Social and Behavioral Sciences Commons^™

Portrayals Of Gender And Race In Instagram Advertising: An Exploratory Content Analysis, Taylor Moore

Honors College Theses

Race and gender stereotyping is a longstanding problem in the world of advertising. This research utilized content and statistical analysis to answer three questions regarding race and gender stereotyping in Instagram advertising: (1) what portrayals are being shown? (2) how are these portrayals being shown? And (3) are diverse advertisements reinforcing or challenging stereotypes? Tweny advertisements were chosen off Instagram to analyze. Through an analysis of literature on the topic, a code book defining race, person of color, sex, gender, and gender expression was created. Using these variables and classifying the ads as a stereotype/counterstereotype/neutral, allowed for the creation of …