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RESEARCH PRODUCT

Let the countdown begin — Aging experiences of young adults in countdown blogs

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Abstract This paper examines a particular blog phenomenon that has not yet received much attention: Countdown blogs which are written before a significant birthday (in this paper, it is the thirtieth birthday). The bloggers fill the remaining time, often a year, with the accomplishment of particular tasks, reflections on their lives or photo projects. In their blogs, the young adults demonstrate an age awareness that is often overlooked in aging studies. The paper argues that young adults use countdown blogs to cope with their aging experiences and, in doing so, they apply a particular economic rhetoric and emerge as entrepreneurs of themselves – an identity concept that Foucault presented in the late 1970s. Foucault, however, did not consider the themes of age as symbolic capital nor the marketing strategies that entrepreneurship of the self imply. In a close reading of a sample of twenty-one countdown blogs, the paper suggests new complexities in Foucault's concept. At the same time, it argues that young adults today have developed creative strategies in terms of multimedia projects and heightened self-scrutiny to cope with the finitude of time, the expectations of age-appropriate behavior and the coercions of neoliberal consumer culture.