REPRESENTATIONS OF MASCULINITY ON SOCIAL MEDIA: HEGEMONIC AND HYBRID MASCULINITIES IN INSTAGRAM INFLUENCERS’ POST
Öz
This study examines the codes of masculinity represented in the visual posts of male Instagram influencers in Turkiye and explores how these representations are situated within the frameworks of hegemonic, hybrid and global consumer masculinity. It also discusses whether these representations reproduce hegemonic masculinity or signal a transformation. The study is based on a content analysis of 180 Instagram posts related to fashion, lifestyle and personal care shared by three male influencers featured on the 2025 Turkiye Influencers List[FD1.1]. The coding scheme was developed in line with the literature. The findings indicate that representations of masculinity are not monolithic; rather, traditional, hybrid and consumption-based forms of masculinity coexist. Although global consumer masculinity appears as the dominant representation, elements such as fashion, grooming, emotional expression and aesthetic appearance partially soften the boundaries of traditional masculinity; however, these elements are often balanced by hegemonic masculinity codes such as muscular bodies, powerful gazes, status indicator and luxury consumption symbols[FD2.1]. As a result, the study shows that male influencer posts on Instagram are sustained by being reconstructed through the aesthetic and consumption-based cultural codes of hegemonic masculinity.
Anahtar Kelimeler
Hegemonic Masculinity, Hybrid Masculinity, Representations of Masculinity, Male Influencers, Instagram Influencers.
Kaynakça
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