Analysis of Gender Narratives in Social Media Commentary: A Van Dijk Socio-Cognitive Study of Facebook and Instagram

Abstract

Using van Dijk's Socio-Cognitive Model (SCM) to analyze the interaction between discourse, cognition, and social ideology, this study explores how Facebook and Instagram users create gender narratives through comment-based discourse. Social media sites are become important venues for discussing gender implications. In particular, comment sections show how users respond to textual and visual information by articulating, reproducing, or challenging established gender stereotypes. The study examines how discourse patterns reflect underlying social cognitions—mental models, attitudes, and ideologies—that influence users' perceptions of gender, guided by van Dijk's SCM. Linguistic patterns, representational techniques, and cognitive frameworks were all examined using a qualitative critical discourse analysis (CDA). Digital scraping of publicly accessible articles pertaining to gendered content and methodical screenshot documenting were used to gather user feedback. From verified profiles and popular conversations on Facebook and Instagram, posts with high engagement and explicit gender relevance were chosen using purposeful sampling. Recurring stereotypes, polarization tactics, and ideological framing that upheld conventional gender norms were identified through analysis, although counter-narratives that opposed sexism and promoted gender inclusion also surfaced. The tone and complexity of these stories were influenced by platform affordances. Through community rules and educational initiatives, the study suggests enhancing platform moderation processes, developing digital gender literacy, and fostering inclusive discourse.