Sociomaterial influence on social media: exploring sexualised practices of influencers on Instagram

Abstract

PurposeRelying on social influence and sociomateriality theories, this research provides new insights about the social and material drivers relating to the sexualisation of online behaviour of social media influencers.Design/methodology/approachUsing a netnographic approach, observation data were gathered from the Instagram accounts of 20 influencers dedicated to beauty and fashion. In addition, 15 in-depth interviews were conducted with women adopting sexualisation practices online. The data were analysed using an abductive strategy; all materials were coded according to thematic analysis principles.FindingsThe authors observe that sexualisation is a result of a complex system of social interactions encouraged and reinforced by multiple factors and actors. In particular, the authors outline the major influence of technology that has become a non-human authority defining implicit norms and shaping the beliefs and behaviours of women influencers.Originality/valueIn contrast to existing literature which mainly focuses on the negative consequences of sexualisation, this work sheds some light on social constructs in social media. The authors contribute to the growing literature on social media influencers. Although many works focus on their persuasiveness, this work helps to better understand the social setting, motivations and pressures that are contained in social and technological contexts.

Home cooking in the digital age: When observing food influencers on social media triggers the imitation of their practices

“…“Greenfluencers,” for example, can encourage the consumption of more sustainable products (Kapoor et al, 2023) or the adoption of eco‐friendly travel practices (Yasin et al, 2023). Some influencers confront gendered ageism (Veresiu & Parmentier, 2021) and challenge standard beauty norms by explicitly advocating for bodypositive movements (Cwynar‐Horta, 2016), thereby empowering their followers (Bussy‐Socrate & Sokolova, 2023). The research by Sokolova and Perez (2021) revealed that even if many followers of fitness influencers do not exercise, the content boosts the motivation of those who do, helping to sustain their practice and affecting their attitudes toward fitness.…”

“…As a result, in the literature, much less attention has been paid to the potentially positive outcomes of their communication. Although being an influencer is a marketing-driven profession (Bussy-Socrate & Sokolova, 2023), influencers attract the attention of large audiences, and as such, their communication may lead to positive societal changes. It is important to understand how this can be achieved.…”