Professor Brooke Duffy’s upcoming presentations and published work

Professor Brooke Duffy of Advertising’s book chapter , “The New ‘Real Women’ of Advertising: Subjects, Experts, and Producers in the Interactive Era, was just published in The Routledge Companion to Advertising and Promotional Culturehttp://www.routledge.com/books/details/9780415888011/ 
Chapter Abstract:
The New “Real Women” of Advertising: Subjects, Experts, and Producers in the Interactive EraThis chapter presents case studies of two commercial sites where “real women” are encouraged to participate as interactive subjects and producers: a user-generated contest (Cosmopolitan’s “Fun, Fearless, Female”) and a blogging network (BlogHer), respectively. These sites were selected based on their appeals to “real women” as well as their emphases on fashion and beauty, a market which is considered a place for patriarchal capitalism and individualized pleasure to coexist, though often uneasily. Contextualized within an advertising culture that has discursively constructed women above all as consumers, I examine the extent to which these new convergent forums allow access to the other realms on the cultural circuit (production and text/representation).  Data come from textual analyses of the sites, company promotional communication (e.g., media kits, press releases), and articles published in trade and mainstream news sources. Among the themes I explore are narratives of female interactivity and inclusion, opportunities for and limits of participation, and potential commercial logics, among others. I argue that while these initiatives do make the realms of cultural production more accessible to “ordinary women,” these appeals to inclusivity often double as a form of “enclosure.” As Andrejevic (2010) explains, “The goal of enclosure is to capture productive resources in order to set the terms of access to them.” In the digital age, he continues, as “information becomes an increasingly important source of value, then ‘enclosure’ refers to attempts to establish property rights over it and the resources involved in its production.” [1]In the cases presented, women are actively encouraged to contribute to the production processes; yet guidelines (forms of enclosure) are already inscribed in the discourse and structure of the sites.  By focusing on the nature and limits of enclosure in interactive spaces for women, I use this study to challenge some of the rhetoric about cultural convergence.


[1] Andrejevic, Mark. 2010. “Critical Media Studies 2.0: An Interactive Upgrade.” Interactions: Studies in Communication and Culture 1(1): 35-51.

 

Professor Duffy also delivered a presentation last month at the “Theorizing the Web” conference in NYC (http://www.theorizingtheweb.org/2013/participants.html) titled “Women Making Media: Revisiting Questions of Gender, Labor, and Power in the Digital Age.”
In a few weeks, she will be presenting on “Fashion Blogs and Curation as ‘Play’” as part of a media studies conference on “Extending Play” Two other SMC faculty members, Hector Postigo and John Campbell will also be there. Here is the program: http://mediacon.rutgers.edu/program/
Brooke Duffy(@brookeerinduffy) is an Assistant Professor at Temple University who studies cultural production, digital convergence, and gender/feminist studies of media.
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