Men Without Emotions, Women Without Clothes. Virtual Influencers and Gender Bias in the Digital Era

Virtual influencers, computer generated personas, are increasingly featured in online marketing, particularly on platforms like Instagram. Given their growing influence, it is crucial to examine how they reinforce or challenge traditional gender biases in social media spaces. This study explores the ways in which virtual influencers either replicate or resist conventional gender norms. Focusing on four virtual influencers (two females: Lil Miquela and Shudu Gram; and two males: Plusticboy and Enzo Morais), the research analyzes 80 social media posts through content analysis. Findings indicate that female influencers are frequently portrayed in sexualized ways, emphasizing beauty and fragility, whereas male influencers are more commonly linked to authority and emotional detachment. While some posts deviate from these norms, most adhere to stereotypical visual representations. This study offers fresh insights into how virtual personas shape and reflects gender stereotypes in digital culture. As virtual influencers continue to gain prominence, understanding their role in shaping gender narratives is increasingly vital for both marketers and media scholars.