Social Comparison and Inverted Male Gaze in Marketing: An Exploratory Study of Gay Male Instagram Users’ Reasons for Stopping and Holding the Scroll

Abstract

It is argued that images of fit muscly men on Instagram disrupt the scroll for men and gay men in particular. Six pack abs may make gay men stop and hold the scroll, as may other body features, such as muscles, facial features, hair and beard, or even an obvious bulge in tight shorts. These are some of the main reasons why gay Male Instagram Users (MIUs) stop their scroll and stay on an image. However, there are other factors (i.e. affective triggers) such as the background imagery, weather, or their own emotions and desires. Marketers may exploit this when composing messages aimed at men. Little research has been undertaken to date into “inverted” male gaze - i.e. how males look upon themselves and other males in advertising, particularly on social media. This study aims to bridge this gap and make a theoretical contribution to the study of inverted male gaze in marketing. It will focus on the use of the male body from an idealised and idolised point of view on Instagram, focussing on a sample of gay men. Adopting the lens of social comparison theory, the research objectives (ROs) are as follows: RO 1 – To investigate which aspects of male body image influence gay MIUs to stop and hold the scroll.  RO 2 – To explore if affective triggers impact the scrolling behaviour of gay MIUs. RO 3 – To contribute to the literature and knowledge and suggest updates to the theory. The research employs a qualitative interpretivist approach. Phase One involved an autoethnographic study of the author’s Instagram scroll, and an identification of the appealing aspects of body image and affective triggers on scrolling behaviour. Phase Two is underway using semi-structured interviews with a sample of gay MIUs to probe which aspects (if any) of male body image and affective triggers influence the scrolling behaviour of gay MIUs, and to identify the marketing implications of this. This is important and of interest to theorists and practitioners. Findings are expected in 2026.