Snapchat’s Broken Promises: A Gender Analysis of the Social Media Platform

Abstract

This gender analysis of the social media platform Snapchat explores the affordances of the application according to the initial commitment the creators promised to their users. The statements being that they would not conform to the norms of beauty seen on other platforms, that freedom of expression is encouraged as there would be no embarrassment from it, and finally, that there will be no social media history on this app to haunt users afterwards. As compelling as these promises sound, ten years after the Snapchat launch, there are some inconsistencies that emerge due to the different affordances that encourage gender performativity and separation such as beauty filters. Moreover, some features of the platform make it easier for users to break the privacy policy which negatively affects gender practices on the application. Some design alternatives are given at the end of the analysis proving that there are important changes to be made for this app to be safe and inclusive for every gender.