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”Bra jobbat working mama!”: En studie i hur genus, föräldraskap och karriär reproduceras och konstrueras på Instagram
University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"Good job working mom!" : A study of how gender, parenting and careers replicates and reconstructs on Instagram (English)
Abstract [sv]

Instagram grundades 2010 och är idag ett av de mest populära sociala medierna med över 800 miljoner användare. Instagramanvändare publicerar över 95 miljoner bilder om dagen, alla poster gör intryck och avtryck på användarnas liv då media är en stor del i konstruktionen av verkligheten.Vår kvalitativa studie har sin grund i den kritiska diskursanalysen, världen får sin mening genom språket och språket skapar en bild av verkligheten genom de sociala praktikerna. I studien har vi undersökt Instagram och hur genus, föräldraskap och karriär reproduceras och konstrueras. I studien har två Instagram konton undersökts, Isabella Löwengrip (@isabellalowengrip) och Rachel Brathen (@yoga_girl) som är entreprenörer och föräldrar. Genom en multimodal textanalys har vi undersökt deras bilder, bildtexter och kommentarer från följarna utifrån genusteorin.Resultatet har visat att de båda kontona reproducerar och konstruerar genus. Både Löwengrip och Brathen ler ofta på bilderna vilket är ett typiskt kvinnligt drag. Brathenär mer stereotypisk med en mycket “moderlig” framtoning medan Löwengrip är merprofessionell i sin framtoning, en roll som ofta tillskrivs män. Följarna har en del i konstruktionen och reproduktionen av genus. De ifrågasätter de val som Löwengrip och Brathens gör som mammor och entreprenörer. Följarna konstruerar också genus då de blir glada över Löwengrips och Brathens framgångar, genom att, precis som män gjort i årtionden, hålla varandra om ryggen, hjälpa och stötta varandra.

Abstract [en]

Instagram was founded in 2010 and is now one of the most popular social media platforms with over 800 million users worldwide; Instagram users are publishing over 95 million posts every day thereby influencing the daily lives of each other, as the media contributes to users navigating in the world as well as taking part in the constructing of our reality. Our qualitative approach depart from critical discourse analysis, according to which the world gets its meaning from the language and the language helps to construct reality through social practices. In this study we have analysed the topic of gender roles by looking at how Instagram is helping to constructing and changing images of gender roles, careers and parenthood. Our main task in this study is to analyse two Instagram entrepreneurs who are constructing and changing gender roles regarding career and parenting; Isabella Löwengrip (@isabellalowengrip) and Rachel Brathen (@yoga_girl) are our two selected Instagram entrepreneurs. We have conducted a qualitative multimodal text analysis of these two accounts and comments from followers between 1 - 31 March 2018 and the results show that these two account both produce and reproduce gender roles. Brathen and Löwengrip have both created social media platforms and businesses and are still contributing to the reproduction of gender roles, but both are also producing new roles through their choice of words and pictures on their social media platform. Both accounts portray a typical female behaviour as where they are smiling and giving the followers a chance to study them without demanding their attention. However, Brathen is more stereotypical with a very “motherly” approach while Löwengrip has more of a businesslike professional in her approach to her Instagram account which could be seen as a more masculine role. The followers take part in reproducing a female role when they ask questions about Brathen and Löwengrip ́s choice as mothers and career women, but they are also creating a new way of looking at a working mum when they, like men, are helping and cheering each other to success.

Place, publisher, year, edition, pages
2018. , p. 72
Keywords [en]
Genus, Career, Motherhood, Gender roles, Instagram, Social media
Keywords [sv]
Genus, karriär, föräldraskap, Instagram, Sociala medier, Genus
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:hig:diva-26917OAI: oai:DiVA.org:hig-26917DiVA, id: diva2:1216500
Subject / course
Media and communication studies
Educational program
Study Programme in Media and communication
Supervisors
Examiners
Available from: 2018-06-18 Created: 2018-06-11 Last updated: 2018-06-18Bibliographically approved

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