Dr Mariann Hardey
BA, MA, PhD
Dr Mariann Hardey is a member of the Marketing Group at Durham University Business School. She is a social media professional and academic and the BBC North East commentator for social media and digital networks. She read literature at the University of Sussex and later undertook a research MA followed by a PhD at the University of York.
Mariann is a social scientist and digital humanities scholar. Her research interests have been long concerned with mediated relationships and digital communications, while brining a richer comprehension of opportunities around working in technology into the process of leadership with a focus on supporting gender equality in tech in particular.
Early on in her career Mariann utilised the use of digital interaction ethnographic research for use in marketing and business development for startup companies. In 2014 she secured seed corn funding to develop approaches to understand how leadership is communicated and understood in Tech Cities. This work continues and will begin to feed into new projects to investigate the emergent capabilities of women leaders working in Tech Cities along with the legal and commercial issues with the now infamous “women in tech” (WIT) label.
Mariann is currently setting up the ‘WiT’ Flourshing project for the 2020 launch of the first exhibition about women professionals in tech.
Mariann is the Institute Lead and Durham PI for the Creative Fuse North East project 2016 - 2018. [weblink: http://www.creativefusene.org.uk/] The project is one of the first trans-dsciplinary projects to bring together support from the Arts & Humanities Research Council (AHRC), Arts Council England (ACE), and European Research Development Fund (ERDF). The Phase I report is availabe from July 2017.
Career Break - Mariann took time out in 2016 to spend time with her baby daughter.
Creative Fuse North East (CFNE) http://www.creativefusene.org.uk/
Launched April 2016 – August 2018
Researcher: Dr Mariann Hardey (PI at Durham), along with four other university partners, Newcastle, Sunderland, Teesside and Northumbria.
Funding: £2.7m (£1.2 AHRC, £1.5m ERDF and ACE partners).
Academics work alongside industry, cultural organisations, charities and the public sector, to explore how creative, digital and IT firms can have a sustainable future in the region adding value to the region’s broader employment base.
Creativity Works (ERDF)
Launched January 2017 – August 2018
Researchers: Dr Mariann Hardey (PI at Durham) working with Gretchen Larsen, Gerald Moore, Pete Phillips and Ed Ruck-Keene.
Funding: ~£1.5m ERDF and match funding from Durham University.
The Creativity Works is set up to link students with regional work and placements beyond the lifetime of the CFNE research. There is also the opportunity to put in place a number of Innovation Projects (~£50k each) that focus on the creativity, digital and IT (CDIT) at the heart of the CFNE project. Durham currently has two projects in the pipeline.
Analysis of Social Media – eXperimental: Demonstrating the Value of the UK General Election Social Media Dataset for Social Science Research
Researchers: Dr Mariann Hardey, Dr Ibad Kureshi, Pedro Cardenas-Canto
Research dedicated to improving knowledge and understanding of e-government and the impact of social media for predicting data analysis. This research is collecting the General Election 2017 social media content. We are interested in exploring the extent to which data from social media can be used to predict (beyond the classic sentiment analysis) interesting social and political phenomena especially elections.
Gender In Tech Cities (gitc) http://gitc.io/
Researcher: Dr Mariann Hardey
Research on access, use and attitudes to working in Tech Cities based on ethnographic data and on biennial surveys covering (for example) digital and social inclusion and exclusion, social networking, safety and privacy concerns, regulation, and leadership behaviour.
Leadership and Key Points of Transition Amongst the ‘Women in Tech’
Researcher: Dr Mariann Hardey
Along with partners from three Tech City sites (London, New York and California), data is being collected in relation to leadership-seeking tasks in two themes: Network Building (interactive decision making) and Commercial Presence (evaluating digital information).
Mariann is particularly interested in hearing from students who want to take an interdisciplinary approach to their research. Mariann would encourage student's with Social Science and Arts & Humanities backgrounds to get in touch about their research ideas.
Mariann is the Module Lead for two undergraduate programmes: Integrated Marketing Communications; and Information Systems.
Mariann is the Module Lead for the postgraduate course: Contemporary Marketing Communications
Mariann also contributes to learning and teaching resources across faculties including Social Science and Arts & Humanities.
- Women in digital leadership roles
- Consumer-generated-content (CGC)
- Tech Cities
- Digital information systems
- Network society
- Web 2.0, digital social networks and brand development
- Wearable tech and digital consumption
- Social apps
- Digital Humanities
- Hardey, M. (2019). The Culture of Women in Tech: An Unsuitable Job for a Woman. . Emerald.
- Hardey, M. & Gilroy-Ware, M. (2013). Beginning Theory Digital Communications. Sage.
- Hardey, M. (2012). Seriously Social: Making Connections in the Information Age. Palgrave.
