The representation of masculinity on Instagram: A study on influencers and gender roles

Influencers are significant figures introduced into our lives by social media and are among the most influential actors within this type of media. While many social media platforms have broad societal impacts, Instagram the focus of this research has the capacity to shape users' perceptions due to its heavy emphasis on visual content and the diversity of its posts. During the period in which this study was conducted, Instagram was identified as the platform on which users spent the most time. Influencers who engage with their followers via Instagram are not only digital content creators but also individuals with a high potential to transform cultural and social elements. In this respect, the distinctive characteristics of influencers have attracted the attention of many researchers both nationally and internationally, leading to a growing body of academic work. However, when these studies are examined from a gender perspective, it becomes apparent that a significant portion of the literature has predominantly focused on women. This observation forms the foundation of the present thesis, which aims to address a gap in the existing body of research. The primary focus of this thesis is the representations of masculinity displayed by male influencers who interact with their followers on Instagram through their digital content. Male influencers, through their posts on social media platforms, not only reproduce hegemonic masculinity norms but also diversify these norms by incorporating aesthetic and emotional expressions. A review of the limited body of literature reveals that representations of masculinity among influencers are produced, conveyed, and transformed through specific codes. In this context, the present study aims to uncover the ways in which male influencers on Instagram present their masculinities to their audiences through their posts. In line with the research objective, this thesis examines the visual posts of seven male influencers who, between 2019 and 2024, were either awarded or nominated in the social media category at the Turkey Golden Butterfly Awards. Through purposive sampling, the Instagram photos shared by these seven male influencers were coded using the qualitative data analysis software MAXQDA 2020, following subcategories identified through a three-step process. The analysis was conducted via content analysis based on Panofsky's three-stage iconographic method. The findings and results of this study contribute both theoretically and practically to the existing literature by providing insights into how male influencers have represented masculinity in their Instagram posts over a five-year period.