Facebook and the Fun of Drinking Photos: Reproducing Gendered Regimes of Power

Abstract

Young adults regularly engage in heavy drinking episodes with friends and share these practices via digital images and ongoing interactions on social media. This study explored the meanings and values that young adults attach to Facebook social media photo-sharing practices around drinking and socializing, and how these practices were gendered, in what ways, and with what effects. We conducted 24 friendship discussion groups (64 females, 41 males) and 15 individual interviews (10 females, 5 males) in which participants showed and discussed their (screen-recorded) Facebook pages. Analyses demonstrated that drinking photos facilitated valued forms of sociality, visibility, and popularity for all participants, but the labor involved in preparing for, taking, selecting, uploading, tagging, and untagging drinking photos was heavily gendered. The tensions inherent in performing femininity within the “culture of intoxication” meant that young women engaged more intensively with photographic activities related to online self-displays. Although young men have (and engage with) many drinking photos on their Facebook pages, they derided routine and excessive photo-taking and uploading activities, particularly practices around self-imaging/posing, as trivial, silly, and inherently feminine. Sharing drinking images online provides a site of pleasure, leisure, and self-display for both men and women, but was more complex and challenging for young women who are performing identities in a patriarchal, heteronormative, postfeminist, and commercially driven digital environment. The technological practices involved in producing online drinking photos reproduce regimes of gendered power.