I recently wrote a paper and did a presentation for a class about Pinterest and how it is used and for this post I thought I’d share that work with you.
First, some quick facts about Pinterest. Eighty percent of Pinterest’s users are female and 50 percent of users have kids. The age groups with the highest amount of users are people age 25-34 at 30 percent, followed by ages 18-24 at 17 percent and then ages 35-44 at 16 percent. The top interests on Pinterest are crafts, gifts, hobbies and leisure, interior design, and fashion. Pinterest users who shop online follow more retailers than Facebook and Twitter users. Turtorial, DIY, and recipe pins have a click rate that is 42 percent higher than that of other types of pins. And finally, Pinterest users spend more. When someone is referred to a product through Pinterest they spend 70 percent more than people referred from non-social channels. Shoppers referred by Pinterest are ten percent more likely to make a purchase than visitors who arrive from other social networks and they will spend ten percent more.

Above is a screenshot I took form the Popular pins page which just shows the most popular pins based on how many people comment, like, and/or repin them. What I’ve noticed on Pinterest is that the most popular and most common pins relate to a sort of Martha Stewart-esque ideal of women. The most common pins are about home décor, staying fit and dressing well, crafting and cooking, and marriage and family. These pins create an image of the ideal woman, an image that is created and reinforced by the women using the site. During the rest of the post I will occasionally use the term “Pinterest Woman,” this refers to the ideal woman whose image is created through the most common and popular pins on Pinterest.
Home Décor

The prominence of home décor pins creates an emphasis on purchasing and consumerism. People are posting images of amazing pantries and rooms and furniture that they want to buy to have a perfect home and many of these things are rather expensive. That bath would not be a cheap thing to remodel and the glass sculpture has to be at least several hundred dollars. Furthermore, there are a lot of pins of refurbished furniture which means you not only have to buy the dresser or table shown in this screenshot but also the materials to refurbish the furniture. Plus you have to have the skill to do the refurbishing.
Body and Style


Body and style pins also promote a culture of consumerism. Obviously the emphasis on fashion and clothing on Pinterest encourages spending to keep your wardrobe current and fashionable. And I’d like to point out that, at least in my experience, many of the pins are designer clothes or from stores that have a price level equivalent to that of Urban Outfitters or higher (and for people who are not hipsters, a kind of poor quality shirt at Urban can run as high as 50 or 60 dollars). But the pins with fitness and healthy eating also require spending. Often healthier foods can be more expensive, recommendations on how to keep your skin or hair healthy usually require you to buy products or often enough random grocery items. In addition to this consumer culture, the emphasis on remaining slim and fit and on dressing and styling oneself well sets very high standards for women. She has to eat healthy and work out often to keep a “perfect” slim body type as evidenced by the popularity of workout pins and pins about healthy recipes. This slim body requirement is also reinforced in the fashion pins where all the women are very thin and wearing clothes that can only be worn by thin women. The women in the health and fashion pictures are always thin, most often white, and always fully styled with hair and makeup and this is an ideal the Pinterest Woman must meet.
Crafting and Cooking


Crafting and cooking pins also set high standards for women. The crafts and recipes in these pins are crazy. Look at that candle thing! Who has time to make that? And I’m sorry, I’m supposed to make my teacher soap now? Soap? Sorry, no. And those cupcakes! It would take me hours to make and decorate those cupcakes and they still wouldn’t look half as good. These recipes and crafts require a very high skill level and set very high standards like the body and style pins do. There is an entire website devoted to pictures of people failing at attempts to cook or craft something they saw on Pinterest. Not only do these crafts and recipes require a high skill level but they also require a massive time commitment. In order to bake and cook and craft the amount that the Pinterest Woman appears to be baking and cooking and crafting she would have to devote as much if not more time to these activities as what a full time job would require of her time. I would argue that in order to craft, cook, bake, and workout to the extent that the pins suggest she is crafting, cooking, baking, and working out Pinterest Woman could not be able to work, at least not full time. Not if she wants to sleep ever.
Marriage and Family

