“The most inspiring bikini photos you’ll see this summer”: A thematic analysis of mass audiences’ interpretations of ostomy selfies

Abstract

How people with ostomies—a surgically created opening in the body that expels bodily wastes—use social media to challenge ostomy stigma represents a growing area of research, especially the creation, posting, and circulation of ostomy selfies within online health communities. This project contributes to this research by examining reactions by a mass audience to news stories about a viral ostomy selfie posted by ostomate Bethany Townsend to a Crohn’s disease Facebook page. By analyzing the user-generated comments associated with this news coverage, this study illuminates how ostomy selfies are interpreted outside the highly sympathetic audiences that populate online health communities. Analysis reveals positive and negative reactions, posted by ostomates and non-ostomates alike, coexist within the comments. Implications of the conflicting reactions to ostomies, in general, and ostomy selfies, in particular, are discussed with regard to the effort to destigmatize ostomies in society.

Keywords

Ostomy selfies social media stigma user-generated comments

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