Negotiating With Gender Stereotypes on Social Networking Sites

Abstract

Research indicates that stereotypical representations of girls as sexualized objects seeking male attention are commonly found in social networking sites. This article presents the results of a qualitative study that examined how young women “read” these stereotypes. Our participants understood Social networking sites (SNS) as a commoditized environment in which stereotypical kinds of self-exposure by girls are markers of social success and popularity. As such, these images are “socially facilitative” for young women. However, the gendered risks of judgment according to familiar stereotypical norms are heightened by the intense surveillance enabled by SNS. While our participants indicated that a mediatized celebrity culture inculcates girls with messages that they must be attractive, have a boyfriend, and be part of the party scene, girls are much more likely than boys to be harshly judged for emphasizing these elements in their online profiles. Girls are also open to harsh criticism for their degree of publicness. The risk of being called a “slut” for having an open profile, too many friends, or posting too much information suggests that continuing discriminatory standards around public participation may effectively police girls’ capacity to fully participate online and complicate their ability to participate in defiant gender performances.