Sylvia Ndanu Mutua’s research while affiliated with Technical University of Mombasa and other places

This study investigates the influence of social media on female representation and body image perceptions among young female students in Southwest Nigeria, examining the interplay between global media dynamics and local cultural contexts. Through a de-westernizing lens, the research explores the prevalence of social media usage, perceptions of female representation, and the impact on body image. Findings reveal a pervasive engagement with social media among Nigerian females, while resisting Western beauty ideals and demonstrating satisfaction with body size and skin tone. Drawing from cultural imperialism theory and social comparison theory, the study exposes the complex relationship between social media, cultural influences, and individual agency in shaping female identity. Data was collected through a questionnaire administered to a sample of 400 female students from two universities in Southwest Nigeria: The University of Ibadan and Lead City University. A multi-stage sampling technique was employed, starting with the purposive selection of 24,000 female students. Yamane’s sample size formula was then applied to determine a reliable and representative sample size of 400 participants. The analysis utilized various statistical tools, including descriptive statistics such as frequencies, percentages, and mean distributions, along with inferential statistics like Analysis of Variance (ANOVA), logistic regression, and linear regression models. The data analysis was conducted using the Statistical Package for Social Sciences (SPSS) software. However, despite the existence of online social comparisons among young Nigerian female students, the desire to conform to the idealized body image portrayed by social media or adopt the slim body type of a traditional Western woman is not prevalent among most of the respondents. This finding suggests that young Nigerian female students exhibit a strong sense of body confidence contributing to improved mental wellbeing and fostering a more diverse societal perception of beauty.