Abstract:  The social media landscape is replete with images of animals that users share, repost, and like. The various nonhuman species that have become a part of the social media ecosystem are no longer merely models for different content formats but have their own accounts and become influencers almost like humans. Instagram’s gender-related politics do not regulate images of animals; one can hypothesize that pet accounts could serve as spaces, tools, and sources of creative content for gender representations free from stereotypes or undermining gender norms. This article aims to answer two main research questions: In what sets of actions is gendered human–animal identity performed in pet accounts? What curating strategies and platform tools are selected by owners to perform gender in pet accounts, within the limits of the platform affordances? To answer these questions, the article addresses three theoretical fields: (a) human–animal relationships, (b) the representation and performing of identity, and (c) the politics and affordances of digital platforms. Based on previous research in these fields, the authors suggest an analytical approach comprising account architecture (content of the header, saved/pinned stories, and relationships with other pet accounts) and account content (format in which content is created and presented). The empirical part is based on the analysis of six regularly updated accounts run on behalf of pets that were active at least three months prior to the beginning of the research.

Keywords:  platform affordances; gender; human–animal relationships; identity; Instagram; pet accounts; representation; social media

Published:   6 March 2025

Issue:   Vol 13 (2025): Gendered Cultures in Platform Economies: Entertainment, Expertise, and Online Selfhood