Genterest: An Analysis of Pinterest, Gender Expectations and

Gender Capital

Caroline Burkholder & Natasha Williams

SYA4935-1

Spring 2013

Genterest: An Analysis of Pinterest, Gender Expectations and

Gender Capital

As the American affinity for social media networking deepens

with time, its unique ability to relationally define contemporary

social identities is revealed. At their core, social networking

sites are digital medium for interactions between parties that

simultaneously service the user’s self-constructed identity.

Because the advent of social media is relatively recent and new

social networking sites are developed every day, there are a lot

of questions to answer about the future of these technologies and

their impact on social interaction and identity at large.

Knowing online social media content is subject to the

influence of larger social structures and systems of inequality,

we became interested in the ways in which status is embodied in

the exchange of more innovative forms of cultural capital. To

what extent do these recent and modern forms of cultural capital

differ from more traditional conceptions of status? How has

contemporary popular culture and social interaction in the

digital age shaped current tastes with respect to different

styles of identity? Are the forms of self-expression conceived on

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social networking sites representative of established cultural

mythologies, implicating systems of distinctive signs and symbols

that reflect status difference? How are existing boundaries of

social identity classification, occurring in unmediated

interaction in real life, negotiated in the social networking

media space to either reify or challenge larger systems of

inequality?

Our research will seek to answer some of these questions by

applying Bourdieu’s theories of social reproduction to the online

social networking space through a content analysis of the popular

social networking site, Pinterest, deciding to focus on gender

difference in particular. We identified gender as a particularly

potent demographic as it is accompanied by well-established

systems of distinction with signs and symbols demonstrating

either masculinity or femininity.  These gender signifiers are

both deeply ingrained in American culture and grounded firmly in

empirical research. Our methods will employ a combination of

inductive and deductive approaches to extend the existing

literature on the history of lifestyle media, focusing in

particular on the evolution of the gendered dynamics over time,

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culminating in this most contemporary form of social

interaction.  Situating our research within previously identified

themes of gender difference, we will qualify Pinterest’s capacity

to demonstrate contemporary gender identity while also seeking to

prove that Pinterest is a site for social reproduction.  It

rewards individuals with a high volume of cultural capital, or

gender capital, allowing them to appreciate high status specific

to the diametric identity categories it engenders, and

reflexively reify the gender binary in American culture at large.

LITERATURE REVIEW

Pinterest is one of the fastest growing websites in history.

In June 2011, the platform had around 400,000 users, and has

since grown to surpass 10 million users. It markets itself as a

“tool for collecting and organizing things you love”, saying

their mission is to “connect everyone in the world through the

things they find interesting”(Chzran 2012). The virtual pin board

operates as a sort of visual search engine, where users sort

content that is symbolically representative of their taste into

different self-determined categories of image boards1.

1 For an overview of Pinterest user demographics see Appendix B.

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When surveyed, 90 percent of people said they used Pinterest

to get ideas. The study indicated four basic functions of

Pinterest: get inspiration for their careers or hobbies (57%),

store images of things they dream of having (53%), keep their

thoughts and ideas organized (47%), share their ideas with others

(Chzran 2012). Much of the content on Pinterest is comprised of

images of consumer products and some major brands, such as

Chobani, Gap, West Elm, and Michaels, have already begun to use

Pinterest as a marketing tool. In fact, Pinterest has been

incredibly effective in directing online traffic to the websites

of popular lifestyle, home décor, and cooking magazines. For

example, in the summer of 2012 Pinterest became the top social

referrer to ‘marthastewartweddings.com’ and ‘marthastewart.com’

(Indvik 2012). Based on its function as a medium for interaction

with consumer products and its capacity to express individual

identity and agency, it is logical to propose that Pinterest

applies new technological forms to become a modern analogue of

lifestyle magazines.

In her book, Smart Living: Lifestyle Media and Popular

Expertise, Tania Lewis outlines several cultural scripts related 5

to lifestyle media. Her work contends that one of the guiding

trajectories in the history of popular advice around the self and

the home has been the ongoing dialogue and negotiation between

the boundaries and norms of masculine and feminine culture and

identity, played through shifts in the meaning and value of

visual, symbolic, and lifestyle culture.

