”Soyboys” and ”Alpha males”. En multimodal kritisk diskursanalys om maskulinitetskonstruktioner och veganism inom manosfären på Instagram

Abstract

This study examines how veganism is represented within the manosphere on Instagram, with a particular focus on how the term “Soyboy” is used to construct and evaluate different forms of masculinity. The study is based on Machin & Mayr’s (2012) Multimodal Critical Discourse (MCDA) and analyzes 11 Reels from Instagram through the interaction between different semiotic elements, such as language, sound, and visual expressions. The analysis is conducted in relation to theories of hegemonic masculinity (Connell & Messerschmidt, 2005) and discourse theory (Foucault, 1981). The findings show that veganism is repeatedly portrayed as feminine, weak, and subordinate in relation to hegemonic masculine ideals. The term “Soyboy” functions as a discursive tool used to create clear hierarchies between men, where certain forms of masculinity are legitimized while others are ridiculed. The “ideal man” is constructed through qualities such as physical strength, discipline, control, and dominance, while men associated with veganism or more feminine-coded behaviors are presented as passive, emotional and inferior. The analysis also demonstrates how humor, pseudoscientific claims and visual contrasts are used to normalize and spread these ideas in ways that make the content more accessible and less controversial. Instagram therefore functions not only as a platform for entertainment but also as a space where norms surrounding gender, the body and identity are reproduced and reinforced. The study highlights the importance of multimodal communication in these processes, as meaning is created through the interaction between text, image, sound, and editing. Furthermore, the study shows that the manosphere is characterized by a strong “us vs them” rhetoric where certain men as positioned as superior while others are framed as deviant or unsuccessful. Terms like “Soyboy,” “cuck,” and “beta” functions as social markers and reinforce boundaries around what is considered legitimate masculinity. The study contributes to existing research by addressing an underexplored area of the manosphere: How masculinity and lifestyle choices are constructed through visual and multimodal expressions on Instagram. Future research could expand this field by examining audience responses to and engagement with manosphere related content. Further studies could also explore how algorithmic recommendation systems contribute to visibility and normalization of these discourses.