It was the image that provoked the biggest online debate during the MTV Video Music Awards in Los Angeles.
Not Nicki Minaj undergoing a wardrobe malfunction, Miley Cyrus asking a homeless man to accept her award or Katy Perry dressed as Britney Spears, but a picture of Beyoncé performing in front of a giant neon 'Feminist' sign.
During her 15 minute performance, the singer used a sample from novelist Chimamanda Ngozi Adichie's TED speech "We should all be feminists" in her song Flawless.
Many took to Twitter to praise Beyoncé for promoting feminism through popular culture and for helping to break down the negative stigma surrounding the word.