326 KB56 KB196520252017Luthar, BredaPušnik, Marušaštevilka:3/4letnik:54str. 649-667, 704ISSN:0040-3598COBISSID_HOST:35055453URN:URN:NBN:SI:doc-GS9VTN8MslVisoka šola za politične vedeTeorija in praksadigitalna kulturaDružbeni medijiSex differentiationSocial mediaSociologija vsakdanjega življenjaSociology of everyday lifeSpolna diferenciacijaSpol in rabe intimnih tehnologij|The paper is based on an ethnographic study of gender differentiation of young audiences of new media in the everyday life context. We assume that social media should be considered as genres with a generic mise-en-scene and ideology which frame specific forms of gender-specific sociability and practices of distinction. We conclude that in the modern conditions of the naturalisation of social media, "constant presence" and "permanent on-line connectedness", the traditional differences between male and female users/producers are largely being reproduced. Women are more likely to use social platforms for social and emotional integration and for the construction of consumer subjectivity, while men use such media forms for more instrumental purposes and to create an alternative reality through computer games and sport. In this way, the gender dichotomy between the "inwardly-oriented" tastes of women and "outwardly-oriented" tastes of men, that exists in intersection with class affiliation, and are characteristic of television consumption, is being reproduced in the digital cultureČlanek temelji na etnografski študiji spolne diferenciacije mladega občinstva novih medijev v kontekstu vsakdanjega življenja. Izhajava iz predpostavke, da je družabne medije potrebno obravnavati kot žanre z specifično žanrsko mizansceno in ideologijo, ki okvirjajo specifične oblike spolno specifične družabnosti in hkrati prakse distinkcije. Ugotavljava, da se v sodobnih pogojih naturalizacije družabnih medijev ter "konstantne navzočnosti" in "omrežene povezanosti" v veliki meri reproducirajo tradicionalne razlike med ženskimi in moškimi uporabniki/ proizvajalci. Ženske so pogosteje uporabnice družabnih platform za družabno in emocionalno povezovanje in konstitucijo potrošne subjektivitete, moški pa uporabljajo medije bolj instrumentalno in za kreiranje alternativne realnosti pri igricah in športu. Na ta način se v digitalni kulturi reproducira dihotomija med "navznoter usmerjenimi" okusi žensk in "navzven usmerjenimi" okusi moških, ki organizira že potrošnjo televizije ter jo podpirajo tudi razredne razlikeTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaUniverza v Ljubljani, Fakulteta za družbene vede