Anu Harju

Fashionably voluptuous: normative femininity and resistant performative tactics in fatshion blogs

Abstract While research on consumer identity projects has begun to include marginalised consumers, we nevertheless lack insight of the ways in which socio-historical understandings of gendered identity are (re)constructed in the context of consumer resistance and in relation to the market. Using Critical Discourse Analysis, we draw on Butlers notion of performative identity formation and combine this with Bourdieus notion of capital as identity resource, first to explore performative identity construction of fatshion bloggers embedded in the normative understandings of gendered identity, of adopting and negotiating the dominant cultural discourses of fashion, and second to consider the subversion of such discourses and resistant acts as these are enabled by normativity. We establish two performative identity tactics that highlight normativity as a resource for resistance.

From Mediatized Emotion to Digital Affect Cultures: New Technologies and Global Flows of Emotion:

Research on the processes of mediatization aims to explore the mutual shaping of media and social life and how new media technologies influence and infiltrate social practices and cultural life. We extend this discussion of media’s role in transforming the everyday by including in the discussion the mediatization of emotion and discuss what we conceptualize as digital affect culture(s). We understand these as relational, contextual, globally emergent spaces in the digital environment where affective flows construct atmospheres of emotional and cultural belonging by way of emotional resonance and alignment. Approaching emotion as a cultural practice, in terms of affect, as something people do instead of have, we discuss how digital affect culture(s) traverse the digital terrains and construct pockets of culture-specific communities of affective practice. We draw on existing empirical research on digital memorial culture to empirically illustrate how digital affect culture manifests on micro, meso, and macro levels and elaborate on the constitutive characteristics of digital affect culture. We conclude with implications of this conceptualization for theoretical advancement and empirical research.