Framing the Internet

Abstract

Although access to the Internet in the United States has reached parity among males and females, over time gender differences in terms of usage, agency, and representation with technology are becoming evident. Early thinking about the Internet indicated a more liberating and equalizing effect than previous media because of its decentralized nature, reduced structural barriers to entry, and potential for diversity of voices. But over time, mainstream sites that have been developed for women are primarily interested in their value as consumers. Many sites have adopted a women's magazine model, using essentially feminine stereotypes to promote and position their content. This includes the ways in which these sites represent the ideas of technology and the Internet. This study compares two gendered spaces, iVillage and AskMen.com, and analyzes the differences in the ways that technology is framed and discussed.

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