This Is Who I Am: Instagram as Counterspace for Shared Gendered Ethnic Identity Expressions

B. Yasanthi Perera, Sarita Ray Chaudhury, Pia A. Albinsson and Lubna Nafees

Journal of the Association for Consumer Research, 2021, vol. 6, issue 2, 274 - 285

Abstract: Dominant media stereotypes, oppression, and cultural expectations within diasporic communities exert pressure on Western women of South Asian descent. This research examines the way these individuals use Instagram as a counterspace to create and share gendered ethnic identity (GEI) expressions to counter oppression and promote well-being. In doing so, this study answers the call to advance research on genders, markets, and culture by exploring GEI as a sociocultural, intersectional construct. Based on visual data analysis and the extant literature, we posit a framework of social media as a counterspace for shared GEI expressions. This framework introduces three novel challenging processes (acts of intragroup questioning, acts of intragroup alliance, and narratives of possibility) that participants use to foster just representation and collective well-being.

Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
http://dx.doi.org/10.1086/713288 (application/pdf)
http://dx.doi.org/10.1086/713288 (text/html)
Access to the online full text or PDF requires a subscription.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ucp:jacres:doi:10.1086/713288

Access Statistics for this article

More articles in Journal of the Association for Consumer Research from University of Chicago Press
Bibliographic data for series maintained by Journals Division ().