The influence of social media portrayal on the self-presentation of women in the digital era

Abstract

Social media serves as a powerful force in shaping societal norms and values, often presenting idealized and unrealistic images of womanhood. This study explores how social media influences women's gender roles and identities, particularly its impact on their aspirations and self-esteem, while also providing opportunities for self-expression and empowerment. Using a phenomenological approach, the research involved focus group discussions with young women aged 18–25 living in Cagayan de Oro City, Mindanao, Philippines. The findings reveal that women respond differently to social media content based on their values, beliefs, and backgrounds. The results highlight social media's dual impact: it can both reinforce traditional gender norms and serve as a tool for self-empowerment. This complexity demonstrates the need to recognize individual differences in social media engagement and their effects on shaping gender identities. By exploring these diverse interactions, the study contributes to a deeper understanding of the multifaceted relationship between social media and gender role formation.