![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.”](https://image.slidesharecdn.com/theorizingtheweb-duffy-final-2-130308130845-phpapp01/85/Women-Making-Media-Revisiting-Questions-of-Gender-Labor-and-Power-in-the-Digital-Age-Brooke-Duffy-6-320.jpg)
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Women Making Media: Revisiting Questions of Gender, Labor, and Power in the Digital Age - Brooke Duffy
- 1. WOMEN MAKING MEDIA: REVISITING QUESTIONS OF GENDER AND LABOR IN THE DIGITAL AGE Brooke Erin Duffy, Ph.D. @brookeerinduffy Theorizing the Web 2013
- 2. WOMEN + MEDIA INDUSTRY AUDIENCE Female Female Producers Consumers TEXT Female Subjectivities
- 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. DIGITAL MEDIA PROFESSIONALS • Producers as “Jacks-of-All Trades” • Work as “juggling act” • Movement toward multi- skilled and increasingly precarious work
- 5. DIGITAL MEDIA PROFESSIONALS “The reality of the tech world is that there are a lot of men….So I think a lot of times that can overshadow some of the participation by women.” -Digital Assets Manager, Marie Claire.
- 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. 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. DIGITAL MEDIA AMATEURS “Build your brand” “Your Twitter account is part of you marketing your blog too.” “We are both entrepreneurs & bloggers.”
- 9. DIGITAL MEDIA INTERACTIVES Media and marketers are luring female participants into “branded spaces” Comment boards Polls Q&A Social media sites User-generated contests
- 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. 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. CONCLUSIONS Digital work structures encourage overlapping (and gendered) forms of labor 1. Accounted Labor 2. Aspirational Labor 3. Affective Labor
- 13. “The political (new) economy of the internet thus tends to reconstruct the common gendered distinction between consumption and production, between entertainment and information.” -van Zoonen