Abstract:
The cultural baggage and ridicule of African hair have formed part of the history of South
Africa. “Good hair” has become public opinion and has consistently been defined by the
beauty industry through an assortment of beauty products displayed in the media. The
desire to attain “good hair” has been a life-long pursuit and this need has been designed
through various avenues, which are largely displayed in the media. The mass media wield
considerable influence, possessing a unique capacity to impact individuals in diverse
ways. This study delves into the portrayal of African hair within the media, specifically
focusing on magazines. Despite its prevalence in this medium, the research concentrates
on the representation of African hair in three local South African dramas: Gomora, Uzalo,
and The River. Guided by a theoretical intersection of Tajfel’s (1979) Social Identity and
Hall’s (1997) Social Representation, the study aims to explore the types of hairstyles
depicted in the selected dramas and the messages they convey. An exploratory research
design, namely, a qualitative content-thematic analysis was employed to acquire an
understanding of the representation of African hair in the selected South African dramas.
The findings show that there has been a radical change in how Black women and African
hair are portrayed and represented in South African dramas. Black women are portrayed
as powerful and play the role of protagonist and antagonist in all the three dramas. Natural
hairstyles are most dominant, specifically the afro, which is associated with power and
leadership. This shift in the representation of African hair and Black women is significant
for South African media
