Submitted in fulfilment of the requirements for the degree of Master of the Arts (Media Studies) in the Faculty of Humanities University of the Witwatersrand, March, 2017 / Many young black aspirational South African women are involved in the construction of their identities, and their ideal selves, through their self-display on Instagram. Within the framework of certain hegemonic structures, these women are seen exercising their ‘freedom’ within a post-feminist setting, as neoliberal citizens, and thus striving for a sense of empowerment from this engagement. This project explores the self-display of 10 of these young women that have each accumulated more than 10,000 followers on Instagram. Semi-structured interviews were conducted with each of them, and their Instagram images were analysed, in order to find out how their online performances relate to consumption and global celebrity culture, and how these ideologies are depicted in their images. They draw inspiration from certain black female celebrities such as Beyoncé and Rihanna, and their emulation of these celebrities is used in their identity construction. They do this by displaying a lifestyle of glamorous consumption by incorporating certain exclusive brands and fashionable items into their online presentation. Additionally, they modify and model themselves to fit a specific beauty ideal, which is characterized by long straight hair, fair skin and a curvaceous body. By doing all of this, these young women are, by their own definition attaining a level of ‘success’, and achieve the status of ‘Insta-Celeb’ by the Instagram community. The ideological frameworks on which this construction is built, involves a collective imperative to be liked and accepted by their online followers, the desire for status, and the contradictory creation of a faux idea of female empowerment that is, in reality, not actually as free as it seems. / XL2018

The study explored the body image of Professional Black South African women, cultural expectations, and their experiences in Westernised working milieus, utilising a phenomenological approach and qualitative exploratory design, located within Constructionism. Data were collected through purposive sampling (and snowballing) through individual face-to-face voice-recorded semi-structured interviews with 11 participants in/around Gauteng. Analysis was done through content analysis utilising thematic networks (Attride-Stirling). Major findings: Western values have influenced participants; Lower weight and thinness do not automatically correspond with assumptions about HIV/AIDS, instead correspond with healthier lifestyle choices; Body shape not weight or size was the prominent area of focus for most participants; Clothes size determines perception of overweight; Overweight has consequences. Forty-five per cent of participants were content with their bodies, 18% dissatisfied/unhappy, 18% satisfied, one happy, one apathetic. Tswanas were generally smaller-figured; Zulus, Northern Sotho/Pedi, Xhosa in general traditionally expected full-bodied women. Overt expectations in the workplace were not found. / Psychology / Master of Arts (Psychology)

The study explored the body image of Professional Black South African women, cultural expectations, and their experiences in Westernised working milieus, utilising a phenomenological approach and qualitative exploratory design, located within Constructionism. Data were collected through purposive sampling (and snowballing) through individual face-to-face voice-recorded semi-structured interviews with 11 participants in/around Gauteng. Analysis was done through content analysis utilising thematic networks (Attride-Stirling). Major findings: Western values have influenced participants; Lower weight and thinness do not automatically correspond with assumptions about HIV/AIDS, instead correspond with healthier lifestyle choices; Body shape not weight or size was the prominent area of focus for most participants; Clothes size determines perception of overweight; Overweight has consequences. Forty-five per cent of participants were content with their bodies, 18% dissatisfied/unhappy, 18% satisfied, one happy, one apathetic. Tswanas were generally smaller-figured; Zulus, Northern Sotho/Pedi, Xhosa in general traditionally expected full-bodied women. Overt expectations in the workplace were not found. / Psychology / M.A. (Psychology)