While research on consumer identity projects has begun to include marginalized 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 Butler's notion of performative identity formation and combine this with Bourdieu's 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.

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Verkon vihapuhe on hankala ilmiö, joka on juurtunut nopeasti suomalaiseenkin nettikeskusteluun. Siihen on pyritty vaikuttamaan enimmäkseen lasten ja nuorten koulutuksen ja kasvatuksen kautta. Löytyykö ratkaisu kuitenkin aikuiskasvatuksesta?

no smiling, please, ms Prime minister!': Constructing a female politician on the cover of a news magazine AbstrACt This article examines the practices of constructing gender in the media by elaborating on one specific journalistic work process: the cover photography of the Finnish Prime Minister for a weekly news magazine. We draw from gender theory and Goffman's concept of social performance in asking how gender is constructed in journalistic work. Women leaders must both prove their capability as politicians and manifest their femininity. Our case study explicates how this double discourse emerges in the photographic studio and how journalists struggle with two parallel scripts they try to follow: one of journalistic neutrality, and another of feminine beauty. The metaphor of two scripts follows Goffman's idea of social performance with actors performing frontstage and backstage roles. Our ethnographic account shows that journalistic work processes can be ambiguous. We argue that gendered media discourses affect journalistic work in ways not visible in media representations. Thus, to understand these mechanisms, a more ethnographic approach is needed in media research. 4