Sociomaterial influence on social media: exploring sexualised practices of influencers on Instagram
Information Technology & People
ISSN: 0959-3845
Article publication date: 17 January 2023
Issue publication date: 9 January 2024
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.
Keywords
Citation
Bussy-Socrate, H. and Sokolova, K. (2024), "Sociomaterial influence on social media: exploring sexualised practices of influencers on Instagram", Information Technology & People, Vol. 37 No. 1, pp. 308-327. https://doi.org/10.1108/ITP-03-2022-0215
Publisher
:Emerald Publishing Limited
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