#WomenInSTEM: exploring self-presentation of identity on Instagram

Despite prior research on portrayals of women in STEM in traditional media, fewer studies have considered portrayals on social media. This content analysis of Instagram posts (N = 300) examined how individuals using the hashtag #WomenInSTEM presented their gender identity, STEM identity, and other social identities through digital self-portraits, selfies, and associated text. Results showed that those associating with this hashtag community primarily presented: 1) counter-gender-stereotyped portrayals, but occasionally reflected gender stereotypes in subtle ways; 2) STEM identity portrayals, mostly focused on self-recognition; and 3) self-promotional and lifestyle portrayals. Findings advance understanding of identity presentation and negotiation for individuals associating with the hashtag #WomenInSTEM through portrayals presented on Instagram. Implications for the use of social media to promote equity in STEM through outreach programs that feature women STEM role models are discussed.