This document provides an outline and overview of a study analyzing media coverage and discourse around the social networking site Pinterest. It begins with background on women's history online and the evolution of social networking services. It then examines American and British news coverage of Pinterest from January to February 2012, finding differing emphases between the two. The US coverage framed Pinterest as a site for women, while UK coverage focused more on its design and potential business uses. The document concludes there are cultural differences in how each country's media portrayed Pinterest and its users.
5. Cyberfeminism
Radical Liberal
o Advocates for a women- o Advocates for gender-blind,
only space online utopic space online
[Hall 1996] [Hall 1996]
6. Cyberfeminism
Radical Liberal
o Advocates for a women- o Advocates for gender-blind,
only space online utopic space online
[Hall 1996] [Hall 1996]
Gendered spaces
o “A site designated for a
specific gender either
through title or indirectly via
its mission and content.”
[Royal 2005]
12. Collections have to be
something that you're proud of.
If the collections didn't look
awesome, why would anyone
spend time working on them?
- co-founder, Ben Silbermann
[Cluthe 2012]
16. Number of members as of Feb. 2012 (millions)
Pinterest 10.4
LinkedIn 150
Twitter 200
Facebook 845
17. Number of members at twoFeb. 2012 (millions)
Number of members as of years old (millions)
Pinterest 10.4 10.4
LinkedIn 150 4
Twitter 200 6
Facebook 12 845
18. Men and women are equally likely to use
[social networking] sites.
[Pew Internet and American Life Project 2010]
19. Gender Distribution of Pinterest Users by Country
Male Female
85%
81%
79%
77% 77%
72%
64%
36%
28%
23% 23%
21%
19%
15%
US Brazil Germany France UK Italy Spain
Data from April 2012 Google DoubleClick
20. Outline
o History of women on the Internet
o History of social networking services [SNSs]
o Media coverage
o Conclusions
22. Gender Distribution of Pinterest Users by Country
Male Female
85%
81%
79%
77% 77%
72%
64%
36%
28%
23% 23%
21%
19%
15%
US Brazil Germany France UK Italy Spain
Data from April 2012 Google DoubleClick
24. Why Pinterest is 2012's
How to use hottest website
Pinterest's pinboard
for the Web Pinterest Hits 10 Million U.S.
Monthly Uniques Faster Than
Any Standalone Site Ever
Learn the Basics of
Using Pinterest
Pinterest: Facebook
for women?
American News
Coverage from 16 January 2012 – 13 February 2012
25. 06 February 2012
17 January 2012
07 February 2012
10 February 2012
13 February 2012
American News
Coverage from 16 January 2012 – 13 February 2012
26. How to use Pinterest's pinboard for the Web
If you haven't
heard of it, find
the nearest
twenty- or
thirtysomething
woman. She'll
likely know what's
up and can tell
you all about it. If
she can stop
pinning.
American News
27. Why Pinterest is 2012's hottest website
Pinterest is the
breakout social
network of 2012,
but even
technology
addicts could be
excused for
missing its rise to
success.
American News
28. Pinterest Hits 10 Million U.S. Monthly
Uniques Faster Than Any Site Ever
It’s beautiful, it’s
addictive, and
now Pinterest is
having its glorious
hockey stick
moment…Pinterest
just hit 11.7 million
unique monthly
U.S. visitors,
crossing the 10
million mark faster
American News than any other
standalone site in
history.
29. Learn the Basics of Using Pinterest
I've heard
Pinterest
described as
"Facebook for
women," and I'll
admit a lot of the
categories and
images skew that
way. But there's
plenty of
interesting stuff for
all to see, and I'm
sure as the service
grows, the
content will start
to balance out.
American News
31. Pinterest: Facebook for women?
I'll admit that when
my wife first showed
me the site a few
weeks ago, I
thought to myself,
"This one's not for
guys." And it's true,
most Pinterest users
are women. But
having used it for a
few weeks, I have
found it useful to
save gadgets that I
American News want or other items
that I might want as
gifts in the future. Or
maybe even DIY
projects around the
house.
33. Pinterest for iPhone
review Is Pinterest the
Facebook for women?
Fast-growing social site
could be 97% female
Case study: How a UK
flooring company is
using Pinterest
Pinning Down
Creative Social
Media: Pinterest
Reaches 11 Million
Users
British News
Coverage from 16 January 2012 – 13 February 2012
34. 26 January 2012
13 February 2012
6 February 2012
16 February 2012
British News
Coverage from 16 January 2012 – 13 February 2012
35. Pinterest for iPhone review
Pinterest is an image-
based website that
allows users to create
their own virtual
pinboards based
around specific
interests, such as
football or music, or
even discrete
projects, such as
decorating a house.
