The platformization of feminism: The tensions of domesticating Instagram for activist projects

This article explores how contemporary feminism has become increasingly platformized, focusing on how Scandinavian feminist opinion leaders negotiate Instagram as an integral part of their everyday lives. Drawing on 3 years of digital observations and interviews with activists with over 12,000 followers each, the article investigates the meeting between Instagram's script and feminist users who might not utilize the technology in line with the platform's intentions. The analysis takes cues from domestication studies and underlines the morality and materiality involved in the appropriation of technology, pointing at the tensions arising when doing feminism and making culture is intertwined through the everyday use of social media platforms. Building on recent scholarship on the platformization of culture, the article offers novel contributions into how platformization affects non-profit countercultural projects.

Automated summary

This article explores how contemporary feminism is increasingly influenced by platformization, focusing on how Scandinavian feminist opinion leaders incorporate Instagram into their everyday lives. Through digital observations and interviews, the article examines the interaction between Instagram's script and feminist users, highlighting the moral and material implications of technology. It also addresses the tensions that arise when feminism and cultural production are intertwined through the daily use of social media platforms. Drawing on recent scholarship, the article offers new insights into the impact of platformization on nonprofit countercultural projects.