Communication of self-objectification among university female students on instagram: a case of two universities In Nairobi, Kenya

Abstract

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