Study Examines Instagram Comments on Patrícia Mamona’s Women’s Health Cover

Pedro Eduardo Ribeiro, a PhD candidate and member of the international Magazine Media Research Network (MagNet), presented the communication “The Realization of Affect through Instagram Comments: The Case of Patrícia Mamona in Women’s Health” at the Congress Migration and Communication in a Planetary Age: Debates and Actions.

Coauthored with Professor Rosa Cabecinhas, the communication examined Instagram interactions following athlete Patrícia Mamona’s appearance on the cover of Women’s Health Portugal. Based on the analysis of more than 100 comments posted on the magazine’s Instagram account, the study shows how emojis and specific linguistic choices articulate celebration and affection, while also pointing to dynamics of objectification and the role of fitness-oriented discourses in digital environments.