Amy Johnson—The Internet Is Not Flat: Ideology, Indexicality & Inference in Mock Amazon
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The Internet Is Not Flat:
Ideology, Indexicality & Inference in Mock Amazon Reviews1
I argue that examination of the verbal artistry of mock Amazon reviews offers a model
for understanding online communities more broadly—one that contrasts sharply not only
with traditional media ideologies (Gershon 2010) associated with the
broadcast/publishing media model, but also with the rising ideology of big data. Why?
Because play and humor, characteristic of much online interaction but often challenging
to analyze, produce meanings grounded in processes of indexicality and inference, with
important effects on identities, publics, and communities.
The participation frameworks (Goffman 1981) of mock reviews differ importantly
from the producer-recipient dyads of mass media and the crowd-code dyads of big data.
Several critiques of these models are explored, including Reddy’s discussion of our
problematic tendency to consider meaning as something carried in and by language
(1979), Goffman’s deconstruction of the conversation dyad (1981), Fish’s contention that
the binary of text-reader is inherently unstable and should be discarded in favor of
recognition of a more collaborative approach (1980), and Crapanzano’s illumination of
the fallacy of assuming individuals as constant or stable (1991). Mock reviews make this
last point particularly apparent, as successful examples of humor are performatively
transformative; that is, it is in their nature to change the state of participants.
1
Presented at MiT8 under the title: The Internet Is Not Flat: Mock Amazon Reviews &
the Social Multiverse. Originally listed as Imagined Connections: Mock Amazon
Reviews & the Public Sphere.
Amy Johnson—The Internet Is Not Flat: Ideology, Indexicality & Inference in Mock Amazon
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Particularly salient to the mock review example is its practices of social referral.
Social referral describes an individual’s processes of framing and distributing material to
others in his/her social network. This phenomenon is not unique to online contexts;
rather, social referral has long existed in the offline world, taking such forms as
inscriptions in books, shared newspaper clippings, and mix tapes, among others.
Paralleling Austin’s contention that illocutionary force resides in words and grammatical
structures in conjunction with objective felicity conditions (1975[1962]), terms like
meme, viral media, and spreadable media (Jenkins 2009; Jenkins, Ford, and Green 2013)
focus on the media object of social referral and, in the case of spreadable media, on the
“potential—both technical and cultural—for audiences to share content for their own
purposes” (Jenkins, Ford, and Green 2013:3). In contrast, social referral targets not the
content, but the social sharing process and how this impacts meaning making. Such
sharing yields a self-organizing community, whose participants will perceive
relationships with other participants—as well as with the community as a whole—
differently.
First, I investigate the pragmatics of mocking at the level of the individual review,
analyzing in close detail three reviews: the Three Wolf Moon Short Sleeve Tee, the
Playmobil Security Check Point, and the Avery Durable View Binder with 2-Inch Slant
Ring. Here the importance of indexicality and inference quickly become apparent, as
“getting” a mock review depends on the specifics of an individual’s communicative
competence.
“This item has wolves on it which makes it intrinsically sweet and worth 5 stars
Amy Johnson—The Internet Is Not Flat: Ideology, Indexicality & Inference in Mock Amazon
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by itself, but once I tried it on, that's when the magic happened…”2 In the Three Wolf
Moon Shirt Sleeve Tee example, B. Govern uses indexicals to animate the voice of a
socially marginalized individual, a stereotype whose voice is unlikely to be found
providing authoritative accounts in newspapers or mainstream media. In doing so, B.
Govern comments on gender, sexuality, marginality, and expertise. The pragmatics of
mocking employed here include the constitutive use of nonreferential indexicals,
unexpected conjunction, complexity layering, and a setup-fulfillment pair. These features
overlap and work together.
“I was a little disappointed when I first bought this item, because the functionality
is limited. My 5 year old son pointed out that the passenger’s shoes cannot be
removed…”3 This review for the Playmobil Security Check Point uses a polyphony of
voices and complexity layering to comment on security theater and the surveillance state.
Unexpected conjunction—for example, conflation of children with security experts—
leads to a blurring of the boundary between the actual and the fictional, critiquing by
inference the credibility of the US government’s pursuit of security.
“I was originally going to rate this only 1 star. You see, I’m a big girl and I can
only squeeze about 53% of myself into this binder. But then I decided that I’m not going
to worry about the other 47%.”4 Pointing to gaffes from Mitt Romney during his 2012
presidential campaign, this review for the Avery Durable View Binder with 2-Inch Slant
Ring illuminates the relationship between referential and nonreferential indexicality.
