The diploma thesis focuses on the self-representation of the body and appearance of female and male individuals on social networks, more specifically on Instagram. I am particularly interested in the strategies of self-objectification used in posted images and gender differences. The theoretical part presents, on the basis of existing literature, theoretical frameworks for understanding gender and body in Western modern society, gaze, objectification and representation of the female and male body, as well as self-representation on social networks and self-objectification. In the empirical part, I try to find the answer to the question of the scope of showing selected elements of objectification in the posted self-images on Instagram and to compare the percentages according to gender. The elements of objectification observed in the analysis have been determined on the basis of the theoretical starting points of the theory of objectification (Fredrickson & Roberts) and Goffman's formulations for decoding photographic images in the media. I also want to find out what strategies of self-objectification in a broader sense are used by women and men in self-representation of body and appearance on Instagram and the similarities and differences in their use according to gender. I try to find the answer to this question with semiotic analysis and on the basis of theoretical starting points on the topic of (self)objectification, presented in the diploma thesis. In conclusion, I present the findings of analysis of the selected images published on the platform Instagram and sum them up with the theoretical starting points.
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