Popularity in the time of social media logic. Gender, visibility and youth digital culture.

Author/s Manolo Farci, Cosimo Marco Scarcelli
Publishing Year 2022 Issue 2022/63
Language Italian Pages 17 P. 94-110 File size 305 KB
DOI 10.3280/SC2022-063006
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The paper is the result of a research that involved approximately 900 secondary school students who were asked to create a character that they thought might become popular on social media. The authors explore how the participants’ accounts intersect with dominant discourses on gender and sexuality and how these are mediated by digital cultures. Simulating the creation of a profile have meant analyse the ways in which media logics can affect issues such as popularity (connected to platforms’ metrics), aesthetics (what kind of expressions are desirable or not) and morality (what is appropriate or not to show) in relation to gender issues.

Keywords: gender, social media logic, young people, popularity, aspirational labour

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Manolo Farci, Cosimo Marco Scarcelli, La popolarità ai tempi della social media logic. Genere, visibilità e culture digitali giovanili in "SOCIOLOGIA DELLA COMUNICAZIONE " 63/2022, pp 94-110, DOI: 10.3280/SC2022-063006