Kvinnligt genus i podcasts och på Instagram : En kvalitativ innehållsanalys av hur självrepresentation konstruerats i förhållande till stereotyper av tre kvinnor med högt följarantal i podcasts och på Instagram

Sammanfattning: The purpose of this study was to examine whether women's self presentation on Instagram and in podcasts were consistent with stereotypical characteristics of the female gender, and whether their self presentation would differ as a result of the different media conditions. A qualitative content analysis was performed on transcriptions of podcast-episodes and instagramposts in order to examine how three women, with high numbers of followers on Instagram, constructed their self presentation in relation to female stereotypes. The main theoretical framework supporting the study was Goffman's theory about impression management and self presentation. In addition gender theory and structuration theory were applied.   The result indicates that all three women performed the majority of their self presentation, in both the podcasts and on Instagram, according to the stereotypes presented by the analytical framework. However, the main result show that the women’s self presentation in podcasts were performed more according to stereotypes than on Instagram. This is further debated in the analysis.  The fact that women often are portrayed according to stereotypes in the media is a part of the reason why women are still not equal to men. This problem has been debated for a long period of time but is still an issue. This study is an initial step in exploring how the platforms of podcasts and Instagram enable various female stereotypes in women's self presentation, and can hopefully contribute with further attention to the debate.