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Visual Consumption on Instagram: Social Change in Gendered Perspective (on the Example of Alexey Zhidkovskiy's and Ksenia Milas's Blogs)

Student: Sofiia Bogdanova

Supervisor: Margarita Kuleva

Faculty: Saint-Petersburg School of Social Sciences and Area Studies

Educational Programme: Sociology and Social Informatics (Bachelor)

Year of Graduation: 2020

This paper presents the problem of blurring concepts in the gender context. In modern society, the separation of the concepts of masculinity and femininity becomes irrelevant, and the mixing of these concepts is becoming more and more common practice. This phenomenon is facilitated by social media, which, as is known, have a significant impact on the construction of gender norms and roles. In this regard, with the emergence of social media, users have the opportunity to express themselves, including in the context of gender identity. This article examines how the visual consumption of content of gender nonconforming bloggers contributes to social change in gender issues. For empirical analysis, 15 interviews with representatives of the younger generation in Russia were used. The analysis showed that the concepts of masculinity and femininity are not characteristics of the binary model of male and female behavior anymore, and that these two concepts are relevant for both sexes. In addition, the role of social media in the form of the Internet as an agent of this change was identified.  

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