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At
the present time, people spend most of their time in social media
especially instagram. According to statistics, number of monthly
active users are 800 million, number of daily active users are 500
million and percentage of U.S. ?nternet users, the percentage of
aged 13-17 (teens) that use instagram daily is 52%, and 8 percent of
the existing accounts consist of “fake accounts”
(Expandedramblings
n.d.).

Social
media play a crucial role in young people’s socialization and
identity development, including gender identities. Social media,
photo sharing applications, especially instagram and facebook, give
people the opportunity to look like they want. Social
media is often used to show or raise self-esteem. The development of
self-esteem is critical for puberty. Already a large majority of
social media users consist of young people. In this way, young people
are exposed to many gender stereotypes through social media
throughout the day.

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Gender
stereotypes have always existed and deeply entrenched within all
cultures. Stereotypes may provide advantages or disadvantages, but it
is important to keep them in balance. The greatest advantage of
stereotypes are to help to simplify complex life experiences by
categorizing. Gender stereotypes are used effectively in marketing
and advertising.
The
aim of this study was to investigate the extent to which visual
gender stereotypes can be observed in selfies on Instagram.
Additionally, the degree of gender stereotyping in selfies was
compare with gender stereotyping in magazine adverts, directly. The
hypotheses of the researchers were collected under three questions.
The researchers use 500 selfies uploaded on Instagram. The percentage
of selfies was disperdes as: 50% female and 50% male. The selfies was
selected randomly from instagram. For final hypothesis that the
researchers compared between with findings of a study on gender
depictions in magazine ads that also used Goffman’s and Kang’s gender
depiction categories and the frequencies found for selfies in the
presented study. For the measurement of this study was used content
analysis which included ten variables. The results of the first
research question shows that statistically significant gender
differences with small to medium effect sizes were found in selfies
for all of Goffman’s and Kang’s categories, however the sitting
posture is not included this results. Feminine touch and imbalance
were found the biggest gender effects. The results of the second
research question shows that statistically significantly more selfies
produced by females tend to take pictures with the kissing pout and
faceless portrayal, meanwhile males’ selfies tend to more often
displayed muscle presentation. The kissing pout and muscle
presentation were found for the biggest gender differences. The
results of the final research question demonstrated that the biggest
differences between selfies and magazine adverts appeared for the
categories imbalance and loss of control.

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