Social networking sites: a support system for African-American women wearing natural hair

Abstract

Hair texture has been a factor in the unspoken cultural divide amongst African-American (AA) women. US society's White beauty ideology enhanced the desire for chemically straight hair; however, some AAs reject this standard. Natural hair is not fully accepted among AA sub-cultures or in mainstream society [Byrd, A. D., & Tharps, L. L. (2001). Hair story: Untangling the roots of Black hair in America. New York, NY: St. Martin's Press]. Consequently, AA women lack knowledge of their natural hair texture. Social networking sites (SNS) present support for the movement towards acceptance and appreciation of natural hair because they communicate information concerning natural hair care and styling. This research revealed the level of support SNS provided for women with natural hair. A purposeful sample of 17 natural hair women participated in focus groups and shared their experiences with SNS. A few participants revealed that they were ‘addicted’ to using YouTube for hair advice. Participants talked about having no family or friends who wore natural hair, therefore support had to be offered and obtained elsewhere. Findings inform the AA culture and mainstream society on the importance of acceptance of natural hair.