and gender.

To many of us blogging is a natural part of our everyday life. Bloggers dedicate hours to writing in blogs, reading blogs, commenting on posts or answering comments on published posts. But what we choose to blog about can differ; this is an important note due to my discovery that what we choose to write about determines what benefits blogging holds to the blogger. This paper discusses the conventions of blogging as well as tries to answer the question of why blogging is so popular: why do we start blogging and why do so many choose to continue? These questions get answered by me analyzing the phenomenon that is blogging. I have studied both blogging as genre and as a kind of performance, as well as I have tried to hold an open dialogue with my informants. Thus I have concluded that blogging is to be considered a tool with many uses. Some are strictly practical and others have a more social value to them. I have also noted that the blogosphere is something constantly evolving. The blogosphere is far from a homogeneous field. I have found out that it can be difficult to examine the subject due to the need to make generalizations and assumptions. My furthermost important find is the conclusion that blogging (in this research) is not to be seen as merely texts, but as social actions. This realization also leads me to observations concerning the boundary between private and public, the media and the people and even a question of democratic values. By doing a limited investigation of a limited phenomenon, I have been able to point out key tendencies in our time.