#sexualised

To create a commodified and celebrified version of oneself on Instagram typically requires an individual to conform to aesthetic templates that are endorsed by microcelebrity culture (Mavroudis 2020). For female influencers, this refers to the act of adhering to aesthetic templates that define what is considered attractive, sexy and feminine and is thus fundamental in gaining mainstream attention (Drenten et al. 2019). For male influencers, the expectation is that they will contribute to, and engage with, aesthetic templates that assert masculine ideals such as athleticism, strength and dominance (Mavroudis 2020).

Western culture and social media have become saturated with sexual imagery (Ward 2009, pg.3). In conjunction with the proliferation of digital technologies and its accompanying social media platforms, western culture has mainstreamed the pornification of mainstream culture and its ‘porn chic’ aesthetic (Drenten et al. 2018, pg. 41). Pornification refers to the increasing normalisation of displaying one's sexuality and projecting explicit sexual themes in popular culture in a way that reflects the aesthetics of commercial pornography (cited in Mavroudis 2020). Additionally, porn chic refers to “a style that reflects the mainstreaming of the aesthetics of commercial pornography within western societies” (cited in Drenten, Gurrieri and Tyler 2019, pg. 42).

Figure 2. @oabramovich [image] Source; Sociologylens 2019.

To adhere to these aesthetic templates female users are exerting aesthetic labour through the conscious and purposeful posing of their bodies, as well as the editing of their physical appearance - through both online photo-editing tools and/or plastic surgery - to present a hyper-sexualised version of oneself according to the relevant porn chic branded ideals through performing acts of sexualised labour (Mavroudis 2020). Sexualised labour refers to a form of work that "becomes associated with sexuality, sexual desire and sexual pleasure" (cited in Drenten et al. 2018, pg. 43). Further, The adoption of these porn chic ideals as an aesthetic template for "self-expression and lifestyle choice has come to be known as raunch culture" (Ward 2009, pg.4). Drenten et al. (2019) found "a continuum of pornified self-representations... [by female] social media influencers on Instagram. This ranged from “softer” references – where influencers pose to highlight sexualised body parts and employ “porn chic” gestures such as gently pulling their hair, touching their parted lips and squatting with legs spread to the camera – to images that were hard to differentiate from mainstream commercial pornography" (Drenten et al. 2019). 

These endorsed ideals and aesthetic templates can be unhealthy for users and can indulge fame labour seeking behaviours. Fame labour refers to "the work of managing dissonance between online brands and offline brands" and can result in users striving to emulate aesthetic templates promoted by celebrities and influencers (Mavroudis 2020). In 2017, statistics released by the American Academy of Facial Plastic and Reconstructive Surgery denunciated that 42% of surgeons are reporting that their patients are actively seeking aesthetic surgeries to improve their appearance for the purpose of appeasing social media ideals (Dorfman et al. 2018). Ultimately, the cultures that underpin Instagram and similar platforms allow for the idealisation and romanticisation of certain aesthetics and ideals that objectify and degrade women.

Figure 3. Music Video Plastic Surgery GIF. Source; Giphy c. 2020.

References:

'@oabramovich' [image], in Sociologylens 2019, Sexed up online: Instagram influencers, harassment, and the changing nature of work, Sociologylens, viewed the 11th of May 2020, <https://www.sociologylens.net/topics/communication-and-media/sex-online-instagram-influencers-work/25039>

'Candice Swanepoel Instagram GIF' [GIF], in Giphy c. 2020, Instagram, Giphy, viewed the 11th of May 2020, <https://giphy.com/gifs/fashion-show-washington-jsQFWmfr405KE>

Dorfman, R, Vaca, E, Mahmood, E, Fine, N, Schierle, C 2018, ‘Plastic Surgery-Related Hashtag Utilization on Instagram: Implications for Education and Marketing’, Aesthetic Surgery Journal, vol. 38, no. 3, pp. 332–338

Drenten, J, Gurrieri, L, Tyler, M 2018, 'Sexualized labour in digital culture: Instagram influencers, porn chic and the monetization of attention', Gender, Work & Organization, January 2020, vol. 27, no. 1, pp. 41-66

Drenten, J, Gurrieri, L, Tyler, M 2019, 'How highly sexualised imagery is shaping ‘influence’ on Instagram – and harassment is rife', Mumbrella, 8th of May, viewed the 11th of May 2020, <https://mumbrella.com.au/how-highly-sexualised-imagery-is-shaping-influence-on-instagram-and-harassment-is-rife-578396>

Léa, C, Malek, P, Runnvall, L 2018, 'Influencers impact on decision- making among generation Y and Z Swedish females when purchasing fast fashion.', Jönköping University: Bachelor’s Degree Project in Business Administration, 21st of May, viewed the 11th of May 2020, <https://pdfs.semanticscholar.org/f5fa/d75c4891a71b6c9f3781f75a13f4666ff846.pdf.>

Lee, B, Lee, JA,  Moon, JH, Sung, Y 2015, 'Pictures Speak Louder than Words: Motivations for Using Instagram', Cyberpsychology, behavior and social networking, September 2015, vol. 18, no. 9, pp. 552-6

Mavroudis, J 2020, ‘Lecture 8. Digital Health and Cosmetic Surgery on Visual Social Media', Learning materials via Canvas, Swinburne University of Technology, 6th of May, viewed the 11th of May 2020

'Music Video Plastic Surgery GIF' [GIF], in Giphy c. 2020, plastic surgery, Giphy, viewed the 11th of May 2020, <https://giphy.com/gifs/music-video-beyonce-visual-album-4n4jt9OPcNMyI>

Senft, T 2008, Camgirls: Celebrity and Community in the Age of Social Networks, DigitalFormations, New York: Peter Lang

Toffoletti, K, Thorpe, H 2018, 'The athletic labour of femininity: The branding and consumption of global celebrity sportswomen on Instagram', Journal of Consumer Culture, May, vol. 18, no. 2, pp. 298-316