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Non-binary gender identity and algorithmic-psychometric marketing legibility
Feminist Media Studies ( IF 1.953 ) Pub Date : 2021-03-24 , DOI: 10.1080/14680777.2021.1902367
Camilla Cannon 1
Affiliation  

ABSTRACT

Recently, discussions of non-binary gender identity have been increasingly featured in U.S. American mainstream print media, particularly mass market magazines, advertising and business editorials, and marketing reports from consumer insight strategy groups. I present a threefold argument relating to this increase in non-binary gender visibility. First, I argue that the media depictions I examine portray non-binary gender identity as a more “authentic” gender identity than cisgender and binary transgender identities, a claim that encourages all consumers to engage in individualized consumptive patterns that transcend hegemonic gender categories in order to attain an authentically gendered self. I frame this media and marketing reification of the supposed affective and consumptive behaviors of non-binary individuals as a result of the parallel evolution of trans respectability politics, targeted marketing techniques, and aspirational economic subjecthood in the U.S. Second, I argue that the departure from these broad, hegemonic consumptive patterns that all consumers are encouraged to adopt enables the development of ever more fine-grained individual consumer data profiles within various algorithmic targeting marketing systems. Finally, I argue that the algorithmic legibility that such discourse encourages renders individuals more vulnerable to the many surveillance systems with which individualized commercial data profiles are often shared.



中文翻译:

非二元性别认同和算法心理测量营销的易读性

摘要

最近,关于非二元性别认同的讨论越来越多地出现在美国主流印刷媒体中,特别是大众市场杂志、广告和商业社论,以及来自消费者洞察策略小组的营销报告。我提出了与这种非二元性别可见度增加有关的三重论点。首先,我认为我研究的媒体描述将非二元性别认同描绘成比顺性别和二元跨性别身份更“真实”的性别认同,这一主张鼓励所有消费者参与超越霸权性别类别的个性化消费模式。获得真正的性别自我。我将这种媒体和营销具体化为非二元个体的所谓情感和消费行为,这是美国跨性别尊重政治、有针对性的营销技术和有抱负的经济主体的平行演变的结果。其次,我认为,鼓励所有消费者采用的这些广泛的、霸权的消费模式能够在各种算法定位营销系统中开发更细粒度的个人消费者数据配置文件。最后,我认为这种话语所鼓励的算法易读性使个人更容易受到许多监视系统的攻击,而这些监视系统通常会共享个性化的商业数据配置文件。其次,我认为,与鼓励所有消费者采用的这些广泛的、霸权的消费模式不同,可以在各种算法定位营销系统中开发更细粒度的个人消费者数据配置文件。最后,我认为这种话语所鼓励的算法易读性使个人更容易受到许多监视系统的攻击,而这些监视系统通常会共享个性化的商业数据配置文件。其次,我认为,与鼓励所有消费者采用的这些广泛的、霸权的消费模式不同,可以在各种算法定位营销系统中开发更细粒度的个人消费者数据配置文件。最后,我认为这种话语所鼓励的算法易读性使个人更容易受到许多监视系统的攻击,而这些监视系统通常会共享个性化的商业数据配置文件。

更新日期:2021-03-24
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