Construction of femininity in the social media discourse (case study of Instagram)

The article deals with the reproduction of sociocultural ideas about femininity in the context of Instagram social network. The study is based on the Erving Goffman’s conception of social dramaturgy, which is adapted to the conditions of communicative environment of the Internet. Scientific relevance of the research is determined by the increasing role of the social media in the life of a modern woman. The research results are based on the empirical data obtained during a series of depth interviews and discourse analysis of Instagram content.