Análisis Crítico del Discurso sobre feminismo en Instagram y su relación con el neoliberalismo a través de cuentas influencers en contexto español (2018-2022)

Abstract

This research analyzes the discourse of feminist influencer accounts on Instagram in Spain between 2018 and 2022 to extract ideological matrices and clarify their relationship with neoliberalism. To achieve this, a methodology based on the tools provided by Critical Discourse Analysis is employed. The results conclude that these accounts incorporate neoliberal logics into their discourse in a hybrid manner; they promote diversity and inclusion, but also perpetuate individualistic and consumption-oriented aspects typical of neoliberalism, which undermine the effective liberation of women. Among the most relevant logics are female empowerment through consumption and entrepreneurship, the legitimation of large corporations as agents of social change, and the legitimation and re-signification of various traditionally patriarchal patterns as elements of empowerment and liberation.

Date of Award	18 Oct 2024
Original language	Spanish
Supervisor	Xavier Giro Marti (Director), Sonia Herrera Sánchez (Director) & Jaime Soriano Clemente (Director)