Lewis indentifies several shifts in the lifestyle

consumption discourse that were precursors to the innovative

practices of Pinterest. Generally, we see that development in

lifestyle media was oriented around individualization and the

“style-ization” of everyday life, largely indicative of a growing

interest in targeting of individual niche-oriented modes of

consumption. Lewis was able to identify a changing emphasis on

the symbolic rather than the simply utilitarian dimension of

goods as well as the increasing circulation of cultural goods

oriented toward a lifestyle culture. According to Lewis, the shift

from text-based advice to visual modes of communication gave way

to a highly aestheticized construction of lifestyle consumption

and selfhood (Lewis 2008). Each of these movements in lifestyle

media underscores the propensity for consumption of media to 6

express individual agency and identity. This is relevant to our

discussion of gender expression on Pinterest because cultural

orientations towards consumer identity formation are represented

in the very function of the site. Users must navigate their

identity while simultaneously acting within the constraints of a

myriad of cultural expectations of gender performativity that

place higher value on particular forms of masculinities and

femininities.

Made evident by the above discussion, much of the existing

research on the gendered nature of lifestyle media is focused on

macrosocial processes, or a complex range of developments in late

modernity related to many different interrelated social and

cultural shifts including changing notions of domesticity,

selfhood, and the relationship between labor and leisure from the

industrial revolution onward (Lewis 2008). This work is crucial

in understanding a historical narrative over time, but it does

not adequately recognize those cultural exchanges within the

lifestyle media space that occur on a microsocial level.

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In “Doing Gender” West and Zimmerman (1987) state that

gender is an achieved status constructed through psychological,

cultural, and social means. When gender is regarded as a routine,

methodical, and reoccurring accomplishment, it becomes clear that

doing gender requires a “complex of socially guided perceptual,

interactional, and micropolitical activities that cast particular

pursuits as expressions of masculine and feminine “natures” (West

and Zimmerman 1987). Pinterest is a space in which these

micropolitical activities can be performed. The site is

structured such that it provides a large spectrum of “pursuits”

and the user exerts their individual agency by organizing and

prioritizing content amongst the variety of categories. While

they are certainly working in accordance with cultural scripts of

gender behavior as they relate to “essential nature” of the

sexes, Pinterest consumers control and police boundaries of

masculinity and femininity by arranging cultural symbols,

habitually pinning items that represent their individual identity

and consumption lifestyle aesthetic.

In line with Bourdieu’s theories of social reproduction and

distinction, it is important to recognize the propensity of these8

microinteractions to reify gender difference, as they constitute

the ‘social action’ of the habitus generating real consequences

for the reproduction or creation of gender status and capital

(Bourdieu 1979).

RESEARCH QUESTIONS AND AIMS

Based on the existing literature on lifestyle media, gender

role expectations, reproduction theory, and gender capital, the

present research poses the following questions:

- What are the cultural messages on gender that are embedded

in social media?

- How do social media serve to reinforce these messages and

reify them into expectations?

- How do social media serve as a form of expression of

conformity to gender expectations/gender capital?

Accordingly, the present research aims to determine the messages

Pinterest sends about gender expectations in our society,

determine the ways that Pinterest reinforces and reifies these

messages and uncover to what extent the content on Pinterest

serves as expression of gender capital and contributes to

identity formation.9

METHODS

Sampling

Prior to the formulation of specific research questions, a

general social media survey was administered to 55 participants.

The survey was disseminated by the researchers using Facebook.

Facebook users were asked to complete the 5-10 minute survey

entirely online and received no compensation. Questions sought to

gather data about social media usage across sites (number of

participants and time spent using each site, etc.), as well as

the gendered nature of Pinterest categories (See Appendix A).

