Face it: The Impact of Gender on Social Media Images

Abstract

Social websites like Facebook enable users to upload self-created digital images; it is therefore of interest to see how gender is performed in this domain. A panel used a literature review of pictorial features associated with gender traits, and a sample of Facebook pictures to assess gender stereotypes present in Facebook images. Traits emerging in greater prominence in pictures of males included active, dominant, and independent. Those prominent with female users included attractive and dependent. These findings generally conform to gender stereotypes found in prior research and extend the research regarding stereotypical gender traits displayed in professional media depictions to self-selected social media displays. They also extend the research on gender differences in impression management generally, in both interpersonal communication and social media, to include gender-specific traits that are part of young mens and women's impression management.

Keywords:

• Facebook
• Gender Display
• Impression Management
• Role Theory
• Social Media

Acknowledgments

The authors would like to thank Dr. Jesse Frey of the Mathematics Department of Villanova University for his help in creating the tables presented in this article.

Notes

*The traits are alphabetized. **The trait was used in the present study.

Source: Williams, J. E., & Best, D. L. (1990). Measuring Sex Stereotypes: A Multination Study (Cross-Cultural Research and Methodology Series 8) (Revised ed.). Newbury Park: Sage Publications, Inc.

The results of the reliability check as reported in Table 2 were deemed acceptable and coding was completed by the research team for all images. All discrepancies were then resolved by discussion and debate.

Additional information

Notes on contributors

Jessica Rose

Jessica Rose (B.A., Villanova University, 2011) is a marketing and communications professional in the Greater Philadelphia Area.

Susan Mackey-Kallis

Susan Mackey-Kallis (Ph.D., Penn State University, 1986) is an associate professor in the Department of Communication at Villanova University.

Len Shyles

Len Shyles (Ph.D., Ohio State University, 1981) is an associate professor in the Department of Communication at Villanova University.

Kelly Barry

Kelly Barry (B.A., Villanova University, 2011) is a marketing and communications professional in the Greater New York area.

Danielle Biagini

Danielle Biagini (B.A., Villanova University, 2011) is a marketing and communications professional in the Greater San Diego area.

Colleen Hart

Colleen Hart (B.A., Villanova University, 2011) is a student at the University of North Carolina School of Law.

Lauren Jack

Lauren Jack (B.A., Villanova University, 2011) is a marketing and communications professional in the Greater New York area.