Pinning Down Identity in Social Media: Food Cultural Transfer on Pinterest

This research has been conducted within the realm of where today’s digital media society and the timeless concept of cultural identity overlap. The aim of this thesis is to explore the nature of online cultural identity management. By focusing on the social media platform, Pinterest, this study considers the food-pinning behavior of a group of Americans living in Finland and connects their online actions with their cultural identity. Through an examination of Pinterest as a social space, and even a third place, the relative theoretical literature provides and interesting background for a contemporary discussion on the matter. Literature on food as a cultural marker is also brought into consideration. Using the methods of introspection and an adapted version of virtual ethnography, a study was conducted, and ultimately, the analysis of data obtained from the Pinterest boards of ten individuals shows that the vast majority of food-related information in this setting is US-sourced. A questionnaire provides further insight into the individuals’ Pinterest usage. I argue that pinning is an act of online identity management, whether it is a conscious act or a situational effect, and that using Pinterest maintains and even strengthens these individuals’ cultural identity as Americans. This study adds to current discussions pertaining to transnationalism, globalization, and online cultural identity, as well as opens channels for further research on this dynamic topic, which is needed to understand ourselves as cultural beings in the digital age.

Pinning Down Identity in Social Media: Food Cultural Transfer on Pinterest

This research has been conducted within the realm of where today’s digital media society and the timeless concept of cultural identity overlap. The aim of this thesis is to explore the nature of online cultural identity management. By focusing on the social media platform, Pinterest, this study considers the food-pinning behavior of a group of Americans living in Finland and connects their online actions with their cultural identity. Through an examination of Pinterest as a social space, and even a third place, the relative theoretical literature provides and interesting background for a contemporary discussion on the matter. Literature on food as a cultural marker is also brought into consideration. Using the methods of introspection and an adapted version of virtual ethnography, a study was conducted, and ultimately, the analysis of data obtained from the Pinterest boards of ten individuals shows that the vast majority of food-related information in this setting is US-sourced. A questionnaire provides further insight into the individuals’ Pinterest usage. I argue that pinning is an act of online identity management, whether it is a conscious act or a situational effect, and that using Pinterest maintains and even strengthens these individuals’ cultural identity as Americans. This study adds to current discussions pertaining to transnationalism, globalization, and online cultural identity, as well as opens channels for further research on this dynamic topic, which is needed to understand ourselves as cultural beings in the digital age.

Punks and believers An ethnographic study of subcultural, religious and non-religious identities in Indonesian punk scenes

Punk subculture is often assumed to have an antagonistic disposition towards religion. In this thesis, I examine this relationship in the Indonesian context, where the level of religious devotion is higher than in Western societies. I concentrate on how Indonesian punks who belong to secular punk communities negotiate the relationship between their religious or non-religious and subcultural identities. In addition, I examine the status of religion on the collective level in the punk communities. I collected the ethnographic data on Java in 2012. In addition to semi-structured interviews and participant observation, the analyzed data consists of social media sites, punk records and an online enquiry. I utilized thematic analysis in the study. The notion of identity is understood the way Stuart Hall has conceptualized it. Another essential concept, affect, is derived from Lawrence Grossberg’s theorization. The religious participants separated punk and religion in their lives. Many Muslim informants used an Islamic typology to separate one’s personal relationship with Allah and one’s relationship with other people. While some participants filtered away certain elements of “Western punk”, the majority of them saw ideological similarities between punk and Islam. This relationship was negotiated using both affective and ideological rationalizations. Non-religious punks respected religious people, but criticized radical forms of religiosity. Some of them described the difficulties of maintaining a non-religious identity in Indonesia, and that they have felt less marginalized in the punk community. Almost all of the participants stated that punk scenes should be religiously neutral and viewed integrating punk and religion as a problematic phenomenon.