‘Strong is the new skinny’: A content analysis of #fitspiration images on Instagram

'Fitspiration' is an online trend designed to inspire viewers towards a healthier lifestyle by promoting exercise and healthy food. This study provides a content analysis of fitspiration imagery on the social networking site Instagram. A set of 600 images were coded for body type, activity, objectification and textual elements. Results showed that the majority of images of women contained only one body type: thin and toned. In addition, most...