Instagram affordances among post-pregnant body advocates

Abstract: ABSTRACTObjectification of especially women have often been mentioned in connection to discussions concerning negative body image wherein individuals have been claimed to evaluate their body and look based on standardized societal ideals (Nash:2015, Hodgkinson, Wittkowski & Smith:2014). Studies have also shown that newspapers, magazines, and movies routinely present post-pregnancy bodies as something temporarily that women should strive to improve (Breda et al.:2015, Roth et al.:2012, Williams et al.:2017). Although, it has been stated that social media can work as a supportive and inspirational tool for this specific group of women (Baker & Yang:2017, Jarvis:2017) as well as platform of expression where users can shape and spread their own beauty standards (Cwynar-Horton:2016a, Guha:2014, Earl & Rohlinger:2018). Women’s thoughts of their post-pregnancy bodies in connection to the motivations behind their bodily exposure on social media platforms have not yet been examined, even though it has been claimed that this group is particularly vulnerable to body image concerns due to social media representations (Coyne et al.:2017). As a contribution to the field of post-pregnant body advocates affordances of Instagram, this paper has focused on Swedish post-pregnant women that have posted images of their bodies under the hashtags #mammamage (mum tummy) and/or #mammakropp (mum body). By applying affordance theory’s suggestion that environments afford different affordances for individuals, this paper has asked 94 post-pregnant women how they feel about their bodies and what they think of societal body ideals, as well as examined their motivations behind their use of Instagram with the aim to identify prominent emotional affordances. Here, objectification theory, comparison theory, postmodern feminism, and feminist reflexivity were used as supporting theories in the analysis of the data which was conducted through a mixed methods survey.The main findings have been that Instagram is seen as a platform that enables its users to experience emotional affordances of 1) criticism and comparisons, 2) inspiration and support and 3) acceptance, where post-pregnant body advocates are using the affordances primarily to visualize average post-pregnancy bodies, challenge standardized body ideals and get inspired or inspire other women into re-thinking the notion(s) of their post-pregnancy bodies. What this paper further has contributed with is a greater understanding of post-pregnant body advocates experiences of their own bodies, a broader perspective on post-pregnant body advocates thoughts of societal ideals, a more profound comprehension behind post-pregnant body advocates motivation(s) behind their use of Instagram, and new knowledge to the field of emotional affordances among Instagram users.Keywords: post-pregnant women, body advocates, Instagram, affordances, affordance theory, emotional affordances, objectification theory, feminist reflexivity, comparison theory, postmodern feminism, survey, mixed method