Jenkins exclaims (twice) in Convergence Culture, “[w]elcome to convergence culture, where old and new media collide, where grassroots and corporate media intersect, where the power of the media producer and the power of the media consumer interact in unpredictable ways” (my italics). This statement neatly encapsulates the book’s argument- convergence culture reflects the myriad of ways that peoples and corporations are producing, receiving, interpreting and acting upon & within mediated culture. This convergence of power over production and consumption creates unpredictable situations for media theorists which defy easy categorization and resist singular interpretations.
The Twitter storm over the past weekend regarding the AmazonFail campaign is a perfect example of converging forces regarding the distribution and interpretation of mediated goods (books listed on Amazon.com) and mediated news (tweets, blogs, newspapers, radio, television covering the campaign and Amazon response).
The storm started because authors of books categorized as having GLBT, feminist, and human sexuality related content suddenly dropped in the search rankings. Early email responses from Amazon were short and indicated that this reflected a new policy to essentially hide “adult” (ie content that is offensive to some) content from initial, broad searches– and the first storm forces converged. Book sales, especially of smaller, niche publications, rely on Internet (and mainly Amazon) search rankings to generate market presence. De-listing these books meant they would be viewed (and therefore found) by far fewer people.
The Internet keeps niche book publications afloat, and Amazon controls the lion’s share of that power. But, further developments showed a shift in power when the story hit blogs and, more importantly, Twitter. Over the course of Easter weekend and yesterday thousands upon thousands of people posted under the hashtag #AmazonFail and spin off tags such as #Glitchmyass and #SorryAmazon as the story unfolded all over the Internet. The campaign became the RG (reality game) of the moment– in many ways mimicing the way people now play ARGs (alternate reality games) that are produced in popular culture. Stories were found, analyzed, discussed, and weighed for truthiness– new Amazon policy designed to marginalize the GLBT and Feminist communities? –a hacker dude playing it out for the lulz? –a glitch by some hapless French employee?
Everyone involved has different motivations and the noise both pertpetuates and exposes the story while also making it virtually impossible to ever know what happened. Jenkins, I believe, would argue that the important thing to examine here is not why it happened, but what is happening as a result? Who gains and who loses– or better yet, what are the gains and losses of each particpant/ producer?
Below is a roundup of some of the best posts I found that discuss the possible ramifactions of #AmazonFail (ok, and one that I think is funny):
Mark R. Probst: Ramblings from a Literature Lover and Sometimes Writer
One of the original blog posts that started the storm:
“On Amazon.com two days ago, mysteriously, the sales rankings disappeared from two newly-released high profile gay romance books: “Transgressions” by Erastes and “False Colors” by Alex Beecroft. Everybody was perplexed.”
After Ellen in conjunction with After Elton
GLBT bloggers discuss the personal effects of the de-rankings:
“. . . but entertainment is our common cultural currency. It’s where we see ourselves reflected, and it’s one of the primary ways we learn about people who are different from us.
When we are reduced to our sexuality, we are seen as other — something less than full human beings, and therefore less deserving of equal rights. “
Richard Eoin Nash
A blog by a (self-identified) straight, male, former publisher with his take on why this happened to GLBT and Feminist books specifically:
“The vigilance and outrage demonstrated on Twitter are necessary, not because the folks at Amazon are bad people, but because the books that were de-ranked were de-ranked because it is always the outsider whose books get de-ranked and “mainstream” society and the capitalist institutions that operate within it, whether my old company or Amazon, must self-police ruthlessly in order to guard against this kind of thing happening.”
Humans At Work
A blog about project and people mangement, discussing how the management of Amazon mishandled the situation:
“Amazon has handled this communications crisis in the worst possible way, which is to ignore the outrage and throw corporate-speak at the issue.”
Dear Author
A blog about genre fiction which explores how this “glitch” happened to some books and not others by reviewing the metadata:
“Thus, as a “glitch” it was a remarkably targeted one that seems to support the emails that Mark Probst and Craig Seymour received from Amazon which was gay and lesbian works were deemed “adult” content regardless of actual content.”
Adventures in Science and Ethics
A blog on the philosophy of science discusses the ethical implications of the situation:
“This means that honesty and transparency will do more to restore customer confidence than ass-covering… Either the algorithm that generates search results behaved as it was intended to, or it didn’t. Getting clear on the facts — even if they are accompanied by the admission , “We blew it!” — is probably better for business than getting caught in lies.
The Daily Beast
A large blog, with a post questioning the importance of the #AmazonFail campaign:
“Moving certain books out of contention for bestseller lists doesn’t seem a whole lot different from moving them out of the display window or even, leaving them in cartons in the stockroom—all of which are legitimate sales techniques, assuming a bookseller hasn’t taken co-op dollars from a publisher and promised certain placement.”
Amazon FAIL: Twilight Made Me Gay
ETA: Great flowchart of the event