Despite recent increases, women continue to be underrepresented in science, technology, engineering, and mathematics (STEM). Using social identity theory as a framework, this study conducted a reflexive thematic analysis of 614 Instagram posts by 30 women in STEM influencers on Instagram to determine the extent to which and how they portrayed themselves as role models. Findings revealed that these influencers exhibited important role model traits: (a) favorable personality traits, (b) STEM expertise, and (c) personal connections with audience members, and they also displayed authenticity and knowledge of trending platform features in their posts. Implications for science communicators and STEM educators are discussed.

Keywords: role models, women in STEM, Instagram, social identity, authenticity

https://doi.org/10.1177/10755470241239942