Abstract
Freedom of decision making regards not only supermarket goods, but also social roles which in turn, favor the pursuit of giving more value and ranking to individual lifestyle choices. The postmodern man feels the social pressure to live “better”, “stronger” and “more consciously”. As a result, people abandon “ordinary” life in favor of its celebration (mainly through the collection of products) known as “lifestyle”. The focus on the quality of your life, more often than not, takes the form of creating it in such a way that, in the eyes of others, it looks highly valuable and arouses general jealousy. The main objective of this study is to analyze the content of the parenting blogs, whose creators consider themselves as “lifestylers”, as well as to search for some answers which arise in this connection: What is the “lifestyle” for the blogging parents? What does “lifestyle writing” serve for? Why is it used and how “lifestylers” construct their identity.