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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.

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Please use this url to cite or link to this publication:
author
organization
publishing date
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 Inc.
external identifiers
  • scopus:85000401586
  • wos:000389908900004
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
2017-09-18 11:31:35
@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},
  keyword      = {critical animal studies,critical media studies,dairy industry,digital labor,social media},
  language     = {eng},
  month        = {12},
  number       = {8},
  pages        = {719--733},
  publisher    = {SAGE Publications Inc.},
  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},
  volume       = {17},
  year         = {2016},
}