Samma "gamla" könsnormer?  - En multimodal kritisk diskursanalys om könskonstruktion på Instagram

Sammanfattning: A general idea about the internet is that the online world could be more individual and free from gender standards. But previous studies have shown that the online world is more gendered than the physical world. The purpose of this study is to examine which ideas about gender occur on Instagram from a critical perspective. This is executed through a multimodal critical discourse analysis where we study what is communicated about gender on pictures and text publications on three Instagram accounts during 2019. The conclusion of the analysis is that traditional expectations of women are reproduced widely. The traditional ideas of women were the most apparent in commercial publications. Ideas and expectations such as women being well-kept, attractive and family oriented were found in the publications. Some ideas were more defiant against traditional ideas but were less visible in the study. This study contributes with an indication of how influencers on Instagram portray gender norms in their publications.