Affordance theory refers to how the physical or digital shape of an object intrinsically determines its use (Gibson, 1966). Therefore, in the context of Pinterest, this may include the obvious pin buttons to hidden features like the drag-and-drop functionality. Within this blog, I will explore one interesting aspect of Pinterest which is its comparison to analogue scrapbooking.
Affordances play a crucial role in how a platform is used. For example, prominent ‘Repin’ buttons on images are affordances that make it easier for users to save and share content on their boards. These affordances help increase the abundance of imagery on Pinterest and assist the ease of amassing images from diverse sources (Phillips et al., 2014).
Furthermore, The ability to easily, and cheaply, and freely gather large collections of images makes Pinterest a virtual scrapbook and collage (Phillips et al., 2014). However, some differences that make Pinterest starkly contrast older analogue forms of scrapbooking. A key distinction between the two is that Pinterest boards do not serve the same memory archive function as conventional scrapbooks (Phillips et al., 2014). This might be because the two mediums are comprised of different affordances. For example, the usage of glue in older forms of scrapbooking makes it harder to rearrange images and text once it has been stuck down. Whereas Pinterest’s drag-and-drop functionality allows users to arrange pins on boards and customize their content. Thus, this ability to customize one’s board shifts the focus of scrapbooking from the past to the present. This is because creation or customization on Pinterest is less related to things being in chronological order. Therefore, the desire to focus on the future is mediated through Pinterest’s affordances.
In addition, the idea of Pinterest as a web-enabled form of collage is further emphasized by the collage-style layout of images on Pinterest boards. This encourages users to engage with and explore numerous images at one time, therefore conveying an affordance for discovering a variety of content.
In sum, affordances are an interesting way to analyse the digital platforms that are becoming increasingly ubiquitous. I tend to use Pinterest as a form of entertainment and creative project inspiration and rarely as a virtual scrapbook. However, there is a new affordance that allows users to make a collage. It will be fascinating to see others analyse these new affordances. Nevertheless, for now, I’m interested in how you use the platform. Click the button below to share your thoughts or own use of Pinterest.
References
Gibson, J. (1966). The senses considered as perceptual systems. Houghton Mifflin.
Phillips, B., Miller, J., & McQuarrie, E. (2014). Dreaming out loud on pinterest: New forms of indirect persuasion. International Journal of Advertising, 33(4), 633–655. https://doi.org/10.2501/IJA-33-4-633-655