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Sophie Bishop is a Lecturer in Digital Marketing and Communications. Her research falls under the heading of ‘feminist political economy’ – broadly, she examines how creative work and promotional cultures are increasingly contingent to social media platforms, and the implications for labour, representation and discrimination. Her current projects include studying the experiences of beauty influencers within rapidly changing digital marketing industries (particularly alongside understandings of ‘algorithms’), looking at how creative practitioners use targeted ads and a study of content farms and cultural optimisation via egg videos on YouTube. She is organising the International symposium, ‘Algorithms for Her?’, which will run in January 2020.  

Research Interests and PhD Supervision

  • Algorithms and optimisation 
  • Feminist platform studies 
  • Influencer cultures   


I teach critical approaches to Marketing at Undergraduate and Postgraduate level. We consider ethical marketing practice alongside questions of labour, culture and social justice. Although we do study practical approaches to marketing and advertising, these are grounded in (amongst many others) Intersectional Feminist Theory, Media Studies, Cultural Studies and Internet Studies. 

Expertise and Public Engagement

Sophie regularly works with industry and NGOs (such as Unicef) to address issues including algorithmic transparency, the labelling of digital marketing communications, and representation and social justice within digital marketing industries.  

Selected Publications

Bishop, S. (2019). Managing visibility on YouTube through algorithmic gossip. New Media & Society, 1461444819854731. 

Bishop, S. (2018). Anxiety, panic and self-optimization: Inequalities and the YouTube algorithm. Convergence, 24(1), 69-84. 

Bishop, S. (2018). Fetishisation of the “offline” in feminist media research. Feminist Media Studies, 18(1), 143-147. 

Bishop, S. (2018). Vlogging parlance: Strategic talking in beauty vlogs. In Microcelebrity Around the Globe (pp. 21-32). Emerald Publishing Limited.