Leveraging social media induced visual culture for body image enhancement: The case of socialization in a contemporary society

• Main Author: Delali Adjoa Dovie
• Format: Article
• Language: English
• Published: Universidade do Minho 2019-07-01
• Series: Vista
• Subjects: social media; digital age; visual culture; socialization; body image enhancement
• Online Access: https://revistavista.pt/index.php/vista/article/view/3018

There are a variety of mediums through which the phenomenon of socialization is elicited. One of such means is social media platforms. But benefiting from this medium is dependent on the attribute of being technologically savvy intergenerational dynamics notwithstanding. This mixed methods study investigates the influence of social media on cultural connotations of socialization and body image enhancement, and how they shape changes in appearances. Use was made of survey [n=361] data to explore social media dynamics in relation to the process of socialization, while the interview [n=10] data explicated the issues raised in the frame of cross-sectional design. Bivariate and thematic analyzes were respectively conducted. The findings indicate that intergenerational outcomes of the uses of social media between younger and older people is skewed towards younger people and the inherent gap therefore pertains. The Cramer’s V test value of .612 intimates a strong association between social media’s visual images and the type of body image enhancement undertaken. This has implications for technological literacy among older Ghanaian adults. The culture of body image enhancement is learned and therefore has been learned through social media induced socialization by virtue of social media’s oriented social interaction. Put differently, this form of socialization unleashes the availability, accessibility and exposure to certain images that precipitate a desired need for transformation of an existing body image. By and large, culture is created and transmitted from generation to generation. This paper offers newer insights into the phenomenon of socialization and the attendant lifestyle change nemesis, outlining the fact that the effects of social media imagery in both text and visual images is socialization.