Cows on Facebook and Instagram : Interspecies Intimacy in the Social Media Spaces of the Swedish Dairy Industry
Linné, Tobias LU
(2016)
In Television and New Media
17(8).
p.719-733
- Abstract
This article analyzes producer-consumer relations in social media marketing in the Swedish dairy industry. The article discusses how ideas of interspecies intimacy are publicly performed in an interactive process between the dairy industry producers and social media users. Two examples from the Swedish dairy industry were chosen for analysis: one Instagram account and one Facebook account. The analysis shows how the pages are premised on spectacularly visualizing the emotional labor and performances of cows for capital accumulation. The dairy industry's social media presence encourages the media users to engage in building the perception that Swedish dairy farms represent an idyll where the cows are willing producers of the milk that is... (More)
This article analyzes producer-consumer relations in social media marketing in the Swedish dairy industry. The article discusses how ideas of interspecies intimacy are publicly performed in an interactive process between the dairy industry producers and social media users. Two examples from the Swedish dairy industry were chosen for analysis: one Instagram account and one Facebook account. The analysis shows how the pages are premised on spectacularly visualizing the emotional labor and performances of cows for capital accumulation. The dairy industry's social media presence encourages the media users to engage in building the perception that Swedish dairy farms represent an idyll where the cows are willing producers of the milk that is taken from them, and the dairy industry is loving, caring, and compassionate. Thus, the social media marketing represents a co-opting not only of the ideals of participation that social media holds but also of the ideals of ethical consumptions.
(Less)
- author
- Linné, Tobias
LU
- organization
- publishing date
- 2016-12-01
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- critical animal studies, critical media studies, dairy industry, digital labor, social media
- in
- Television and New Media
- volume
- 17
- issue
- 8
- pages
- 15 pages
- publisher
- SAGE Publications
- external identifiers
-
- wos:000389908900004
- scopus:85000401586
- ISSN
- 1527-4764
- DOI
- 10.1177/1527476416653811
- language
- English
- LU publication?
- yes
- id
- 90f1777d-3f41-4756-8429-df28fba6c466
- date added to LUP
- 2016-12-16 07:29:31
- date last changed
- 2024-04-19 15:20:23
@article{90f1777d-3f41-4756-8429-df28fba6c466,
abstract = {{<p>This article analyzes producer-consumer relations in social media marketing in the Swedish dairy industry. The article discusses how ideas of interspecies intimacy are publicly performed in an interactive process between the dairy industry producers and social media users. Two examples from the Swedish dairy industry were chosen for analysis: one Instagram account and one Facebook account. The analysis shows how the pages are premised on spectacularly visualizing the emotional labor and performances of cows for capital accumulation. The dairy industry's social media presence encourages the media users to engage in building the perception that Swedish dairy farms represent an idyll where the cows are willing producers of the milk that is taken from them, and the dairy industry is loving, caring, and compassionate. Thus, the social media marketing represents a co-opting not only of the ideals of participation that social media holds but also of the ideals of ethical consumptions.</p>}},
author = {{Linné, Tobias}},
issn = {{1527-4764}},
keywords = {{critical animal studies; critical media studies; dairy industry; digital labor; social media}},
language = {{eng}},
month = {{12}},
number = {{8}},
pages = {{719--733}},
publisher = {{SAGE Publications}},
series = {{Television and New Media}},
title = {{Cows on Facebook and Instagram : Interspecies Intimacy in the Social Media Spaces of the Swedish Dairy Industry}},
url = {{http://dx.doi.org/10.1177/1527476416653811}},
doi = {{10.1177/1527476416653811}},
volume = {{17}},
year = {{2016}},
}