Fashioning Multiplatform Masculinities

2017 ◽  
Vol 21 (5) ◽  
pp. 645-664 ◽  
Author(s):  
Jimmy Draper ◽  
Andrea M. McDonnell
Keyword(s):  
Social Media ◽  
Textual Analysis ◽  
Gender And Sexuality ◽  
Personal Style ◽  
Digital Platforms ◽  
Gay Male ◽  
Representational Practices ◽  
Multiple Audiences ◽  
Technological Affordances ◽  
Men And Masculinity

Scholarly interest in the potential of personal style blogging to intervene in fashion media’s gendered norms has focused on women and femininity. To assess the implications for men and masculinity, this article examines gay male bloggers’ self-representational practices. Through interviews and textual analysis, we find their uses of different digital platforms reproduce and confront the heteronormativity of men’s fashion media in ways that speak to their status as bloggers in the industry. Specifically, their desire to demonstrate recognizable forms of fashion expertise keeps their blogs disciplined by industry norms of masculinity even as the need to self-brand encourages queer self-expression across other social media. We thus argue the ways in which bloggers embrace platforms’ technological affordances to engage multiple audiences are central to theorizing how their labor produces different discourses and depictions of masculinity. This builds on arguments made by gender and sexuality scholars to explain the significance of gay men’s fashion.

Micro-celebrities from the North: Young North Korean defectors’ vlogging on YouTube

First Monday ◽  
2021 ◽  
Author(s):  
Kyong Yoon
Keyword(s):  
Social Media ◽  
Cultural Meanings ◽  
Digital Platforms ◽  
South Korean ◽  
The North ◽  
Real People ◽  
Attention Economy ◽  
North Korean Defectors ◽  
Technological Affordances ◽  
Dominant Representation

By analyzing YouTube channels of young North Korean defectors, this article examines the cultural meanings of social media in these marginalized young people’s resettled lives. The article focuses on four YouTube channels managed by four young North Korean defectors living in South Korea. The four channels show how defectors, a majority of whom remain almost invisible in the South Korean public sphere, use digital platforms to display their identity as real people. Moreover, these channels involve digital storytelling of how the defectors negotiate their inter-Korean identities and interact with South Korean viewers. Furthermore, the four YouTube channels reveal how creative labor is professionalized and incorporated into the digital attention economy. This article suggests that, with some restrictions, such as restrictive technological affordances and profit-seeking algorithm, digital platforms allow defector youth to engage with social media storytelling and question the dominant representation of defectors.

Photographable femininities in women’s magazines and on Instagram

2021 ◽  
pp. 136754942110031
Author(s):  
Sofia P. Caldeira ◽  
Sofie Van Bauwel ◽  
Sander De Ridder
Keyword(s):  
Social Media ◽  
Textual Analysis ◽  
Women's Magazines ◽  
Gender Representation ◽  
Fashion Magazines ◽  
Political Transformations ◽  
Representational Practices ◽  
The Everyday ◽  
Visual Cultures ◽  
Aesthetic Values

This article explores the intertextual relationship between women’s glossy fashion magazines and Instagram. As the boundaries between the two formats are becoming increasingly porous – with visual conventions and discourses flowing bi-directionally between women’s magazines and Instagram – this article questions how they mutually reshape each other and the representations of femininities they carry. It explores the tensions emerging from these media’s distinctive ethos of gendered representation, and it questions how the politics of gender representation can be negotiated through aesthetic practices. This research empirically grounds these discussions in a multi-sited qualitative textual analysis, comprised of both a sample of 18 issues of three glossy women’s magazines’ titles (Cosmopolitan, Glamour, Vogue) and a sample of 77 randomly selected female ‘ordinary’ Instagram users (i.e. not celebrities or Insta-famous users), aged 18–35. Both Instagram and women’s magazines link gendered beauty to aesthetic values and the ability to look good in photographs, thus incentivising the pursuit of Instagrammable aesthetics. However, both formats can also highlight the everyday political potential of aestheticised representations. Relying on user-generated representations, Instagram has the potential to showcase a wider diversity of femininities, which can help to broaden the scope of who can be deemed photographable – an idea echoed by women’s magazines’ adoption of a popular feminist tone. These celebrations of diversity, reminiscent of strategies of visibility politics, and politicised discourses become materialised through aesthetic practices both within Instagram and women’s magazines. Yet, despite the emphasis on a social media-inspired feminist and political tone, political engagements on these media can also become enmeshed with postfeminist sensibilities, thus conflating fashion, beauty, and empowerment. This article explores how the on-going changes in these multi-layered and intertextual representational practices echo broader cultural and political transformations in contemporary visual cultures.

