Embodiment & Performance: A Cyberfeminist Critique of the Labor Structures in the Information Communication and Technology Industry
Cyberfeminism must frame the relationship of women to the new technoculture so as to facilitate an understanding of women’s relationships with cyberspace. How are women participating on the Internet? How are they engaging in the creation and production of software? What are women doing in comparison to men in cyberspace? These are questions that need to be tackled by cyberfeminists because they give insight into how real life structures are replicated in the cyberworld. This is especially important when it comes to analyzing how women affect the economy in late pan-capitalist structures. Faith Wilding Writes in Art Journal that, “Women are an important consumer market and help maintain the status quo when the technology is used in a passive manner. For example, most institutions of commerce and government are all too quick to give women computers, e-mail accounts and so on if it will make them better bureaucrats.¨ Not all of women’s actions on the Internet are progressive or feminist. In many ways, womens’ participation perpetuates the current system. Just as women can participate and even replicate the patriarchy in real life, so too in cyberspace. The products that created women oriented cyberspaces online typically stem from socially constructed feminine gender norms such as shopping, health, motherhood and beauty. Paasonen writes:
¨’Female Spaces’ on corporate web sites seem to be defined through a very familiar axis of embodiment (menstruation, reproduction, motherhood) and femininity as a set of values, characteristics, and practices (sharing, caring, emotions, social skills and mutual support). The shared experiences of women are depicted in pastel colors, with images of neatly attired, able-bodied women of various ethnic backgrounds smiling side by side. The diversity has obvious limits, and the sites do not give space to a redefinition of gender and/or femininity.¨
Instead of offering space for liberating exploration of new worlds and means of connecting, women are again confined by patriarchal gender standards. Women could be using these online networks to branch out of mainstream media and corporate consumer culture, instead of being female consumer communities around these very oppressive structures. According to Paasonen, cyberfeminists must challenge the definitions of women:
¨The representation of women as a homogenous group ultimately reinforces the binary gender models…In discussions of women and the Internet we must question which women are being discussed, what meanings are attributed to the category of “women” and what meanings are actively excluded. Critically we must analyze women-oriented products and services along with basic assumptions about women’s ‘nature,’ needs and experiences produced in a commercial context.¨
This is not to say that all of women’s activity on the Internet centers around consumerism and beauty, but the replication of these industries is important to the development of a feminine identity online. Make up and clothing are signifiers of femininity in the real world and have been translated to work in the cyberworld as well. It should also be noted that heterosexism also prevails in these beauty industries online, especially in dating and online advice communities.
The Internet is considered a male domain by default. Men are the assumed builder, producers and users of the Internet; however, this is not the reality. “Women have been under-represented in technical skills, in content production, as well as online usage” (Paasonen 91). It is generally assumed that men are better or more interested in new technologies than women. For example, many new technologies are marketed towards the professional white male. The Internet is seen as gender neutral, when in reality it is not, because it comes from a male designed and defined perspective. This is because women have been weeded out from the design end of computer and technology production. Women on the Internet take a secondary role. When sites are tailored to women’s interests they are done so from the typical slant that is taken in the “real world” it replicates the masculinist capitalist mode of women as passive consumers.