Análisis comunicacional de la construcción de las relaciones no igualitarias en las redes sociales. Caso #sugardaddy en TikTok

• Suárez-Álvarez, Rebeca ^[1]
  1. [1] Universidad Rey Juan Carlos

     Universidad Rey Juan Carlos

     Madrid, España

     
• Localización: Historia y comunicación social, ISSN 1137-0734, Vol. 27, Nº 2, 2022 (Ejemplar dedicado a: Monográfico: Comunicación y Movimientos Feministas), págs. 401-413
• Idioma: español
• DOI: 10.5209/hics.84389
• Títulos paralelos:
  • Communicational analysis about building of unequal relationships on social networks. Case #sugardaddy in TikTok
• Enlaces
  • Texto completo
• Resumen
  • español

    El sistema sociocultural y comunicacional actual, en muchos casos, implica el menosprecio del papel de la mujer. Esta investigación ahonda en dichas manifestaciones viralizadas en las redes sociales e invita preguntarse si en ellas se fomenta la persistencia de estereotipos de género tradicionales. Se aplica la metodología de análisis de contenido a 130 vídeos etiquetados con el hashtag #sugardaddy en TikTok. Se confirma la visión androcéntrica y la interseccionalidad del género y la edad a través de un neoliberalismo sexual que convierte a chicos/as en objetos de consumo. Se detecta la apropiación de los estereotipos y roles femeninos en los tiktokers masculinos. El análisis de los rasgos discursivos revela la aseveración de la estereotipia y el carácter transaccional de las relaciones.

  • English

    The current socio-cultural and communicational system, in many cases, implies the undervaluing of the role of women. This research delves into these viral manifestations on social networks and invites us to ask whether they encourage the persistence of traditional gender stereotypes. The content analysis methodology is applied to 130 videos tagged with the hashtag #sugardaddy on TikTok. The androcentric vision and the intersectionality of gender and age are confirmed through a sexual neoliberalism in which boys/girls become objects of consumption. Female stereotypes and roles´ appropriation is detected in male tiktokers. The analysis of discursive features exposes stereotyping assertion and the transactional nature of relationships.

