Media influence on the body image of black women in a South African township

Abstract

The purpose of this study was to explore the perceived impact of the media on the body image of young black women in Ga-Rankuwa Township. Most studies conducted on body image focused on Western civilization. As a result, there appears to be a scarcity of research on black South African women. Therefore, it was in the best interest of the researcher to focus on the South African context, as it is a culturally diverse country undergoing significant political, socioeconomic and nutritional transformation (Gitau et al 2014). Mwabe and Roman (2009) conducted a study on body image satisfaction among black female South African students. The study showed that the majority of black female students are satisfied with their bodies. This might be due to the fact that, in the past, black African women had greater body image satisfaction because they lived in a society where body image was not an issue (Wassenaar et al, 2000). In addition, Poran (2006) proposed that sub-racial culture protects black women from negative body image cognition. Therefore, this study will aid in understanding how the media has altered and distorted young black women’s belief systems regarding body image. Findings from this study may assist black South African women in understanding how the media influences their views regarding body image. The study utilised a phenomenological approach and exploratory qualitative design. Eight young black women between 18 and 35 years of age were selected using a convenience sampling technique. The study was best suited to use a phenomenological approach as it allowed the researcher to delve into the perceptions, viewpoints, understanding and feelings of young black women (Giorgi, 2012). Data were collected using in-depth interviews. The data were transcribed and analysed using thematic content analysis to highlight the recurrent themes. The theoretical framework was based on the Social Learning Theory, which emphasises observing and modelling others’ behaviours, attitudes and emotional reactions. The results of this study showed that the media has an impact on how young women perceive their body image. Although some participants stated that the media has a detrimental effect on them, others stated that it is informative. Moreover, other aspects such as family, culture, peers and romantic relationships were also explored in relation to how young women in Ga-Rankuwa Township perceive their body image. Findings of the study also indicated that the media also plays a role in how young women perceive their body image.