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Cited by 240Ethics and Social Impacts of AIGender, Feminism, and MediaGender and Feminist Studies

The DOI matches its Crossref record; 34 of the 34 references it cites were found in a registry or an index.

Baking Gender Into Social Media Design: How Platforms Shape Categories for Users and Advertisers

Open access
Bivens, Rena, Haimson, Oliver L.·2016·Social Media + Society
DOI 10.1177/2056305116672486
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Abstract

In recent years, several popular social media platforms have launched freeform custom gender fields. This decision reconstitutes gender categories beyond an oppressive binary only permitting “males” and “females.” In this work, we uncover many different user-facing gender category design strategies within the social media ecosystem, ranging from custom gender options (on Facebook, Google+, and Pinterest) to the absence of gender fields entirely (on Twitter and LinkedIn). To explore how gender is baked into platform design, this article investigates the 10 most popular English-speaking social media platforms by performing recorded walkthroughs from two different subject positions: (1) a new user registering an account, and (2) a new advertiser creating an ad. We explore several different spaces in social media software where designers commonly program gender—sign-up pages, profile pages, and advertising portals—to consider (1) how gender is made durable through social media design, and (2) the shifting composition of the category of gender within the social media ecosystem more broadly. Through this investigation, we question how these categorizations attribute meaning to gender as they materialize in different software spaces, along with the recursive implications for society. Ultimately, our analysis reveals how social media platforms act as intermediaries within the larger ecosystem of advertising and web analytics companies. We argue that this intermediary role entrusts social media platforms with a considerable degree of control over the generation of broader categorization systems, which can be wielded to shape the perceived needs and desires of both users and advertising clients.

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Crossref · 10.1177/2056305116672486

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34 of 34 references verified0 citation errors · 0 not checkable

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Citations

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Show all 34 references

Research works printed but not linked: 5

  1. 10.1215/9780822392149 · DOI
  2. Burgess J., 2015, Paper presented at the ICA Conference
  3. Butler J., 1999, Gender trouble
  4. Chun W. H. K., 2013, Race after the Internet, 38
  5. Stryker S., 2008, Transgender history

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Metadata

Authors
Bivens, R., & Haimson, O. L.
Affiliations
  • Carleton University (CA)
  • University of California, Irvine (US)
Corresponding author
Bivens, Rena
ORCID
Venue
Social Media + Society
Publisher
SAGE Publications
Published
2016-10
Volume
2
Issue
4
ISSN
2056-3051 (ISSN-L)
DOI
10.1177/2056305116672486
OpenAlex
W2530495025
Cited by
240
References
34
Citations by year
2026: 28 · 2025: 25 · 2024: 34 · 2023: 21 · 2022: 49 · 2021: 25 · 2020: 28 · 2019: 11 · 2018: 13 · 2017: 6
FWCI
7.14
Type
journal article
Language
en
Open access
Licence
Locations
  • Social Media + Society (publishedVersion, cc-by-nc)
  • Carleton University's Institutional Repository (MacOdrum Library, Carleton University) (submittedVersion, other-oa)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Funders
  • National Science Foundation
  • Rural Development Administration
Topics
  • Physical Sciences › Computer Science › Artificial Intelligence › Ethics and Social Impacts of AI
  • Social Sciences › Gender Studies › Gender, Feminism, and Media
  • Social Sciences › Gender Studies › Gender and Feminist Studies
Keywords
gender categories, social media design, gender binary, platform design, user registration, advertising, intermediaries, web analytics, Facebook, Twitter, LinkedIn, gender categorization

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