Gendered Instagram representations in the aviation industry

Datos Bibliográficos

ID5799255
AutoresWhitney E Smith (University of Surrey, autor de correspondencia), Albert Nsom Kimbu (0000-0001-8505-6705, University of Surrey), Anna De Jong (0000-0003-3776-1607, University of Glasgow), Scott Cohen (0000-0003-1260-8577, University of Surrey)
Año2021
Volumen31
Número3
Páginas639-663
Fecha de publicación2021-06-03
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaJournal of Sustainable Tourism (JOURNAL)
Identificadores de la revistaISSN: 0966-9582 • E-ISSN: 1747-7646
EditorialTaylor & Francis (PUBLISHER • GB)
DOI10.1080/09669582.2021.1932933
OpenAlexW3170538845
IdiomaEN
Citas recibidas9
Referencias citadas74

Air transport and tourism are interdependent systems wherein idealized gender performances are shaped by organizational cultures and particular commercial interests that have implications for gendered representations. Organizations use social media spaces to influence public perceptions, yet in doing so they may (re)construct hegemonic notions pertaining to images of masculinity and femininity. This paper utilizes a feminist poststructuralist approach to deconstruct normative gendered assumptions that exist within the aviation sector's use of Instagram. Netnography is used to uncover the dominant discourses, as well as the complex representations of gender as represented by airlines on Instagram. Findings reveal that despite a minority of images that defy stereotypes, the airlines consistently construct and distribute playful imagery that objectifies female staff and hyper-feminizes the cabin space. In uncovering how airline organizational images may portray employees in gendered ways, this paper contributes to the achievement of SDG 5 i.e. gender equality in tourism. The paper recommends that the industry incorporates more diverse performances across all aviation occupational roles so that images that challenge stereotypes become part of the everyday

Hegemonic masculinity · Social constructionism · Gender Diversity and Inequality · Gender, Feminism, and Media · Media, Gender, and Advertising