Informal Learning with a Gender Perspective Transmitted by Influencers through Content on YouTube and Instagram in Spain

Abstract

The struggle for gender equality is based on identifying, understanding, and eradicating the causes of inequality. Digital media are and have always been governed by men and, as a consequence, have become another instrument of patriarchy. This article analyses the content created on YouTube and Instagram by four of the most popular influencers in Spain in order to examine the presence of stereotypes and gender roles, the use of sexist or inclusive language, and the influencers’ level of social engagement on issues related to gender equality. A content analysis approach using ATLAS.ti 8 software was chosen, as this method provides information about the sender of the message as the well the message itself and its impact. The findings of the analysis show that influencers transmit sexist roles and stereotypes, use non-inclusive language, and exhibit no social engagement on questions of gender inequality. The study concludes by highlighting the importance of cyberfeminism as a way of promoting gender equality online.