Social Media
Social media is used ubiquitously both within London Alternative Market and within the BDSM, Kink and Fetish community surrounding it. While most buyers and store-holders were not seen continuously on their phones, discussions and interviews revealed the influence of social media, specifically Fetlife, at LAM. Due to the wider stereotypes and often disturbing associations made with the BDSM, Kink and Fetish community, many buyers and store-holders, perceived the platforms of Facebook and Twitter as more public, and therefore less accepting of a kinky opinion and kinky content. Fetlife however, with its intrinsic anonymity, was viewed as the most private in terms of expressing one’s kinky self, sharing kinky content and curating one’s collections.
Facebook was predominantly used by the LAM crew to advertise and promote events every month. While not as popular as Fetlife, and less conversational than Twitter, Facebook appeared as a more neutral medium in terms of capturing a wide audience of LAM attendees.
Twitter was similarly used by LAM crew to advertise LAM events and workshop schedules, and by LAM store holders to advertise their merchandise and to let buyers know they will be at LAM. Certain buyers and store-holders stated they were comfortable enough to express kinky opinions and content on Twitter as well as Fetlife and had never really attempted to hide their kinky identity.
Promotion by lam and storeholders connections to other events-recommnented
Fetlife or ‘kinky Facebook’, was the one of the most popular social media platforms used at LAM. Like Facebook and Twitter, it was commonly described in terms of its good and bad qualities, and as being “hit and miss” (Lucy, buyer).
While Fetlife was understood by some as having an inaccessible aesthetic, and for being a site of dramatic and heightened discussions; it was simultaneously viewed as a facilitator of community events, a platform to express one’s kinky self, and providing accessibility to others with similar desires. Many buyers at LAM suggested Fetlife helped them to meet and connect with others in the BDSM, Kink and Fetish community and chat with those they had met at similar events and clubs. Fetlife also enabled buyers and store-holders to avoid the negative responses they would likely have received if they posted such content on Facebook or Twitter, or other more public platforms.
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“It is pretty much the online social networking site for people that are into kink and alternative lifestyles. You know there’s a couple of others but there not anywhere near the same league as that site, it’s the facebook of social media for kinky people" (Dan, buyer)
"Ive always viewed it as kinky facebook, it’s a way to just keep in touch with people you’ve met on the scene, notify each other of events and express a kinky opinion" (Connor, buyer)
Recognised as the one of the most private platforms to express kinky content, Fetlife users are largely anonymised in terms of their name and personal details. Upon sending a friend request, a message pops up to ask ‘Are you friends with … ?’ and recommends sending a message to “get to know them better” before adding them. Because of these privacy settings, Fetlife was often described as a way of expressing one’s kinky self and a means of curating one’s kinky material collections in similar ways to LAM.
"It’s an avenue. Would I only want people form Fetlife coming to my event? No. I want a nice broad cross spectrum. Fetlife is very much overrepresented by straight people. So actually you don’t get that much of a lesbian culture, because the lesbian community website is gingerbeer and the gay websites are very different so, it’s great for throwing the net over the heterosexual middle ground , but actually if you want to appeal wider and more broadly you’ve got to access different platforms” (Cosmic, LAM Crew)
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