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Increasingly prominent in the discussion of new media and feminism is cyberfeminism    , the application to, and promotion of, feminism online. Research on cyberfeminism runs the gamut from the liberating use of blogs by women living in Iraq during the second Gulf War (Peirce 2011) to an investigation of the Suicide Girls web site (Magnet 2007).

Symbolic interactionism

Technology itself may act as a symbol for many. The kind of computer you own, the kind of car you drive, your ability to afford the latest Apple product—these serve as a social indicator of wealth and status. Neo-Luddites are people who see technology as symbolizing the coldness and alienation of modern life. But for technophiles    , technology symbolizes the potential for a brighter future. For those adopting an ideological middle ground, technology might symbolize status (in the form of a massive flat-screen television) or failure (ownership of a basic old mobile phone with no bells or whistles).

Social construction of reality

Meanwhile, media create and spread symbols that become the basis for our shared understanding of society. Theorists working in the interactionist perspective focus on this social construction of reality, an ongoing process in which people subjectively create and understand reality. Media constructs our reality in a number of ways. For some, the people they watch on a screen can become a primary group, meaning the small informal groups of people who are closest to them. For many others, media becomes a reference group: a group that influences an individual and to which an individual compares himself or herself, and by which we judge our successes and failures. We might do very well without the latest smartphone, until we see characters using it on our favorite television show or our classmates whipping it out between classes.

While media may indeed be the medium to spread the message of rich white males, Gamson, Croteau, Hoynes, and Sasson (1992) point out that some forms of media discourse allow competing constructions of reality to appear. For example, advertisers find new and creative ways to sell us products we don’t need and probably wouldn’t want without their prompting, but some networking sites such as Freecycle offer a commercial-free way of requesting and trading items that would otherwise be discarded. The web is also full of blogs chronicling lives lived “off the grid,” or without participation in the commercial economy.

Social networking and social construction

While Tumblr and Facebook encourage us to check in and provide details of our day through online social networks, corporations can just as easily promote their products on these sites. Even supposedly crowd-sourced sites like Yelp (which aggregates local reviews) are not immune to corporate shenanigans. That is, we think we are reading objective observations when in reality we may be buying into one more form of advertising.

Facebook, which started as a free social network for college students, is increasingly a monetized business, selling you goods and services in subtle ways. But chances are you don’t think of Facebook as one big online advertisement. What started out as a symbol of coolness and insider status, unavailable to parents and corporate shills, now promotes consumerism in the form of games and fandom. For example, think of all the money spent to upgrade popular Facebook games like Candy Crush. And notice that whenever you become a “fan,” you likely receive product updates and special deals that promote online and real-world consumerism. It is unlikely that millions of people want to be “friends” with Pampers. But if it means a weekly coupon, they will, in essence, rent out space on their Facebook pages for Pampers to appear. Thus, we develop both new ways to spend money and brand loyalties that will last even after Facebook is considered outdated and obsolete.

Questions & Answers

what is sociology?
Tapos Reply
Sociology, is the study of Man and his Environment.
MUBARAK
define the term socialisation
rose Reply
it is the process of learning. in which person learn the norms, value ,attitude from society, family , institutions from his birth to death...
Abhishek
sociology derive from where and called what
Gabby Reply
what is sociology
Favour Reply
sociology is simply the scientific study of human behavior and society
Shamar
facts
Kervens
sociology is the systematic investigation of man ,his environment and time in a particular society.
David
Describe the characteristics of society
Aman Reply
Why Socialization Occurs?
Hitman Reply
I think humans are social creatures because our cooperation allowed us to flousrish in the wild, when all kind of meanece lurked in the bushes, this Is why we need to teach other how reality is, so they can integrate what we consider as escential to communicate, understand and share some basic value
JV
since man is considered an "animal"he lacked a lot by imaging in the society and needed to be internalize in the society in order to attain his personal personality by working with the norms, values and culture of that society.
David
since man is considered an animal'
David
what is socity
Midhun Reply
Society is people who form the community to live together in one place for achieving the same vision or mission.
MUHAMMAD
give and explain 4 forms of alienation by Karl Marx
Timothy
zoological are birth, age, gender species economic - class, business, occupation socio-culture are culture, religion, caste base power based are elite, status,
manisha Reply
what are the determinants of social stratification
Saidi Reply
what is the gender ?
Susanta Reply
gender is the social -cultural different between women and men
France
what are the causes of crime ?
manisha Reply
Poverty Lust for Power Lack of Sensitization
Amos
who is doing criminology under masters
manisha Reply
systematic study of group and group interaction, society and societal interaction by implication of different theories, paradigm and research methods
manisha Reply
systematic scientific study of human relations and interaction.
manisha Reply
what is the Basic term of sociology ?
Muhammed Reply
the study of society. patterns of social relationship, culture etc. sociology is to always question the obvious.
David

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Source:  OpenStax, Introduction to sociology 2e. OpenStax CNX. Jan 20, 2016 Download for free at http://legacy.cnx.org/content/col11762/1.6
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