- Hardey, M. (2018). Social Network Analysis in an Age of Digital Information.. In Encyclopedia of Social Network Analysis and Mining. Alhajj, R. & Rokne, J. New York, NY: Springer. 2671-2677.
- Hardey, M. (2017). Theorizing and Researching Gender and Digital Leadership in “Tech Cities”.. In Gender, Communication, and the Leadership Gap. Cunningham, Carolyn M., Crandall, Heather M. & Dare, Alexa M. Charlotte, NC: Information Age Publishing. 291-310.
- Smith, H., Hardey, M., Hardey, M. & Burrows, R. (2016). Social Cartography and ‘Knowing Capitalism’ Critical Reflections on Social Research and the Geo-Spatial Web.. In The Sage Handbook of Online Research Methods. Fielding, Nigel G., Lee, Raymond M. & Blank, Grant London: Sage. 596-610.
- Hardey, M. (2014). Marketing Narratives: Researching Digital Data, Design and the In/Visible Consumer. In Big Data?: Qualitative Approaches to Digital Research. Hand, Martin & Hillyard, Sam Bingley, UK: Emerald. 115-135.
- Hardey, M. (2013). Chapter 8: Using Social Networks, Section 3. In Marketing Psychology Applications: A Framework of Study. Broderick, A. Forthcoming.
- Hardey, M. (2011). ICTs and Generations – Constantly Connected Social Lives.. In Broadband Society and Generational Changes. Colombo, Fausto & Fortunati, Leopoldina Frankfurt am Main: Peter Lang. 97-109.
- Hardey, M. (2011). Ubiquitous Connectivity: User-Generated Data and the Role of the Researcher.. In The Handbook of Emergent Technologies in Social Research . Hesse-Biber, S.N. New York: Oxford University Press. 111-132.
- Hardey, M. (2011). How Rules of Acceptable Behaviour Enlighten our Digital Interactions – The Formation of Facebook Etiquette. In Psychology of Facebook. Persuasive Technology Lab, Stanford University.
- Hardey, Mariann (2019). Gender and technology culture: Points of contact in tech cities. Sociological Research Online
- Hardey, Mariann (2019). Women’s Leadership and Gendered Experiences in Tech Cities.. Gender in Management: an International Journal 34(3): 188-199.
- Leng, J., Shoura, M., McLeish, T.C.B., Real, A.N., Hardey, M., McCafferty, J., Ranson, N.A. & Harris, S.A. (2019). Securing the future of research computing in the biosciences. . PLoS Computational Biology 15(5): e1006958.
- Hardey, M (2019). On the Body of the Consumer: Performance-Seeking with Wearables and Health and Fitness Apps. Sociology of Health and Illness
- Ilich, K. L. & Hardey, M. (2018). ‘It’s all about the packaging’ investigation of the motivations, intentions, and marketing implications of sharing photographs of secondary packaging on Instagram.. Information, Communication & Society (ICS)
- Hardey, M. & Atkinson, R. (2018). Disconnected: Non-users of Information Communication Technologies. Sociological Research Online 23(3): 553-571.
- Hardey. M (2018). Women’s Leadership and Gendered Experiences in Tech Cities. Gender in Management: An International Journal
- Hardey, M. (2013). Special Issue Editorial: Re-asserting the social media contribution to the theory and practice of market research. International journal of market research 55(6): 751-754.
- Hardey, M. (2012). New visions: Capturing digital data and market research. International Journal of Market Research 54(2): 159-161.
- Lunt, N., Hardey, M. & Mannion, R. (2011). Nip, Tuck and Click: Medical tourism and the emergence of web-based health information. IMIA Yearbook 2011: Towards Health Informatics 3.0 145-145.
- Hardey, M. (2011). Generation C: Content Creation, Connections and Choice.. International Journal of Market Research 53(6): 749-770.
- Hardey, M. (2011). To spin straw into gold? New lessons from consumer-generated content. . The International Journal of Market Research 53(1): 13-15.
- Lunt, N., Hardey, M. & Mannion R. (2010). Nip, Tuck and Click: Medical tourism and the emergence of web-based health information.. Open Medical Informatics Journal 4: 1-11.
- Hardey, M. (2010). Key Trends: The Social Context of Online Market Research: An Introduction to the Sociability of Social Media. International Journal of Market Research 51(4): 562-564.
- Hardey, M. (2015). The UK’s Instagram Changing Economy & Cultural Landscape: The Sharp Rise In Professional Instagram users As Share Of Images; Affiliation And Other Revenues Continue To Grow. Mariann Hardey.
- Hardey, M. (2015). Gender in Tech City - Phase 1.i. London, Tech City.