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

Abstract

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.