Women’s representation on Instagram
Fashion influencers from GCC and non-GCC countries
Bibliographic Data
| ID | 22260840 |
|---|---|
| Authors | Marta Mensa (0000-0002-8239-3674, University of North Texas), Yang Yang (0000-0002-3705-7612, University of Southern Indiana) |
| Year | 2025 |
| Volume | 4 |
| Issue | 4 |
| Pages | 629-646 |
| Publication date | 2025-11-25 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Online Media and Global Communication (JOURNAL) |
| Journal identifiers | ISSN: 2749-9049 • E-ISSN: 2749-9049 |
| Publisher | Walter de Gruyter GmbH (PUBLISHER • DE) |
| DOI | 10.1515/omgc-2025-0043 |
| OpenAlex | W7110001936 |
| Language | EN |
| References cited | 50 |
Purpose This study examines the portrayal of body image, sexual objectification, and stereotypes in top fashion social media influencers from Gulf Cooperation Council (GCC) and non-GCC countries on Instagram. Design/methodology/approach A quantitative content analysis was conducted on 550 Instagram posts from leading fashion influencers. Findings GCC influencers predominantly wore modest attire (81.3 % non-revealing dresses), with 50 % wearing hijab/niqab/shaila. Despite limited body revelation, they expressed sexuality through feminine touches (43 %, highest in Oman) and suggestive poses (20.3 %, highest in Kuwait). Non-GCC influencers showed higher body revelation, with slightly revealing (48.4 % in Iraq) or moderately revealing dresses (10.4 % in Libya/Iran). Provocative attire was common (23.2 %, especially in Iran), along with long hair (66.8 %). The decorative object stereotype dominated in both regions (GCC: 87 %; non-GCC: 94 %). Caretaker (GCC: 9.3 %; non-GCC: 4.4 %) and dependent stereotypes (GCC: 3 %; non-GCC: 1.6 %) were less prevalent. Practical implications This study provides insights for brands and policymakers on cultural nuances in self-presentation across Middle Eastern regions. Highlights how modest attire coexists with subtle sexual expression, informing culturally sensitive marketing strategies. Social implications reveals persistent cross-cultural reinforcement of the “decorative object” trope in fashion influencing, potentially perpetuating reductive femininity standards despite regional differences in modesty practices. Originality/value This study is the first comparative analysis of objectification and stereotypes among GCC versus non-GCC fashion influencers, quantitatively documenting how cultural modesty norms interact with sexualized presentation in social media
Clothing · Femininity · Human sexuality · Influencer marketing · Social media · Digital Marketing and Social Media · Gender, Feminism, and Media · Media, Gender, and Advertising
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| Highly cited | No |
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