In "Bad Feminist," Roxane Gay explores the concept of likability as a complex facade that people often feel pressured to maintain. She argues that likability is not a genuine trait but rather an act, shaped by societal expectations. This performance suggests a specific code of conduct that dictates how one should behave to be considered acceptable or appealing to others.

Gay's examination reveals the burdens women, in particular, face in conforming to these norms, often leading them to compromise their true selves. By highlighting the intricacies surrounding likability, she encourages readers to reflect on the societal pressures they encounter and the authenticity that may be sacrificed in the pursuit of acceptance.