Sex Positivity or Sexual Objectification? A Content Analysis of #SexPositivity Posts on Instagram

Abstract The sex positivity movement promotes diverse sexual expression as valid and healthy and has gained increasing attention from global health organizations and within online discourse. However, concerns that the sex positivity movement is being exploited to reinforce harmful norms that objectify women have emerged. Research is needed to understand how sex positivity is discussed publicly. In this cross-sectional study, a content analysis of 500 Instagram posts that used the hashtag #sexpositivity was conducted. Posts were coded systematically based on visual characteristics, appearance and objectification of people, and the messages communicated. Rather than #sexpositivity posts reflecting messages promoted by the sex positivity movement, most posts featured sexually objectifying images of young adult women who met Western beauty standards, were White, small-bodied, and wore revealing clothing. The hashtag #sexpositivity was primarily used for marketing purposes, such as advertising sex toys or lingerie, or for promoting an individual’s personal brand or an Instagram profile. Instagram posts that use the hashtag #sexpositivity appear to reinforce the objectification of women and promote narrow beauty ideals, rather than fostering diverse expression of sexuality or promoting messages aligned with the ethos of the sex positivity movement. These findings may inform the efforts of public health practitioners, educators, and mental health professionals, as they strive to promote healthy messages about sexual empowerment that do not reproduce and reinforce narrow views of sexuality and beauty standards that objectify women.