Against Social Sustainability? Gender Role Models and Tourism Influencers’ Success on Instagram

verfasst von

Irina Gewinner

Abstract

This paper examines the phenomenon of influencers with a special focus on the tourism industry. The question arises whether self-portrayal within a gender-stereotypical framework correlates positively with success and the number of follow-ers. To this end, the profiles of twelve tourism influencers and their posted content in the first half of 2023 were analyzed. With the help of quantitative content analy-sis, we examined 427 photos of tourism influencers on the Instagram platform. The results show that while female tourism influencers more often present themselves in a sexualized way and focus on themselves and their bodies, male tourism influencers put their competencies in the foreground. In this way, both female and male influ-encers comply with their expected gender roles – in addition to the body, a presenta-tion of socially expected actions and attributes is also in the foreground. The results are discussed against the background of social sustainability.

Organisationseinheit(en)

Institut für Soziologie

Typ

Aufsatz in Konferenzband

Seiten

299-311

Publikationsdatum

2024

Publikationsstatus

Veröffentlicht

Peer-reviewed

Ja

Ziele für nachhaltige Entwicklung

SDG 5 – Gleichberechtigung der Geschlechter

Elektronische Version(en)

https://doi.org/10.1007/978-3-031-58839-6_32 (Zugang: Offen)