Using a 5-point likert scale (1 = feminine, 3 = neutral, 5 =

masculine), participants were asked to rate how gendered they

believed each of the 32 Pinterest categories are. Using a random

number generator, the categories were ordered so as not to 1)

appear gendered one way or another by being grouped with similar

categories or 2) allude to the source of the list. Scaled scores

for each category were calculated and ordered, creating a scale

of gendered categories (Figure 1)

Figure 1: Scaled Pinterest Categories

Women's Fashion 1.48

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Weddings 1.55Hair & Beauty 1.64Home Décor 1.75DIY & Crafts 2.07Celebrities 2.18Kids 2.18Holidays & Events 2.18Gardening 2.30Quotes 2.55Design 2.61Education 2.75Products 2.84Photography 2.86Art 2.86Animals 2.86Food & Drink 2.98Film, Music, & Books 3.02Travel 3.05Illustrations & Posters 3.07Health & Fitness 3.07Tattoos 3.25History 3.36Science & Nature 3.37Humor 3.41Geek 3.41Architecture 3.50Outdoors 3.61Men's Fashion 3.66Technology 3.68Sports 4.16Cars & Motorcycles 4.39

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In order to carry out a content analysis of Pinterest

images, the researchers had to create Pinterest accounts. The

researchers were aware from previous engagement with this

particular media that the images presented to users are filtered

based on preferences given at the point of account creation. The

influence of this preference filtering could not be overlooked.

Thus, in order to generate Pinterest images indicative of

gendered preferences, two separate Pinterest accounts were

created.

In order to create a profile, users must choose five “boards

to follow”, immediately expressing preferences for five

categories of content. The perceived gendered nature of these

categories was explored in a question from the preliminary survey

mentioned above. The five categories with the lowest (most

feminine) and highest (most masculine) weighted scores were used

to select the five categories of boards each profile would follow

(shaded in Figure 1). Once a category is selected, users are

shown the 25 most popular boards from each and are asked to

choose specific boards to follow. To randomize the selection of

these specific boards within each broad category, each board was

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assigned a number (1-25) and a random number generator was used

to select each one. To ensure variety in the content displayed,

four boards from each category were chosen, resulting in each

profile following 20 boards (See Appendix C). This is congruent

with findings that reported the average Pinterest user follows 20

boards (Chrzan 2012).

Measures

Qualitative content analysis was used to analyze 150 images

on Pinterest. The first 75 “Popular” pins were analyzed for both

the masculine and feminine profiles. Predetermined coding books

for visual representations of gender stereotypical cues were not

found. Additionally, entirely inductive coding methods (creating

coding categories as themes appear) lend themselves to high

levels of subjectivity. Instead, a hybrid technique was employed.

Based on a recommendation from the Center for Evaluation and

Research at The University of California, Davis, information from

existing literature on gender expectations (e.g. Bem Sex Role

Inventory) and accumulated knowledge were used to create a set of

a priori codes for masculinity and femininity. As the coding

progressed, any additional themes were coded as emergent

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categories (See Appendix D). Each of the 150 images were coded

for their respective categories. Many, if not all, images

included content that met the criteria for more than one code.

Analysis Plan

In order to analyze the data from the content analysis,

coding information was quantified. Tallies were totaled in two

regards: 1) The number of coding categories each image

encompassed and 2) The number of images coded for each category.

By analyzing the quantitative data, conclusions can be drawn

about which coding categories appeared most frequently and which

images exemplify the most coding categories/themes?

In addition, the gender of the “pinner” was noted. Because

we are interested in gender expectations and our society views

them so dichotomously, making note of the gender composition of

the pinners for each profile was also thought to garner

interesting information about the gender boundaries on Pinterest.

RESULTS

Examination of the quantified content analysis data revealed

numerous themes in the content displayed to each profile. For

each profile, the site filtered content based on expressed 14

preferences, resulting in highly gendered content. Considering

the 75 images analyzed for the masculine profile, three themes

emerged as most common: bold colors – bright and high contrast

(32), athleticism (25), and the subject of the image in motion

(23). On the other hand, the images from the feminine profile

most commonly included a soft color palate (39), directive-

oriented images (33), decorative items (21) and images related to

tidiness/organization (21).