Humor functions as an indexical relational operator: It doesn’t determine the specific
2
Excerpt.
Excerpt.
4
Entire.
3
Amy Johnson—The Internet Is Not Flat: Ideology, Indexicality & Inference in Mock Amazon
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result, it establishes how the sociocultural context indexed nonreferentially connects to
that referentially indexed.
Though stylistically different, all three reviews thus rely importantly on
indexicality and inference. The creation of the review is completed through the cognitive
work of readers; posters of reviews implicitly recognize this. This represents a
significantly different kind of relationship than seen in either the producer-recipient or
crowd-code model.
Next, I turn to these reviews’ comment threads for a view into readers’
understandings of the reviews and motivations for social referral. Three main themes
emerge: the review as generating pleasure, the review as a nexus, and the review as a
space for creativity. Thus, for instance, creativity often surfaces as worldbuilding, in this
case in a form I call review extension—the deployment of specific features of a review or
indexically linked items to develop imagined interactions or context further. Similar to
practices of fan fiction and machinima, review extensions reveal conceptualizations of
authorship and participation that differ from both the producer-recipient dyad and the
crowd-code model. From this perspective, reviews offer configurable components that
can be fitted by others into their own patterns; reviews articulate a world that can be both
inhabited and modified. I examine examples of the three themes of pleasure, nexus, and
creativity from each of the comment threads.
In conclusion, I contend that indexicality and inference are critical to the way an
individual negotiates online experiences. The two not only presume and represent a form
of participation, they influence further participation: The pleasure of achieving
understanding through personal processes of indexicality and inference encourages
Amy Johnson—The Internet Is Not Flat: Ideology, Indexicality & Inference in Mock Amazon
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engagement. These participants are thus neither passive nor unaware; they are actors who
consciously engage, create, and share.
I close with a few logical inferences about such communities, grounded in the
evidence of the reviews and comment threads. First, valuing interpretation over
explication has phenomenological effects. The world shifts from a stable, objective entity
that can and will be imparted to the individual to a subjective, mutable entity of layered
complexity to be revealed by the individual. Individuals in these communities thus have
different understandings of their agency and relation to the world. Second, the emphasis
on individual interpretation in meaning making—as well as the process of social
referral—yields a heightened awareness of other individuals’ abilities. People become not
just community members, but colleagues and teammates. Those outside the community
are no longer just uninformed, they lack the ability to make the correct inferences.
Finally, community boundaries are delimited by communicative competence and
inference ability. While language undoubtedly still plays an important role despite global
penetration of media, geography and nationality—traditionally supported by media forms
such as newspapers and national literatures—decrease in importance.
Amy Johnson—The Internet Is Not Flat: Ideology, Indexicality & Inference in Mock Amazon
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EDUCATION
2016 Ph.D., HASTS (History, Anthropology, and Science, Technology, & Society),
MIT
2011 M.A., Arabic Language & Linguistics, Georgetown University
1996 B.A., Politics, Princeton University; honors.
Certificates in Visual Arts and Political Theory.
ACADEMIC/RESEARCH
Berkman Fellow, Harvard Law School, Berkman Center for Internet and Society.
Guiding research question: What happens when we take online parody (too) seriously?
(2013–2014).
Teaching Assistant, MIT, Department of Anthropology; Language and Technology (Fall
2013).
Media Intern, Twitter Japan; researched the use of Twitter in crises, with a special focus
on the 3.11 triple disaster in Japan. (Summer 2013).
Teaching Assistant, MIT, Department of Anthropology; Introduction to Anthropology
(Spring 2013).
Research Assistant, MIT, Department of Anthropology; researched and co-wrote NSF
grant to study edX, MIT and Harvard’s new online learning platform; also conducted
ethnographic research and discourse analysis of larger online learning sphere (Summer
2012)
Liveblogger, MIT, 2013 MIT Workshop on Sex Trafficking and Technology; 2012 MITKnight Civic Media Conference: The Story & the Algorithm;
http://civic.mit.edu/users/amyj (2012–2013).
Consultant, tomandandy; consulted on language and technology for Pat, a mobile app
for teens inspired by ELIZA and tamagotchi (Spring 2012).
Teaching Assistant, Georgetown University, Department of Arabic and Islamic Studies;
Intermediate Arabic (2010–2011)
Teaching Assistant, Georgetown University, Department of Arabic and Islamic Studies;
Beginning Arabic (2009–2010)
CONFERENCES & WORKSHOPS
Interlocutor, Activist, FOAF, Character: Participation Roles of a Bahraini Twitter
Parody Account. Middle East Studies Association, New Orleans, LA, October 10–13,
2013.
