Luxury Fashion Brands and Consumers: Women are more sexualized by consumers than brands on Instagram

IF 0.5 Q4 COMMUNICATION
Marta Mensa, Tao Deng
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引用次数: 0

Abstract

This study examines how luxury fashion brands and luxury fashion brand hashtags that consumers use in their posts portray women on Instagram. The study was framed by sexual objectification theory (physical presentation, body display, sexually suggestive poses, and feminine touch) and sexism stereotypes (women in traditional roles such as dependent, caretaker, decorative and sexual object). This study examines 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. Unexpected results show that luxury fashion brands feature women less sexually desirable, with less sexually suggestive poses and fewer sexist stereotypes than consumers.
奢侈时尚品牌和消费者:比起Instagram上的品牌,消费者更倾向于将女性性感化
这项研究考察了消费者在Instagram上使用的奢侈时尚品牌和奢侈时尚品牌标签是如何描绘女性的。该研究的框架是性物化理论(身体展示、身体展示、性暗示姿势和女性触摸)和性别歧视刻板印象(传统角色中的女性,如依赖、照顾、装饰和性对象)。这项研究调查了700个Instagram帖子,其中350个来自顶级奢侈时尚品牌,350个来自消费者。奢侈时尚品牌在Instagram上发布的帖子中,年轻、苗条的女性照片占主导地位,而消费者年龄更大、更健康。出乎意料的结果显示,奢侈时尚品牌的女性不那么性感,她们的性暗示姿势更少,性别歧视的刻板印象也比消费者少。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Tripodos
Tripodos COMMUNICATION-
CiteScore
2.20
自引率
0.00%
发文量
7
审稿时长
16 weeks
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