Problematization of gender roles and beauty stereotypes through Instagram accounts during the pandemic in Colombia

Abstract

This paper presents qualitative research using discourse analysis and digital ethnography of content published on the Instagram accounts @lainsumisa and @feministasenconstrucción, during the first year of the pandemic in Colombia (between March 2020 and March 2021). These accounts are committed to the gender perspective and respect for women's rights. The research highlights that digital social networks enable the propagation of beauty stereotypes and gender roles and facilitate the emergence of groups, communities, and support networks of women fighting for gender equality and their rights. It's concluded that in physical and digital social scenarios there are different positions, ideas, and opinions, and the need to educate women on the path of love for themselves. The importance of this work lies in the contribution of alternative, supportive and hopeful views regarding the current roles.