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Reviews
The Internet Is Not Flat: Mock Amazon Reviews & the Public Sphere. Media in
Transition 8, MIT, Cambridge, MA, May 3–5, 2013.
Who Wants to Be an Arabic Speaker? Reality Television as a Medium for Arabic
Language Instruction. Teaching Arabic in a Changing World: Needs and Challenges,
American University in Cairo, Cairo, Egypt, January 9-11, 2013. With coauthor Mike
Raish.
Decrowning Doubles: Character and Context in a Bahraini Twitter Parody Account
(revised version). Cyberscholars Meta-Forum: Remixing Research, Harvard’s Berkman
Center for Internet and Society and MIT’s Center for Civic Media, December 6–7, 2012.
Decrowning Doubles: Character and Context in a Bahraini Twitter Parody Account.
American Anthropological Association, San Francisco, November 14–18, 2012.
“Mediated Boundaries” panel.
Experimenting with Geography: See, Hear, Make, Do; University of Edinburgh, May 3–
7, 2010. (Workshop; fully funded place.)
New Media, New Language Choices: Code-Switching and Arabizi in a Meebo Chatroom.
Georgetown Round Table on Language and Linguistics: Arabic Language and
Linguistics, Georgetown University, DC, March 12–14, 2010.
ARTICLES IN REFEREED JOURNALS
Making Vocabulary Corporeal: Arabic Learners, Vocabulary Development, &
arabiCorpus. Journal of the National Council of Less Commonly Taught Languages.
With coauthor Mike Raish. (Spring 2013)
PUBLISHING
Editor, private clients (2005–present). Memoirs, thrillers, sci-fi, magazine articles, etc.
Freelance Copy Editor, Viz Media, San Francisco, CA (2008–2010). Works in
translation, Japanese to English: manga, nonfiction, sci-fi.
Freelance Editor/Copy Editor, New Harbinger Publications, Oakland, CA (2005–
2009). Memoirs, business psychology guides, technical illness-specific texts, self-help
workbooks, etc.
Freelance Copy Editor, MacAdam/Cage Publishing, San Francisco, CA (2006–2008).
Literary fiction, mysteries, memoirs.
Editor, Surviving Justice (McSweeney’s, 2005); ed. Dave Eggers & Lola Vollen. Firstperson narratives from the wrongfully convicted paired with explanatory essays and
analysis.
Amy Johnson—The Internet Is Not Flat: Ideology, Indexicality & Inference in Mock Amazon 11
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Editorial Reader, MacAdam/Cage Publishing, San Francisco, CA (2004–2006). Literary
fiction, short story collections.
Book Reviewer
 Kirkus Discoveries (2008): mysteries, fantasy, and general fiction.
 San Francisco Chronicle (2005–2007): literary fiction, ranging from debut novels to
works of contemporary literary icons.
 Alameda Magazine (2004–2005): an eclectic mix; everything from suspense novels to
fantasy novels to poetry.
WRITING AWARDS/HONORS
Quarterfinalist (2008), Slamdance Screenwriting Competition; feature-length screenplay,
Sleepwalker.
Quarterfinalist (2008), Expo Screenplay Competition; feature-length screenplay, The
Woman in the Black Coat.
Quarterfinalist (2004), Academy of Motion Pictures Arts and Sciences’ Nicholls’
Screenwriting Competition; feature-length screenplay, Sleepwalker.
Derringer Award editorial nomination (2002), “In a Shower of Rain.” (Futures
Mysterious Anthology Magazine, 2002/2003 Winter issue).
PUBLICATIONS & EQUIVALENTS
“I Love You,” short film; premiered at the Chicago International REEL Shorts Film
Festival, 2004. With coauthor Valerie Weiss.