On a more qualitative note, additional themes were extracted

from the data. For instance, while both the masculine and

feminine profiles included directive-oriented images, for the

presumed male audience, these images were directed towards

instrumental tasks (charging a cell phone, waterproofing

electronics, etc.). For the presumed female audience, the

directive-oriented images were focused on more expressive

qualities (tips for tasks related to child-rearing, tutorials on

aesthetic techniques e.g. applying make-up, executing a

particular hairstyle, etc.). Another theme to note lies in the

gender of the pinners themselves. Of the 75 images that appeared

on the masculine profile, 36 were pinned by female users. On the 15

other hand, all 75 of the images on the feminine profile were

pinned by females.

CONCLUSIONS

These data suggest that Pinterest users are utilizing the

site to simultaneously express and construct their gender

identity. For men, expression is seemingly limited only to those

images deemed “masculine” as evidenced by the lack of male

pinners on the feminine profile content. For women, however,

expressions of androgyny are far more common and acceptable. From

a gender capital perspective, this is no surprise. As the

dominant gender in American society, there is power inherent in

being a male. Thus, expressions of identity incongruent with the

socially defined guidelines for masculinity diminish a man’s

status. However, taking on relatively masculine traits and

activities as a woman can serve to bolster her status, as she is

taking on traits of the dominant group.

Additionally, when considering preferences for

stereotypically gendered activities and products, highly gendered

content is displayed on both profiles. Keeping in mind that the

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images analyzed in this study were the 75 most popular pins for

each profile, not only are users expressing their conformity to

gender expectations though the content they choose to pin, they

are also being rewarded for it via recognition (repins, likes,

comments, etc.). Using the ideas of Bourdieu’s reproduction

theory, the presence, pervasiveness, and popularity of this

hypergendered content serves to reinforce gender role

expectations. Users incorporate the images they see and reactions

to their pins from others to shape the degree to which they

conform to gender role expectations.

Recommendations for further research

This study sets the foundation for a slew of additional

research examining the interaction between social media in

general, Pinterest in partuclar, and the expression and formation

of identity, gender included. Because content tends to shift

temporally, a more longitudinal sample for the content analysis

would provide a more in-depth look at this interaction.

Additionally, the creation of a “control profile” (using the 5

most neutral categories) could serve to solidify assertions made

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i.e. how does the content on the hypergendered profiles differ

from a more androgynous one?

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References

Bourdieu, Pierre. (1984). Distinction. Cambridge: Harvard University

Press.

Center for Evaluation and Research: Tobacco Control Evaulation

Center. Tips and Tools #18 Coding Qualitative Data.

http://tobaccoeval.ucdavis.edu/documents/Tips_Tools_18_2012.

pdf Retrieved April 14, 2013

Chrzan, Quinn. (2012). Pinterest: A Review of Social Media’s

Newest Sweetheart.

http://www.engauge.com/assets/pdf/Engauge-Pinterest.pdf

Retrieved April 10, 2013

Indivik, Lauren. (2012). Pinterest Becomes Top Traffic Driver for

Women's Magazines.

http://www.mashable.com/2012/02/26/pinterest-womens-

magazines/ Retrieved April 10, 2013

Lewis, Tania. (2008). Smart Living: Lifestyle Media and Popular Expertise. NY:

Peter Lang Publishing Inc.

West, Candace and Don Zimmerman. (1987). “Doing Gender.” Gender

and Society 1:125-151.

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Appendix A: Preliminary Media Usage Survey Questions

1. What is your age?18-2425-3435-4445-5455-6465-7475 or older

2. What is your gender?FemaleMale

3. What is your race? Please choose one or more.WhiteBlack of African-AmericanAsianNaitve Hawaiian or other Pacific IslanderAmerican Indian or Alaska NativeOther

4. Are you of Hispanic or Latino origin or descent?Yes, Hispanic or LatinoNo, not Hispanic or Latino

5. What is your GPA? (Please choose “other” if you are not a college student)3.6-4.03.1-3.52.6-3.02.1-2.52.0 or belowOther

6. What is your major? (Please type n/a if you are not a college student)

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7. Please rank the following based on how frequently you use themfor any purpose (news, entertainment, etc.). 1 is least frequently, 5 is most frequently.

