Cultural expression and digital distinctions: Young female ratchet style picture sharing on Instagram

Abstract

This study investigates the phenomenon of the ‘ratchet style’ among young women on Instagram, exploring how this aesthetic, originally associated with urban, working-class subcultures, has transcended its roots and been adopted by various social groups. We examine how the diversification of cultural interests and styles, driven by digitalization and social media, influences social distinction and mobility. Using a combination of Social Network Analysis and qualitative visual content analysis, we identify four distinct subtypes of the ratchet style: ‘Femininity Normative’, ‘Underground’, ‘Experimental’, and ‘Explicit’. Our findings reveal that, while the adoption of feminine ratchet style on Instagram may challenge traditional class hierarchies and offer opportunities for democratizing social positioning, it continues to operate within structured hierarchies of cultural consumption and visibility in Western societies. This suggests that, although social barriers persist in the digital era, markers of distinction have been repositioned.