Struggle for Visibility: Mobilizing Dormant Logic on Social Media Platforms

Mohammad Zainuddin; Israr Qureshi; Babita Bhatt

doi:10.1007/978-3-031-50188-3_19

Struggle for Visibility: Mobilizing Dormant Logic on Social Media Platforms

Mohammad Zainuddin, Israr Qureshi, Babita Bhatt

The Australian National University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

Social media platforms often privilege dominant logics, marginalizing peripheral logics held by indigenous communities. Through a hermeneutic analysis of selling posts on the Facebook page, this research reveals the mechanisms employed by indigenous women entrepreneurs to activate their dormant logic and make it more visible and compatible with the dominant logic. The findings highlight two key mechanisms: denaturation, where collective identity is developed and separated from the dominant identity, and renaturation, where compatibility is sought between peripheral and dominant identities. Identity shedding and switching emerge as strategies for implementing the key mechanisms. This research contributes to understanding the power dynamics of logics in the digital space and offers insights into fostering inclusivity and empowerment.

Original language	English
Title of host publication	TDIT (1)
Editors	Sujeet K. Sharma, Bhimaraya Metri, Yogesh K. Dwivedi, Banita Lal, Amany Elbanna
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	219-224
Number of pages	6
ISBN (Print)	9783031501876
DOIs	https://doi.org/10.1007/978-3-031-50188-3_19
Publication status	Published - 2022
Event	IFIP WG 8.6 International Working Conference on Transfer and Diffusion of IT, TDIT 2023 - Nagpur, India Duration: 15 Dec 2023 → 16 Dec 2023

Publication series

Name	IFIP Advances in Information and Communication Technology
Volume	697 AICT
ISSN (Print)	1868-4238
ISSN (Electronic)	1868-422X

Conference

Conference	IFIP WG 8.6 International Working Conference on Transfer and Diffusion of IT, TDIT 2023
Country/Territory	India
City	Nagpur
Period	15/12/23 → 16/12/23

Access to Document

10.1007/978-3-031-50188-3_19

Cite this

Zainuddin, M., Qureshi, I., & Bhatt, B. (2022). Struggle for Visibility: Mobilizing Dormant Logic on Social Media Platforms. In S. K. Sharma, B. Metri, Y. K. Dwivedi, B. Lal, & A. Elbanna (Eds.), TDIT (1) (pp. 219-224). (IFIP Advances in Information and Communication Technology; Vol. 697 AICT). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-031-50188-3_19

Zainuddin, Mohammad ; Qureshi, Israr ; Bhatt, Babita. / Struggle for Visibility : Mobilizing Dormant Logic on Social Media Platforms. TDIT (1). editor / Sujeet K. Sharma ; Bhimaraya Metri ; Yogesh K. Dwivedi ; Banita Lal ; Amany Elbanna. Springer Science and Business Media Deutschland GmbH, 2022. pp. 219-224 (IFIP Advances in Information and Communication Technology).

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title = "Struggle for Visibility: Mobilizing Dormant Logic on Social Media Platforms",

abstract = "Social media platforms often privilege dominant logics, marginalizing peripheral logics held by indigenous communities. Through a hermeneutic analysis of selling posts on the Facebook page, this research reveals the mechanisms employed by indigenous women entrepreneurs to activate their dormant logic and make it more visible and compatible with the dominant logic. The findings highlight two key mechanisms: denaturation, where collective identity is developed and separated from the dominant identity, and renaturation, where compatibility is sought between peripheral and dominant identities. Identity shedding and switching emerge as strategies for implementing the key mechanisms. This research contributes to understanding the power dynamics of logics in the digital space and offers insights into fostering inclusivity and empowerment.",

keywords = "Hermeneutics, Indigenous Women Entrepreneurs, Institutional Logics, Intersectionality, Praxis, Social Media",

author = "Mohammad Zainuddin and Israr Qureshi and Babita Bhatt",

note = "DBLP License: DBLP's bibliographic metadata records provided through http://dblp.org/ are distributed under a Creative Commons CC0 1.0 Universal Public Domain Dedication. Although the bibliographic metadata records are provided consistent with CC0 1.0 Dedication, the content described by the metadata records is not. Content may be subject to copyright, rights of privacy, rights of publicity and other restrictions.; IFIP WG 8.6 International Working Conference on Transfer and Diffusion of IT, TDIT 2023 ; Conference date: 15-12-2023 Through 16-12-2023",

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doi = "10.1007/978-3-031-50188-3_19",

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Zainuddin, M , Qureshi, I & Bhatt, B 2022, Struggle for Visibility: Mobilizing Dormant Logic on Social Media Platforms. in SK Sharma, B Metri, YK Dwivedi, B Lal & A Elbanna (eds), TDIT (1). IFIP Advances in Information and Communication Technology, vol. 697 AICT, Springer Science and Business Media Deutschland GmbH, pp. 219-224, IFIP WG 8.6 International Working Conference on Transfer and Diffusion of IT, TDIT 2023, Nagpur, India, 15/12/23. https://doi.org/10.1007/978-3-031-50188-3_19

Struggle for Visibility: Mobilizing Dormant Logic on Social Media Platforms. / Zainuddin, Mohammad ; Qureshi, Israr ; Bhatt, Babita.
TDIT (1). ed. / Sujeet K. Sharma; Bhimaraya Metri; Yogesh K. Dwivedi; Banita Lal; Amany Elbanna. Springer Science and Business Media Deutschland GmbH, 2022. p. 219-224 (IFIP Advances in Information and Communication Technology; Vol. 697 AICT).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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AU - Zainuddin, Mohammad

AU - Qureshi, Israr

AU - Bhatt, Babita

N1 - DBLP License: DBLP's bibliographic metadata records provided through http://dblp.org/ are distributed under a Creative Commons CC0 1.0 Universal Public Domain Dedication. Although the bibliographic metadata records are provided consistent with CC0 1.0 Dedication, the content described by the metadata records is not. Content may be subject to copyright, rights of privacy, rights of publicity and other restrictions.

PY - 2022

Y1 - 2022

N2 - Social media platforms often privilege dominant logics, marginalizing peripheral logics held by indigenous communities. Through a hermeneutic analysis of selling posts on the Facebook page, this research reveals the mechanisms employed by indigenous women entrepreneurs to activate their dormant logic and make it more visible and compatible with the dominant logic. The findings highlight two key mechanisms: denaturation, where collective identity is developed and separated from the dominant identity, and renaturation, where compatibility is sought between peripheral and dominant identities. Identity shedding and switching emerge as strategies for implementing the key mechanisms. This research contributes to understanding the power dynamics of logics in the digital space and offers insights into fostering inclusivity and empowerment.

AB - Social media platforms often privilege dominant logics, marginalizing peripheral logics held by indigenous communities. Through a hermeneutic analysis of selling posts on the Facebook page, this research reveals the mechanisms employed by indigenous women entrepreneurs to activate their dormant logic and make it more visible and compatible with the dominant logic. The findings highlight two key mechanisms: denaturation, where collective identity is developed and separated from the dominant identity, and renaturation, where compatibility is sought between peripheral and dominant identities. Identity shedding and switching emerge as strategies for implementing the key mechanisms. This research contributes to understanding the power dynamics of logics in the digital space and offers insights into fostering inclusivity and empowerment.

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ER -

Struggle for Visibility: Mobilizing Dormant Logic on Social Media Platforms

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