Visual Representations of Black Hair in Relaxer Advertisements
The Extent to Which It Shapes Black Women’s Hair Preferences and Attitudes towards Hair Alteration
Bibliographic Data
| ID | 8364095 |
|---|---|
| Authors | Khulekani Madlela (0000-0002-8614-2119, University of Pretoria, corresponding author) |
| Year | 2018 |
| Volume | 53 |
| Issue | 1 |
| Pages | 49-74 |
| Publication date | 2018-01-02 |
| Open Access | No |
| Type | ARTICLE |
| Venue | de arte (JOURNAL) |
| Journal identifiers | ISSN: 0004-3389 • E-ISSN: 2471-4100 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/00043389.2018.1440708 |
| OpenAlex | W2801400623 |
| Language | EN |
| References cited | 11 |
This article focuses on how the black body, particularly black women’s hair, is represented in advertisements for hair relaxers published in True Love, a South African magazine directed at black women. Using qualitative visual semiotic analysis, this article focuses on the process of dehumanisation through visual representation by paying attention to hair, a highly politicised subject in South Africa. In addition, using pre-group questionnaires and focus-group interviews, the article examines to what extent the images possibly shape hair styling practices of black female readers, aged between 18 and 45, who live in urban areas in South Africa
Advertising · Black african · Black hair · Black women · Dehumanization · Focus group · Genealogy · Linguistics · Political science · Representation (politics) · Semiotics · Sociology · Anthropology · Cultural Identity and Representation · Gender Studies · Gender, Feminism, and Media · History · Media, Gender, and Advertising · Psychology
| Highly cited | No |
|---|