British News
36. Is Pinterest the Facebook for women? Fast-
growing social site could be 97% female
Techcrunch says
that 97 per cent
of Pinterest's one
million Facebook
likes are from
women… Earlier
data from
Experian Hitwise
put the figure at
58 per cent
female in
December, driven
by the photo-
sharing site's focus
on arts and crafts.
British News
37. Is Pinterest the Facebook for women? Fast-
growing social site could be 97% female
Techcrunch says
that 97 per cent
of Pinterest's one
million Facebook
likes are from
women… Earlier
data from
Experian Hitwise
put the figure at
58 per cent
female in
December, driven
by the photo-
sharing site's focus
on arts and crafts.
British News
38. Case study: How a UK flooring company is
using Pinterest
The big question
many of you are
asking is whether
this platform has
any business use,
especially for
product
manufacturers
within the
construction
industry... Since our
industry is very
visual, especially
when marketing to
British News architects, who
want to see the
aesthetics of your
products and see
them in situ.
39. Pinning Down Creative Social Media:
Pinterest Reaches 11 Million Users
Elegant, addictive
and creative -
Pinterest is a fresh
social networking
platform that
brings the
simplicity of
Twitter to the
world of design
and photography.
British News
40. Outline
o History of women on the Internet
o History of social networking services [SNSs]
o Media coverage
o Conclusions
42. Cultural Media Trends
US UK
Emphasis site for women interface
Users WOMEN. No boys allowed. business, designers, US women
Description arts, crafts, home design, photography,
collection
Visual Aids for women gender-neutral
Advice get in on the ground floor, get in on the ground floor
watch out for the women!
43. Image Credits
o Slide 4: http://technicallyphilly.com/tag/eniac, http://www.innovativedisruption.com/disrupt-this/?Tag=business%20model,
http://thecomputerboys.com/?p=239
o History of Pinterest: http://articles.businessinsider.com/2012-04-03/tech/31278933_1_founder-advisor-foursquare,
http://www.bugman123.com/Bugs/index.html
o Slides 13-15: http://en.wikipedia.org/wiki/File:Mark_Zuckerberg_at_the_37th_G8_Summit_in_Deauville_018_v1.jpg,
http://www.investopedia.com/slide-show/venture-capitalists#axzz21BSy0MkY,
http://www.techmadly.com/twitter-continues-its-european-focus-with-a-new-uk-blog/twitterceoevanwilliamsmeetsmayornewsom91x6yhlkf79l
o American news : http://en.wikipedia.org/wiki/File:USA_Today_Logo.svg,
http://askyourusers.wordpress.com/2012/04/19/weve-launched-and-techcrunch-broke-the-news/, http://en.wikipedia.org/wiki/File:Cnn.svg,
http://en.wikipedia.org/wiki/File:PC_World_logo.svg, http://en.wikipedia.org/wiki/File:Fox_News_Channel.svg.
o British news : http://plancast.com/user/1637394, http://www.michaelandgina.com/tag/huffington-post/,
http://en.wikipedia.org/wiki/File:Daily_Telegraph.svg,
http://www.seoconsult.com/seoblog/seo-management/time-for-the-daily-mail-to-capitalise.html.
o American news supporting images: http://www.usatoday.com/tech/news/story/2012-01-17/how-to-pinterest-mark-smith/52615856/1,
http://articles.cnn.com/2012-02-06/tech/tech_web_pinterest-website-cashmore_1_sites-social-networks-early-adopters?_s=PM:TECH,
http://www.pcworld.com/article/249804/learn_the_basics_of_using_pinterest.html,
http://www.foxnews.com/scitech/2012/02/13/pin-your-interests-online-with-pinterest/,
http://techcrunch.com/2012/02/07/pinterest-monthly-uniques/,
o British news supporting images:
http://www.telegraph.co.uk/technology/mobile-app-reviews/9040999/Pinterest-for-iPhone-review.html,
http://www.pauleycreative.co.uk/2012/02/case-study-how-a-uk-flooring-company-is-using-pinterest/,
http://www.dailymail.co.uk/sciencetech/article-2100486/Is-Pinterest-Facebook-women-Fast-growing-social-site-97-cent-female.html,
http://www.huffingtonpost.co.uk/matthew-tucker/pinterest-million-users-pinning-down-creative-soc_b_1275634.html
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