Excerpt from this article:
Like the rest of diet culture, the Instagram Butt is a moralized attribute, gained only though, according to its purveyors, “hard work,” regimented diet (there’s a lot of overlap between #bootygails and the #IIFYM world), and “dedication,” whatever that means.
But that “hard work” isn’t just 20 minutes on a StairMaster. Flipping through the associated hashtags, there are also miracle cures and wondrous technology to get you there. There are #influencers with tips and tricks and appetite-suppressing candies. There are massive genetic barriers that may keep a person from achieving The Look — and there are cosmetic surgeries to help overcome them.
These are the trappings of the diet industry, a self-perpetuating mechanism that generates billions of dollars by perpetually over-promising and under-delivering. When the diet industry hits a bump in the road — like when people stopped being duped by Snackwells and started looking for “healthy” foods — the manufacturers of supplements, snacks, and sugary drinks pivot to meet consumer demand.
This new emphasis on building muscle and strength may appear, in many ways, to be a positive trend — and indeed, weight lifting is revolutionary for many people! — but the laser focus on a thick tush is not about health or wellness. It’s about buying stuff.