{"title":"#Values for money?跨 Instagram 语言社区的新自由主义 \"价值观 \"构建","authors":"T. Trillò, Avishai Green","doi":"10.1177/13678779241257531","DOIUrl":null,"url":null,"abstract":"While the term “values” is widely invoked to construct identities, set boundaries, and justify decisions, its use has evaded systematic analysis. This is particularly intriguing in the context of social media, where the term simultaneously reflects and shapes what is cherished by people worldwide. Addressing this void, we analyzed how Instagram users from different language communities – English, German, Italian, Korean, and Japanese – frame the term. Surprisingly, we found that “values” is used not for ethical or political arguments, but as a marketing tool. Across countries, professionals promise to assist individuals in discovering their “authentic” values and leveraging them for material success and a sense of meaning. Instagram, a commercially oriented platform promoting neoliberal values, serves as a powerful agent that appears to outweigh cultural differences. We propose the “funnel” as a metaphor to depict a process where platforms direct varied interpretations of complex concepts into ones that serve their own interests.","PeriodicalId":47307,"journal":{"name":"International Journal of Cultural Studies","volume":null,"pages":null},"PeriodicalIF":1.5000,"publicationDate":"2024-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"#Values for money? The neoliberal construction of “values” across Instagram language communities\",\"authors\":\"T. Trillò, Avishai Green\",\"doi\":\"10.1177/13678779241257531\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"While the term “values” is widely invoked to construct identities, set boundaries, and justify decisions, its use has evaded systematic analysis. This is particularly intriguing in the context of social media, where the term simultaneously reflects and shapes what is cherished by people worldwide. Addressing this void, we analyzed how Instagram users from different language communities – English, German, Italian, Korean, and Japanese – frame the term. Surprisingly, we found that “values” is used not for ethical or political arguments, but as a marketing tool. Across countries, professionals promise to assist individuals in discovering their “authentic” values and leveraging them for material success and a sense of meaning. Instagram, a commercially oriented platform promoting neoliberal values, serves as a powerful agent that appears to outweigh cultural differences. We propose the “funnel” as a metaphor to depict a process where platforms direct varied interpretations of complex concepts into ones that serve their own interests.\",\"PeriodicalId\":47307,\"journal\":{\"name\":\"International Journal of Cultural Studies\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.5000,\"publicationDate\":\"2024-06-06\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Cultural Studies\",\"FirstCategoryId\":\"90\",\"ListUrlMain\":\"https://doi.org/10.1177/13678779241257531\",\"RegionNum\":2,\"RegionCategory\":\"社会学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"CULTURAL STUDIES\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Cultural Studies","FirstCategoryId":"90","ListUrlMain":"https://doi.org/10.1177/13678779241257531","RegionNum":2,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"CULTURAL STUDIES","Score":null,"Total":0}
#Values for money? The neoliberal construction of “values” across Instagram language communities
While the term “values” is widely invoked to construct identities, set boundaries, and justify decisions, its use has evaded systematic analysis. This is particularly intriguing in the context of social media, where the term simultaneously reflects and shapes what is cherished by people worldwide. Addressing this void, we analyzed how Instagram users from different language communities – English, German, Italian, Korean, and Japanese – frame the term. Surprisingly, we found that “values” is used not for ethical or political arguments, but as a marketing tool. Across countries, professionals promise to assist individuals in discovering their “authentic” values and leveraging them for material success and a sense of meaning. Instagram, a commercially oriented platform promoting neoliberal values, serves as a powerful agent that appears to outweigh cultural differences. We propose the “funnel” as a metaphor to depict a process where platforms direct varied interpretations of complex concepts into ones that serve their own interests.
期刊介绍:
International Journal of Cultural Studies is committed to rethinking cultural practices, processes, texts and infrastructures beyond traditional national frameworks and regional biases. The journal publishes theoretical, empirical and historical analyses that interrogate what culture means, and what culture does, across global and local scales of power and action, diverse technologies and forms of mediation, and multiple dimensions of performance, experience and identity. Dedicated to theoretical and methodological innovation in cultural research, the journal is multidisciplinary in outlook, publishing relevant contributions that integrate approaches from the social sciences, humanities, information sciences and more. International Journal of Cultural Studies publishes original research articles. The journal gives preference to papers that extend existing theory or generate new theory through interpretive engagement with empirical cases. Papers based on single country case-studies should clearly indicate and develop the broader relevance of their analyses for an international readership. The journal does not publish close readings of single texts; but it does consider critical, contextualised readings that similarly indicate and develop the broader relevance of their analyses to the field. International Journal of Cultural Studies regularly publishes special issues on urgent questions in the field as well as on specific regions, industries and practices.