GENDER SUBVERSIONS OF NON-BINARY INFLUENCERS ON INSTAGRAM

Abstract

Social media is an important factor in the (de)construction of gender identities, the perpetuation of gender stereotypes, but also the representation of transgender and non-binary identities (Blanco-Ruiz & Sainz de Baranda, 2018). Non-binary is an umbrella term for dynamic and flexible gender identities and experiences. Recently, there has been an increasing number of influencers on Instagram who declare themselves as non-binary persons. The focus of the analysis is on the communication of chosen non-binary influencers on Instagram, how their use of language, styles, information structures, tones, and contexts reflect implicit or explicit ideologies, beliefs, and values regarding gender. The research findings indicate that the analyzed non-binary influencers subvert binary gender stereotypes and demonstrate an awareness of the conceptualization of the binary nature of language and context (photographs and video materials), as well as the possible interpretations of these discourses for social relationships and the improvement of the position of this subordinated group in discourse and, consequently, in social reality.