Act local, think global – The aesthetics of success: race and Beauty in the global south: a reflection on South African women content creators' online performances on YouTube and Instagram

This media creative project explores the experiences of South African women on social media platforms. The idea for this project stems from my personal experiences as an avid consumer and viewer of online content generated by these women. My engagement with YouTube began about ten years ago, when I started to consistently watch YouTube videos. Later, I would go on to consume Instagram posts by digital content creators. However, these consumption choices of mine were not functions of random videos or pictures promoted on these platforms. Rather my consumption was driven by a desire to see women who looked like me - black women. From 2009 onward black diasporic women, and women on the African continent, were suddenly, it seemed, putting out content related to black women's experiences in the world, with themes relating to education, hair, beauty and all other sorts of lifestyle-related topics. I would be lying if I did not mention how the women on YouTube talking about their natural hair drove me to explore a hair routine away from chemicals. Straightening our natural hair and being 'presentable' according to Eurocentric standards were for a long time, a burden into my life. I began consuming their videos whereby the content creators were encouraging the viewers to own their natural hair and most importantly, own whatever hairstyle they seemed to 3 fit. The choice of how we present ourselves seemed to come back to us, and the space in which it was performed felt like a safe, communal one. Six years ago, a black youtuber called Chizi Duru, had cut all her hair to start all over again without any chemicals. The act of cutting off all your hair within the community was labeled 'The Big Chop': an act of rebirth, renewal and resistance for black women. I went along and did the same, following her journey and exploring my own.

Grantor

Centre for Film and Media Studies

Year dc:date.issued

2020

Author dc:creator

• Kigundu-Touré, Ivy

Advisor dc:contributor.advisor

• Smit, Alexia

• Global media

Handle dc:identifier.uri

http://hdl.handle.net/11427/32245

OAI identifier oai:identifier

oai:open.uct.ac.za:11427/32245