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Social norms: conformity, contestation, reappropriation
Understanding the link between norms and identity
In every society, people are expected to follow certain norms, rules that define how we should behave, dress, speak, or even look. These norms often reflect dominant cultural values and may pressure individuals to change in order to fit in. For some, this means hiding parts of their identity to be accepted by others.
However, conforming to norms can make life easier, but it can also lead to a loss of individuality. On the other hand, challenging these norms is a way for people to affirm who they are. Contesting a norm does not always mean rejecting society, it can also be a personal or symbolic act of freedom.
People may decide to express themselves differently, speak openly about their culture, or embrace their unique appearance. These acts of reappropriation help them take control of how they are seen and how they see themselves. When someone decides to stop hiding and start showing their true identity, it often becomes a powerful statement because it tells others: "This is who I am and I don't need to change to belong."
In this way, breaking the rules becomes a form of self-expression and empowerment.
Chimamanda Ngozi Adichie's novel Americanah: hair as a political statement
In Americanah, Nigerian author Chimamanda Ngozi Adichie tells the story of Ifemelu, a young woman who moves to the United States. There, she quickly learns that being accepted often means changing who you are.
The pressure to conform
One example is her hair. In Nigeria, her natural Afro-textured hair was normal but in the U.S., she feels pressure to straighten it, because many people see natural Black hair as "unprofessional" or "unattractive." At first, Ifemelu conforms. She uses chemical relaxers to make her hair straight. This helps her get a job and feel less different.
The decision to reclaim identity
But over time, she becomes uncomfortable. She realizes that changing her hair is like hiding a part of herself to fit into a society that doesn't accept her as she is. So she decides to stop straightening her hair. She returns to her natural curls.
This decision is not just about style, it is a political and personal act. Wearing her natural hair is a way to say: "I am proud of my identity." Eventually she is no longer afraid to stand out. She reclaims control over her appearance and rejects the idea that she must look "White" to succeed.
Through Ifemelu's story, Adichie shows how something simple like hair can carry deep meaning. It reflects the tension between being yourself and being accepted, and how true freedom comes from embracing who you really are.
