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Media has over time been seen to be a great contributor to sexual objectification and
in turn self-objectification among women. Currently, social media has given users the
power to be creators and distributors of content thereby contributing greatly to self objectification. The study aimed at investigating self-objectification on Instagram and
the nature of communication on physical appearance on Instagram and its relation to
self-objectification. This study was guided by three research questions; how do young
women use Instagram and what is their motivation behind the use? How do young
women perceive the communication related to physical appearance on Instagram?
How does the nature of feedback on images posted on Instagram result to self objectification? The study was guided by cultivation theory that states that the more
one is exposed to the socially formed truths that they interact with in the media the
more likely they are to view it as a truth. The study was also guided by Social
Constructionism Theory that states that meaning is constructed through social
interactions in a group, but an individual can learn through various interactions within
a group. This study used the qualitative approach with case study being the method of
inquiry. Target population for the study was 200 female university students between
the ages of 20 and 23. Using purposive sampling, a sample of 60 female students; 30
from Moi University and 30 from St. Paul‟s University was selected. Data collection
instruments were in-depth interviews and focus group discussions. In-depth
interviews were administered to 30 students and two focus group discussions with 15
students each held. Data collected was analysed using thematic analysis. The study
revealed that the main motivation for the use of Instagram among young women was
to keep up with what was trending, to imitate it and to seek validation. On
communication related to physical appearance, the study revealed that content posted
on Instagram validated certain standards of beauty that were deemed ideal. These
standards showed perfectionism, and photos posted matched these standards. The
study also found that in terms of feedback, photos that had these standards of beauty
had the most positive feedback and encouraged frequent posting with the same
characteristics. In conclusion, photos posted on Instagram communicate a certain
standard of beauty that is deemed ideal. Positive feedback on images was also
associated with internalization of these standards, frequent posting as well as self objectified images. Based on the findings, the study recommended that the media and
especially public figures on social media need to portray images as they are and to
avoid manipulation to release pressure on young women looking up to them who end
up engaging in self-objectification |
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