Challenges to masculinity in a feminized digital space: Men as autonomous online agents on Pinterest

Abstract

Purpose

This study aims to explore the perceptions and reactions of men, who participate in a female-dominated online consumption space. It looked at the process of men, (re)negotiating their digital gendered identity on Pinterest.

Design/methodology/approach

A grounded theory-light approach was taken. Data were collected through 21 one-on-one semi-structured interviews with male Pinterest users. Subsequently, data were extensively coded and analyzed for the key themes and patterns.

Findings

Three core categories emerged, which speak to the ways men account for their practices on Pinterest as autonomous online agents. These categories were: awareness of Pinterest as a feminized digital space; limited sociality due to the solitary use of Pinterest (the exception being when collaborating with an intimate partner); and performed identities (k = 4) serving to justify the men’s activities on a female-dominated social networking site.

Research limitations/implications

The findings establish a firm theoretical basis for understanding male Pinterest users as autonomous online agents. However, reflective of this relatively small, exploratory qualitative project, the process-based interview questions did not render, particularly, long or rich narratives. Future qualitative research might endeavor to ask deeper, more open-ended questions.

Originality/value

This is an original study of men’s use of Pinterest. Research on the identity projects of men entering fields traditionally occupied by women and coded as feminine is established, there is a lack of understanding of how gender identity is (re)constructed digitally, especially on social media.

Citation

Williams, D.E., Nielsen, E.-J., Morrison, M.A. and Morrison, T.G. (2019), "Challenges to masculinity in a feminized digital space: Men as autonomous online agents on Pinterest", Qualitative Market Research, Vol. 22 No. 2, pp. 180-199. https://doi.org/10.1108/QMR-01-2017-0055