publication . Article . 2018

“just hanging out with you in my back yard”: Mark Zuckerberg and Mediated Paternalism

Ben Little; Alison Winch;
Open Access English
  • Published: 01 Jan 2018 Journal: Open Cultural Studies (issn: 2451-3474, Copyright policy)
  • Publisher: De Gruyter
Abstract
<jats:title>Abstract</jats:title> <jats:p>In a video that showcases a new Facebook feature, Mark Zuckerberg chats to his users, telling them that he’s “just hanging out with you in my backyard.” In this video-which is on his Facebook page-Zuckerberg discloses the domestic space of his backyard, revealing his interaction with family and friends. Depicted hosting a barbeque while watching the electoral debate, Zuckerberg performs an affective white postfeminist paternity (Hamad, 2014) by talking about hunting, eating meat, and being a father. This video is key in explaining how Zuckerberg affectively models patriarchal power. We argue that this PR exercise (for bo...
Subjects
free text keywords: digital, patriarchy, capitalism, silicon valley, masculinity, Social sciences (General), H1-99, Paternalism, Sociology, Yard, Media studies, Domestic space, media_common.quotation_subject, media_common
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publication . Article . 2018

“just hanging out with you in my back yard”: Mark Zuckerberg and Mediated Paternalism

Ben Little; Alison Winch;