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Globally, Instagram is one of the most popular and influential social networking sites. The most controversial of Instagram’s many interactive features has proven to be its augmented reality (AR) “face filters,” which superimpose a variety of effects onto photos and videos of users’ faces. Most contentious are “plastic surgery” filters, which drastically augment the user’s features. These filters, along with the broader impacts of AR filters on women’s experiences of their real-world bodies, are only recently becoming the focus of scholarly investigation; nevertheless, these issues have drawn significant attention in the popular press. To identify and harness critical insights from contemporary online journalism on this topic, this article presents targeted analysis of a carefully selected sample of articles published between 2019–2020. We identify emergent themes in this sample regarding the socio-cultural impacts of Instagram’s AR filters—most notably: makeup norms, body dysmorphic disorder (BDD), and corporeal liberation—and analyse these in consideration of cyberfeminist and feminist beauty/media theories. We find the sample’s discussions of these filters offer a multifaceted exploration of both the negative impacts of this image-altering technology on women’s self-perceptions, as well as its positive potentials in relation to the exploration of digital aesthetic identities.

From surgery to Cyborgs: a thematic analysis of popular media commentary on Instagram filters