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Luxury Fashion Brands and Consumers: Women are more sexualized by consumers than brands on Instagram

Authors

DOI:

https://doi.org/10.51698/tripodos.2021.50p17-35

Keywords:

luxury brands, women, objectification, sexism stereotypes, Instagram

Abstract

This study examines how luxury fashion brands and luxury fashion brand hashtags that consumers use in their posts portray women on Instagram. The study was framed by sexual objectification theory (physical presentation, body display, sexually suggestive poses, and feminine touch) and sexism stereotypes (women in traditional roles such as dependent, caretaker, decorative and sexual object). This study examines 700 Instagram posts, 350 from top luxury fashion brands, and 350 from consumers. Young and skinny women’s images dominate Instagram posts created by luxury fashion brands, while consumers are older and fit. Unexpected results show that luxury fashion brands feature women less sexually desirable, with less sexually suggestive poses and fewer sexist stereotypes than consumers.

Author Biography

Tao (Tony) Deng, Assistant Professor

Tao (Tony) Deng is an Assistant Professor at DePaul University (the US). He has a MA in communication from Marquette University in the US, and an MSSc in media management from Hong Kong Baptist University. He earned his PhD in information and media at Michigan State University specialized in advertising.

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Published

2021-07-01 — Updated on 2021-07-08

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How to Cite

Mensa, M., & Deng, T. (Tony). (2021). Luxury Fashion Brands and Consumers: Women are more sexualized by consumers than brands on Instagram. Tripodos, (50), 17-35. https://doi.org/10.51698/tripodos.2021.50p17-35 (Original work published July 1, 2021)

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