Lingerie and Body Positivity on Instagram

The rise of social media has played a transformative role in the body positivity movement, providing platforms for challenging prevailing beauty norms and advocating for the acceptance of different body types. This thesis examined how social media users responded to body positivity campaigns on Instagram, with a specific focus on lingerie brand Hunkemöller. The research was guided by the central question: How did social media users express and articulate their perceptions of body positivity on Instagram in the context of the lingerie brand Hunkemöller? The study employed a qualitative content analysis approach, examining user comments on Hunkemöller's Instagram posts featuring body positivity influencers Joann van den Herik, Camilla Lorentzen, Emily McMillan, and May Ridts. This method allowed for an in-depth examination of the range of responses to body positivity content and the dynamics of user interactions. Data collection involved gathering responses from different posts to identify recurring themes and patterns. The analysis revealed a broad spectrum of perceptions among social media users. Positive reactions included complimenting the attractiveness of influencers, admiration, inspiration, confidence boosts, appreciation of different body types, and healing from eating disorders. Conversely, negative reactions encompassed criticism in the form of hate comments, viewing plus-size models as unhealthy, body shaming, and expressions of shame. Another key finding was the feedback that social media users provided to the brand itself. A prevalent theme in the negative feedback was the perception that Hunkemöller, despite promoting inclusivity through body positivity campaigns, fell short in offering plus-size options in its store and online. Critics argued that the brand might have been leveraging body positivity primarily as a marketing tactic rather than a genuine commitment to inclusivity. Additionally, there were observations about the inconsistent expectations for plus-size models compared to their thin counterparts, suggesting discrepancies in the brand's portrayal of body positivity. Interactions between social media users also played a significant role, particularly in response to negative comments. Many users engaged in comment threads, either correcting the initial negative remarks or retaliating against the commenters, highlighting the dynamic and often contentious nature of online discussions surrounding body positivity. In conclusion, this thesis underscored the significant role of social media in shaping societal attitudes towards body diversity and acceptance. It advocated for continuous adaptation and responsiveness to evolving societal norms, enabling brands to promote body positivity and inclusivity genuinely and effectively.