Girls cook, boys play soccer: (re)producing or challenging gender norms in youth work through social media

Abstract

This article examines how digital youth work contributes to the construction and negotiation of gender norms through social media. As digital practices become increasingly embedded in youth work, they present both challenges and opportunities for shaping gender norms. Despite the growing relevance of digital engagement, limited research has explored how youth workers contribute to the construction of gender norms online. We analyse 134 Instagram and TikTok posts created by Dutch youth workers. Applying an intersectional gender lens, attuned to gender, age, and ethnicity, we explore how digital content constructs ideas of femininity, masculinity, and gender inclusivity. Our findings reveal that while digital youth work often reinforces binary and stereotypical gender norms, it also offers possibilities for resistance and ‘undoing gender’. This study contributes to the fields of youth work, gender studies, and digital media by highlighting the normative power of everyday digital practices and the importance of critical reflection.