8. Please rate the masculinity and/or femininity of each of thesemedia themes.

Feminine

Neutral Masculine

DIY & CraftsArchitectureEducationHumorIllustrations &PostersHome DécorMen’s FashionProductsWomen’s FashionCars & MotorcyclesFilm, Music & BooksOutdoorsTravelCelebritiesKidsTattoosScience & NatureDesignPhotographyHair & BeautyFood & DrinkArtTechnologyHistorySportsAnimals

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GardeningGeekQuotesHealth & FitnessWeddingsHolidays & Events

9. How much time do you spend each week interacting with the following:

None/I don’t use this

Less than 5 hours per week

5-10 hours per week

11-15 hours per week

16+ hours per week

FacebookTwitterPinterestTumblrInstagramLinkedInYouTube

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Appendix B: Pinterest User Demographics

Appendix C: Categories and Boards Followed by Each Profile

Masculine Profile

Category Random #Board

Followed

Cars &Motorcycl

es

25cars and bikes

22classic cars I like

4classic american cars

10 Cars

Sports

15 futbol

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sports cards/baseball, football, basketball & hockey

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take me out to the ballgame

17 cyclingTechnolog

y 14tech and gadgets

23 retro technology

24 electronics10 Apple blog

Men'sFashion

6 men's gadgets13 man things

25fashion for men

2 manly things

Outdoors

10outdoors and travel

22outdoor spaces

20outdoor living

19the great outdoors

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25

Feminine ProfileCategor

yRandom

# Board Followed

Women'sFashion

17 summer outfits9 what to wear3 dresses2 girls fashion

Weddings

11wedding inspiration

18 wedding ideas

2

my dream wedding (rustic winter)

14 wedding

Hair &Beauty

12long hair in many forms

4 hair/beauty6 Hair & Beauty14 nails

HomeDécor

19 bathrooms

17Building my Dream Home

13 Home and Garden3 home

DIY &Crafts

17 knitted stuff

20Cleaning Tips &Tricks

14 crafts and DIY12 Crafts

Appendix D: Coding Guide

  Masculine Feminine

Bem Sex RoleInventory1

Self-reliant, defends own beliefs, independent, athletic, assertive, strongpersonality, forceful, analytical, leadership abilities, risk-taker, decisive, self-sufficient, dominant, masculine, willing to take a stand, aggressive, acts as a leader, individualistic, competitive, ambitious

Gentle, loves children, no harsh language, childlike, gullible, tender, warm, soft-spoken, eager to soothe hurt feelings, compassionate, yielding, cheerful, shy, affectionate, flatterable, loyal, feminine, sympathetic, sensitive, understanding

Ricciardelli& Williams2

Strong, confident, firm, forceful, carefree, aggressive, bossy, sarcastic, rude, feels superior

Patient, sensitive, devoted, responsible, appreciative, timid, weak, needs approval, dependent, nervous

1Bem Sex Role Inventory: A Test of Androgyny (http://www.cuyamaca.edu/jr.jones/pdf/Bem%20Sex%20Role%20Inventory%2001.pdf)2Derived from “Desirable and Undesirable Gender Traits in Three Behavioral Domains,” by Lina A. Ricciardelli & Robert J. Williams, 1995, Sex Roles, 33, pp. 637–655.

  Masculine FeminineA PrioriCodes

Strong/aggressive pose, athleticism, mention of brand, bold colors

Delicate fabrics, child-oriented, juvenile behavior/pose, sexualizedclothing, sexualized

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stereotypical female clothing articles

EmergentCodes

Rustic/earthtones, directive-oriented, child-oriented, sexualized woman,sharp/geometric lines, female athlete, competition, stereotypical male clothing articles, subject in motion

Decorative items, brand name, directive-oriented

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