Deconstructing the Impact of Social Media on Gender Stereotype Reinforcement and Disruption: A Quantitative Analysis in the Digital Landscape of Vietnam's Emerging Market

Abstract

This study investigates the dual impact of social media on gender stereotype reinforcement and disruption in Vietnam's digital landscape. Addressing gaps in existing literature, we examine the complex interplay between social media usage, digital literacy, exposure to diverse content, and algorithm awareness in shaping gender perceptions. Employing a quantitative approach, we utilize Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data collected from 400 Vietnamese social media users through an online survey. Our findings reveal that while social media usage intensity is positively associated with both gender stereotype reinforcement and disruption, digital literacy and exposure to diverse content significantly moderate these relationships. Moreover, algorithm awareness emerges as a crucial factor in mediating the impact of social media on gender stereotypes. This study contributes to the theoretical discourse on technology's role in social change by providing empirical evidence from an emerging market context. It also offers practical insights for policymakers and digital platforms in fostering gender-inclusive online environments. By quantitatively assessing the multifaceted influence of social media on gender stereotypes in Vietnam, this research provides a nuanced understanding of digital media's societal impact in rapidly digitalizing markets.