Communicational analysis about building of unequal relationships on social networks. Case #sugardaddy in TikTok
Abstract
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.
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