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Maximova O.B. [Gender differences online: communication practices and representation strategies in social networks] World of Science. Series: Sociology, Philology, Cultural Studies, 2020, Vol. 11, No. 3. Available at: https://sfk-mn.ru/PDF/27SCSK320.pdf (in Russian).

Gender differences online: communication practices and representation strategies in social networks

Maximova Olga Borisovna
Peoples’ friendship university of Russia, Moscow, Russia
E-mail: maximova-ob@rudn.ru

Abstract. The paper is aimed at studying gender differences in communication practices, self-portrayal and representation strategies in social networks. The author presents the results of a content analysis of Facebook postings within a viral flash mob “The Island of the ‘90’s” devoted to a controversial period of Russia’s modern history. The author offers the rationale for their attribution to an online segment of political communication. A discourse analysis based on the socio-cognitive approach helps to identify a three-level structure of the flash mob. Each level is characterized by different extent of its involvement into the political context: private memories, political discussions of the 1990s, attitudes to the flash mob. A comparative analysis of male and female participation in the flash mob reveals gender asymmetry both in the flash mob discourse structure and at its structural levels. No significant research evidence indicating gender differences disappearance, traditional gender-role stereotypes weakening was obtained. The results lead to the conclusion that women are more flexible in their representation strategies and women’s participation in the discourse has less degree of political involvement.

Keywords: gender roles; gender differences; communicative strategies; social media; self-representation; political communication; content analysis; cognitive discourse analysis; viral flash mob

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