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Pinterest - Cyberfeminism 2.0?
 

Pinterest - Cyberfeminism 2.0?

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The narrative of social networking sites have a male-centric theme to each story, and, as the stories are retold, women are noticeably absent. The rise of Pinterest, a growing social networking site, ...

The narrative of social networking sites have a male-centric theme to each story, and, as the stories are retold, women are noticeably absent. The rise of Pinterest, a growing social networking site, is causing the story to change. Pinterest has gained popularity among Americans, and has garnered a reputation as a site that appeals mostly to women. This story is new to the media, who further reiterate how surprising and unusual it is. This presentation argues that women have been involved in computing all along, that this narrative which includes women is nothing new, and analyzes the discourse of both the American and British media to uncover the deeper story being told.

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    Pinterest - Cyberfeminism 2.0? Pinterest - Cyberfeminism 2.0? Presentation Transcript

    • Pinterest: Cyberfeminism 2.0? Dissecting the media’s discourse about Pinterest in the US and UK
    • Outlineo  History of women on the Interneto  History of social networking services [SNSs]o  Media coverageo  Conclusions
    • 3History of Women and the Internet It’s complicated
    • Cyberfeminism Radical Liberalo  Advocates for a women- o  Advocates for gender-blind, only space online utopic space online [Hall 1996] [Hall 1996]
    • Cyberfeminism Radical Liberalo  Advocates for a women- o  Advocates for gender-blind, only space online utopic space online [Hall 1996] [Hall 1996] Gendered spaces o  “A site designated for a specific gender either through title or indirectly via its mission and content.” [Royal 2005]
    • SAPPHO Future Sex iVillage
    • Outlineo  History of women on the Interneto  History of social networking services [SNSs]o  Media coverageo  Conclusions
    • History of SNSs It may surprise you
    • o  Launched March 2010o  Invite-only
    • Collections have to besomething that youre proud of.If the collections didnt lookawesome, why would anyonespend time working on them?- co-founder, Ben Silbermann[Cluthe 2012]
    • #1
    • #1#14
    • #1#14 #27
    • Number of members as of Feb. 2012 (millions) Pinterest 10.4 LinkedIn 150 Twitter 200Facebook 845
    • Number of members at twoFeb. 2012 (millions) Number of members as of years old (millions) Pinterest 10.4 10.4 LinkedIn 150 4 Twitter 200 6Facebook 12 845
    • Men and women are equally likely to use[social networking] sites.[Pew Internet and American Life Project 2010]
    • Gender Distribution of Pinterest Users by Country Male Female 85% 81% 79% 77% 77% 72% 64% 36% 28% 23% 23% 21%19% 15% US Brazil Germany France UK Italy Spain Data from April 2012 Google DoubleClick
    • Outlineo  History of women on the Interneto  History of social networking services [SNSs]o  Media coverageo  Conclusions
    • Media CoverageArticles and discourse from the UK and US
    • Gender Distribution of Pinterest Users by Country Male Female 85% 81% 79% 77% 77% 72% 64% 36% 28% 23% 23% 21%19% 15% US Brazil Germany France UK Italy Spain Data from April 2012 Google DoubleClick
    • American News Coverage from 16 January 2012 – 13 February 2012
    • Why Pinterest is 2012sHow to use hottest websitePinterests pinboardfor the Web Pinterest Hits 10 Million U.S. Monthly Uniques Faster Than Any Standalone Site EverLearn the Basics ofUsing Pinterest Pinterest: Facebook for women? American News Coverage from 16 January 2012 – 13 February 2012
    • 06 February 201217 January 2012 07 February 201210 February 2012 13 February 2012 American News Coverage from 16 January 2012 – 13 February 2012
    • How to use Pinterests pinboard for the Web If you havent heard of it, find the nearest twenty- or thirtysomething woman. Shell likely know whats up and can tell you all about it. If she can stop pinning.American News
    • Why Pinterest is 2012s hottest website Pinterest is the breakout social network of 2012, but even technology addicts could be excused for missing its rise to success.American News
    • Pinterest Hits 10 Million U.S. MonthlyUniques Faster Than Any Site Ever It’s beautiful, it’s addictive, and now Pinterest is having its glorious hockey stick moment…Pinterest just hit 11.7 million unique monthly U.S. visitors, crossing the 10 million mark fasterAmerican News than any other standalone site in history.
