Short answer
Consider how established aesthetic norms can be both embraced and subverted to create design expressions that resonate with specific communities and challenge broader market trends.
- Field
- Classic Design
- Source
- Journal of Marketing Management (2015)
- Method
- Critical Discourse Analysis (CDA) combined with theoretical frameworks of performativity and capital.
- Evidence
- Moderate effect
Designers can leverage dominant cultural norms and aesthetics as a strategic tool for subversion and resistance within niche markets. This classic design research insight is drawn from a 2015 study published in Journal of Marketing Management. Using Critical discourse analysis (cda) combined with theoretical frameworks of performativity and capital., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Consider how established aesthetic norms can be both embraced and subverted to create design expressions that resonate with specific communities and challenge broader market trends.
Normative Femininity as a Resource for Design Resistance in Fatshion Blogs
Designers can leverage dominant cultural norms and aesthetics as a strategic tool for subversion and resistance within niche markets.
Journal of Marketing Management · 2015
Key Findings
- 01Fatshion bloggers adopt and negotiate dominant cultural discourses of fashion to construct their identities.
- 02Normativity (dominant cultural understandings) can be leveraged as a resource for subversive and resistant design expressions.
Application
Design takeaway
Consider how established aesthetic norms can be both embraced and subverted to create design expressions that resonate with specific communities and challenge broader market trends.
How to apply
When designing for a specific subculture or marginalized group, analyze the dominant cultural narratives they interact with and explore how these can be both affirmed and challenged through design.
Project actions
- 01When researching a design project, look at how users interact with existing trends and norms.
- 02Consider how your design can both fit in and stand out within its target market.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a nuanced understanding of identity construction within consumer contexts.
- +Offers a theoretical framework for analyzing how norms can be used for subversion.
Limitations
The findings are specific to the 'fatshion' blogosphere and may not apply to other design fields or user groups.
Reliability & validity
The reliability and validity of the findings depend on the rigor of the Critical Discourse Analysis and the selection of representative blog content.
Think critically
To what extent can designers intentionally create 'resistance' through design, or is resistance primarily a user-driven phenomenon?
Design Principles
"Normativity can be a powerful tool for design innovation and resistance."
Understanding how marginalized groups creatively reinterpret and resist mainstream design narratives offers valuable insights for inclusive design practices. By analyzing the performative tactics employed by 'fatshion' bloggers, designers can learn to identify and utilize existing cultural frameworks to foster unique expressions of identity and challenge established market expectations.
What This Means for Your Design
Even when following fashion rules, people can use those rules to be unique and push back against what's expected, especially in online communities.
How to use in your project
- 1.Reference this study when discussing how user groups negotiate and subvert mainstream design trends to form their own identities and communities.
Add to My Project
Quick Cite
Paragraph starter
This research highlights how 'fatshion' bloggers strategically employ normative femininity and fashion discourses to construct performative identities and enact consumer resistance. This suggests that designers can leverage existing cultural norms as a resource to foster unique expressions and challenge market conventions, a principle applicable to various design projects aiming for user engagement and identity affirmation.
Source
Journal of Marketing Management
Fashionably voluptuous: normative femininity and resistant performative tactics in fatshion blogs
journal · 2015
View sourceQuestions About This Research
- What does the research say about normative femininity as a resource for design resistance in fatshion blogs?
- Consider how established aesthetic norms can be both embraced and subverted to create design expressions that resonate with specific communities and challenge broader market trends. Evidence: Journal of Marketing Management (2015).
- Why does "Normative Femininity as a Resource for Design Resistance in Fatshion Blogs" matter for design?
- Understanding how marginalized groups creatively reinterpret and resist mainstream design narratives offers valuable insights for inclusive design practices. By analyzing the performative tactics employed by 'fatshion' bloggers, designers can learn to identify and utilize existing cultural frameworks to foster unique expressions of identity and challenge established market expectations.
- How can designers apply this research?
- Consider how established aesthetic norms can be both embraced and subverted to create design expressions that resonate with specific communities and challenge broader market trends.
- What were the main findings?
- Fatshion bloggers adopt and negotiate dominant cultural discourses of fashion to construct their identities.. Normativity (dominant cultural understandings) can be leveraged as a resource for subversive and resistant design expressions.
- What research method was used?
- Critical Discourse Analysis (CDA) combined with theoretical frameworks of performativity and capital..
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2015 journal from Journal of Marketing Management.
- What should I do differently in my next project?
- When designing for a specific subculture or marginalized group, analyze the dominant cultural narratives they interact with and explore how these can be both affirmed and challenged through design.
- What are the limitations?
- The study focuses specifically on 'fatshion' blogs and may not be generalizable to all forms of consumer resistance or all design contexts.