PLATFORMED SEX LIVES

2020 ◽  
Author(s):  
Jenny Sundén ◽  
Katrin Tiidenberg ◽  
Susanna Paasonen
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Gender And Sexuality ◽  
Sexual Practices ◽  
Sexual Expression ◽  
Baltic Region ◽  
Digital Platforms ◽  
Online Platforms ◽  
Social Media Platforms ◽  
Sexual Cultures

This panel builds on a recently funded research project on the geopolitics of digital sexual cultures in Estonia, Sweden, and Finland (2020-2022) investigating three local online platforms devoted to communities around nudity and kink: iha.ee, darkside.se, and alastonsuomi.com. Our case studies are in a sense “edge cases” which partly move within sexual margins, making space for alternate understandings of platform sociability. Contra to the current de-platforming of sex, our case-studies foreground sex as the dynamics that bind users to the sites and fuel diverse engagements between them. The papers are work in progress and provide initial platform analyses inspired by the walkthrough method (Light et al. 2018) and the notion of platforms as microsystems (van Dijck 2013). We focus on platform affordances and governance in terms of gender and sexuality; acceptable behavior and sexual practices; and public visibility and privacy. This opens up three important discussions with relevance to the AoIR community: (1) how digital platforms shape and constrain sexual expression at a political moment when the sexual dimensions of life are increasingly pushed out of public view; (2) how these local platforms, as notable arenas for sexual expression, contribute to sexual cultures within the Nordic and Baltic region; and (3) how our examples, when understood as social media platforms, can help to push understandings of what social media are, how they operate, and what kind of sociability they allow for. The panel opens up a discussion of how sex matters in social media, how it is valued and communicated.

Religion in the Afrosphere

2015 ◽  
Vol 39 (4) ◽  
pp. 319-337 ◽  
Author(s):  
Alexandra Boutros
Keyword(s):  
Social Media ◽  
Textual Analysis ◽  
Black Atlantic ◽  
Black Diaspora ◽  
Public Address ◽  
Cultural Contexts ◽  
Diverse Field ◽  
Technological Affordances ◽  
Race And Religion ◽  
Blog Posts

The Afrosphere is a diverse field of social media marked by a willingness to engage issues of shared or collective concern for inhabitants of the “Black Atlantic” or the “Black diaspora.” By looking at blogs as a form of public address, this analysis examines instances of religion in the Afrosphere as components of strategic identification around what Stephan Palmié terms “black collective selfhood.” Considering both the technological affordances and cultural contexts of blogging, this analysis explores the intersection of race and religion in the Afrosphere as constitutive of digital counterpublic discourse. Building on textual analysis of blog posts, this analysis outlines how meaning is formed, fixed, and contested in discussions of religion in the Afrosphere. This analysis argues that the intersection of race and religion within this digital counterpublic makes particular iterations of the Black diaspora visible.

A critical appraisal of diversity in digital knowledge production: Segregated inclusion on YouTube

2021 ◽  
pp. 146144482110348
Author(s):  
Kaiping Chen ◽  
June Jeon ◽  
Yanxi Zhou
Keyword(s):  
Social Media ◽  
Knowledge Production ◽  
Science Communication ◽  
Critical Appraisal ◽  
Digital Platforms ◽  
The Core ◽  
Inclusion Phenomenon ◽  
Media Platform ◽  
The Rich ◽  
Digital Knowledge

Diversity in knowledge production is a core challenge facing science communication. Despite extensive works showing how diversity has been undermined in science communication, little is known about to what extent social media augments or hinders diversity for science communication. This article addresses this gap by examining the profile and network diversities of knowledge producers on a popular social media platform—YouTube. We revealed the pattern of the juxtaposition of inclusiveness and segregation in this digital platform, which we define as “segregated inclusion.” We found that diverse profiles are presented in digital knowledge production. However, the network among these knowledge producers reveals the rich-get-richer effect. At the intersection of profile and network diversities, we found a decrease in the overall profile diversity when we moved toward the center of the core producers. This segregated inclusion phenomenon questions how inequalities in science communication are replicated and amplified in relation to digital platforms.

No fats, no fems, no problems? Working out and the gay muscled body

Sexualities ◽  
2021 ◽  
pp. 136346072110183
Author(s):  
Jeremy Chow
Keyword(s):  
Social Media ◽  
Physical Fitness ◽  
Gay Male ◽  
Working Out ◽  
Male Labour

This article investigates two ubiquitous slogans that circulate among gay social media apps: ‘No Fats, No Fems’ and ‘Masc for Masc’. In their recurrence, both offer gendered readings of corporeality and ability, which equate muscled bodies with forms of desirable masculinity. In collecting data from SCRUFF, I document how gay male social media apps generate narrow definitions of masculinity that, like the slogans, uphold physical fitness and compulsory able-bodiedness as hallmarks of gay desirability. Alongside these trends, I highlight ‘working out’ as an exceptional form of gay male labour that prioritises ability and transforms the muscled body into a commodity that is successfully advertised on these apps.

