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

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.

KEYWORDS:

• Playing
• gaming
• labour
• psychoanalysis
• D. W. Winnicott
• social media

Disclosure statement

No potential conflict of interest was reported by the author.

Notes on contributor

Jacob Johanssen is Senior Lecturer in the Communication and Media Research Institute (CAMRI), University of Westminster, UK [email: [email protected]]. His research interests include social media, digital labour, psychoanalysis and the media, affect theory, psychosocial studies, critical theory, as well as digital culture. He is currently working on the monograph Psychoanalysis and Digital Culture: Audiences, Social Media and Data Mining (forthcoming with Routledge).

ORCID

Jacob Johanssen http://orcid.org/0000-0002-8682-1648