#Menstruation: Instagram Users Challenging Social Stigma

Abstract

In many societies there is a stigma surrounding menstruation. It is often perpetuated through representations in advertisements as well as lack of open discussions. This thesis investigates ways that people are presenting menstruation on the social media platform Instagram and concludes that this is a space which allows the normative menstruation discourse to be challenged. Instagram is a widely used app that allows users to interact with others through sharing photos and has the potential to be a space for empowerment and challenging dominant ideologies. Publicly accessible photos were collected from the app using hashtags related to menstruation and menstrual activism, as well as menstrual activist accounts and menstrual product accounts. The results of a qualitative content analysis reveal numerous themes which challenge or reinforce the stigmas: Empowerment, Solidarity, Resistance, Normalizing Periods, Women’s Health, Standard/Normative, Eco-Friendly and Marketing.