This paper sets out a new, multimodal account (both visual and verbal analysis) of how self-denigration is conveyed through ‘ugly selfies’ as posted to the photo-sharing site Instagram. Drawing on 226 Instagram posts categorised by the poster themselves with the hashtag #uglyselfie, the visual analysis compared the persons and setting in the selfie, the person’s facial expression (eye brow position, mouth expression), eye gaze and camera angle. The verbal analysis included the self-denigration found in the image caption and the rapport enhancing or threatening responses found in the comments to the image posted by others. Ugly selfies are found to convey various types of self-denigration, including self-deprecation and self-mockery. The difference between self-deprecation and self-mockery are explained by the types of ‘mixed messages’ generated by the images. In self-deprecation, the mixed messages arise from a contrast between the visual image and the verbal caption. In self-mockery, the mixed messages arise from contrasts within the image itself, where visual exaggeration and incongruity lead to a jocular interpretation of the ugly selfie. Although the focus in this paper is on self-denigration and selfie-taking, the analysis of mixed messages can be used to analyse many different forms of politeness strategies and many kinds of images shared with increasing frequency and importance on social media sites.
2016 “Aren’t these just young, rich women doing vain things online ? Influencer selfies as subversive frivolity.” Social Media and Society 2(2): 1–17.
Adami, Elisabetta, and Carey Jewitt
2016 “Special issue: Social media and the visual.” Visual Communication 15(3): 263–270.
Anderson, Monica, and Jingjing Jiang
2018 “Teens’ social media habits and experiences.” Pew Research Center. Available at: [URL] (accessed 10 January 2019).
Androutsopoulos, Jannis
2013 “Networked multilingualism: Some language practices on Facebook and their implications.” International Journal of Bilingualism 19(2): 185–205.
Attardo, Salvatore, Jodi Eisterhold, Jennifer Hay, and Isabella Poggi
2003 “Multimodal markers of irony and sarcasm.” Humor 16(2): 243–260.
Balakrishnan, Janarthanan, and Mark D. Griffiths
2018 “An exploratory study of selfitis and the development of the selfitis behavior scale.” International Journal of Mental Health Addiction 161: 722–736.
Bennett, Jessica
2014 “With some selfies, the uglier the better.” New York Times, 21 February 2014. Available at: [URL] (accessed 26 November 2018).
Garcés-Conejos Blitvich, Pilar, Patricia Bou-Franch, and Nuria Lorenzo-Dus
2013 “Identity and impoliteness: The expert in the talent show Idol.” Journal of Politeness Research 9(1): 97–120.
Bolander, Brook, and Miriam Locher
2014 “Doing sociolinguistic research on computer-mediated data: A review of four methodological issues.” Discourse, Context & Media 31: 14–26.
Culpeper, Jonathan, Michael Haugh, and Valeria Sinkeviciute
2017 “(Im)politeness and mixed messages”. In The Palgrave Handbook of Linguistic (Im)Politeness, ed. by Jonathan Culpeper, Michael Haugh, and Dániel Z. Kádár, 323–355. London: Palgrave Macmillan.
Dayter, Daria
2014 “Self-praise in microblogging.” Journal of Pragmatics 611: 91–102.
Dynel, Marta
2016 “ ‘I has seen Image Macros!’ Advice Animal memes as visual-verbal jokes.” International Journal of Communication 101: 660–688.
Forceville, Charles
2005 “Visual representations of the idealized cognitive model of anger in the Asterix album La Zizanie.” Journal of Pragmatics 37(1): 69–88.
Francesconi, Sabrina
2011 “Multimodally expressed humour shaping Scottishness in tourist postcards.” Journal of Tourism and Cultural Change 9(1): 1–17.
1959The Presentation of the Self in Everyday Life. New York: Anchor Books.
Haugh, Michael
2010 “Jocular mockery, (dis)affiliation, and face.” Journal of Pragmatics 42(8): 2106–2119.
Holmes, Janet
1986 “Compliments and compliment responses in New Zealand English.” Anthropological Linguistics 28(4): 485–508.
Hu, Yuheng, Lydia Makikonda, and Subbarao Kambhampati
2014 “What we Instagram: A first analysis of Instagram photo content and user types.” In Proceedings of the Eighth International AAAI Conference on Weblogs and Social Media, 595–598. Palo Alto: The AAAI Press.
Hymes, Dell
1972 “Models of the interaction of language and social life.” In Directions in Sociolinguistics: The Ethnography of Communication, ed. by John Gumperz, and Dell Hymes, 35–71. New York: Holt, Rhinehart, and Winston, Inc.
2016 “A snap of intimacy: Photo-sharing practices among young people on social media.” First Monday 21(11). Available at: [URL] (accessed 20 April 2018).
Landis, J. Richard, and Gary G. Koch
1977 “The measurement of observer agreement for categorical data.” Biometics 33(1): 159–174.
Leech, Geoffrey
2014The Pragmatics of Politeness. Oxford: Oxford University Press.
Maíz-arévalo, Carmen
2013 “ ‘Just click “Like”’ : Computer-mediated responses to Spanish compliments.” Journal of Pragmatics 511: 47–67.
Machin, David, Carmen Rosa Caldas-Coulthard, and Tommaso Milani
2016 “Doing critical multimodality in research on gender, language and discourse.” Gender and Language 10(3): 301–308.
