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Женские ролевые модели в российском сегменте Instagram
*Реализация соц. сети Instagram запрещена на территории России по основаниям осуществления экстремистской деятельности.
Instagram remains a female social network: women consistently top the lists of the richest and most popular bloggers, women also make up more than half of the Instagram audience. This article will analyze the accounts of Russian female Instagram bloggers with an audience of millions, their visual and textual specificity. The research focuses on 22 Russian-language women's Instagram-blogs with an audience of more than 1 million followers with a pronounced thematic component. Using methods of case study and qualitative content analysis, we will examine how female role models are created and function in the Russian segment of the Instagram social network. The first part of the article will provide an overview of the theoretical concepts of the "role model" and then, using the material of 22 blogs, we will examine and analyze individual strategies for implementing four main role models: "ideal mother", "successful businesswoman", "benchmark woman" and "daring woman".
In this article the authors will try to answer the questions: how are female role models created and implemented in Instagram-blogs? How are visual and textual components connected when creating an "inspiring" female image? What are the specifics of Russian women's Instagram-blogs with an audience of millions? How do female bloggers broadcast traditional family values in order to win and retain subscribers? Can models of alternative femininity compete with traditional images of the "model woman" and the "ideal mother"?