About This Study
This study began as a campaign to elevate plus-size representation in media and dating. While most plus-size content online focuses on fashion or body positivity, this project took a more direct and often uncomfortable approach, such as discussing real issues like dating while fat, emotional intimacy, public perception, and self-worth. The goal was to create emotional connection, community visibility, and spark meaningful conversations on both TikTok and Instagram.
The project was guided by key communication theories, including Erving Goffman’s self-presentation theory and Niklas Luhmann’s trust theory, which shaped both content strategy and how audience interaction was analyzed.
The Campaign Strategy
This campaign was rooted in two foundational communication theories:
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Goffman’s Theory of Self-Presentation explains how people curate a “frontstage” and “backstage” version of themselves. On Instagram, audiences see polished, aesthetic posts. On TikTok, livestreams and public interviews created more “backstage” moments, real, emotional, and vulnerable. This helped us examine what kind of content leads to stronger audience trust.
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Luhmann’s Trust Theory focuses on how trust reduces complexity in communication. By inviting followers into live Q&As, plus-size dating shows, and honest conversations, trust was built not through branding but through transparency. This allowed people to speak freely and engage more authentically.
The strategy was executed by including street interviews, podcast episodes, and platform-specific content across TikTok and Instagram.