Matley, David
2018a “ ‘This is NOT a #humblebrag, this is just a #brag’: The pragmatics of self-praise, hashtags and politeness in Instagram posts.” Discourse, Context & Media 221: 30–38.
Matley, David
2018b “ ‘Let’s see how many of you mother fuckers unfollow me for this’: The pragmatic function of the hashtag #sorrynotsorry in non-apologetic Instagram posts.” Journal of Pragmatics 1331: 66–78.
Page, Ruth
2019 “Group selfies and snapchat: From sociality to synthetic collectivisation.” Discourse, Context & Media 281: 79–92.
Placencia, María Elena, Amanda Lower, and Hebe Powell
1984 “Agreeing and disagreeing with assessments: Some features of preferred/dispreferred turn shapes.” In Structures of Social Action, ed. by J. Maxwell Atkinson, and John Heritage, 57–101. Cambridge: Cambridge University Press.
Schnurr, Stephanie, and Angela Chan
2011 “When laughter is not enough. Responding to teasing and self-denigrating humour at work.” Journal of Pragmatics 43(1): 20–35.
Spencer-Oatey, Helen
2002 “Managing interpersonal rapport: Using rapport sensitive incidents to explore the motivational concerns underlying the management of relations.” Journal of Pragmatics 341: 529–545.
Tabacaru, Sabina, and Maarten Lemmens
2014 “Raised eyebrows as gestural triggers in humour: The case of sarcasm and hyper-understanding.” European Journal of Humour Research 2(2): 11–31.
Tiggeman, Marika, and Mia Zaccardo
2018 “ ‘Strong is the new skinny’: A content analysis of #fitspiration images on Instagram.” Journal of Health Psychology 23(8): 1003–1011.
Veum, Aslaug, and Linda Victoria Moland Undrum
2018 “The selfie as a global discourse.” Discourse & Society 29(1): 86–103.
Walkinshaw, Ian, Nathaniel Mitchell, and Sophiaan Subhan
2019 “Self-denigration as a relational strategy in lingua franca talk: Asian English speakers.” Journal of Pragmatics 1391: 40–51.
Wang, Ruoxu, Fan Yang, and Michel M. Haigh
2017 “Let me take a selfie: Exploring the psychological effects of posting and viewing selfies and groupies on social media.” Telematics and Informatics 34(4): 274–283.
Yu, Changrong
2013 “Two interactional functions of self-mockery in everyday English conversations : A multimodal analysis.” Journal of Pragmatics 50(1): 1–22.
2016 “Social media photography: construing subjectivity in Instagram images.” Visual Communication 15(3): 271–292.
Zare, Javad
2016 “Self-mockery: A study of Persian multi-party interactions.” Text and Talk 36(6): 789–312.
Zhao, Sumin, and Michele Zappavigna
2018 “Beyond the self: Intersubjectivity and the social semiotic interpretation of the selfie.” New Media & Society 20(5): 1735–1754.
Cited by (14)
Cited by 14 other publications
Imran, Hina, Saba Rehman, Sanober Khanum & Mafia Shahzadi
2024. Association of Self-Esteem, Narcissistic Tendencies, and Selfie-Posting Behavior among Young Adults . Pakistan Journal of Health Sciences► pp. 26 ff.
Bi, Xiaoyi & Wei Ren
2023. Metapragmatic comments deconstructing the concept of self-mockery in Chinese on social media. Language & Communication 92 ► pp. 91 ff.
Kádár, Dániel Z., Juliane House, Fengguang Liu & Lin Jiao
2023. Self-denigration in Chinese: An interactional speech act approach. Language & Communication 88 ► pp. 153 ff.
2023. The in-group ritual of self-denigration in Iranian doctoral defense sessions: applied linguists’ attitudes, functions and perceptions in focus. Journal of Politeness Research 0:0
2022. Introduction. Internet Pragmatics 5:1 ► pp. 1 ff.
Shi, Xingsong, Yujie Chang & Jiawei Gao
2022. Investment in transnational identity to become microcelebrities in China: on American uploaders’ success in a Chinese video-sharing website. Language and Intercultural Communication 22:6 ► pp. 642 ff.
Tong, Ying & Chaoqun Xie
2022. Book Review: Ruth Page, Narrative Online: Shared Stories in Social Media. Discourse & Communication 16:6 ► pp. 743 ff.
Tong, Ying & Chaoqun Xie
2022. Self-Praise in and through Selfies: A Multimodal Perspective. In Self-Praise Across Cultures and Contexts [Advances in (Im)politeness Studies, ], ► pp. 85 ff.
Virtanen, Tuija
2022. Virtual performatives as face-work practices on Twitter: Relying on self-reference and humour. Journal of Pragmatics 189 ► pp. 134 ff.
Wang, Yilei & Dezheng (William) Feng
2022. Identity performance and self-branding in social commerce: A multimodal content analysis of Chinese wanghong women’s video-sharing practice on TikTok. Discourse, Context & Media 50 ► pp. 100652 ff.
2021. How to grapple with the green-eyed monster: A discursive approach to jealousy management in Chinese TV dramas. Language & Communication 79 ► pp. 133 ff.
This list is based on CrossRef data as of 4 july 2024. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers.
Any errors therein should be reported to them.