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Dr Mariann Hardey

Associate Professor in Business and Computing, Directorate for Advanced Research in Computing (ARC) Institute


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Associate Professor in Business and Computing, Directorate for Advanced Research in Computing (ARC) Institute in the Business SchoolGraden Suite, Mill Hill Lane, rm 226+44 (0) 191 33 40120
Associate Fellow in the Institute of Advanced Study  


Associate Professor Mariann Hardey is part of the Department of Management and Marketing at Durham University Business School and a member of the Advanced Research Computing (ARC) group at the University of Durham. She studies tech inequalities and professional roles in tech organisations. Mariann is the institute lead at Durham on the Creative Fuse North East project on the impact of the creative digital and information technology sector across multiple businesses and groups in the region. She is the author of The Culture of Women in Tech, An Unsuitable Job for a Woman (Emerald Press, 2020), which has received accolades from tech organisations and forms parts of the Master Class programme for the UK Government Digital Service to promote employment reform. Mariann's paper 'on the body of the consumer: performance‐seeking with wearables and health and fitness apps' published in the journal of Sociology of Health & Illness is one of the top downloaded articles, receiving an award from Wiley in 2020. 


Mariann's writing for the general public has appeared in The Guardian, The Independent, The Huffington Post, The Observer, been featured on BBC News, Bloomberg, among other outlets. She holds a PhD. in sociology and Masters in women's studies from the University of York, where she continues to contribute to the research community. 


Personal website 


Twitter @thatdrmaz 


Areas of Interest for Doctoral Supervision 


cultural industries, labour and the gig economy, social media, tech inequalities, mHealth and self-tracking, data-veillance 


Research Interests 


creative work, theory, qualitative methods, mHealth, self-tracking, data surveillance, action-research, technology 


Positions held at the University of Durham 

  • Associate Professor, DUBS, 2019 - 
  • Directorate with ARC, 2013 - 
  • Programme Director for Marketing Masters, DUBs, 2012-2015
  • Elected member of Senate 2012-2016


Extra duties: Mariann took time away from her career in 2016 to spend time with her baby daughter.




Information Systems - Technology, Business & Society - UG core programme 


Contemporary Marketing Communications - PG core programme 


Selected Publications 




The Culture of Women in Tech: An Unsuitable Job for a Women. Published, 2020. Emerald.




Cockshut, L., Hardey, M & Brown, A., 2020. Social innovation and the university: The impact of intervention for the micro creative economy in North East England. Social Enterprise Journal. (special issue)


Slack, D., Hardey, M., and Moubayed, N., 2019. On the Hierarchical Information In a Single Contextualised Word Representation. Association for the Advancement of Artificial Intelligence (


Lang, J., Harris, S., Hardey, M. McCafferty, J., McLeish, T., Shoura, M., Ranson, N., and Real, A. 2019. Securing the future of Research Computing in the biosciences. PLOS Biology. (Open Access).


Hardey, M. 2019. Gender and technology culture: Points of contact in tech cities. Sociological Research Online. (online, ahead of print copy).


Hardey, M., 2019. On the Body of the Consumer: Performance-Seeking with Wearables and Health and Fitness Apps. Sociology of Health and Illness.


Hardey, M. 2019. Theorising Women & Leadership. Different spaces, different conversations: Women in Tech. Journal Gender in Management (Special Issue).


Ilich, K.L. and 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, pp.1-19


Hardey, M. and Atkinson, R., 2018. Disconnected: Non-Users of Information Communication Technologies. Sociological Research Online, pp.136-148.


Hardey, M. Theorising and researching gender and digital leadership in “tech cities”. In Cunningham, C. M., Crandall, H. M., & Dare, A. M. (Eds.). (2017). Gender, Communication, and the Leadership Gap. IAP: pp.291-312.


1Smith, 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. pp.596-610.


1Hardey, M. 2015. Social Media and Data Aggregation. The International Encyclopaedia of Digital Communication and Society. Wiley.


Hardey, M. 2014. Marketing narratives: Researching digital data, design and the in/visible consumer. In Big Data? Qualitative Approaches to Digital Research (pp. 115-135). Emerald Group Publishing Limited.


Hardey, M. 2014. Social Network Analysis in a Digital Age. Encyclopaedia of Social Network Analysis and Mining, pp.1830-1832.


Branley, D., Covey, J., & Hardey, M. (2014). Online surveys: Investigating social media use and online risk. SAGE.


