Luxury Fashion Brands and Women: A Comparative Analysis between Brands and Consumers on Instagram

• Marta Mensa ^[1] ; Tao Deng ^[2]
  1. [1] Universidad Austral de Chile

     Universidad Austral de Chile

     Valdivia, Chile

     
  2. [2] DePaul University

     DePaul University

     City of Chicago, Estados Unidos

     
• Localización: Trípodos, ISSN-e 2340-5007, ISSN 1138-3305, Nº. 50, 2021 (Ejemplar dedicado a: Gender and Media), págs. 17-35
• Idioma: inglés
• Enlaces
  • Texto completo
• Resumen

  • This study examines how luxury fashion brands and luxury fashion brand hash-tags that consumers use in their posts portray women on Instagram. The study was framed by sexual objectifi-cation theory (physical presentation, body display, sexually suggestive pos-es, and feminine touch) and sexism stereotypes (women in traditional roles such as dependent, caretaker, decora-tive and sexual object). This study ex-amines 700 Instagram posts, 350 from top luxury fashion brands, and 350 from consumers. Young and skinny women’s images dominate Instagram posts created by luxury fashion brands, while consumers are older and fit. Un-expected results show that luxury fash-ion brands feature women less sexually desirable, with less sexually suggestive poses and fewer sexist stereotypes than consumers.