Digital Commons Network^™

‘The Real You Is Sexy!’: A Discursive Analysis Of Body Positive Performance By Aerie On Instagram, Kelsey Brown

UVM Patrick Leahy Honors College Senior Theses

Body positivity is an online social movement that emerged largely on social media that aims to challenge dominant ideologies and representations of female beauty that can be harmful to body image. The openness of this movement allows for corporate co-optation, where brands attempt to take on the role of a participant. Though seemingly well-meaning, corporate body positive initiatives fall short by their reinforcement of conformity, promotion of postfeminist themes in feminist packaging, and obligated consumerism. This project uses a Critical Discourse Analysis to investigate ideologies within the discourses shared by the intimates and swimwear clothing brand aerie in their posts …