Surviving Justice: America’s Wrongfully Convicted and Exonerated (McSweeney’s;
November 2005) edited by Dave Eggers and Lola Vollen; (general editor credit)
“In a Shower of Rain,” short story; Futures Mysterious Anthology Magazine, 2002/2003
Winter issue
Book Reviews – Kirkus Discoveries:
Skunk Stew by Helen Parramore 5/23/08
The 12th Demon by Bruce Hennigan 5/11/08
Murder, Madness & Love by Yolanda Renée 4/11/08
The Princess and the Lilac Fairy by L. Ellis 4/04/08
Deadly Vengeance by Julie Bergman 2/21/08
The Rock Star’s Homecoming by Linda Gould 2/07/08
The Cancer Cure Society by Todd Hunter 1/30/08
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The Killer Within by R. D. Tkachuck 1/04/08
Book Reviews – San Francisco Chronicle:
The Flawless Skin of Ugly People by Doug Crandell 9/21/07
The Rules for Saying Goodbye by Katherine Taylor 6/10 /07
Overture by Yael Goldstein; 1/16/07
Born Again by Kelly Kerney; 8/31/06
The Banquet Bug by Geling Yan; 7/09/06
Family and Other Accidents by Shari Goldhagen; 4/30/06
Eat the Document by Dana Spiotta; 2/19/06
Missing Mom by Joyce Carol Oates; 10/23/05
Lizzie’s War by Tim Farrington; 6/26/05
Any Bitter Thing by Monica Wood; 6/05/05
The Chrysanthemum Palace by Bruce Wagner; 3/13/05
Book Reviews – Alameda Magazine:
Gig: Americans Talk About Their Jobs edited by John Bowe et al; March/April 2005
Acid Row by Minette Walters; Dec 2004
The Wooden Sea by Jonathan Carroll; Sept/Oct 2004
Tears of the Giraffe by Alexander McCall Smith; Sept/Oct 2004
Sleeping with the Dictionary by Harryette Mullen; July/Aug 2004
The Souvenir by Patricia Carlon; May/June 2004
BOOKS EDITED
The Ouroboros Wave by Jyouji Hayashi (Viz Media; November 2010)
Black Fairy Tale by Otsuichi (Viz Media; September 2010; included in Summer,
Fireworks, & My Corpse)
Ultimate Muscle, vol. 25 (Viz Media; March 2010)
B.O.D.Y., vol. 8–12 (Viz Media; 2010 and forthcoming in 2011)
Hoshin Engi, vol. 16 & 17 (Viz Media; December 2009 and February 2010)
Case Closed, vol. 33 & 34 (Viz Media; January 2010)
Reborn! vol. 14 (Viz Media; January 2010)
Mixed Vegetables, vol. 6 & 7 (Viz Media; December 2009 and April 2010)
Buddha’s Brain (New Harbinger Publications; November 2009)
Starting Point: 1979–1996 (Viz Media; August 2009)
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The Binge Eating and Compulsive Overeating Workbook (New Harbinger
Publications; July 2009)
All You Need Is Kill (Viz Media; July 2009)
The Lord of the Sands of Time (Viz Media; July 2009)
Leading Your Way (iUniverse; April 2009)
The Century of the Black Ships (Viz Media; March 2009)
The Prayer Room (MacAdam/Cage Publishing; January 2009)
Global Shift (New Harbinger Publications; January 2009)
Stray Dog Winter (MacAdam/Cage Publishing; October 2008)
The Gift of Adult ADD (New Harbinger Publications; October 2008)
Commonwealth (MacAdam/Cage Publishing; June 2008)
No One Tells Everything (MacAdam/Cage Publishing; June 2008)
Pelican Road (MacAdam/Cage Publishing; May 2008)
Everyday Bliss for Busy Women (New Harbinger Publications; May 2008)
Living Deeply (New Harbinger Publications; December 2007)
The Terrestrial Paradise (Macadam/Cage Publishing; December 2007)
Choice (MacAdam/Cage Publishing; October 2007)
Cormac (Macadam/Cage Publishing; September 2007)
Dear Gabriel (Macadam/Cage Publishing; August 2007)
Becoming a Life Coach: A Complete Workbook for Therapists (New Harbinger
Publications; August 2007)
Open Me (MacAdam/Cage Publishing; June 2007)
Feel-Good Guide to Fibromyalgia & CFS (New Harbinger Publications; June 2007)
The Virgin’s Guide to Mexico (MacAdam/Cage Publishing; May 2007)
Bloodthirsty (MacAdam/Cage Publishing; May 2007)
The Good Eater (New Harbinger Publications; March 2007)
Stray (MacAdam/Cage Publishing; February 2007)
Parenting a Child with Sensory Processing Disorder (New Harbinger Publications;
December 2006)
Anxious 9 to 5 (New Harbinger Publications; September 2006)
Fibromyalgia & Chronic Fatigue Syndrome: 7 Proven Steps to Less Pain & More
Energy (New Harbinger Publications; June 2006)
Watercooler Wisdom (New Harbinger Publications; April 2006)
Surviving Justice: America’s Wrongfully Convicted and Exonerated (McSweeney’s;
November 2005)