The Power of Pinning

Pinterest, a virtual corkboard available for all to see. Just from this statement alone, “available for all to see,” one can gather that this platform of social interaction can be the source of power among those who use it. Much like other social networking platforms such as Facebook, Tumblr, Instagram etc. Pinterest allows for people to share their interests by posting about them on their ‘boards’ in Pinterest terms. However, unlike its counterparts Pinterest is highly visually stimulating with the concept being that of posting images of ideas, crafts, memes etc. rather than simply posting an opinion. With this idea in mind, Allen’s theory of the modalities of power can be incorporated into the analysis of the Pinterest platform. He states that domination, authority, seduction, manipulation and coercion could be considered some of the main modalities of power (Allen, 2003, p. 2), but in relation to Pinterest the focus falls simply on the modality of seduction.

Image one: Fog on the Sea Wall, Vancouver, Canada. With an overlay of the Golden Ratio.

One might wonder how seduction could have anything to do with Pinterest and its users, but it is quite simple. In recent years there has been quite an interest arising in what is called the golden ratio. This ratio is what was a geometric proportion believed to be “the key to creating aestheticallypleasing art,” (McVeigh, 2009) as thought to be used by Leonardo Da Vinci himself. Now although the golden ratio may not directly be knowingly used by the users of Pinterest, the aspect of creating a board that is presented as aesthetically pleasing is a common find among the Pinterest community. Yes, but what does this have to do with power? One might ask. Well, if we go back to Allen’s modalities and our focus on the seduction aspect we will find that it can tie neatly into the idea of the golden ratio and the creation of aesthetically pleasing content. This is because through the aesthetically pleasing nature of the Pinterest user’s pin boards our eyes are being seduced into not only viewing the content in the first place but enjoying it. This in turn give power to those who have created those boards because the more that people look at their content and enjoy it the more followers they accumulate and the more influence they can have on others in that specific online community.

In continuation with the ability to now have a considerable influence on other users they can use this power to promote companies and/or personal income opportunities. As stated by Victoria Kuttainen in the week two lecture, “power comes out of connections,” (Kuttainen, 2017) and through Pinterest people are capable of attaining connections with others without having to say a word to each other. Therefore, would you not say that the power of the individual is ever growing on these online platforms? With the ability to draw others in unknowingly using the golden ratio, users are creating a power of their own even if they may not be aware of it.

References

Allen, J. (2003). Lost geographies of power. Melbourne, Australia: Blackwell Publishers.

Kuttainen, V. (2017).  BA1002: Our space: Networks, narratives, and the making of place, lecture 2: Power. [PowerPoint slides]. Retrieved from http://learnjcu.edu.au

McVeigh, K. (2009). Why golden ratio pleases the eye: US academic says he knows art secret. Retrieved from https://www.theguardian.com/artanddesign/2009/dec/28/golden-ratio-us-academic

Vercoe, S. Fog on the Sea Wall, Vancouver, Canada. [image]. (2015).  Retrieved from http://www.apogeephoto.com/how-to-use-the-golden-ratio-to-improve-your-photography/