The purpose of this essay is to study how body activists represent themselves on Instagram and to find out what ideologies might be hidden behind these representations. The data consists of ten posts on Instagram from a total of five different Instagram profiles, describing themselves as body activists. To be able to take both image and text into account, as well as its meaning in combination to each other, we use a multimodal critical discourse analysis (MCDA) in the study. Theoretically the study also use postmodern feminism, and the concepts of normalization and objectification. The analysis shows that the selected profiles often tend to reproduce existing ideals, as much focus is on appearance, especially in the visual representations. The texts on the other hand focus on body acceptance and that the profiles are victims of societal norms. The key argument is that these representations are characterized by discourses of current body ideals, capitalism and a dominant patriarchal ideology.