“I suppose if it ́s Kim K I like blondes” : En kvalitativ analys av Kim Kardashians Instagram ur ett genus-, kändisskap- och maktperspektiv.

Sammanfattning: The aim of this study was to examine the portrayal of Kim Kardashian based on the images taken for the interview in Interview Magazine, as well as how the portrayal can be understood based on the intersection between gender, celebrity and power perspectives. The study also examines the comment section of the post that Kim Kardashian published on her Instagram page in conjunction with the interview in order to find out how her followers reacted to the pictures. In particular the reactions of how Kim embodies femininity and what impact it may have on the public. Historically speaking within media culture, there has been a focus on the female body and therefore women's bodies have become a recurrent representation of femininity (Hirdman 2001, 49 – 51). A study has shown that young women are at significantly higher risk of developing a more negative self-esteem and lower self-confidence when exposed to pictures of other young women in advertising (Hogg and Fragou 2003). For instance, on social media, it is common to come across images that show off the female body. As a result, it has become a norm influenced by the performativity of different contexts (Butler 1993). The following theories about gender, women in the media and influencers are considered a relevant part of the theoretical framework considering the intersection of gender, celebrity and power. It is therefore interersting to examine how Kim's success can be understood and what impact it can have on femininity, body ideals and culture. To put it differently, her success can be understood as a means of power to create certain ideals and beliefs. In order to answer our questions, we have chosen to perform qualitative content analysis. Considering the purpose of the study, the qualitative research method is best suited alongside semiotics to analyze the images and qualitative thematic content analysis for the comments. The results of our study show that the portrayal of Kim Kardashian on her social media is chiefly focused on her body. Similarly, Kim Kardashian embodies the same view of the female body that media culture has historically focused on. For this reason, hegemonic gender structures are most likely reproduced. Although this may be true, she sometimes embodies some male characteristics. Based on our research questions, we have concluded that there is a conflict about which discourses dominate regarding the portrayal of Kim Kardashian. The discursive conflict describes the fact that Kim Kardashian can be an ideal and remain popular by positioning herself within different discourses. On the other hand, the discursive conflict shows that she as well receives criticism.