The purpose of this research was to understand the concept of body positivity and changes in body image ideals. Authors analyzed how Jenna Kutcher, an Instagram influencer, was able to carry on the ideal of body positivity. Body positivity is a concept that shows support and appreciation towards all body types without discrimination on size or aesthetical appearance. This research focused mainly on the topic on changes in body image ideals, and the discourses related to them, that emerged in Jenna’s posts and in her comments. The research was built on the literature review on body image and explored the importance of self-acceptance and self-satisfaction when considering the sense of attractiveness in individuals. Com-ments and posts were collected, coded an analyzed in accordance with a qualitative method of analysis. The research discussed how Jenna Kutcher was able to partially positively influence her audience through the use of the narratives in her pictures and the development of discourses around the body.

DOI: https://doi.org/10.3846/bm.2020.622