Social Media and the Cultural Ideology of Beauty Among Young Black Women in South Africa

Motseki, Mpho Cynthia; Oyedemi, Toks

doi:10.18820/24150525/comm.v22.11

Cited by 5 publications

(6 citation statements)

References 18 publications

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“…Social media platforms have become an increasing source of influence and are used extensively by local and international celebrities to convey beauty ideologies and ideas on the feminine body. Young women who aspire to be like these celebrities are therefore likely to be influenced by their attitudes and model their behavior ( Motseki and Oyedemi, 2017 ).…”

Section: Resultsmentioning

confidence: 99%

A survey evaluating knowledge, perception, and use of skin lightening products among South African students

Rahiman

Davids²,

Thomas

2021

International Journal of Women's Dermatology

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Background In sub-Saharan Africa, the use of skin-lightening products (SLPs) for cosmetic purposes has become common practice among women with dark skin tones. Despite the associated risks, the practice is still significantly increasing in Africa. The objective of this study was to determine the knowledge, perceptions and practice toward skin lightening among young adults. Methods A cross-sectional survey among health science students at a tertiary institution in the Western Cape of South Africa was conducted. Results A total of 401 participants were included in the sample. There was a low prevalence (12%) of skin-lightening practice among students, which could possibly be a result of students being aware of the associated side effects. Participants believed that family and friends are most likely to influence this behavior (48%) and perceived that individuals who practice skin lightening do so because this provides a more fashionable look (76%). Men and women were found to be equally likely to use SLPs, and those residing in urban settings are 10 times more likely to engage in the practice compared with rural dwellers. Conclusion This study contributes valuable information on the phenomenon of skin lightening among a diverse group of young adults. The results highlight the influential role social media platforms and family members play in motivating use of SLPs. Furthermore, the equal likelihood of use among both sexes suggests that the practice is growing among males.

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Section: Resultsmentioning

confidence: 99%

A survey evaluating knowledge, perception, and use of skin lightening products among South African students

Rahiman

Davids²,

Thomas

2021

International Journal of Women's Dermatology

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“…Technology and its platforms offer a virtual space where natural hair YouTubers inform women about the right products to use for their particular hair texture; share their hair stories and how they came to accept their natural hair; thus, achieving psychological well-being (Neil & Mbilishaka, 2019). Motseki and Oyedemi (2017) also state that social media influencers and celebrities play a big role in informing beauty trends. Social media has made interacting with celebrities to become a more personal experience as people no longer see them in mass media only (Motseki & Oyedemi, 2017).…”

Section: Influence Of Social Media On Consumer Awarenessmentioning

confidence: 99%

“…Motseki and Oyedemi (2017) also state that social media influencers and celebrities play a big role in informing beauty trends. Social media has made interacting with celebrities to become a more personal experience as people no longer see them in mass media only (Motseki & Oyedemi, 2017). In recent years, celebrities have the opportunity to dictate how they present themselves in media, because of social media.…”

Section: Influence Of Social Media On Consumer Awarenessmentioning

confidence: 99%

“…In recent years, celebrities have the opportunity to dictate how they present themselves in media, because of social media. Additionally, celebrities' perspectives of beautiful hair seem to appeal to their social media followers (Motseki & Oyedemi, 2017). Celebrity culture has a role in shaping the public's desires and perceptions of ideal beauty because celebrities serve as models in society; in South Africa, beauty ideals are normally conveyed through celebrity culture (Motseki, 2019).…”

Section: Influence Of Social Media On Consumer Awarenessmentioning

confidence: 99%

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Contribution of Social Media in Shaping Self-Perceptions: A Case of Black Women

Nkuna

2024

IJHSS

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Purpose: This study aimed to explore how social media representations of Black women’s hair shapes their sense of identity, self-concept and hair care practices. Methodology: A qualitative cross-sectional approach was employed, with a sample size of five Black women in South Africa between the ages of 20 to 29 years old. Semi-structured interviews were conducted online with research participants that were purposively selected from social media platforms Twitter and Instagram. The use of these platforms to select participants also offered convenience to the researcher as these participants were readily available because they are already active in social media. Thematic analysis was used in data analysis while the Social Identity Theory (SIT) was utilised as the theoretical framework to interpret the findings. Findings: Four themes were used to cluster the findings, namely self-categorization, social identification, perceived positive social identity and self-esteem restoration. The findings highlighted the role of social media in perpetuating the stereotypes which is traced to the slavery; and then highlight how the social media is used to reverse the systematic oppression of the Black women based on their hair. They also revealed that positive representations of Black hair on social media creates an attitude of self-acceptance and empowerment among Black women. Similarly, social media provides a space for Black women to connect, discuss their hair and share hair care tips, fostering a sense of belonging within the community. However, this study identified a gap in representation, as there tends to be an overrepresentation of one specific hair texture, leaving some Black women with limited or no representation, mainly those wearing dreadlocks. Unique Contribution to the theory, practice, and policy: The research makes a unique contribution by highlighting the importance of diverse representation in South African advertisements and social media marketing for hair products, as Black women’s hair textures and journeys are not a monolith. The findings concomitantly highlight the role of social media celebrities and/or social media influencers in the social media regarding the matter under investigation from the perspective of South African women. The study also noted the need for awareness and education about the cultural and historical significance of Black hair to reduce cultural appropriation. The findings further highlight the human rights element regarding the discrimination faced by Black women due to their hair texture, this knowledge may contribute to creating inclusivity in both society and social media spaces.

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“…Numerous data on DV are found in mass media, which have played a huge role in forming public beliefs (Banerjee, Ferrara, & Orozco, 2019;Chowdhury, et al, 2018;Sacco et al, 2020). This suggests media does influence how society is socialized in understanding and behaving in specific contexts (Motseki & Oyedemi, 2017). Incidences relating to DV are often underreported, which contributes to the major challenges in preventing and fighting it.…”

Section: Introductionmentioning

confidence: 99%

Exploring young people’s constructions of domestic violence as portrayed in the media.

Mtshali

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Supervisor: Professor Steven Collings (Ph.D.) Staff number: 52287 Date: 2022 COLLEGE OF HUMANITIES DECLARATION -PLAGIARISM I, Zandile Penelope Mtshali, declare that 1. The research reported in this thesis, except where otherwise indicated, is my original research.2. This thesis has not been submitted for any degree or examination at any other university.3. This thesis does not contain other persons' data, pictures, graphs or other information, unless specifically acknowledged as being sourced from other persons.4. This thesis does not contain other persons' writing, unless specifically acknowledged as being sourced from other researchers. Where other written sources have been quoted, then: a. Their words have been re-written, but the general information attributed to them has been referenced. b. Where their exact words have been used, then their writing has been placed inside quotation mark and referenced.5. This thesis does not contain text, graphics or tables copied and pasted from the Internet, unless specifically acknowledged, and the source being detailed in the thesis and in the References sections.

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Social Media and the Cultural Ideology of Beauty Among Young Black Women in South Africa

Abstract: ABSTRACT

Cited by 5 publications

References 18 publications

A survey evaluating knowledge, perception, and use of skin lightening products among South African students

A survey evaluating knowledge, perception, and use of skin lightening products among South African students

Contribution of Social Media in Shaping Self-Perceptions: A Case of Black Women

Exploring young people’s constructions of domestic violence as portrayed in the media.

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