1. Wannabe’s 
Understanding the impacts of Black American media on Black South African adolescent girls’
constructions of beauty and hair preferences
By Diamond Riley
dnr7b@virginia.edu

2. Introduction
 Role of the media.
 Globalization

3. Introduction- The Paradox
 The Paradox

4. Hair as an assimilationsist accessory
 A piece of clothing, speech pattern, or hairstyle,
which is used in an attempt to demonstrate
equality within the dominant group. These
“accessories” can be removed at will and illustrate
in an attempt to fit in with and adhere to the
standards proscribed by the dominant group.

5. Theory
 Social Comparison Theory suggests that consumers make automatic comparisons to what they see,
and as a result, those comparisons become what consumers strive for (Botta 1999

6. Research Problem and Objectives
 The objective of this study is to focus on the ways in which
globalized Black America media impacts Black South African
women’s constructions of beauty and hair preferences
 Questions that will be asked include:
 How are your ideas formed about what is considered beautiful
 How would you describe the influence of the Black American media
on the way South Africans see beauty?
 What is the impact of South African media on your hair choice?
 How would you respond to the statement: Young South African
women want to emulate the ways in which Black American young
women in dress and beauty?
 Who do you identify with?

7. Research Design
 Qualitative study
 Conducted using semi-structured interviews within a constructivist paradigm.
 Convenient sampling
 Benefits

8. Research Instruments
 Interview Schedule
How are your ideas formed about what is considered beautiful
How would you describe the influence of the Black American media on
the way South Africans see beauty?
What is the impact of South African media on your hair choice?
How would you respond to the statement: Young South African women
want to emulate the ways in which Black American young women in
dress and beauty?
Who do you identify with?

9. Data Collection and Procedures
 Black African students within the Discipline of Psychology
 Time and venue
 Quiet environment
 Interviews will last one hour
 Informed Consent Form.
 Audio Taped using a laptop.
 The researcher will conduct the interview in two sessions.
 Session 1
 Session 2

10. Data Analysis
 English transcription
 Thematic analysis.
 Data driven coding
 Themes

11. Limitations
 Positionality
 Differential degrees of power.

12. Hair Trends Seen In South Africa
 Short Hair Style
 Long Luxurious Hairstyle
 Most often in black
 Also seen in Blond
 Thick hair braided to the side
 Natural Curly Style
 High Pony Tail

13. Short Hair Styles

14. Long Luxurious Hair Style

15. Curly Natural Hair Style Thick Braid to the Side

16. High Pony Tail

17. Future Prediction

18.  Examples of photos used
during Session 1 discussion
starter

20. References
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21. Wannabe’s 
Understanding the impacts of Black American media on Black South African adolescent girls’
constructions of beauty and hair preferences
By Diamond Riley
dnr7b@virginia.edu

22. Lit Review
 Globalization technologies have enabled unprecedented amounts of cross-cultural exchange which gives individuals
from various cultures the ability to relate and forms identities based on an amalgamation of cultural products;
however, effects of globalization seem to be causing cultures to desire imitation into Americanized homogeneity
(Naigle, 2005), instead of contributing to a heterogeneous framework of cultural inclusions. The media thus offers a
template on how we should look and act (Naigle, 2005) while the process of social comparison is used to assess
ourselves in relation to other individuals and groups (Milkie, 1999) portrayed through the media. The media is
constantly setting the standard for what is deemed as aesthetically appropriate (Nair, 2007) and thus, becomes a
source of information about attractiveness and ideal beauty perceptions. Although adolescence is viewed as a time of
identity formation (Families, 2008), it is also a period of increased pressure to conform to societies hegemonic beauty
standards (Gordon, 2008). White (2008) suggests that the media is a mirror through which adolescent girls “observe
their external existence” (p 3). Racial identity however is an ideological position formed by the everyday experiences
that make up the fundamental values, beliefs, and morals of one’s social identity (Davis & Gandy, 1999). Racial group
membership takes place when an individual is either assigned to, or identifies with a particular race group.
Identification with a particular race stems from shared challenges and routine interactions. Choosing to identify with a
particular race group can be seen as a resource if there is a perception of commonalities amongst the way the group
members are treated in society (Davis & Gandy, 1999). Gurin and Townsend (1986) define group identity as perceived
similarities in physical characteristics, central to self-perception, and an awareness of common fate. It can therefore
be argued that Black South African adolescent girls in particular might be inclined to physically imitate Black
Americans. In accordance to cultivation theory, this may be attributable to an interpretation of Black American media
images being realistic and attainable (Jefferson & Stake, 2009). Black South Africans may find it easier to identity with
Black Americans because it is a path of least resistance. This indicates that it is easier to imitate those who you
perceive as having an opportunity to share group membership with than those you don’t. Affirmative racial
identification may be a larger influence than direct social desirability (Gandy, 2001). It is thus argued that Black South
African ethnic identity is seen as malleable when sharing a space with Black American culture. Since African American
media is pervasive in South African homes a space of attainability is created in which to imitate the ideal presented
(Jefferson & Stake, 2009). The media images generated from Black American pop culture appear to shape Black South
Africans perceptions of what is desirable with specific reference of beauty and hair preference.