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.


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, M. and Beer, D. Talking About Escape. eds Lovink, G., & Rasch, M. 2013. Unlike us reader: Social media monopolies and their alternatives. INC reader, (8).


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. International Journal of Market Research, 53(1): 13-15.


Hardey, M. 2011. ICTs and Generations – Constantly Connected Social Lives. In Broadband Society and Generational Changes. Colombo, Fausto & Fortunati, Leopoldina New York: Peter Lang. 97-109.


Hardey, M. 2011. Ubiquitous connectivity: user-generated data and the role of the researcher. Oxford University Press.


Lunt, N., Hardey, M., & Mannion, R. 2010. Nip, tuck and click: medical tourism and the emergence of web-based health information. The Open Medical Informatics Journal, 4, 1.


Hardey, M. 2008. The formation of social rules for digital interactions. Information, Communication & Society, 11(8): 1111-1131.


Hardey, M. 2007. Going live: Converging mobile technology and the sociability of the iGeneration. M/C Journal, 10 (10). 




"This is what it's like when a covert image of you goes viral online." Mashable. Jul 31, 2019.


“How the 'x' became a sign of female solidarity in the age of harassment”. Mashable. May 14, 2019.


“Instagram: Beware of bad influencers”. The Observer. Feb 3, 2019.


“On The Power of Influencers.” BBC Tech Tent. Jan 25, 2019. Also published by BBC World.


“Selfies - disconnection from ICTs”, BBC Radio4 Thinking Allowed. Sociological discussion programme. 'Selfies' – Featured by Laurie Taylor who explores a peculiarly modern representation of 'self'. Also, people who choose to disconnect from ICTs. July 9, 2018.


Thought leadership - Three things we can all learn from people who don't use smartphones or social media, The Conversation. September 2018.




“The Problem of ‘Women in Tech’.” Research Software Engineering Group Conference, Royal Society, London, February 2020. 


“Restructuring Mentoring to Put Women at the Bottom?”, GDS, Cabinet Office, London, September 2019.


“Diversity in Tech Practice A Masterclass”, Government Digital Service (GDS), Cabinet Office, London, August 2019.


“Digital Policy and Reform.” Keynote presentation to Civil Service. Westminster. London. August 2018.


“The killer app: How do wearable and mHealth app users influence the well-being of non-users?” Pubilc Event about Young People and Digital Health. Wellcome Trust. Manchester Media City. 




Hardey, M. (Durham PI). February 2020-October 2022. Creative Fuse North East (CFNE) Knowledge Exchange. This is an interdisciplinary and jointly funded 32-month project supported by the AHRC and ERDF. Funding: AHRC £600k and £1.9 million ERDF, total funding £2.93million.



Hardey, M., Smith, J., Whitton, P. and Davidson, J. 2020. DCAD teaching funding. Shark-tech: Vanished privacy & the Lure of social media project. Funding: Durham Centre for Academic Development (DCAD) £5k. From March 2020.



Hardey, M. (PI)., Cockshut, L. (CI), and Brown, A. (CI), April - August 2019. “MicroCreatives in the Rural Economy.” The project draws on an action research approach allowing the research team to record, measure, enhance and analyse the impact of interventional workshops with creative businesses in North East England. ESRC IAA Business Boost Project. Funding: £7,600.



Hardey, M. (PI). Cockshut, L. (CI), and Brown, A. (CI), April - October 2019. “Teach Your Art (TYA)”. The Teach Your Art programme is a 5-month programme involving a pedagogically driven and research-informed training programme for creative businesses interested in developing their own creative workshops to sustain local economic development and enhance wellbeing. ESRC DTP Project. Funding: £6,300.



Hardey, M. (Durham PI). April 2016 – September 2019. Creative Fuse North East (CFNE) Partnered with University of Newcastle, Sunderland, Teesside and Northumbria. 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. Funding: £2.7million.



Hardey, M. (Durham PI). January 2017 - September 2019. Creativity Works (CW). The CW is to initiate Innovation Pilots or iPilots (~£50k each) that focus on the creativity, digital and IT (CDIT) sector in the North East. Funding: £1.5m ERDF.

Research interests

  • 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

Awarded Grants

  • 2018: General Purpose Text Understanding using AI engine with Adaptive Sentiment Visualisation(£33780.00 from )


Authored book

Chapter in book

Journal Article


Supervision students

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