Women Making Media: Revisiting Questions of Gender, Labor, and Power in the Digital Age - Brooke Duffy

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Women Making Media: Revisiting Questions of Gender, Labor, and Power in the Digital Age - Brooke Duffy

  1. 1. WOMEN MAKING MEDIA: REVISITING QUESTIONS OF GENDER AND LABOR IN THE DIGITAL AGEBrooke Erin Duffy, Ph.D. @brookeerinduffy Theorizing the Web 2013
  2. 2. WOMEN + MEDIAINDUSTRY AUDIENCE Female Female Producers Consumers TEXT Female Subjectivities
  3. 3. DIGITAL MEDIA “PRODUCERS”: THREE CASES• Women’s Magazine Producers: Digital Media Professionals• Members of blog communities IFB and BlogHer: Digital Media Amateurs• Participants in User-Gen. Spaces: Digital Media Interactive Audiences
  4. 4. DIGITAL MEDIA PROFESSIONALS• Producers as “Jacks-of-All Trades”• Work as “juggling act”• Movement toward multi- skilled and increasingly precarious work
  5. 5. DIGITAL MEDIA PROFESSIONALS“The reality of the tech world is that there are a lotof men….So I think a lot of times that canovershadow some of the participation by women.”-Digital Assets Manager, Marie Claire.
  6. 6. DIGITAL MEDIA AMATEURS• BlogHer: “Economically empower women” striving to capitalize off their expertise• Independent Fashion Bloggers: “enabl[e] bloggers to reach their social media goals….and work with relevant brands.”
  7. 7. DIGITAL MEDIA AMATEURS• Miss Who Ever You Are: “It’s because of my blog I currently work where I do! I was exposed to different bloggers early on and networked my way into an internship at a social media marketing agency, which eventually led to getting hired.”
  8. 8. DIGITAL MEDIA AMATEURS“Build your brand”“Your Twitter account is partof you marketing your blogtoo.”“We are both entrepreneurs& bloggers.”
  9. 9. DIGITAL MEDIA INTERACTIVESMedia and marketers are luring femaleparticipants into “branded spaces” Comment boards Polls Q&A Social media sites User-generated contests
  10. 10. DIGITAL MEDIA INTERACTIVES Marie Claire editor: “connecting with the community” Glamour publisher: “It’s the consumer, it’s bottom up, it’s a high-low mix.” Affective labor or “labor of devotion” (Campbell, 2011)
  11. 11. DIGITAL MEDIA INTERACTIVES “….Hearst can edit, rewrite, use, and reuse the content, including your name, likeness, photograph, and biographical information you provide, with or without attribution, including publication in the Magazines, and in trade media, and advertising.”
  12. 12. CONCLUSIONSDigital work structures encourageoverlapping (and gendered) forms oflabor1. Accounted Labor2. Aspirational Labor3. Affective Labor
  13. 13. “The political (new) economy of the internet thus tends toreconstruct the common gendered distinction betweenconsumption and production, between entertainment andinformation.” -van Zoonen
  14. 14. THANK YOU!Questions/Comments? Email me @ bduffy@temple.edu

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