Social media, female driver, gender stereotype, social identity theory, Doing Gender theory
Abstract
The depiction of gender is the focus of a growing number of content analyses in the fields of both mass media and social media. This study focuses on the gender stereotypes reflected by the “female driver” label on social media and explores how women view and respond to these stereotypes and their impact on their career development. By using content analysis, this study examined and analyzed posts and comments on Xiaohongshu, a social media platform, to reveal different attitudes of social media users towards the “woman driver” label. The study found that most women hold a negative attitude towards this label, believing that it is a denial of women’s ability. And this labeling phenomenon may cause women to encounter obstacles in career choice and development. Despite data showing that female drivers are less responsible for traffic accidents, negative stereotypes about “female drivers” remain prevalent in society. This study also applies social identity theory and Doing Gender theory to explore the psychological motivation and social impact behind these stereotypes, emphasizing the importance of eliminating stereotypes to promote gender equality.
