“ I Have an Ally, but It’s on My Face ”: Makeup as Code Switching in Science Communication

This study explores makeup use as a form of code switching among women in science communication. Drawing on Goffman’s dramaturgical theory and Butler’s concept of performativity, it examines how appearance is strategically adapted to navigate expectations of credibility, authority, and professionalism. Semistructured interviews ( n = 29) with participants across disciplines and career stages revealed two central themes: identity shaping and appearance adaptation. Findings suggest that while makeup can enhance confidence and support professional self-presentation, it simultaneously reinforces gendered norms linking competence to appearance. These insights contribute to broader understandings of gender performance within science communication environments and public-facing academic work.