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The beguiling: glamour in/as platformed cultural production

Hearn, Alison and Banet-Weiser, Sarah (2020) The beguiling: glamour in/as platformed cultural production. Social Media and Society, 6 (1). 1 - 11. ISSN 2056-3051

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Identification Number: 10.1177/2056305119898779


Arguing that questions of power expressed through aesthetic form are too often left out of current approaches to digital culture, this article revives the modernist aesthetic category of glamour in order to analyze contemporary forms of platformed cultural production. Through a case study of popular feminism, the article traces the ways in which glamour, defined as a beguiling affective force linked to promotional capitalist logics, suffuses digital content, metrics, and platforms. From the formal aesthetic codes of the ubiquitous beauty and lifestyle Instagram feeds that perpetuate the beguiling promise of popular feminism, to the enticing simplicity of online metrics and scores that promise transformative social connection and approbation, to the political economic drive for total information awareness and concomitant disciplining, predicting and optimizing of consumer-citizens, the article argues that the ambivalent aesthetic of glamour provides an apt descriptor and compelling heuristic for digital cultural production today.

Item Type: Article
Official URL:
Additional Information: © 2020 The Authors
Divisions: Media and Communications
Subjects: Q Science > QA Mathematics > QA75 Electronic computers. Computer science
H Social Sciences > HM Sociology
Date Deposited: 23 Oct 2019 12:21
Last Modified: 16 May 2024 02:53

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