“Express Yourself in New Ways” – Wait, Not Like That
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“Express yourself in new ways” – wait, not like that A semiotic analysis of norm-breaking pictures on Instagram COURSE: Thesis in Media and Communication science II 15 credits PROGRAM: Media and Communication science AUTHORS: Andrea Bille Pettersson, Aino Vauhkonen EXAMINER: Peter Berglez SEMESTER: FS2020 Title: “Express yourself in new ways” – wait, not like that Semester: FS2020 Authors: Andrea Pettersson, Aino Vauhkonen Supervisor: Leon Barkho Abstract Instagram, as one of today’s largest social media platforms, plays a significant part in the maintaining and reproducing of existing stereotypes and role expectations for women. The purpose of the thesis is to study how Instagram interprets violations against its guidelines, and whether decisions to remove certain pictures from the platform are in line with terms of use, or part of human subjectivity. The noticeable pattern among the removed pictures is that they are often norm-breaking. The thesis discusses communication within Instagram to reveal how and why some pictures are removed while others are not, which limits women’s possibilities to express themselves in non-conventional settings. The study applies semiotics to analyse 12 pictures that were banned from the platform without directly violating its guidelines. Role theory and norms are used to supplement semiotics and shed light on the underlying societal structures of female disadvantage. Two major conclusions are presented: 1) Instagram has unclearly communicated its guidelines to women’s disadvantage, and 2) Instagram has therefore been subjective in the decisions to have the pictures removed from the platform, also to women’s disadvantage. Further, the discussion focuses on how Instagram handles issues related to (1) female sexuality, (2) women stereotyping, and (3) female self-representation. Keywords: social media, norms, roles, gender, self-representation, digital activism, censorship, female sexuality, women stereotyping Table of Contents 1. Introduction ............................................................................................................................ 1 1.2 Implementation................................................................................................................. 1 1.3 Purpose and contribution .................................................................................................. 2 2. Research questions ................................................................................................................. 3 3. Background ............................................................................................................................ 4 3.1 The second sex ................................................................................................................. 4 3.2 Misrepresentation in media .............................................................................................. 5 3.3 Instagram and their community guidelines ...................................................................... 6 3.4 Who decides what - human or technology? ..................................................................... 7 3.5 Criticism of Instagram ...................................................................................................... 7 3.6 Usage of Instagram – more than just a picture sharing platform ..................................... 8 4. Previous research ................................................................................................................. 10 4.1 Women and the media .................................................................................................... 10 4.2 Women and self-representation ...................................................................................... 10 4.3 Maintenance of the stereotypical femininity .................................................................. 12 5.Theories................................................................................................................................. 14 5.1 The male gaze................................................................................................................. 14 5.2 Role theory – expectations and deviant behaviour ......................................................... 15 6. Method ................................................................................................................................. 18 6.1 Semiotics ........................................................................................................................ 18 6.2 Myths .............................................................................................................................. 18 6.3 Denotation and connotation ........................................................................................... 19 6.4 Data analysis .................................................................................................................. 19 6.6 A critical review of the method ...................................................................................... 21 7. Strategic quota samples and material ................................................................................... 23 7.1 Data selection ................................................................................................................. 23 7.1.2 Ethical reasoning ..................................................................................................... 24 8. Analysis................................................................................................................................ 25 8.1 Category 1: Lower abdomen .......................................................................................... 25 8.2 Category 2: Periods ........................................................................................................ 28 8.3 Category 3: Body image ................................................................................................. 30 8.4 Category 4: provocative pictures.................................................................................... 34 8.5 Category 5: imperfections .............................................................................................. 37 8.6 Category 6: female pleasure ........................................................................................... 39 9. Discussion and conclusion ................................................................................................... 42 9.1 Fear of female sexuality? ............................................................................................... 42 9.2 The importance of stereotypes ....................................................................................... 44 9.3 The stigmatized womanhood ......................................................................................... 44 9.4 Comfortable for who? .................................................................................................... 45 10. Implications........................................................................................................................ 48 11. Further research ................................................................................................................. 49 References ................................................................................................................................ 50 Appendices ............................................................................................................................... 54 Instagram’s guidelines.......................................................................................................... 54 Consent to use the pictures ................................................................................................... 59 1. Introduction Women have traditionally played a significant part in the media industry. But often as objects and users, seldom as subjects and producers (Vargas-Bianchi, 2020). In everything from movies to advertisements, stereotypically feminine women have tended to be used for their looks and bodies to sell, seduce and satisfy (Collins, 2011; Vargas-Bianchi, 2020). Historically, the industry has been ruled by men, but with the modern technology and the development of equality – women now have a new and unique possibility to be their own producers (Burns, 2011; Kanai & Dobson, 2016: 1-4). This does, in theory, enable the possibility to represent a new kind of femininity that has not been broadly represented in mainstream media before – the type of femininity that does not fit into the societal expectations of how women should look and behave. But despite the freedom on social media, the deeply rooted traditional ideals and norms still seem too silent and conceal women who do not fit into the role of typical femininity (Bailey et al. 2013). 1.2 Implementation Instagram was chosen since it is one of the largest social media platforms today. In the analysis, 12 pictures will be investigated on the claims of breaking Instagram’s guidelines. The selection is done through a strategic quota sample. The pictures are what we have chosen to call “statement pictures”, where women consciously break and oppose today’s norms. Despite this, it is questionable whether the pictures violate any of Instagram’s guidelines, and this leads to the discussion of whether Instagram has communicated their guidelines clearly enough. Therefore, there is reason to suspect that Instagram is subjective in their interpretations