Today, I’m going to veer from blogging about teaching, writing, and higher ed to discuss about something else close to my heart, Pinterest. For those of you not in the know, Pinterest is a relatively new social networking site. Self described as “a virtual pinboard,” the site allows you to organize images you find online into collections. The social networking aspect comes from being able to follow, repin, like, and comment on others’ pins.
The site has been getting a lot of play lately. Techcrunch honored the site with the award for Best Startup of 2011, Time magazine named it one of the best websites of 2011, and Mashable recently reported the site drives more referral traffic than YouTube, Reddit, Google+, LinkedIn and MySpace combined. According to the New York Times, Pinterest was the fastest website in history “to break the 10-million-visitors-a-month threshold.” Coupled with its loyal fan base and lots of buzz, Pinterest has become the newest darling of the social media world.
I don’t remember how I stumbled onto Pinterest, but I’ve been enamored ever since. As a highly visual person, I was immediately drawn to the concept. I’ve stored images I liked in folders on my hard drive or in my accounts on WeHeartIt and Flickr for years. The idea of using just one site to discover and organize the images I find inspiring, funny, or interesting seemed more practical. And the ability to also follow and comment on my friends’ images sounded like fun. Since signing up last May, I’ve become an avid user and fan of the site.
As Pinterest grew in popularity, I was excited to see more people use the site. More people to follow! More pictures to pin! And, as you know, where the people go, the media follows. Initially, I thought it was pretty cool to see Pinterest in the news and on blogs, but then I read the stories, and I got annoyed. Really annoyed. Pinterest’s user base is mostly female and because of this, some men describe the site in sexist, derogatory, and flippant terms.
By now, you’ve probably read or seen the silly pie charts, crude jokes and mean-spirited comments about Pinterest, so I’m moving beyond those in this post. Almost everyone knows those are in poor taste, so I’m choosing to take a closer look at the diction and imagery in the articles about Pinterest. Though it may not be overt, here’s where the bulk of the (unintended or not) sexism can be found.
I study rhetoric, so I can be picky about word choice. But for good reason, because even the simplest words can alert the audience of the writer’s true intentions and underlying assumptions. When describing the site, writers often choose words that portray femininity in a negative light, such as belittling words like “cutesy” and “girly.” Writers and commentators regularly demean and dismiss the site, calling it ”the housewife version of Reddit” or “Tumblr for ladiez.” Derogatory metaphors related to animals are sometimes used too. TechCrunch referred to users as “flocks” of women and the site has been deemed (cringe) “cat nip for women.”
The stereotypes don’t end there. Why is Pinterest such a hit with women? Could it be that the site site is “pretty, useful, and simple?” Nope. It’s popular because women like to gossip, shop, and compete with other women. And why is Pinterest getting all this attention from the media? Not because the site is one of the fastest growing in history, gets tons of traffic, or some other legitimate reason. It’s because the founders are paying for the coverage as two different commentators have accused. Yes, really.
In general, male tech writers are dismissing the site. They just don’t “get it” and are baffled by the idea of collecting things (baseball cards and Star Wars figurines excluded). Since they find no use for Pinterest, they disparage those who do, calling the women who frequent the site “desperate housewives” because they must “have more time” to scroll through images of “homely interests.” And for men to even consider using the site, they demand Pinterest conform to their interests and make changes to suit their needs first.
What’s behind all the Pinterest backlash from male tech writers? I can’t say for sure, but I do think it’s in part because they feel left out. Yes, even with a site they say they don’t want to join. Unlike most other sites like Facebook and Google+, Pinterest was a website that didn’t need the early adapting, mostly male tech crowd to gain attention on the web. The site’s audience is mostly women from the Midwest. It was these women, not men from Palo Alto, who propelled Pinterest into the lime light. Just like in high school, if the men feel they weren’t invited to the party in the first place, that party suddenly becomes lame.
Some of you may be wondering why I’m making a big deal out of seemingly small things, like when powerful men (ahem, like an editor for the Wall Street Journal) brush off Pinterest or when others start articles about user statistics of the site with “OMG,” but as a woman, I get tired of men controlling and defining our cultural space, on and off the web, deeming what is acceptable or unacceptable, worthy or unworthy. I’m fed up of the overarching patriarchal narrative in our society being if men find no value in something, it doesn’t have value to anyone else. And if women find value in something, it’s silly, frivolous, and can be of no value to men.
But there is one group of people besides women who find value in the website. Marketers, of course.
As more people found out about Pinterest, more brands are signing up to use the site. It seems like every marketer is rushing to figure out how to market and monetize this new social media space. A search for “Pinterest marketing” yields pages and pages of Google News results. You can read articles on The Ultimate Guide to Mastering Pinterest for Marketing, How to Use Pinterest in Your Small Business, and Five Ways Brands Can Use Pinterest to Boost Customer Engagement, to name a few.
I guess I should be happy that someone is taking Pinterest seriously, but it still feels a little icky. I agree with others who have written on the subject. Pinterest is foremost about expressing ourselves and being social. Users don’t want to be blatantly advertised to while experiencing the site. In general, Pinterest is “one of the few places online where positivity still reigns,” an escape from the banner ads, inane status updates, and uninteresting content that plagues other sites. Users go there to be inspired, entertained, and learn something new. Your brand has to do one of those things to be successful on Pinterest. If brands do choose to enter the space, be conscientious, don’t spam, and provide great content.
As Pinterest continues to evolve, I hope to read more conversations beyond the two I’ve predominately seen: making fun of women or convincing them to buy stuff. A site that has broken so many records and barriers deserves as much, and as women, we deserve better too.