The promotional culture of social media and search platforms: an original article by Tom O’Regan and a commentary by Nicholas Carah

2021 ◽  
Vol 180 (1) ◽  
pp. 64-82
Author(s):  
Tom O’Regan ◽  
Nicholas Carah
Keyword(s):  
Social Media ◽  
Public Accountability ◽  
Unique Form ◽  
Advertising Expenditure ◽  
Digital Platforms

As the Australian Competition and Consumer Commission’s (ACCC) Digital Platforms Inquiry was at pains to point out, social media and search platforms now capture unprecedented shares of Australian media advertising expenditure. However, this loose collection of media forms and the advertising that supports them are some distance from traditional forms of media and advertising. While much has been written about these differences, the nexus between social media and search media forms and their advertising and promotional settlements had received comparatively little attention until the ACCC made it the front and centre of its inquiry. Our concern here is to take up the invitation the ACCC offers: to reorient our scholarly and public discussions of platforms towards the promotional culture of social media and search platforms. We consider the implications for advertiser-supported media, the unique form of advertising they have created and their challenge to public accountability.

The platform beat: Algorithmic watchdogs in the disinformation age

2021 ◽  
pp. 026732312110283
Author(s):  
Philip M Napoli
Keyword(s):  
Social Media ◽  
Search Engines ◽  
Complex Dynamics ◽  
Conflicts Of Interest ◽  
Public Trust ◽  
Digital Platforms ◽  
Social Media Platforms

As digital platforms have come to play a central role in the news and information ecosystem, a new realm of watchdog journalism has emerged – the platform beat. Journalists on the platform beat report on the operation, use and misuse of social media platforms and search engines. The platform beat can serve as an important mechanism for increasing the accountability of digital platforms, in ways that can affect public trust in the platforms, but that can also, hopefully, lead to the development of stronger, more reliable, and ultimately more trustworthy, platforms. However, there are a number of tensions, vulnerabilities and potential conflicts of interest that characterize the platform beat. This article explores these complex dynamics of the platform beat in an effort assess the capacity of those on the platform beat to enhance the accountability and trustworthiness of digital platforms.

‘Welcome to #GabFam’: Far-right virtual community on Gab

2021 ◽  
pp. 146144482110245
Author(s):  
Greta Jasser ◽  
Jordan McSwiney ◽  
Ed Pertwee ◽  
Savvas Zannettou
Keyword(s):  
Social Media ◽  
Qualitative Analysis ◽  
Social Networking ◽  
Virtual Community ◽  
Far Right ◽  
Social Networking Service ◽  
Shared Experiences ◽  
Funding Model ◽  
Social Media Platforms ◽  
Technological Affordances

With large social media platforms coming under increasing pressure to deplatform far-right users, the Alternative Technology movement (Alt-Tech) emerged as a new digital support infrastructure for the far right. We conduct a qualitative analysis of the prominent Alt-Tech platform Gab, a social networking service primarily modelled on Twitter, to assess the far-right virtual community on the platform. We find Gab’s technological affordances – including its lack of content moderation, culture of anonymity, microblogging architecture and funding model – have fostered an ideologically eclectic far-right community united by fears of persecution at the hands of ‘Big Tech’. We argue that this points to the emergence of a novel techno-social victimology as an axis of far-right virtual community, wherein shared experiences or fears of being deplatformed facilitate a coalescing of assorted far-right tendencies online.

Measuring the Effectiveness of Social Media in a B2B Scenario in India

2021 ◽  
Vol 9 (2) ◽  
pp. 285-300
Author(s):  
Krishanu Bhattacharyya ◽  
Bikash Ranjan Debata
Keyword(s):  
Social Media ◽  
Return On Investment ◽  
Business Models ◽  
Business Owners ◽  
Digital Platforms ◽  
Four Dimensions ◽  
The Social

Digitalisation is a global phenomenon that is a worthwhile proposition for the development of any nation’s economy. Social media contributes significantly to the development of an economy by the spreading and democratisation of information through global players, such as Facebook, YouTube, LinkedIn etc. According to a Forbes report in 2017, these digital platforms create new ecosystems and business models for business owners and entrepreneurs. Whilst a report by Statista in 2020 states that there were 3.6 billion social media users worldwide and the number is expected to grow to 4.4 billion by 2025. Return on Investment (ROI) measurement of social media, which is a very important component for organisations to evaluate its success or effectiveness, remains a major challenge for organisations, despite number of attempts having been made by experts in the field. This study is aimed at understanding how the success and effectiveness of social media is measured in a B2B scenario. Various frameworks on social media ROI measurement are critically evaluated. Then, a tool for measuring social media ROI is developed, such that businesses will be able to evaluate their social media investments. The instrument covers 14 variables over four dimensions.  The results indicate that respondents perceived organic return as the most important dimension. It is also evident that brand testament is found the least perceived dimension for measuring the social media ROI.

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