An Analysis of Transformations in the Mass Media Constructions of Black Women’s Hair through Leisure Reading: a Case Study of Drum Hair Magazine

Abstract

The Black woman has gone through various physical transformations in terms of her body and shape but for this paper specific attention will be on her hair which has passed through transformations in terms of shape, length and texture. The mass media through the entertainment industry has over the years visually presented and verbally described the Black woman in terms of her hair through adverts, celebrities and the fashion industry. Exposure to such mass media messages for many is a leisure exercise which nevertheless, has created symbols of Black identity while re-enforcing concepts such as political and social class. Through the images and words of mass media channels such as magazines, Black women all over the world have been exposed to messages that promote a desire and craving to change the shape and form their hair takes; a shape that has ensured the Black hair care industry stays alive and thrives. Through the leisure reading activity of Black hair care magazines, Black women are encouraged to use various haircare products to transform their natural hair texture into one that is long and straight in order to better ‘manage’ and have a more ‘acceptable’ image/identity. This paper considers the prominent South African Black hair care magazine, Drum Hair Magazine as a case study to better understand how this leisure reading activity can make a reader feel relaxed and entertained while influencing their construction of the identity and social class of Black South African women. This is done through a content analysis of the words and images of six on-line editions of the selected magazine. The result of the analysis brings to the spotlight the aim of the on-line tabloid to encourage the readers to see Black hair transformations and the use of various haircare products as an incentive for social acceptance on the one hand; and feelings of happiness, confidence and success on the other. This is despite the harmful effects such transformations have on the health of Black women and their hair.