Gendered Instagram representations in the aviation industry

Air transport and tourism are interdependent systems wherein idealized gender performances shaped by organizational cultures particular commercial interests that have implications for gendered representations. Organizations use social media spaces to influence public perceptions, yet in doing so they may (re)construct hegemonic notions pertaining images of masculinity femininity. This paper utilizes a feminist poststructuralist approach deconstruct normative assumptions exist within the aviation sector’s Instagram. Netnography is used uncover dominant discourses, as well complex representations represented airlines on Findings reveal despite minority defy stereotypes, consistently construct distribute playful imagery objectifies female staff hyper-feminizes cabin space. In uncovering how airline portray employees ways, this contributes achievement SDG 5 i.e. equality tourism. The recommends industry incorporates more diverse across all occupational roles challenge stereotypes become part everyday.