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

Abstract

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.