{"title":"数字文化中“觉醒”的超可见性与话语","authors":"Francesca Sobande, A. Kanai, Natasha Zeng","doi":"10.1177/01634437221117490","DOIUrl":null,"url":null,"abstract":"From its origins in Black grassroots activist and political consciousness raising spaces, the term ‘woke’ has shifted in its significance. Now broadly synonymous with statements on social media that are assumed to indicate an investment in tackling social injustices, specifically, antiblackness and racial injustice, it has also become the subject of heated critique. Using key case studies such as the ‘I take responsibility’ and Instagram ‘blackout’ campaigns of 2020, this commentary clarifies how the cultural conventions and affordances of both social media and celebrity have shaped conceptualizations of ‘wokeness’. In its marketization, we suggest that ‘wokeness’ goes beyond the associations of progressive politics that advertisers attempt to attach to brands. Rather, we suggest that ‘wokeness’ is also conceptualized in terms of the quality of individual practices connected with antiracism and left politics more broadly. Observing that desires for ‘wokeness’ underpin its visibility and contestation, we explore the affective entanglements of ‘wokeness’ with whiteness, neoliberal identity culture, genres of social media content, and perceived expressions of sincerity. In doing so, we theorize the digital development, hyper-visibility, and marketization of ‘wokeness’, to grapple with how internet, consumer, and celebrity culture is implicated in contemporary understandings and expectations of social justice work.","PeriodicalId":18417,"journal":{"name":"Media, Culture & Society","volume":"65 1","pages":"1576 - 1587"},"PeriodicalIF":2.3000,"publicationDate":"2022-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"10","resultStr":"{\"title\":\"The hypervisibility and discourses of ‘wokeness’ in digital culture\",\"authors\":\"Francesca Sobande, A. Kanai, Natasha Zeng\",\"doi\":\"10.1177/01634437221117490\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"From its origins in Black grassroots activist and political consciousness raising spaces, the term ‘woke’ has shifted in its significance. Now broadly synonymous with statements on social media that are assumed to indicate an investment in tackling social injustices, specifically, antiblackness and racial injustice, it has also become the subject of heated critique. Using key case studies such as the ‘I take responsibility’ and Instagram ‘blackout’ campaigns of 2020, this commentary clarifies how the cultural conventions and affordances of both social media and celebrity have shaped conceptualizations of ‘wokeness’. In its marketization, we suggest that ‘wokeness’ goes beyond the associations of progressive politics that advertisers attempt to attach to brands. Rather, we suggest that ‘wokeness’ is also conceptualized in terms of the quality of individual practices connected with antiracism and left politics more broadly. Observing that desires for ‘wokeness’ underpin its visibility and contestation, we explore the affective entanglements of ‘wokeness’ with whiteness, neoliberal identity culture, genres of social media content, and perceived expressions of sincerity. In doing so, we theorize the digital development, hyper-visibility, and marketization of ‘wokeness’, to grapple with how internet, consumer, and celebrity culture is implicated in contemporary understandings and expectations of social justice work.\",\"PeriodicalId\":18417,\"journal\":{\"name\":\"Media, Culture & Society\",\"volume\":\"65 1\",\"pages\":\"1576 - 1587\"},\"PeriodicalIF\":2.3000,\"publicationDate\":\"2022-08-16\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"10\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Media, Culture & Society\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1177/01634437221117490\",\"RegionNum\":1,\"RegionCategory\":\"文学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Media, Culture & Society","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1177/01634437221117490","RegionNum":1,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
The hypervisibility and discourses of ‘wokeness’ in digital culture
From its origins in Black grassroots activist and political consciousness raising spaces, the term ‘woke’ has shifted in its significance. Now broadly synonymous with statements on social media that are assumed to indicate an investment in tackling social injustices, specifically, antiblackness and racial injustice, it has also become the subject of heated critique. Using key case studies such as the ‘I take responsibility’ and Instagram ‘blackout’ campaigns of 2020, this commentary clarifies how the cultural conventions and affordances of both social media and celebrity have shaped conceptualizations of ‘wokeness’. In its marketization, we suggest that ‘wokeness’ goes beyond the associations of progressive politics that advertisers attempt to attach to brands. Rather, we suggest that ‘wokeness’ is also conceptualized in terms of the quality of individual practices connected with antiracism and left politics more broadly. Observing that desires for ‘wokeness’ underpin its visibility and contestation, we explore the affective entanglements of ‘wokeness’ with whiteness, neoliberal identity culture, genres of social media content, and perceived expressions of sincerity. In doing so, we theorize the digital development, hyper-visibility, and marketization of ‘wokeness’, to grapple with how internet, consumer, and celebrity culture is implicated in contemporary understandings and expectations of social justice work.
期刊介绍:
Media, Culture & Society provides a major international forum for the presentation of research and discussion concerning the media, including the newer information and communication technologies, within their political, economic, cultural and historical contexts. It regularly engages with a wider range of issues in cultural and social analysis. Its focus is on substantive topics and on critique and innovation in theory and method. An interdisciplinary journal, it welcomes contributions in any relevant areas and from a worldwide authorship.