Veiled on Instagram? Representation of Veiled versus Nonveiled Women in Western and Egyptian Instagram Posts

Bibliographic Data

ID21737879
AuthorsAhmed Taher (0000-0001-6915-003X, American University in Cairo, corresponding author), Doaa M El-Banna (American University in Cairo), Noha Alaa El Dine (Nile University), Naila Hamdy (0000-0002-7019-0941, American University in Cairo)
Year2021
Volume21
Issue3
Pages306-314
Publication date2021-09-02
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Interactive Advertising (JOURNAL)
Journal identifiersISSN: 1525-2019 • E-ISSN: 1525-2019
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/15252019.2021.2002742
OpenAlexW4200133150
LanguageEN
References cited26

This study uses visual, quantitative content analysis to examine whether there is a significant difference in the representation of veiled versus nonveiled women in branded Instagram posts. We also tested the representation of women in Western and Egyptian branded Instagram posts. We used a sample of 200 branded Instagram posts created to promote products and services. The study tested five categories based on Goffman’s and then Kang’s gender analysis models: feminine touch, ritualization of subordination, licensed withdrawal, body display, and independence. We report a significant difference in body display between veiled women in Western versus Egyptian brands’ Instagram posts, as well as between veiled and nonveiled models in Western brands’ posts. We also found that both veiled and nonveiled women in Western brands’ posts show significantly more feminine touch compared to Egyptian brands

Advertising · Art · Business · Linguistics · Political science · Significant difference · Sociology · Western literature · Consumer Behavior in Brand Consumption and Identification · Gender, Feminism, and Media · Mathematics · Media, Gender, and Advertising · Psychology

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