    • Learn the Basics of Using Pinterest Ive heard Pinterest described as "Facebook for women," and Ill admit a lot of the categories and images skew that way. But theres plenty of interesting stuff for all to see, and Im sure as the service grows, the content will start to balance out.American News
    • Pinterest: Facebook for women?American News
    • Pinterest: Facebook for women? Ill admit that when my wife first showed me the site a few weeks ago, I thought to myself, "This ones not for guys." And its true, most Pinterest users are women. But having used it for a few weeks, I have found it useful to save gadgets that IAmerican News want or other items that I might want as gifts in the future. Or maybe even DIY projects around the house.
    • British News Coverage from 16 January 2012 – 13 February 2012
    • Pinterest for iPhonereview Is Pinterest the Facebook for women? Fast-growing social site could be 97% female Case study: How a UK flooring company is using Pinterest Pinning Down Creative Social Media: Pinterest Reaches 11 Million UsersBritish News Coverage from 16 January 2012 – 13 February 2012
    • 26 January 2012 13 February 2012 6 February 2012 16 February 2012British News Coverage from 16 January 2012 – 13 February 2012
    • Pinterest for iPhone review Pinterest is an image- based website that allows users to create their own virtual pinboards based around specific interests, such as football or music, or even discrete projects, such as decorating a house.British News
    • Is Pinterest the Facebook for women? Fast-growing social site could be 97% female Techcrunch says that 97 per cent of Pinterests one million Facebook likes are from women… Earlier data from Experian Hitwise put the figure at 58 per cent female in December, driven by the photo- sharing sites focus on arts and crafts.British News
    • Is Pinterest the Facebook for women? Fast-growing social site could be 97% female Techcrunch says that 97 per cent of Pinterests one million Facebook likes are from women… Earlier data from Experian Hitwise put the figure at 58 per cent female in December, driven by the photo- sharing sites focus on arts and crafts.British News
    • Case study: How a UK flooring company isusing Pinterest The big question many of you are asking is whether this platform has any business use, especially for product manufacturers within the construction industry... Since our industry is very visual, especially when marketing toBritish News architects, who want to see the aesthetics of your products and see them in situ.
    • Pinning Down Creative Social Media:Pinterest Reaches 11 Million Users Elegant, addictive and creative - Pinterest is a fresh social networking platform that brings the simplicity of Twitter to the world of design and photography.British News
    • Outlineo  History of women on the Interneto  History of social networking services [SNSs]o  Media coverageo  Conclusions
    • Conclusions Where we go from here
    • Cultural Media Trends US UKEmphasis site for women interfaceUsers WOMEN. No boys allowed. business, designers, US womenDescription arts, crafts, home design, photography, collectionVisual Aids for women gender-neutralAdvice get in on the ground floor, get in on the ground floor watch out for the women!
