Selfies posted on social media using feminist hashtags have the potential to depict greater diversity and authenticity than the established ideal of female beauty and femininity (young, white, slim, and heteronormative women), but are also at risk of promoting self-objectification. The hashtag #bodypositive is understood as the embodiment of an empowering feminist space. However, it is unclear to what extent diverse body images that deviate from the established ideal can actually be found under this hashtag on a platform such as Tumblr that allowed NSFW [Not Safe For Work] content without restrictions until 2018. This research aims to analyze selfies on Tumblr posted by women in 2017 (n = 300) using the hashtag #bodypositive in an exploratory content analysis (quantitative and qualitative) including the following textual content: posted texts (n = 300), additional hashtags (n = 4,498), blog descriptions (n = 296), and user reactions, including comments (n = 91). The results reveal less diversity than expected but many protagonists at least slightly deviate from the mass mediated beauty ideal. Stereotypically female ways of self-presentation are used exaggeratedly. Most pictures were embedded in blogs promoting self-acceptance, rather than self-improvement and have received positive user feedback.
