Queer Media Convergence : modernandmaterialthings: In her talk “Social...

modernandmaterialthings:

In her talk “Social Media and the End of Gender” , Johanna Blakely argues that social media will reduce, if not completely eradicate, the importance of demography, especially the categories of gender in media entertainment. By allowing consumers to bypass or outright lie about their personal demographic details, social media creates and fosters communities built on taste and interests. Details about age or gender are seemingly irrelevant in these communities; passion and taste are the basis for connection between people.

Blakely asserts that social media will continue to create and develop these kinds of communities, forcing media and entertainment companies to privilege taste over demographic information. Due to the increased use and adoption of social media tools by women, Blakely imagines that women will change the kinds of entertainment content created for and marketed to women. In other words, entertainment companies will be forced to create and market content based on the interests of these ‘taste communities’ rather than old school demographic information about men and women.

I don’t disagree with Blakely’s claim that social media is forcing media companies to “respect” and privilege taste in a new way. I do, however, have some serious concerns about whose ‘taste’ gets privileged and respected by media companies. Blakely doesn’t address how issues of race, class and geographic location can affect the barriers of entry for women (and others) in social media and into these ‘taste communities.’

According to recent Pew Studies, internet and social media adoption rates, although increasing, are still lower in communities of non-whites and lower income wage earners. Perhaps the question isn’t one about the dissolution of demographic categories or gender but one about lowering the barriers of entry to these so-called ‘taste communities.’

Queer Media Convergence

2011-03-06