Tumblr — like Twitter and now Facebook — uses hashtags to categorize conversations on various topics, but what Xochilt Montaño found browsing the #latina tag in late 2012 shocked and angered her.
The Reclaiming the Latina Tag founder told BuzzFeed that when she "dared to peek at #latina on Tumblr," she was shocked to see it was "ALL porn."
Montaño sees the selfie as an "act of resistance" against stereotypes.
Many contributors have been reblogged by fetishists when they tag their selfies.
"It’s pretty tiring having to block all the fetishizing perverts, but it’s worth [it] if we stop seeing hypersexualized (without permission) or demeaning memes on the latina tag. And to creepy people who fetishize yo y mis hermanas: this GIF is for you."
Readers also submit questions or comments regularly via Tumblr's Ask feature.
Taking back the tag is about celebration, says Montaño: "I want to let people know that there are Latina politicians, writers, activists, scientists, athletes, academics, artists, and award-winning actresses and musicians."
"Reclaiming The Latina Tag strives to be a safe space for Latinas to get to know their history and also become inspired by the amazing achievements of other Latinas."