And that brings me to the marriage and family pins. There is definitely a strong heteronormative presence on Pinterest. A lot of pins revolve around weddings, which I consider at this point in time is something that reflects a heteronormative ideal because in most places in the US only straight couples can marry. There are lots of pictures of babies and kids and a lot of the crafting and cooking pins revolve around ideas for you to do with or for your kid(s). It is important for the Pinterest Woman to get married and have kids. Adding the time and efforts it takes to raise a child to the aforementioned time commitment of crafting, cooking, and working out and then taking into account the emphasis on consumerism that I mentioned with body and style pins and home décor pins I imagine this woman would have to be a stay at home mother with a husband who earns enough money on his own for them to qualify as middle or upper middle class at the very least.
So these common pins create an image of a middle to upper middle class white woman who is fit, perfectly styled and dressed, has a great ability for crafting, cooking, and baking, and lives in a nice home with nice things. And these pins are pinned primarily by women; we are creating this ideal image for ourselves that is restrictive with high standards that are nearly impossible to meet. And my question is why? Why are women on Pinterest, including myself to an extent, creating an image of an ideal woman that is so restrictive? This is possibly part of a return to domesticity that has been going on, as far as I could tell from what I’ve read, since the early 90s. There are these two major schools of thought about how to deal with the dichotomies associated with males and females and the hierarchies that are associated with them – reason vs emotion or civilization vs nature for example where the first idea in each example is associated with males and valued more than the second idea which is associated with females. One side argues that women should claim the values associated with masculinity, to be more like men to demonstrate equality. Practically, this would involve getting into the workforce and the corporate world and moving away from private, household work and into a more public space. Others feel that this method doesn’t address the “problematic value structure” involved in this dichotomy so women should instead reclaim and reinforce the value in these feminine traits and activities. This disagreement gave rise to a trend in the media called “The Mommy Wars” where women in the workplace condemn stay–at-home moms for going back on the advances of second wave feminism while stay-at-home moms argue that bottle feeding, day care, and other things that allow women to work are harmful to children. This debate continues recently with the “Are You Mom Enough?” TIME magazine cover or the “Lean In” debate.
Underlying this debate is the fact that the choice to work or not to work is only available to those of a high socioeconomic status. Those from stable, high income households are the only ones to whom this choice is available. This is where the fact that Pinterest often seems rather white-washed becomes relevant. White families disproportionately maintain a higher socioeconomic status that the families of people of color. Pinterest gives us a sort of Reagan era vision of the world where people live in this illusion that we’re all middle and upper middle class and race and poverty aren’t issues anymore. And that is obviously not true.
In an article that interviews some prominent figures in crafting, cooking, and home decorating (one of whom was Martha Stewart), the women interviews argue that women became unhappy in the workplace. They longed for a traditional housewife role, for the comforts of the home and staying at home. And maybe it’s true. But the choice isn’t available to all of us. From a personal standpoint, I think I would really like being able to stay home and bake and decorate my home as long as I still had independent intellectual outlets as basic as reading books or attending classes occasionally. But I can’t do that. I go to school full time and work 35 hours a week to pay for rent, tuition, food, etc. so Pinterest for me is a sort of wish list. It’s the clothes and books and random things I would buy if I could afford them and the things I would cook and bake if I had time to make anything other than Spaghettios. And though I don’t know for sure I imagine that Pinterest plays a similar role for most people. A way to keep in touch with the traditionally feminine values that we may not have as much access to now that most of us have moved to working outside the home.
Also it’s a way to share funny e-cards.

Allen, Amy. “’Mommy Wars’ Redux: A False Conflict.” The New York Times. May 27,2012.
Gordon, Meryl. “Heart-Shaped Wreaths, Perfume-Sprayed Notepaper, Ribbon-Wrapped Linens – Is This What Women Want? (Product Expressing Feminity, Traditional Female Values).” Working Woman. September 1, 1991.