Emotional Expression of #body on Instagram

Our aim was to explore emotions in Instagram images marked with hashtags referring to body image–related components using an artificial intelligence–based discrete emotional analysis. A total of 500 Instagram photos marked by specific hashtags related to body image components were analyzed and specific discrete emotions expressed in each picture were detected using the Emotion application program interface API from Microsoft Azure Cognitive Service. Results showed that happiness and neutrality were the most intense and recognizable emotions expressed in all images. Happiness intensity was significantly higher in images with #bodyimage and #bodyconfidence and higher levels of neutral emotion were found in images tagged with #body, #bodyfitness, and #thininspirational. This study integrated a discrete emotional model with the conventional dimensional one, and offered a higher degree of granularity in the analysis of emotions–body link on Instagram through an artificial intelligence technology. Future research should deepen the use of discrete emotions on Instagram and the role of neutrality in body image representation.