• Referencias bibliográficas
  • Akdevelioglu, D., & Venkatesh, A. (2022). “Consumer Ties and Social Media Consumer Culture in Social Media Networks”. En: Hanlon, A. y...
  • Allen, K. R. (2022). “Feminist theory, method, and praxis: Toward a critical consciousness for family and close relationship scholars”. Journal...
  • Al-Salamy, R. Z. I. (2021). “The gender implications of Facebook pages and their role in prioritizing women issues.” AL-Bahith AL-A’alami,...
  • Alsulami, A., & Shao, J. (2022). “Extracting Attributes for Twitter Hashtag Communities.” International Journal of Humanities and Social...
  • Alvarez-Cueva, P. (2022). “Music to Face the Lockdown: An Analysis of Covid-19 Music Narratives on Individual and Social Well-Being.” Social...
  • Alvermann, D., Wynne, E., y Wright, W. (2021). “Tales from TikTok: Gender and Cultural Intersectionalities”. En: ByBarbara J. Guzzetti (eds):...
  • Alves, I. G. (2019). “Sexual neoliberalism: the myth and seduction of freedom in formally egalitarian societies.” Estudos Feministas, 27(2),...
  • Asselin, C. (2022). “TikTok: cifras y estadísticas clave en España, Latam y el mundo 2022”. https://blog.digimind.com/es/agencias/tiktok-cifras-y-estadisticas-2020#demomonde
  • Aziz, J. (2017). “Social media and body issues in young adults: an empirical study on the influence of Instagram use on body image and fatphobia...
  • Baños-González, M., Canorea Tiralas, H., y Rajas Fernández, M. (2020). “The broadcast of the music video on YouTube. Analysis of the viral...
  • Basmechi, F., Barnes, D., & Heydari, M. (2022). Hashtag activism: tactical maneuvering in an online anti-mandatory hijab movement. Sociological...
  • Boffone, T. (Ed.). (2022). TikTok Cultures in the United States. London: Routledge.
  • Bonavitta, P., De Garay Hernández, J., y Camacho Becerra, J. E, (2015). “Mujeres, feminismos y redes sociales: acceso, censura y potencialización.”...
  • Bourdieu, P. (2001). Masculine domination. California: Stanford University Press.
  • Burns, L. y Hawkins, S. (2019). The Bloomsbury Handbook of Popular Music Video Analysis. Bloomsbury Publishing USA.
  • Butler, J. (2009). “Performativity, Precarity and Sexual Politics.” AIBR. Revista de Antropología Iberoamericana, 4(3), pp. i-xiii. https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.1080.6833&rep=rep1&type=pdf
  • Butler, J. (2010). Performative agency. Journal of cultural economy, 3(2), 147-161. https://doi.org/10.1080/17530350.2010.494117
  • Caldeira, S., De Ridder, S. y Van Bauwel, S. (2018). “Exploring the politics of gender representation on Instagram: Self-representations of...
  • Caldeira, S., De Ridder, S. y Van Bauwel, S. (2020). “Between the mundane and the political: Women’s self-representations on Instagram.” Social...
  • Carrera, P., Blanco-Ruiz, M. y Sainz-de-Baranda Andújar, C. (2020). “Consumo mediático entre adolescentes. Nuevos medios y viejos relatos...
  • Datareportal.com. (2022). Digital 2022 Global Overview Report. https://datareportal.com/reports/digital-2022-global-overview-report
  • de la Garza, M. S. (2018). “Culture jamming against othering in pop music: Video remixes with cultural efficacy.” Fòrum de Recerca, 23, 129-141....
  • De Miguel, A. (2015). Neoliberalismo sexual: El mito de la libre elección. Madrid: Ediciones Cátedra.
  • De Piero, J. L. y Narvaja, M. E. (2018). “Representaciones de género en comentarios digitales en dos Fan Page de Facebook.” Revista Latinoamericana...
  • Dueñas, D., Pontón, P., Belzunegui, Á. y Pastor, I. (2016). “Expresiones discriminatorias, jóvenes y redes sociales: la influencia del género.”...
  • Eagly, A. H. (1987). “Reporting sex differences.” American Psychologist, 42(7), 756–757. https://doi.org/10.1037/0003-066X.42.7.755
  • Eisend, M. (2019). “Gender roles.” Journal of Advertising, 48(1), 72-80. https://doi.org/10.1080/00913367.2019.1566103
  • Flores Treviño, M. E. y Catalina Alemán, E. (2020). “Construcción de la imagen femenina y sexismo en comentarios de Facebook.” Refracción:...
  • Flores Treviño, M. E. y Hernández Maldonado, J. (2019). “Violence, objectification and discursive sexism in Mexican band songs. A sociopragmatic...
  • Flynn, M. A., Craig, C. M., Anderson, C. N. y Holody, K. J. (2016). “Objectification in popular music lyrics: An examination of gender and...
  • Hamplová, D., Klímová Chaloupková, J. y Topinková, R. (2019). “More money, less housework? Relative resources and housework in the Czech Republic.”...
  • Hentschel, T., Heilman, M. E., y Peus, C. V. (2019). “The multiple dimensions of gender stereotypes: A current look at men’s and women’s characterizations...
  • Hooks, B. (2017). Feminism is for everyone: passionate politics. London: Routledge Chapman Hall.
  • Hormigos-Ruiz, J., Gómez-Escarda, M. y Perelló-Oliver, S. (2018). “Música y violencia de género en España. Estudio comparado por estilos musicales.”...
  • Huxley, K. (2020). Content analysis, quantitative. SAGE Publications Limited.
  • Jairath, J. y Daima, R. (2021). “Role of Pop Culture in Popularizing Gender-Bending Fashion and Ideals of Beauty and Makeup.” International...
  • Jirsa, T. y Korsgaard, M. (2019). “The music video in transformation: Notes on a hybrid audiovisual configuration.” Music, Sound, and the...
  • Kachel, S., Steffens, M. C. y Niedlich, C. (2016). “Traditional masculinity and femininity: Validation of a new scale assessing gender roles.”...
  • Kaye, D. B. V., Zeng, J., & Wikstrom, P. (2022). TikTok: Creativity and culture in short video. New Jersey: John Wiley & Sons.
  • Klug, D. (2020). “”It took me almost 30 minutes to practice this”. Performance and Production Practices in Dance Challenge Videos on TikTok.”...
  • Koenig, A. M. (2018). “Comparing prescriptive and descriptive gender stereotypes about children, adults, and the elderly.” Frontiers in psychology,...