    • Image Creditso  Slide 4: http://technicallyphilly.com/tag/eniac, http://www.innovativedisruption.com/disrupt-this/?Tag=business%20model, http://thecomputerboys.com/?p=239o  History of Pinterest: http://articles.businessinsider.com/2012-04-03/tech/31278933_1_founder-advisor-foursquare, http://www.bugman123.com/Bugs/index.htmlo  Slides 13-15: http://en.wikipedia.org/wiki/File:Mark_Zuckerberg_at_the_37th_G8_Summit_in_Deauville_018_v1.jpg, http://www.investopedia.com/slide-show/venture-capitalists#axzz21BSy0MkY, http://www.techmadly.com/twitter-continues-its-european-focus-with-a-new-uk-blog/twitterceoevanwilliamsmeetsmayornewsom91x6yhlkf79lo  American news : http://en.wikipedia.org/wiki/File:USA_Today_Logo.svg, http://askyourusers.wordpress.com/2012/04/19/weve-launched-and-techcrunch-broke-the-news/, http://en.wikipedia.org/wiki/File:Cnn.svg, http://en.wikipedia.org/wiki/File:PC_World_logo.svg, http://en.wikipedia.org/wiki/File:Fox_News_Channel.svg.o  British news : http://plancast.com/user/1637394, http://www.michaelandgina.com/tag/huffington-post/, http://en.wikipedia.org/wiki/File:Daily_Telegraph.svg, http://www.seoconsult.com/seoblog/seo-management/time-for-the-daily-mail-to-capitalise.html.o  American news supporting images: http://www.usatoday.com/tech/news/story/2012-01-17/how-to-pinterest-mark-smith/52615856/1, http://articles.cnn.com/2012-02-06/tech/tech_web_pinterest-website-cashmore_1_sites-social-networks-early-adopters?_s=PM:TECH, http://www.pcworld.com/article/249804/learn_the_basics_of_using_pinterest.html, http://www.foxnews.com/scitech/2012/02/13/pin-your-interests-online-with-pinterest/, http://techcrunch.com/2012/02/07/pinterest-monthly-uniques/,o  British news supporting images: http://www.telegraph.co.uk/technology/mobile-app-reviews/9040999/Pinterest-for-iPhone-review.html, http://www.pauleycreative.co.uk/2012/02/case-study-how-a-uk-flooring-company-is-using-pinterest/, http://www.dailymail.co.uk/sciencetech/article-2100486/Is-Pinterest-Facebook-women-Fast-growing-social-site-97-cent-female.html, http://www.huffingtonpost.co.uk/matthew-tucker/pinterest-million-users-pinning-down-creative-soc_b_1275634.html
    • Referenceso  About Us | LinkedIn Press Center. (2012, March 31).LinkedIn Press Center. Social Networking Service.o  Broida, R. (2012, February 10). Learn the Basics of Using Pinterest. PCWorld. Retrieved from http://www.pcworld.com/article/249804/learn_the_basics_of_using_pinterest.htmlo  Cashmore, P. (2012, February 6). Why Pinterest is 2012’s hottest website. CNN. Retrieved from http://articles.cnn.com/2012-02-06/tech/tech_web_pinterest-website-cashmore_1_sites-social-networks-early-adopters?_s=PM:TECHo  Chitu, A. (2005, December 19). Google Labs Aptitude Test. Google Labs Aptitude Test. Retrieved from http://googlesystem.blogspot.com/2005/12/google-labs-aptitude-test.htmlo  Cluthe, K. (2012, March 13). Pinterest CEO Ben Silbermann Opines at SXSW. PCMAG. Retrieved from http://www.pcmag.com/article2/0,2817,2401518,00.aspo  Company History | LinkedIn - Public Relations. (n.d.).Relationships Matter | LinkedIn. Social Networking Service. Retrieved November 26, 2010, from http://press.linkedin.com/historyo  Constine, J. (2012a, February 7). TechCrunch | Pinterest Hits 10 Million U.S. Monthly Uniques Faster Than Any Standalone Site Ever -comScore. TechCrunch. Retrieved from http://techcrunch.com/2012/02/07/pinterest-monthly-uniques/o  Constine, J. (2012b, February 11). TechCrunch | Where The Ladies At? Pinterest. 2 Million Daily Facebook Users, 97% Of Fans Are Women. TechCrunch. Retrieved from http://techcrunch.com/2012/02/11/pinterest-stats/o  Crook, J. (2012, March 8). TechCrunch | Pinterest Now Generates More Referral Traffic Than Twitter: Study. TechCrunch. Retrieved from http://techcrunch.com/2012/03/08/pinterest-now-generates-more-referral-traffic-than-twitter-study/o  DoubleClick Ad Planner by Google. (2012, April 30).DoubleClick Ad Planner by Google. Information Visualization. Retrieved from https://www.google.com/adplanner/?pli=1#siteSearch?uid=domain%253A%2520pinterest.com&geo=US&lp=false
