بازتولید کلیشه‌های جنسیتی در محتوای روانشناسی زرد اینستاگرام: یک تحلیل مضمون

فاطمه   علی احمدی; ‌شادی ضابط; ماریه  دهقان منشادی

Authors

Fateme Aliahmadi Department of Media Management, Ya. C., Islamic Azad University, Yazd, Iran. Author https://orcid.org/0000-0002-1872-2509
Shadi Zabet Department of Communication Sciences, Ya. C., Islamic Azad University, Yazd, Iran. Corresponding author https://orcid.org/0000-0002-9531-4648
Marieh Dehghan Manshadi Department of Psychology and counseling, Ya.C., Islamic Azad University, Yazd, Iran. Author https://orcid.org/0000-0003-4598-5096

Keywords:

Gender stereotypes, yellow psychology, Instagram, content analysis, media representation, gender studies

Abstract

This study aimed to critically examine the mechanisms through which gender stereotypes are reproduced in Persian-language pop psychology content on Instagram. This qualitative study employed reflexive thematic analysis based on Braun and Clarke’s framework. The population consisted of Persian-language Instagram pages focused on pop psychology. Using purposive sampling, three pages with over 120,000 followers were selected. Data included more than 100 posts and captions collected over a six-month period and analyzed using MAXQDA 2020. The analytical process followed six phases: familiarization, initial coding, theme generation, review, definition, and reporting. Trustworthiness was ensured through peer debriefing, triangulation, thick description, and inter-coder reliability assessment, yielding a Cohen’s kappa coefficient of 0.85. The findings revealed that Instagram pop psychology content systematically reproduces gender stereotypes. Four major themes emerged: naturalization of men’s economic roles, reinforcement of gendered personality dualities, emphasis on women’s biological and normative constraints, and legitimization of gendered division of labor. These patterns operate through mechanisms such as normalization, norm-setting, and media framing, ultimately reinforcing gender inequalities. The results indicate that pop psychology content on Instagram actively contributes to the persistence and reinforcement of gender stereotypes. This highlights the need for media literacy interventions, critical awareness, and policy measures to counter stereotypical representations.

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