Norms

 

My Kitchen Rules utilises a network of interlinked social media platforms, each with their own norms. Potts (2012) argues it is this multi-platform network that allows effective participation and thus, is what makes online communities a success.

Facebook and Twitter have the most community interaction, however, the platform norms differ. On Facebook the only possible user interaction is through the comment section and consequently, most comments are related to the post. On Twitter, the range of discussion is much broader, as the majority of user engagement arises from viewers live tweeting the show about a variety of topics. However, the content posted by the admin on both platforms is similar and generally includes promos for episodes and Channel 7 series, links to recipes and shares or retweets from media outlets. The MKR Instagram is also popular, however, as the majority of photos are of dishes made, much of the discussion is related to food. Thus, the Instagram community appears to be more invested in the cooking aspect of the show, rather than those on Facebook and Twitter who are more likely to discuss the dramas of the reality show.

A Twitter user mimics the language of a contestant

The Yahoo 7 MKR website acts a base to all these platforms, with posts frequently linking to content on the site. Such content includes full episodes, recipes and behind-the-scene clips. The only element of user interaction within the website is a ‘Social’ page, in which popular tweets and Instagram posts that use the hashtag, #mkr, are displayed. However, this page is clearly moderated, as only positive posts that promote the show are featured.

A popular Facebook comment that started a large debate but received no response from the moderators

Contrastingly to the website, a lack of moderation is evident on almost every other platform. Trolls, inappropriate language and hateful comments towards contestants are all frequent occurrences on Facebook, Twitter and Instagram. There appears to be very little admin involvement, as comments are not responded to or removed. However, on Twitter, similarly to the website, only supportive tweets are retweeted onto the official page. Twitter users also have slightly more interaction with the admin, compared to other platforms, as tweets are occasionally replied to. MKR also has a YouTube channel, yet, despite the videos having a few hundred views each, there is almost no interaction between viewers on the channel. The majority of videos have no comments, and thus, there is no need for moderation.

Instagram users comment on the food more often than the competition’s dramas

Specific insider language has emerged from the MKR online community, across all platforms. Users frequently mimic language the contestants use, such as ‘amazeballs’ or ‘totes’. Nicknames are also given to contestants, which occasionally form hashtags, e.g. #Chops, a contestant with facial hair. Insider jokes about funny moments in episodes or failed dishes are commonly tweeted or commented on. Abbreviations are also used, such as SDC (Sudden Death Cook-off). Often, this insider language only has meaning for regular viewers of the show.

Insider language on Twitter

Potts, L. 2012, ‘Amanda Palmer and the #LOFNOTC: How online fan participation is rewriting music labels’, Journal of Audience & Reception Studies, vol. 9, no. 2, pp. 360–382.