Is XYZ a Feminist?: Digital Labor, Sustainability and the Feminist Think Piece Industrial Complex
Iâve been thinking a lot lately of immaterial digital labor. After being introduced to the term from a recent issue of The Media, Iâve found myself coming to view much of my own work (as someone whoâs been an unpaid intern for various digital media companies and writing online, unpaid or underpaid, for almost three years now) in accordance with their definitions of âdigital laborâ and âimmaterial laborâ. For online journalists/bloggers/content-creators working on purely-intangible commodities, itâs often difficult for us to assess the value digital immaterial labor, since it travels without the cost limitations of standard print media and is provided to a public that largely came of age demanding free access to the content on the Internet. With a few notable outliers that had established journalistic integrity and name-recognition long before the digital age (hereâs looking at you New Yorker, New York Times, Wall Street Journal, etc.) itâs well-established that free access to digital content is considered âthe normâ within media consumption.
This has dramatic effects. Practically all websites are forced to gain revenue (even just to continue their existing ventures) through ads based on metricsâthe more clicks, shares or likes an article gets, the more reach its ads have to the public, making the space more valuable to advertisers. This, so far, (as is probably common knowledge at this point) has perpetuated a culture of âclickbait journalismâ which relies on âsensationalist headlines to attract click-throughsâ and to encourage spreadability through social media. While not fundamentally an issue, it often times reduces the nuance of journalistic voices to things that can garner traffic and allow sites to gain enough money in ad revenue to continue to function.
âFeminism,â a complex, highly ambiguous term for many overlapping ideologies, has often been reduced to clickbait journalism to unify issues vaguely partisan in support of often low-hanging, easily-consumable stances, far removed from radical notions of the word. Since 49.6 percent of the world is women, Â it isnât hard for sites to find a female demographic in support of their position and this often perpetuates what Chanelle Adams calls âThe Feminist Think Piece Industrial Complex,â utilizing digital immaterial labor (mostly unpaid or underpaid) to âexploit the young and digitally naiveâ under the guise of contributing to a larger conversation about the state of contemporary feminism. She sees this as an issue in its ability to â[pluralize] feminismâ and â[threaten] to dissolve the importance of community restoration and regeneration.â In short, the Feminist Think Piece Industrial Complex is analogous to the âinfamous click-bait question: Is XYZ a feminist?â in its continual search for a uniform, âpluralizedâ verdict on whether or not something is feministâin the process, reducing the complexity of feminism to something that can be shaped in the image of the global, for-profit media giants publishing such articles.
Jonah Peretti, founder of the global media site BuzzFeed, once, in his undergraduate years at UC Santa Cruz, wrote a piece titled âCapitalism and Schizophrenia: Contemporary Visual Culture and the Acceleration of Identity Formation/Dissolutionâ, where he discussed identity formation in the context of theorists like Jacques Lacan, Frederic Jameson, and Roland Barthes. Where Jameson often saw commodities through a lens of self-identification, Peretti, leaning on Barthesâ reading of Lacan, says that, like the cinema, viewers âânarcissistically identifyâ with an image-repertoire that defines the ideological content of a period in history.â For Barthes, this means viewers naturally identify with certain silver screen cinema protagonists which are âproducing pleasure, but also communicating and transmitting ideologyâ for the viewer. Peretti, updating this logic for an early Internet age, asserts that this identification can be extended to Internet identity formation, where, thanks to the acceleration of current Internet speeds, consumers can âassume and shed identitiesâ at an unprecedented rate.
This is the logic of clickbait feminism. When one clicks the link to â10 Female Characters Who Wore Heels In The Face Of Deathâ, they take pleasure in their identification with the ten women in life-threatening roles, ones proving that they can both defend themselves while looking feminine. While identity formation is not fundamentally an issue, it becomes a bit questionable when sites like Buzzfeed, Huffington Post, Elite Daily (among others) use this subconscious identification (which is still often times built on a platform of unpaid or underpaid immaterial digital labor, as with Buzzfeedâs Community, which encourages users to make their own listicles, unpaid) to generate ad revenue, market products, and sell ideology to its 200 Million+ monthly visitors.
I wonder a lot about the world that these sorts of digital media companies are, if not creating, at least fostering and perpetuating. Each day, my Facebook/Twitter/Tumblr timelines are filled with articles, largely from huge, unchecked media companies, on feminism, #BlackLivesMatter, and major (and minor) acts of social injusticeâall these sorts of ideological issues that people build their entire world views around. As young people growing up in an age of Tumblr activism, weâre constantly inundated by things to feel outraged byâsocial injustices, celebrity feminism (or lack thereof), brands assuring us that they too support gay rights. And that model, first and foremost, is just not sustainable. When everyone continually shouts the loudest on the web, no one is heardâeverything just becomes âpluralizedââsounds, colors and noise, a feedback loop of hyperbole after hyperbole. And thatâs really really terrifying, if not for anything else, for the sake of these social movementsâbuilt on real, unsolved, global issues, yet only valuable in their ability to garner web traffic.
When will the hyper-reactionary liberal ânetstreamersâ of this generation be so overwhelmed in things to care about that they finally, ultimately, uniformly stop giving a shit? Will white people stop caring about #BlackLivesMatter when it stops getting clicks on global media sites? Will men stop empathizing with women once feminism recedes from the headlines? Will the public stop caring about LGBTQ activism when every brand on social media finally stops ârainbow washingâ? Will the hyperbole of the clickbait headline finally eat itself?
Adamsâ last point about needing time for âcommunity restoration and regenerationâ is the closest thing to a âtake awayâ I can offer, as a lot of these issues donât have easy answers. But realize that itâs important within feminism or racial equality (or whatever activist space youâre working in) to recognize the need for space and recovery at times, and to foster a space that allows for such. Hereâs hoping the next generation of activist spaces offers more than hyper-reactionary Internet shouting and serve a function greater than just garnering clicks on the web.