ABSTRACT
Chapter 4 focuses on how bloggers operating without a religious framework narrate the construction of morality. A key finding is that the bloggers articulate morality as an actively created and autonomous do-it-yourself project that prioritises the subjective authority and authenticity of the self. While the blog stories do lend support to charges of narcissism, the chapter argues that this is partly a product of bloggers misidentifying their own evaluative practices. In the interview accounts they tend to describe morality in subjectivist terms – I do what I believe/think/feel is right – but in their blogged accounts, they highlight a relational and responsive morality which attends to the Other and the situation. Further, the chapter highlights how the bloggers are producing a particular classed model of selfhood and moral reflexivity where they have access to the resources to self-tell as choosing and self-responsible subjects.
