It Takes an iVillage: Gender, Labor, and Community in the Age of Television-Internet Convergence
Given its corporate ownership, iVillage.com constitutes a useful case study of the forces shaping online communities in the midst of what has been identified as television-Internet convergence. Not only does iVillage.com complicate conventional understandings of online communities, it also offers co...
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ftjijoc:oai:ojs.pkp.sfu.ca:article/531 2023-09-05T13:23:42+02:00 It Takes an iVillage: Gender, Labor, and Community in the Age of Television-Internet Convergence Campbell, John Edward 2011-03-04 application/pdf https://ijoc.org/index.php/ijoc/article/view/531 eng eng USC Annenberg School for Communication & Journalism https://ijoc.org/index.php/ijoc/article/view/531/535 https://ijoc.org/index.php/ijoc/article/view/531 The International Journal of Communication is an academic journal. As such, it is dedicated to the open exchange of information. For this reason, IJoC is freely available to individuals and institutions. Copies of this journal or articles in this journal may be distributed for research or educational purposes free of charge and without permission. However, commercial use of the IJoC website or the articles contained herein is expressly prohibited without the written consent of the editor. Authors who publish in The International Journal of Communication will release their articles under the Creative Commons Attribution Non-Commercial No Derivatives (by-nc-nd) license. This license allows anyone to copy and distribute the article for non-commercial purposes provided that appropriate attribution is given. For details of the rights authors grants users of their work, see the "human-readable summary" of the license, with a link to the full license. (Note that "you" refers to a user, not an author, in the summary.) This journal utilizes the LOCKSSsystem to create a distributed archiving system among participating libraries and permits those libraries to create permanent archives of the journal for purposes of preservation and restoration. The publisher perpetually authorizes participants in the LOCKSS system to archive and restore our publication through the LOCKSS System for the benefit of all LOCKSS System participants. Specifically participating libraries may:Collect and preserve currently accessible materials;Use material consistent with original license terms;Provide copies to other LOCKSS appliances for purposes of audit and repair. Fair UseThe U.S. Copyright Act of 1976 specifies, in Section 107, the terms of the Fair Use exception: Notwithstanding the provisions of sections 106 and 106A, the fair use of a copyrighted work, including such use by reproduction in copies or phonorecords or by any other means specified by that section, for purposes such as criticism, International Journal of Communication; Vol 5 (2011); 19 1932-8036 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion 2011 ftjijoc 2023-08-17T05:33:02Z Given its corporate ownership, iVillage.com constitutes a useful case study of the forces shaping online communities in the midst of what has been identified as television-Internet convergence. Not only does iVillage.com complicate conventional understandings of online communities, it also offers compelling insights into how media corporations construct online markets along lines of gender, race, ethnicity, and sexuality. By positioning online communities as vehicles for the targeted delivery of brand messages, media corporations seek to render these online communities commodities in much the way they have historically sought to render commercial television audiences commodities that can be sold to advertisers. Building on the work of Smythe (1977), Jhally and Livant (1986), Terranova (2000), Andrejevic (2004), Postigo (2009), and Bermejo (2010) this study identifies a new mode of consumer work emerging from these corporate-engineered online communities—the “labor of devotion”—where consumers participate in the promotion of corporate brands through interactive media. Article in Journal/Newspaper Terranova IJOC - International Journal of Communication (USC Annenberg Press) |
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Open Polar |
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IJOC - International Journal of Communication (USC Annenberg Press) |
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ftjijoc |
language |
English |
description |
Given its corporate ownership, iVillage.com constitutes a useful case study of the forces shaping online communities in the midst of what has been identified as television-Internet convergence. Not only does iVillage.com complicate conventional understandings of online communities, it also offers compelling insights into how media corporations construct online markets along lines of gender, race, ethnicity, and sexuality. By positioning online communities as vehicles for the targeted delivery of brand messages, media corporations seek to render these online communities commodities in much the way they have historically sought to render commercial television audiences commodities that can be sold to advertisers. Building on the work of Smythe (1977), Jhally and Livant (1986), Terranova (2000), Andrejevic (2004), Postigo (2009), and Bermejo (2010) this study identifies a new mode of consumer work emerging from these corporate-engineered online communities—the “labor of devotion”—where consumers participate in the promotion of corporate brands through interactive media. |
format |
Article in Journal/Newspaper |
author |
Campbell, John Edward |
spellingShingle |
Campbell, John Edward It Takes an iVillage: Gender, Labor, and Community in the Age of Television-Internet Convergence |
author_facet |
Campbell, John Edward |
author_sort |
Campbell, John Edward |
title |
It Takes an iVillage: Gender, Labor, and Community in the Age of Television-Internet Convergence |
title_short |
It Takes an iVillage: Gender, Labor, and Community in the Age of Television-Internet Convergence |
title_full |
It Takes an iVillage: Gender, Labor, and Community in the Age of Television-Internet Convergence |
title_fullStr |
It Takes an iVillage: Gender, Labor, and Community in the Age of Television-Internet Convergence |
title_full_unstemmed |
It Takes an iVillage: Gender, Labor, and Community in the Age of Television-Internet Convergence |
title_sort |
it takes an ivillage: gender, labor, and community in the age of television-internet convergence |
publisher |
USC Annenberg School for Communication & Journalism |
publishDate |
2011 |
url |
https://ijoc.org/index.php/ijoc/article/view/531 |
genre |
Terranova |
genre_facet |
Terranova |
op_source |
International Journal of Communication; Vol 5 (2011); 19 1932-8036 |
op_relation |
https://ijoc.org/index.php/ijoc/article/view/531/535 https://ijoc.org/index.php/ijoc/article/view/531 |
op_rights |
The International Journal of Communication is an academic journal. As such, it is dedicated to the open exchange of information. For this reason, IJoC is freely available to individuals and institutions. Copies of this journal or articles in this journal may be distributed for research or educational purposes free of charge and without permission. However, commercial use of the IJoC website or the articles contained herein is expressly prohibited without the written consent of the editor. Authors who publish in The International Journal of Communication will release their articles under the Creative Commons Attribution Non-Commercial No Derivatives (by-nc-nd) license. This license allows anyone to copy and distribute the article for non-commercial purposes provided that appropriate attribution is given. For details of the rights authors grants users of their work, see the "human-readable summary" of the license, with a link to the full license. (Note that "you" refers to a user, not an author, in the summary.) This journal utilizes the LOCKSSsystem to create a distributed archiving system among participating libraries and permits those libraries to create permanent archives of the journal for purposes of preservation and restoration. The publisher perpetually authorizes participants in the LOCKSS system to archive and restore our publication through the LOCKSS System for the benefit of all LOCKSS System participants. Specifically participating libraries may:Collect and preserve currently accessible materials;Use material consistent with original license terms;Provide copies to other LOCKSS appliances for purposes of audit and repair. Fair UseThe U.S. Copyright Act of 1976 specifies, in Section 107, the terms of the Fair Use exception: Notwithstanding the provisions of sections 106 and 106A, the fair use of a copyrighted work, including such use by reproduction in copies or phonorecords or by any other means specified by that section, for purposes such as criticism, |
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