Análisis de discurso de redes sociales sobre estereotipos de género creados en torno a la niñez y su apariencia. Estudio de caso: @worldofayla

Abstract

Social networks have the power to control and massively disseminate discourses that give people a gender identity through the differentiation of one body from another according to the influence of the society to which they belong. That is why this academic article performs a discourse analysis of social networks on gender stereotypes created around childhood and their appearance, through categories such as gender and body, social networks and Instagram that state how they are configured and build gender roles in society. In addition, use is made of the discourse analysis research method that studies the text in its context from the contributions of Van Dijk (2000), which allows explaining the discourse of comments on Instagram from a sociocultural perspective. Being research with a qualitative approach, a registration, analysis and interpretation matrix is used as a technique, which gives way to the creation of categories for data analysis. The findings of this research allow us to understand how in a virtual space such as social networks, specifically Instagram, there are still adult discourses that stereotype the clothing and appearance of children. However, it was possible to determine that these comments vary according to the culture or place of origin, as is the case of the conception of gender in British culture, which has a more open and liberal idea, contrary to Hispanic culture, which shows an idea of genre much more conservative and stricter.