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  AI (De)Gendered Selfies, their psychological effects and prevention


   School of Psychology and Sport Science

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  Dr M Zawisza  Applications accepted all year round  Self-Funded PhD Students Only

About the Project

Research Group

Centre for Societies and Groups

Proposed supervisory team

Dr Magdalena Zawisza

Theme

Gender stereotypes, selfies, Instagram, Stereotype Threat, Stereotype Content

Research subgroup: Applied Social Change Hub

Summary of the research project

While gender stereotypes have been recognized as harmful and banned in British advertising (Zawisza, 2019), these regulations do not apply to digital media content, such as gendered selfies on social media. Yet, every third photograph taken by 18-to-24-year-olds is a selfie (Sung, Kim, & Choi, 2018) and that Instagram selfies are more gender stereotypical than magazine adverts (Döring et al., 2016). Despite selfies’ omnipresence and ability to spread harmful gender stereotypes they are under-researched.

This PhD project will focus on young women and investigate two key novel research questions: What is the impact of gender stereotypical (GS) and non-gender stereotypical (non-GS) selfies on the perceptions of women and women’s self-perceptions? To what extent can the predicted harmful effects of exposure to GS selfies on Instagram be buffered to improve young women’s self-perceptions?

Gender-stereotypical content in other media reportedly leads to a number of negative effects particularly for women in terms of their self-perceptions: increasing anxiety, shame, depression and eating disorders (Fredrickson & Roberts, 1997; Zawisza-Riley, 2019), and impairing performance and lowering aspirations (Davies et al., 2005; Appel & Weber, 2017; Zawisza-Riley, 2019). Moreover, stereotypical content also affects how women are perceived by others (e.g. lower competence, Fiske et al., 2008). These are typically explained in terms of stereotype threat theory (Steele & Aronson, 1995) and Stereotype Content Model (Fiske et al., 2002). Previous research suggests promising ways of buffering harmful effects of gender stereotypical media content (e.g. ‘identity safety’ environments, Davies et al., 2005). However, these approaches have yet to be tested in the context of selfies and social media.

This PhD project will use quantitative methods such as (online) experiments (e.g. using Qualtrics or Gorilla) where audiences will be exposed to bogus, e.g. AI designed, (non)gendered selfies (e.g. using NightCafe Creator – AI Art Generator App). An array of dependent variables pertaining to women’s’ (self)perceptions will be measured to capture the selfies’ predicted negative effects. In the second stage of the project possible buffering interventions will be tested (e.g. identity safety environment). A possibility of running a field experiment in the digital space will also be considered.

Where you'll study

Cambridge

Funding

This project is self-funded.

Details of studentships for which funding is available are selected by a competitive process and are advertised on our jobs website as they become available.

Next steps

If you wish to be considered for this project, you will need to apply for our Psychology PhD. In the section of the application form entitled 'Outline research proposal', please quote the above title and include a research proposal.

Communication & Media Studies (7) Sociology (32)

 About the Project