This paper contextualizes and critically examines the incorporation of transactional features into two popular mobile social media apps: Instagram and Snapchat. It examines how mobile social media acts as an interface between culture and commerce. We situate this interface within a larger political economic context in which tech companies are embracing ‘fintech’ to drive growth. We argue that mobile social media platforms play a unique role in monetising personal data and context awareness through their development of ‘transactional affordance’ – a term we develop to understand new features allowing users to connect content to forms of payment. We argue that the success of these affordances is tied to labour associated with the ‘performative authenticity’ of social-media influencers. Our first case study examines the recent development of ‘shopping’ and ‘checkout’ features on Instagram, and the significance of this feature for the economic growth of parent company Facebook. We then look at how the specific development of augmented reality features on Snapchat serve as the basis for new transactional affordances in everyday contexts. We conclude the paper by arguing that the contextual commerce these phenomena entail signals a shift to a transactional culture in which everyday interactions become opportunities for consumption.

本文通过情境化和批判性地研究了将交易功能整合到两种流行的移动社交媒体应用程序中：Instagram和Snapchat。它研究了移动社交媒体如何充当文化与商业之间的接口。我们将此接口置于更大的政治经济环境中，在这种政治经济环境中，科技公司正在拥抱“金融科技”以推动增长。我们认为，移动社交媒体平台通过开发“交易能力”而在通过个人数据和上下文感知获利方面发挥着独特的作用-我们开发该术语是为了理解允许用户将内容连接到付款方式的新功能。我们认为，这些津贴的成功与与社交媒体影响者的“表现真实性”相关的劳动息息相关。我们的第一个案例研究检查了Instagram上“购物”和“结帐”功能的最新发展，以及该功能对母公司Facebook的经济增长的意义。然后，我们看一下Snapchat上增强现实功能的特定开发如何在日常情况下作为新交易功能的基础。我们通过论证结束语，认为这些现象带来的上下文商务标志着向一种交易文化的转变，在这种文化中，日常交互成为消费的机会。