Instagram, a photo based social networking site, is one of the most popular forms of social media. The Body Positive Movement campaign surfaced on Instagram in 2012 and aimed to confront the unrealistic expectations and unrepresentative portrayals of women in popular media and advertising. The present study aimed to analyze whether posts that were tagged #bodypositive or #bodypositivity upheld the initial goals of the movement by taking note of the characteristics (including race, sex, gender,

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... nd body type) of people that were featured in the top posts of the #bodypositive or #bodypositivity tags. Resultant fieldnotes were coded into the following themes: 1) Hegemonic views of beauty, 2) Homogenous properties of popular posters and posts, 3) Body image centered posting, 4) Crossposting, and 5) Achieving fame and gaining publicity and exposure. It was found that top #bodypositive or #bodypositivity posts often upheld hegemonic beauty standards that are common in popular media. These findings suggest that the Body Positive Movement strayed from its initial goals, thereby failing to provide an outlet for bodies that diverge from the ideals set by popular media. The present study suggests two alternative hashtags--#effyourbeautystandards and #bodycompassion--that both represent diverse body types and identities while empowering women to be accepting and loving of their bodies. These tags have created a space where the hegemonic views of beauty are questioned and opposed, therefore succeeding in the ways that the Body Positive Movement is failing.