    • Referenceso  Douglas, N. (2007, March 12). Twitter blows up at SXSW Conference. Gawker. Blog. Retrieved November 24, 2010, from http://gawker.com/tech/next-big-thing/twitter-blows-up-at-sxsw-conference-243634.phpo  e-Buzz Edge. (2010, May 13). LinkedIn’s History, Present and Recent Features. Retrieved from http://www.slideshare.net/ctnconsulting/linkedins-history-present-and-recent-featureso  Ensmenger, N. L. (2010). The Computer Boys Take Over: Computers, Programmers, and the Politics of Technical Expertise. The MIT Press.o  Facebook Newsroom. (n.d.).Facebook. Social Networking Service. Retrieved May 10, 2012, from http://newsroom.fb.com/content/default.aspx?NewsAreaId=22o  Hall, K. (1996). Cyberfeminism. Computer-Mediated Communication: Linguistic, Social and Cross-Cultural Perspectives (pp. 147–170). John Benjamins Pub Co.o  Hourihan, M. (2003, February 3). Blogger’s history re-imagined - meg.hourihan.com. About Meg Hourihan. Blog. Retrieved November 24, 2010, from http://meg.hourihan.com/2003/02/bloggers-history-reimaginedo  How many facebook users were there in December 2006, 2007, 2008 till 2010? (n.d.).Quora. Retrieved May 3, 2012, from http://www.quora.com/permalink/ODwEgzzaCo  Java, A., Song, X., Finin, T., & Tseng, B. (2007). Why we twitter: understanding microblogging usage and communities. Proceedings of the 9th WebKDD and 1st SNA- KDD 2007 workshop on Web mining and social network analysis (pp. 56–65).o  Lenhart, A., Purcell, K., Smi, A., & Zickuhr, K. (2010). Social Media and Mobile Internet Use Among Teens and Young Adults. Pew Research Center’s Internet & American Life Project (p. 51). Pew Research Center.o  Mandel, L. (1967, April). The Computer Girls. Cosmopolitan, 52–56.
    • Referenceso  Morris, C. (2012, February 13). Pinterest: Facebook for women? FoxNews.com. Retrieved from http://www.foxnews.com/scitech/2012/02/13/pin-your-interests-online-with-pinterest/o  Ortutay, B. (2012, March 12). Interest spikes in Pinterest, notably from women. Boston.com. Retrieved from http://articles.boston.com/2012-03-12/business/31154500_1_share-photos-bulletin-board-inspirationso  Pelzer, A. (2012, February 20). Twitter Users - RAAK | Digital & Social Media Agency London - Putting you in touch with your crowds. RAAK | Digital & Social Media Agency London - Putting you in touch with your crowds. Social Media Agency. Retrieved from http://wewillraakyou.com/twitter-users/o  Richmond, S. (2012, January 26). Pinterest for iPhone review. Telegraph.co.uk. Retrieved from http://www.telegraph.co.uk/technology/mobile-app-reviews/9040999/Pinterest-for-iPhone-review.htmlo  Royal, C. (2005a). Tech-savvy women seek support in classroom and newsroom. The Online Journalism Review. Retrieved from http://www.ojr.org/ojr/stories/041304royal/o  Royal, C. (2005b, May). Gendered Spaces and Digital Discourse: Framing Women’s Relationship with the Internet (PhD. diss). The University of Texas at Austin, Austin, TX. Retrieved from http://www.lib.utexas.edu/etd/d/2005/royald05103/royald05103.pdfo  Smith, M. W. (2012, January 17). How to use Pinterest’s pinboard for the Web. USATODAY.COM. Retrieved from http://www.usatoday.com/tech/news/story/2012-01-17/how-to-pinterest-mark-smith/52615856/1o  Tucker, M. (2012, February 16). Pinning Down Creative Social Media: Pinterest Reaches 11 Million Users. The Huffington Post. Retrieved from http://www.huffingtonpost.co.uk/matthew-tucker/pinterest-million-users-pinning-down-creative-soc_b_1275634.htmlo  Waugh, R. (2012, February 13). Is Pinterest the Facebook for women? Fast-growing social site could be 97 per cent female. Mail Online. Retrieved from http://www.dailymail.co.uk/sciencetech/article-2100486/Is-Pinterest-Facebook-women-Fast-growing-social-site-97-cent-female.html
    • Questions?