Promoting Counter-Stereotypical Products on Instagram: The Case of Cosmetic Products Targeted to Male Consumers
Promoting Counter-Stereotypical Products on Instagram: The Case of Cosmetic Products Targeted to Male Consumers
Author(s): Gelu Olivian TudoseSubject(s): Social Sciences, Media studies, Communication studies
Published by: Editura Universitară & ADI Publication
Keywords: counter-stereotypical products; nontraditional gender portrayals; cosmetics; Instagram; masculinity; binary thinking; social networks; content analysis; gender identity; gender stereotypes;
Summary/Abstract: The advertisements promoting cosmetics to men elicited the attention of researchers, who looked at the strategies used to market these products, traditionally targeted to women. This study contributes to the emerging literature on the topic by examining such portrayals on Instagram. Specifically, 298 posts from three global brands were analyzed in terms of their depictions of products and actors. Results indicate the overall absence of women actors and an emphasis on the personal life of men.
Journal: International Journal of Cross-Cultural Studies and Environmental Communication
- Issue Year: 9/2020
- Issue No: 2
- Page Range: 53-62
- Page Count: 10
- Language: English