  • Lobo, J., Dimalanta, G., Bautista, C., Buan, E., & Al De Dios, D. (2022). “Tiktok Consumption and Level of Class Engagement of Performing...
  • Malighetti, C., Sciara, S., Chirico, A. y Riva, G. (2020). “Emotional Expression of# body on Instagram.” Social Media+ Society, 6(2),...
  • Mayring, P. (2021). Qualitative content analysis: a step-by-step guide. Sage.
  • Merma Molina, G., Gavilán Martín, D., Molina, D. y Urrea Solano, M. E. (2021). “El impacto de los roles de género en las actitudes sexistas...
  • Murray, D. C. (2015). “Notes to self: the visual culture of selfies in the age of social media.” Consumption Markets & Culture, 18(6),...
  • Núñez Puente, S., D’Antonio Maceiras, S. y Fernández, Romero, D. (2021). “Twitter activism and ethical witnessing: Possibilities and challenges...
  • Núñez Puente, S., Fernández Romero, D. y Farné, A. (2018). “Comunicación, violencia de género y prácticas de resistencia: narrativas innovadoras...
  • Oberst, U., Chamarro, A. y Renau, V. (2016). “Gender stereotypes 2.0: Self-representations of adolescents on Facebook.” Comunicar. 24(2),...
  • Pelić, B. (2022). Is Music the Barometer of Society? Exploring How Music Mirrored Society from the Ancient World, China to Central Europe...
  • Pereira Caldeira, A. S. (2021). “It’s Not Just Instagram Models”: Exploring the Gendered Political Potential of Young Women’s Instagram Use.”...
  • Peterson-Salahuddin, C. (2022). Posting Back: Exploring Platformed Black Feminist Communities on Twitter and Instagram. Social Media+...
  • Rauschnabel, P. A., Sheldon, P. y Herzfeldt, E. (2019). “What motivates users to hashtag on social media?.” Psychology & Marketing, 36(5),...
  • Recio, R. P. (2022). “Blurred lines: Technologies of heterosexual coercion in “sugar dating.” Feminism & Psychology, 32(1), 44–61. https://doi.org/10.1177/09593535211030749
  • Rettberg, J. W. (2017). “Self-representation in social media”. En: Burgess, J., Marwick, A., Poell, T. (Eds.), SAGE handbook of social media...
  • Rice, C., Jiménez, K., Pendleton Harrison, E., Robinson, M., Rinaldi, L., y Andrew, J. (2020). “Bodies at the intersections: Refiguring intersectionality...
  • Roberts, S. R., Maheux, A. J., Hunt, R. A., Ladd, B. A., & Choukas-Bradley, S. (2022). “Incorporating social media and muscular ideal...
  • Rodgers, R. F., & Rousseau, A. (2022). “Social media and body image: Modulating effects of social identities and user characteristics”....
  • Schultermandl, S. (2022). “Quick Media Feminisms and the Affective Worldmaking of Hashtag Activism”. En: Schultermandl, S., Aresin, J., Si,...
  • Scull, M. T. (2022). “Sugaring as a deviant career: Modes of entering sugar relationships and social stigmas”. Deviant Behavior, 1-23. https://doi.org/10.1080/01639625.2022.2061391
  • Secul Giusti, C. E. (2020). “Una canción de tiempo detenido: El recuerdo de Isolation de John Lennon.” Austral Comunicación, 9(2), 325-347....
  • Sensor Tower (2020). “TikTok Crosses 2 Billion Downloads After Best Quarter For Any App Ever”. https://sensortower.com/blog/tiktok-downloads-2-billion
  • Singh N, Divya y Guruprasad, Dr. N. (2019). “Impact of Social Media on Youth”. En: Proceedings of the Second International Conference on Emerging...
  • Stahl, C. C., & Literat, I. (2022). “# GenZ on TikTok: the collective online self-Portrait of the social media generation”. Journal of...
  • Statista (2022a). Most popular social networks worldwide as of January 2022, ranked by number of monthly active users. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
  • Statista (2022b). Distribución porcentual de los usuarios de TikTok en España en 2021, por edad. https://es.statista.com/estadisticas/1178532/distribucion-porcentual-por-edad-de-los-usuarios-de-tittok-en-espana/
  • Stibbard, N. K. (2022). “Ripe for Consumption: Separating Women from Autonomy” (2022). Communication Senior Capstones. 22. https://digitalcommons.humboldt.edu/senior_comm/22
  • Suárez-Álvarez, R. y García-Jiménez, A, (2021). “Centennials on TikTok: type of video. Analysis and comparative Spain-Great Britain by gender,...
  • Suárez-Álvarez, R., García-Jiménez, A. y Montes-Vozmediano, M. (2021). “Adolescents on YouTube: gender differences regarding the videos they...
  • The Social Media Family (2022). “VIII Estudio sobre los usuarios de Facebook, Twitter, Instagram, LinkedIn, Tik Tok y WhatsApp en España.”...
  • Torrecillas-Lacave, T., Vázquez-Barrio, T. y Suárez-Álvarez, R. (2022). “Experiencias de ciberacoso en adolescentes y sus efectos en el uso...
  • Torres Lazcano, L. E. (2016). “La Música como un Medio Alternativo de Comunicación Ligado a la Revolución y la Reconfiguración Social.” Tesis...
  • Upadhyay, S. (2021). “Sugaring: Understanding the world of sugar daddies and sugar babies”. The Journal of Sex Research, 58(6), 775-784. https://doi.org/10.1080/00224499.2020.1867700
  • Vizcaíno-Verdú, A., & Aguaded, I. (2022). “#ThisIsMeChallenge and Music for Empowerment of Marginalized Groups on TikTok”. Media and Communication,...
  • Ward, L. M. y Grower, P. (2020). “Media and the development of gender role stereotypes.” Annual Review of Developmental Psychology, 2, 177-199....
  • Whittaker, J., & Potter, E. (2022). Bodies, Noise and Power in Industrial Music (Pop Music, Culture and Identity). London: Palgrave Macmillan.
  • Wigley, E., & Dornelles, V. R. (2022). “Blue is for boys: postfeminist continuations of gender, body and hue in UK magazines, 2009–2018.”...
  • Wynne, E., Wright, W. y Alvermann, D. (2021). “Creating Gaps in Understanding: How Gen Z Disrupts Gender Norms on TikTok.” The International...
  • Ye, Z., Hashim, N. H., Baghirov, F. y Murphy, J. (2018). “Gender differences in Instagram hashtag use.” Journal of Hospitality Marketing &...