Representing diverse femininities on Instagram: A case study of the body-positive @effyourbeautystandards Instagram account

Abstract

Abstract This article focuses on a critical analysis of alternative representations of femininities on Instagram through a case study of the @effyourbeautystandards account. This body-positive account aims to promote self-love and questions beauty ideals by sharing self-representations of ‘ordinary’ women (i.e. non-models or celebrities) who feel that they do not live up to the current beauty standards. We focus on the political potential of these diverse self-representations in terms of ‘everyday activism’. @effyourbeautystandards is recognized as having an overtly political stance, adopting an intersectional approach and employing strategies of ‘empowering exhibitionism’. Yet, the article questions this more optimistic view by critically addressing the postfeminist sensibilities underlying the account, namely, its emphasis on fashion and beauty. Moreover, Instagram’s role in reproducing traditional gender norms is explored. The article analyses Instagram’s technological and sociocultural affordances, such as its Terms of Use, and the ‘editorial power’ of the users’ likes, comments and reports.