Social and Psychological Aspects

“People like me” in social media: Visibility, representation, and plus-size fashion vloggers on YouTube

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Abstract

Fatness, especially as manifested in fat bodies, continues to be denigrated in mainstream U. S. society. The fashion industry and mass media have long reflected this bias. While more plus-size apparel has become available to consumers in recent years, mass media, especially fashion-oriented media, continues to feature mostly thinner bodies. The purpose of this study was to examine social media as a potential site to combat society’s extremely narrow beauty ideal. YouTube was explored with a focus on plus-size fashion for women. Thirteen interviews were conducted with plus-size individuals who regularly made fashion-focused YouTube videos. Interviews were recorded, transcribed, coded, and analyzed using the grounded theory method. We found that making YouTube videos has given the interviewees not only a place to talk about their love of fashion but has also aided them in being visible, representing fatness to society, and making connections with others.

Keywords: fat, plus-size vloggers, apparel, YouTube, social media, thin ideal

How to Cite:

McCracken, A., Damhorst, M. L. & Sanders, E. A., (2022) ““People like me” in social media: Visibility, representation, and plus-size fashion vloggers on YouTube”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13489