Blogging for beauty? A critical analysis of Operation Beautiful

SynopsisThis article examines how a recent social movement, “Operation Beautiful” (OB), defines itself and promotes its challenge to hegemonic beauty discourse with a view to improving women's and girls' self-esteem. Analysis consisted of examining how the descriptors on the OB blog and a randomly selected one-month compilation of daily posts compare with research that has critiqued other beauty counter-movements. Results demonstrated the contradictions in OB's self-styled mandate as a counter-movement for beauty and its limited vision of what beauty counter-movements can be. The importance of beauty as a paramount value for women was actually reproduced by the movement's explicit and unceasing focus on beauty. Yet, in spite of these findings, the potential of OB is stressed, particularly when its possibilities are juxtaposed with counter-movements of corporate campaigns and the fitness magazine industry.

► The blog Operation Beautiful is critically examined for how it challenges hegemonic beauty discourse.
► Blog messages reproduced hegemonic beauty discourse.
► The importance of women's physical appearance was stressed.
► Further research into how social media can challenge beauty discourses is needed.