Sociomaterial influence on social media: exploring sexualised practices of influencers on Instagram

Hélène Bussy-Socrate () and Karina Sokolova
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Hélène Bussy-Socrate: PSB - Paris School of Business - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université
Karina Sokolova: ERA - Environnement de Réseaux Autonomes - ICD - Institut Charles Delaunay - UTT - Université de Technologie de Troyes - CNRS - Centre National de la Recherche Scientifique, PSB - Paris School of Business - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université

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Abstract: Purpose Relying on social influence and sociomateriality theories, this research provides new insights about the social and material drivers relating to the sexualisation of online behaviour of social media influencers. Design/methodology/approach Using a netnographic approach, observation data were gathered from the Instagram accounts of 20 influencers dedicated to beauty and fashion. In addition, 15 in-depth interviews were conducted with women adopting sexualisation practices online. The data were analysed using an abductive strategy; all materials were coded according to thematic analysis principles. Findings The authors observe that sexualisation is a result of a complex system of social interactions encouraged and reinforced by multiple factors and actors. In particular, the authors outline the major influence of technology that has become a non-human authority defining implicit norms and shaping the beliefs and behaviours of women influencers. Originality/value In contrast to existing literature which mainly focuses on the negative consequences of sexualisation, this work sheds some light on social constructs in social media. The authors contribute to the growing literature on social media influencers. Although many works focus on their persuasiveness, this work helps to better understand the social setting, motivations and pressures that are contained in social and technological contexts.

Date: 2024-01-09
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Published in Information Technology and People, 2024, 37 (1), pp.308-327. ⟨10.1108/ITP-03-2022-0215⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04379055

DOI: 10.1108/ITP-03-2022-0215

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