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This paper explores the gender discourses that influence ways women create digital representations. Framed by post-structural feminism, I explore ways gendered power relations influence the decision making of 9 women from Canada. As part of a larger study, I use feminist discourse analysis to analyze data from initial open-ended qualitative interviews. Findings discuss ways women negotiate discourses of beauty, heteronormativity, and professionalism when creating digital representations on Facebook. The participants balanced representing what they felt was an accurate depiction of their lives with their perception of social acceptance and audience reception. I argue that understanding these acts of strategic self-representations may uncover ways female gender identities are discursively marginalized in digital spaces.

Strategic femininity on Facebook: women’s experiences negotiating gendered discourses on social media