This morning I heard this story on National Public Radio:
The story pointed out that Pinterest is the next up and
coming social media platform and went on to talk about police departments
pinning Wanted posters to Pinterest. It
also started out with this line: “Pinterest is known as a place where people
share recipes, crafts or fashion.” And noted that 80% of Pinterest users are
women. So basically once Pinterest moved beyond a place to feed families,
educate children and shop for deals it of actual importance. There’s a sly
misogyny to this line of thinking I felt as we discussed social media platforms
and the Election. Whereas Facebook and
Twitter had various metrics attached to them and we carefully studied the campaigns
use of them, we desperately searched for
value from Pinterest (which, by the way, both campaigns used). With 80% of users women, I actually see
enormous value in using Pinterest during the campaigns as well as moving
forward to promote social issues and better inform the public. As the NPR story argues, these women are
“".. the younger-ish women, who are decision-makers, heads of households,
or at least the decision-makers running the family. They are the ones who are
going to be most engaged,".
A major point of the 2012 Election was capturing the female
vote. Meghan Casserly, writing for
Forbes, has an amazing perspective on Pinterest and the Election. Check out the
full article here.
She took a look at Obama’s Pinterest account. While Obama has boards that
actually attempt to inform followers on campaign issues:
Is this simply a campaign responding to how Pinterest users
(again, mostly female) seem to engage with the site? Is Pinterest itself with
its cursive font and warm colors perpetuating its image as a feminized social
media platform? And if they are is that a problem?
I actually love the idea of a space where women can engage,
collaborate and connect on the internet. After the entire horrifying news about
some of Reddit’s content including boards to share images of women’s body
parts, the idea of a space that is welcoming to female users feels downright
second wave feminist. But I think the
issue is, as this space promotes itself as female friendly, its promoting a
very specific type of female: the homemaker, the crafty gal, the
fashionista. And while these are very
real parts of some women’s identity, its not all the parts.
But what does this have to do with the Election? Actually a
whole lot. As campaigns become even more adept at carving out specific
constituent demographics, tools that purport to reach “women” or “low income
families” become even more valuable. And when campaigns choose to publish
content that pander to the worst stereotypes of these specific groups, it doesn’t
make for a smarter electorate.
So now, I’m going back to Pinterest with these questions and
thinking about how I might use the platform to better engage with women and
create content that defies the Pinterest Lady stereotypes. But that doesn’t
mean I’m getting rid of my Wedding Board…..
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