Gaming-playing on social media: using the psychoanalytic concept of ‘playing’ to theorize user labour on Facebook

Johanssen, J. 2018. Gaming-playing on social media: using the psychoanalytic concept of ‘playing’ to theorize user labour on Facebook. Information, Communication & Society. 21 (9), pp. 1204-1218. https://doi.org/10.1080/1369118X.2018.1450433

TitleGaming-playing on social media: using the psychoanalytic concept of ‘playing’ to theorize user labour on Facebook
TypeJournal article
AuthorsJohanssen, J.
Abstract

Political economists have argued that user activity on corporate social media is regarded as labour that appears playful and fun but is exploited and sold to advertisers for profit maximization. This article begins with the working assumption that such user labour on social media constitutes a form of playing. It is theorized through a psychoanalytic perspective on the term as developed by D. W. Winnicott and André Green. The notion of gaming–playing is put forward to account for set interface structures on Facebook that resemble a game as well as free-flowing dimensions more akin to playing. Some user discourses on Facebook are analysed through this prism. A psychoanalytic conceptualization of user labour as playing allows one to analyse both positive discourses that emphasize Facebook as a space for creativity, exploration and the unknown, as well as negative
discourses that critique the platform with regard to lacking privacy controls or data ownership. Both discourses are conducted in a playful manner that creatively utilize a sense of user agency in relation to others and Facebook itself, but often remain without consequences.

KeywordsPlaying, gaming, labour, psychoanalysis, D. W. Winnicott, social media
JournalInformation, Communication & Society
Journal citation21 (9), pp. 1204-1218
ISSN1369-118X
Year2018
PublisherTaylor & Francis
Accepted author manuscript
Digital Object Identifier (DOI)https://doi.org/10.1080/1369118X.2018.1450433
Publication dates
Published online03 May 2018
Published03 May 2018

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