The face of nonbinary beauty communication on Instagram : a content analysis

dc.contributor.authorWiid, Ria
dc.contributor.authorMüllern, Tomas
dc.contributor.authorBerndt, Adele
dc.date.accessioned2023-02-06T08:57:41Z
dc.date.available2023-02-06T08:57:41Z
dc.date.issued2023
dc.description.abstractGender is a feature of beauty marketing, used in marketing segmentation and communication images, where binary images are predominant. Recently, the social identity of gender has become increasingly nuanced as a more complex set of identities, including genderqueer and nonbinary, influences marketing communications. As part of cultural expression, advertising reflects and impacts how consumers perceive themselves and others, with Generation Z consumers increasingly rejecting gender labels and stereotypes. Consequently, our study involves the visual meaning making of 222 Instagram images of beauty brands’ marketing communications with models other than “female” in traditional Western society’s conceptualization of gender. The findings reveal a group of models who are not female; while most of these images are genderqueer, a group that may be considered agender is evident. Both groups have distinctive although differing characteristics, suggesting the development of new stereotypes. This study contributes to understanding the changing representations of models: While beauty brands primarily use female models, the increased use of genderqueer and agender models can attract alternative target markets. It also highlights advertising’s place in cultural expressions that both reflect and impact how consumers perceive themselves and others.en_US
dc.description.departmentGordon Institute of Business Science (GIBS)en_US
dc.description.librarianhj2023en_US
dc.description.urihttps://www.tandfonline.com/loi/ujci20en_US
dc.identifier.citationRia Wiid, Tomas Müllern & Adele Berndt (2023) The Face of Nonbinary Beauty Communication on Instagram: A Content Analysis, Journal of Current Issues & Research in Advertising, 44:1, 1-23, DOI: 10.1080/10641734.2022.2089786.en_US
dc.identifier.issn1064-1734 (print)
dc.identifier.issn2164-7313 (online)
dc.identifier.other10.1080/10641734.2022.2089786
dc.identifier.urihttps://repository.up.ac.za/handle/2263/89159
dc.language.isoenen_US
dc.publisherRoutledgeen_US
dc.rights© 2022 The Author(s). Published with license by Taylor & Francis Group, LLC. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/).en_US
dc.titleThe face of nonbinary beauty communication on Instagram : a content analysisen_US
dc.typeArticleen_US

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