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Theory of the Hashtag

Paperback By Andreas Bernard, Valentine A. Pakis, Daniel Ross
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Product Description

This is a short book about the most prominent sign of our times.

  The simple # sign is now used so widely that it is easy to overlook the fundamental effects it has had in the structuring of public debate.

  With its help, statements are bundled together and discourse is organized and amplified around common buzzwords.

  This method enables us to navigate more easily the huge volume of online utterances, but it also increases the risk of leveling statements and extinguishing difference, as exemplified by the #Me

Too debate.

Andreas Bernard traces the young and spectacular career of the humble hashtag.

  He follows the history of the # sign, documenting its use by Twitter and Instagram, and then examines the most prominent contemporary domains of the sign in socio-political activism and in marketing – two apparently very different fields which are united in their passion for the hashtag.

 Theory of the Hashtag shines a bright light on a small but pervasive feature of our contemporary digital culture and shows how it is surreptitiously shaping the public sphere.

Product Details

Format: Paperback, 220 pages Language: English
Dimension: 18.54cm x 12.45cm x 1.02cm ISBN10: 1509538941
Weight: 125g ISBN13: 9781509538942
Publication Date: 05 Jul 2019 Publisher: Polity Press

About Author

Andreas Bernard is Professor of Cultural Studies at Leuphana University of Lüneburg, Germany, and author of The Triumph of Profiling.

Product Reviews


“A lucid and lively history of this most polymorphous of punctuation marks.

  Andreas Bernard traces the hashtag's rise from technical utility to seeming ubiquity with wit and insight.”Matthew Fuller, Goldsmiths, University of London"Slim but weighty"Morning Star


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