Face It: the Impact of Gender on Social Media Images

Communication Quarterly Vol. 60, No. 5, November–December 2012, pp. 588–607

Face it: The Impact of Gender on Social Media Images
Jessica Rose, Susan Mackey-Kallis, Len Shyles, Kelly Barry, Danielle Biagini, Colleen Hart, & Lauren Jack

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

Jessica Rose (B.A., Villanova University, 2011) is a marketing and communications professional in the Greater Philadelphia Area. Susan Mackey-Kallis (Ph.D., Penn State University, 1986) is an associate professor in the Department of Communication at Villanova University. Len Shyles (Ph.D., Ohio State University, 1981) is an associate professor in the Department of Communication at Villanova University. Kelly Barry (B.A., Villanova University, 2011) is a marketing and communications professional in the Greater New York area. Danielle Biagini (B.A., Villanova University, 2011) is a marketing and communications professional in the Greater San Diego area. Colleen Hart (B.A., Villanova University, 2011)

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