Yoga in the Feed : Visual Representations, Norms, and Algorithms on Instagram

ABSTRACT Title: Yoga in the Feed – Visual Representations, Norms, and Algorithms on Instagram This dissertation explores the visual representation of yoga on Instagram and its impact on the perception, practice, and commodification of yoga in contemporary digital culture. Grounded in the interdisciplinary fields of visual studies, digital culture, and yoga studies, the project examines how visual media mediate and reshape traditional yoga practices in the algorithmic and aesthetic economy of social media. Through a mixed-methods approach combining (1) parametric analysis of 200 Instagram posts tagged with #yoga, (2) an in-depth case study of the influencer account @Yoga_girl, and (3) critical analysis of AI-generated yoga images, the study investigates the role of images in constructing authenticity, self-identity, and idealized bodies within a neoliberal wellness economy. Employing digital visual semiotics and aesthetic theory, the research highlights how platform-specific logics—particularly algorithmic visibility and engagement metrics—prioritize visually polished, marketable, and aspirational representations of yoga. These often emphasize advanced postures, slim and flexible bodies, and consumer-oriented aesthetics, while marginalizing philosophical, meditative, and inclusive aspects of yoga. Findings suggest that Instagram reinforces a visually-driven, performative, and commodified version of yoga that aligns with global wellness trends and consumer culture. This visual regime contributes to a narrowing of yoga’s meanings and practice, privileging certain bodies and aesthetics over others. By integrating methods and theories from visual digital aesthetics, media anthropology, and critical yoga studies, this dissertation contributes to a deeper understanding of how digital images shape cultural practices and values. It raises critical questions about authenticity, accessibility, and the future of yoga in a visual and algorithmic era. Keywords:Yoga • Instagram • Digital Aesthetics • Visual Culture • Digital Yoga Culture • Visual Representation • Authenticity • Algorithmic • Neoliberalism • Commodification • Influencer Culture • AI-generated Images • Consumerism