Flödets Arkitekt : Hur medie- och informationskunnighet formar unga kvinnors upplevelser av skönhetsindustrin på Instagram

Sammanfattning: The aim of the study is to investigate how media and information literacy (MIL) among young women affect their views on beauty-related advertisements and posts on Instagram, in accordance with infrastructure knowledge, mental health and purchase behavior. This is conducted through semi-structured interviews with 6 young Swedish women in the age range of 20-25 years old, through which an analysis of the retrieved answers is made. The analysis of the empirical materials takes a stamp in the theories of uses and gratifications theory and cultivation theory in relation to MIL in order to further prove the arguments and conclusions being made. The importance of MIL in this context needs to be highlighted in order to make young women more aware of the ways in which the media takes advantage of them and tries to manipulate them into a spiral of beauty standards and advertisements, making them the targets for further consumption. Considering that the digitalization is moving at a rapid speed, the possibilities for economic growth are doing the same thing. This means that beauty companies, just like any other corporation with a motive of profit, will continue to evolve their marketing strategies in accordance with female consumers' interest and needs.  The collected empirical data of this study shows that the interviewees have at least some basic knowledge of Instagram’s technical infrastructure in the meanings of algorithms and cookies, and therefore understand the basics of how their actions construct their Instagram feeds. The study also shows that the interviewees have a generally negative image of the beauty industry on Instagram; they like the possibilities of using Instagram as a source of inspiration and entertainment, but heavily dislike and disagree with the beauty standards being portrayed. They have all in some shape or form been affected negatively by beauty related content on Instagram - however, it shows that the ones with supposedly higher MIL and knowledge about algorithms more easily could identify the sources of negativity and steer away from it, showing the benefits of MIL in this context. The study also concludes that the interviewees generally are highly skeptical of advertisements and sponsorships on Instagram and therefore rarely purchase anything because of said platform. However, they have a higher tendency to do so if the product being advertised is endorsed by a, according to them, highly trusted influencer or if a discount code is being provided.  It is of importance to continue studies within this area in order to make deeper analysis of potential consequences of the beauty industry and standards on Instagram, so that more women can be taught and informed about how they can protect themselves from negative influences.