The thesis examines how the logic of misogyny and post-feminism has perpetuated the negotiations of femininity in digital environments. Employing thematic analysis, the study explores online depictions of the phenomenon Not Like the Other Girls in order to explain its relation to internalized misogyny. The data has been formed as a case study of Instagram #Notliketheothergirls and Reddit - r/notliketheothergirls. The result of the analysis unveiled the expression of traditional notions of femininity and post-feminist ideas and be found, resulting in a paradoxical idea of femininity. Moreover, the method has developed three central themes repeated within the data around the phenomenon of Not Like the Other Girls. Their significance spurs on the opposition between the patriarchal and post-feminist ideal of woman and discovers a new term - internal dichotomies. The constant comparison throughout the paper requires analysis of the role of ‘the other’. As findings claim, it is an essential part of finding one’s position and developing a sense of belonging. The overall findings conclude that internalized misogyny can be explained as the driving power of phenomena such NLOGs. However, further research should focus on the age aspect of women protagonists of internalized misogyny, engaging in the negotiations of femininity.

This thesis aims to analyze the affect of internalized misogyny on female self-expression. Guided by the research question “How is female self-expression affected by internalized misogyny?” a phenomenological framework of affect based on work by Sara Ahmed is applied. Through an action-oriented focus group discussion, four female-identifying individuals share their embodied experiences of internalized misogyny. This research is positioned within a Western context and includes me as an additional involved participant. Results conclude that internalized misogyny may affect female self-expression through five common themes. These include an internalized female beauty standard resulting in self-objectification, a limited range of acceptable female expression resulting in a passive acceptance of gender roles, competition and comparison among women resulting in a devaluation of ourselves and other women, self-doubt and self-censorship resulting in a distrust of ourselves and other women as well as perfectionism and fear of failure resulting in valuing men over women. These results correlate both with the previous studies presented as well as my own previous first-year master thesis. This research adds to the academic conversation by including a reflection on the internalized attitudes towards ourselves beyond those directed towards other women.