Women’s representation on Instagram: fashion influencers from GCC and non-GCC countries

Abstract

Purpose: This study examines the portrayal of body image, sexual objectification, and stereotypes in top fashion social media influencers from Gulf Cooperation Council (GCC) and non-GCC countries on Instagram. Design/methodology/approach: A quantitative content analysis was conducted on 550 Instagram posts from leading fashion influencers. Findings: GCC influencers predominantly wore modest attire (81.3 % non-revealing dresses), with 50 % wearing hijab/niqab/shaila. Despite limited body revelation, they expressed sexuality through feminine touches (43 %, highest in Oman) and suggestive poses (20.3 %, highest in Kuwait). Non-GCC influencers showed higher body revelation, with slightly revealing (48.4 % in Iraq) or moderately revealing dresses (10.4 % in Libya/Iran). Provocative attire was common (23.2 %, especially in Iran), along with long hair (66.8 %). The decorative object stereotype dominated in both regions (GCC: 87 %; non-GCC: 94 %). Caretaker (GCC: 9.3 %; non-GCC: 4.4 %) and dependent stereotypes (GCC: 3 %; non-GCC: 1.6 %) were less prevalent. Practical implications: This study provides insights for brands and policymakers on cultural nuances in self-presentation across Middle Eastern regions. Highlights how modest attire coexists with subtle sexual expression, informing culturally sensitive marketing strategies. Social implications reveals persistent cross-cultural reinforcement of the “decorative object” trope in fashion influencing, potentially perpetuating reductive femininity standards despite regional differences in modesty practices. Originality/value: This study is the first comparative analysis of objectification and stereotypes among GCC versus non-GCC fashion influencers, quantitatively documenting how cultural modesty norms interact with sexualized presentation in social media.