El medio como dispositivo afectivo en la cultura mainstream. El Hashtag Feminism y sus contradicciones.

Abstract

The circulation of emotions, affections and isolated testimonies told in the first person through hashtags –and their viral dissemination– has accentuated the binary structures of power and the hierarchies imposed by patriarchal normalization and violence debated through the mainstream media. These protests and social/ media campaigns, articulated around the hashtag as a political and affective apparatus, are set within the context of Twitter and feminist digital activism called «Hashtag Feminism». Through the affective circuits comparative analysis generated by the suffrage publications of the early twentieth century and the corporate nature of social networks and the Web 2.0 critical study, this article exposes the contradictions associated with the medium as a political and affective apparatus and its relationship with the consumption culture and the affective capitalism.