Feminism, Self-Presentation, and Pinterest

Book excerpt: Feminism, Self-Presentation, and Pinterest: The Labor of Wedding Planning argues that Pinterest, which has been largely criticized for perpetuating vapid stereotypical gender roles, is actually a dynamic digital curation tool that facilitates meaning-making around the important cultural event of the Western wedding. Emily S. Johnson, through a thorough examination of how aspiring brides use the platform to plan their weddings, found that Pinterest is a unique platform that offers brides the opportunity to construct their own wedding identity by engaging in creativity and exercising voice and agency during planning. Even if the content they are consuming does support tenets of patriarchy or gender roles, brides are able to make their own choices, rather than having their goals determined for them through societal or familial norms and expectations. The platform integrates both the online and offline “labors” of wedding planning as brides create meaning through the curation process and connect with the self as they execute their planning. Overall, Johnson argues that, far from the stereotypes of fantasizing about dream weddings and luxurious lifestyles that may be unrealistic, Pinterest gives brides increased ability to make their own, specialized vision come to life. Scholars of women’s studies, gender studies, communication, media studies, cultural studies, and rhetoric will find this book particularly useful.